Eric Jackson

Fractional Growth VP | 50x Revenue Growth | 1 exit | Expert in performance marketing

A marketer who's nerding out on attribution, incrementality, MTA/MMM, channel optimizaiton strategies, and building lightweight experimentation frameworks that ensure we don't get laid off for burning cash and not driving profitable revenue.

Eric Jackson

Experience

  • The Breakaway

    The Breakaway

    Marketing Advisor

    Jul 2023 - Present

    The Breakaway is the personal performance coach for cyclists, with the team, roadmap and vision to extend to be the mass market coaching platform for any athlete focused on progress.

    • The Breakaway, a YC graduate, is a motivational coaching app for committed cyclists. Our subscribers sync data from platforms like Zwift, Peloton, Garmin and more, and log in daily to get motivation, coaching, and personalized workout suggestions.
  • FastGrowingTrees.com

    FastGrowingTrees.com

    Head of User Acquisition

    Jan 2023 - Jun 2023

    At FastGrowingTrees, it’s in our nature to care. From the widest selection of unique products to the simplest delivery and continued plant support, our one-stop shop makes growing easy.

    • Managed an 8 figure acquisition budget and built a remote growth marketing team while scaling profitable revenue on core channels like Meta, Google, Direct Mail, Podcast & Streaming.
  • Outschool

    Outschool

    Head of Growth Marketing

    Jun 2022 - Dec 2022

    • Built a remote growth marketing team that manages offline, Facebook, SEM, affiliate, lifecycle, organic, SEO and other channels
    • Lead a cross company initiative to launch our CRO practice
    • Worked with product and analytics to build annual forecast, marketing plan, and launch new initiatives
    • Built a cross functional working group to optimize the user journey across email, DR, community, and content
    • Working across product engineering and analytics lead the acquisition team
    • Launched the first onboarding funnel utilizing 3rd party tools improving CAC by almost 50% on Facebook and building first party data to build a personalized user experience
    • Worked with creative agencies to create and launch a rebrand
    • Planned and launched a national tv campaign to grow brand awareness and drive top of funnel traffic
  • Outschool

    Outschool

    Head of performance marketing

    May 2021 - Jun 2022

    • Built a performance marketing team managing an 8 figure budget across Facebook, connected tv, linear tv, direct mail, billboards, google/bing ads, and podcast/streaming
    • Restructured Facebook and Google from ROAS managed campaigns to CPA managed campaigns driving a 25% increase in new buyers while lowering the cost per new buyer by 8%.
    • In partnership with the internal Analytics team launched a MTA model and conducted a data hygiene project that identified and fixed attribution and unit economics issues
    • Worked with creative and agency to launch a multi quarter creative testing roadmap resulting in 40% increases in CTR and expansion to full funnel marketing.
    • Launched a 6 figure NYT takeover to address Omicron concerns leading to an incremental 1k new buyers and exceeding our monthly goals by 15% while coming in at budget.d user journey
  • Autolist Inc

    Autolist Inc

    Director of performance marketing

    Aug 2019 - May 2021

    Autolist is a new, fast-growing automotive search engine that allows users to browse millions of used cars on 100s of sites in one easy search. From your first car to your fifteenth, we want to make buying and selling a car something you can look forward to. We’re taking a data driven and user centric approach to create new and better ways to buy and sell cars. Some of us are car nuts, some of us aren't, but we're all passionate about solving big problems and building awesome products. While we're an impressive team (if we do say so ourselves) that works hard, we try to keep our culture ego-free and value creativity, autonomy, and fun.

    • Own and manage all performance marketing channels, reporting, forecasting, and budgets including Facebook, Google, Criteo, DSPs, and other media buying platforms.
    • Researched and partnered with the product design team to create brand and creative guidelines, which were utilized to refresh performance creative delivering 10% decrease in CPA on Google
    • Built annual forecasting document, new channel onboarding tool, multichannel tracking, and other analysis tools
    • Created new pandemic budget and optimized channels to maintain pre-pandemic lead performance with a reduced budget driving CPA reductions of 50%.
  • ZEDGE

    ZEDGE

    Director of Marketing

    Aug 2018 - Jul 2019

    Zedge builds marketplaces and games around digital content that people use to express themselves. We monetize our user base through advertising, subscriptions, and a virtual token-based economy. Our leading products are the GuruShots photography game and Zedge’s freemium digital content marketplace, which today offers mobile phone wallpapers, video wallpapers, ringtones, and notification sounds. The synergy between the game and the marketplace unlocks additional engagement and enables our community to earn money from their artwork. We also own Emojipedia, a website that is the leading source of information about emojis. In May 2022, we served more than 40 million users.

    • Created performance marketing specific video content optimized for Facebook
    • Launched and managed a content creator refer a friend program resulting in a 24% increase in new content creators MoM at $0 CAC
    • Launched and wrote the content creator email campaigns including refer a friend, acquisition nurture program, and weekly announcement emails.
    • Launched Google UAC campaign for content creator acquisition
  • Sun Basket

    Sun Basket

    Senior Marketing Manager

    Oct 2016 - Aug 2018

    Sunbasket is a healthy meal delivery service offering fresh, seasonal ingredients and easy recipes delivered to your door weekly. Choose your meals each week or opt into a menu plan, including Paleo, Lean & Clean, Gluten-Free, Vegan, Vegetarian, Mediterranean, and more options. Sun Basket makes it easy to cook delicious meals, eat clean, and feel great.Sunbasket sources seasonal organic produce from the best farms, responsibly raised meats, and wild-caught seafood. Our packaging is recyclable and compostable.Most recipes are ready to eat in 30 minutes or less, with pre-measured ingredients making it even easier to cook. Since we only send you what you need, there’s less waste and clutter from unused herbs, sauces and spices. Our head chef was the executive chef at a James Beard Award-winning restaurant, and she has a talent for combining the best seasonal produce with globally-inspired flavors to create nourishing meals that are balanced, healthy and delicious.

    • Grew the customer subscription base by 3.5x, resulting in a 360% increase in annual run rate at a scale of $100M+
    • Managed paid spend across affiliate, facebook, adwords, and other digital channels
    • Managed a sizable, eight-digit paid media budget
    • Tested and scaled new channels across paid and earned media
    • -Worked with engineering to launch multiple CRO tests and specialized landing pages
    • -Worked with team to increase TAM by identifying and forecasting new audiences sizes
    • -Successfully launched several new meal kits across paid media.
    • Led an agency RFP, onboarded new media agency partners and vendors
  • Planned Parenthood Federation of America

    Planned Parenthood Federation of America

    Digital Marketing Manager

    Jan 2014 - Oct 2015

    Planned Parenthood is a trusted health care provider, an informed educator, a passionate advocate, and a global partner. Our skilled health care professionals at our 650 health centers deliver vital reproductive health care, sex education and information to millions of women, men, and young people worldwide. For the past century, Planned Parenthood has transformed women’s health and empowered millions of people worldwide to make informed health decisions, forever changing the way they live, love, learn and work. And we’re just getting started. We are dedicated to creating a healthier world and we will not rest until access to health care and rights is a reality for all people. We are building on our proud legacy and launching our second century with as much passion, courage and conviction as our first. Join us in our movement!

    • National marketing liaison and strategic consultant for 62 independent affiliates.
    • Manager of Planned Parenthood national e-store.
    • Creator and manager of internal marketing portal and CRM system.
    • Negotiated national campaign partnership with Yelp.
    • Manage digital marketing and traditional marketing campaigns for independent affiliates including search engine marketing, social media, direct mail, and events.
    • National conference marketing affinity day organizer and presenter.
  • Planned Parenthood Federation of America

    Planned Parenthood Federation of America

    Senior Brand Marketing Analyst

    Jan 2013 - Jan 2014

    Planned Parenthood is a trusted health care provider, an informed educator, a passionate advocate, and a global partner. Our skilled health care professionals at our 650 health centers deliver vital reproductive health care, sex education and information to millions of women, men, and young people worldwide. For the past century, Planned Parenthood has transformed women’s health and empowered millions of people worldwide to make informed health decisions, forever changing the way they live, love, learn and work. And we’re just getting started. We are dedicated to creating a healthier world and we will not rest until access to health care and rights is a reality for all people. We are building on our proud legacy and launching our second century with as much passion, courage and conviction as our first. Join us in our movement!

    • Managed data audit of Planned Parenthood national data systems
    • Executed $800k national online media campaign targeted at 74 affiliates and 850+ health centers resulting in over 125,000 digital and analog conversions.
    • Planned and executed $500k Breast Health campaign targeted at minority women centered on lifecycle marketing and frontloading clients.
    • Created strategic marketing plan for diversity team to align with the updated branding initiatives
    • Created white papers and best practices on patient acquisition for the federation
    • Metrics dashboard creation for c suite charting progress of strategic initiatives.
    • Analytical support for national $3M branding campaign
    • Provide analytical data and solutions for executive level request
  • The Washington Post

    The Washington Post

    Marketing Analyst

    Aug 2009 - Aug 2011

    • Marketing Analyst: Major Accounts Unit
    • Responsible for research and metric tracking for Major Accounts Unit, a $125 million dollar category
    • maintained flat revenue in a declining category through marketing strategy for the large Movie Advertisements category through historical analysis and fiscal extrapolation modeling
    • Provided analytical data to re-organize pricing models for several substantial categories
    • Measured opportunity cost, profitability, and ease of use for new programs
    • Metrics tracking of marketing goals
    • Manage relationship with several Sales Managers providing analytical data, metric tracking, fiscal models, and support business ventures
    • Provide analytical data and solutions for executive level request concerning major accounts unit
    • Help provide sales collateral and creative pieces for sales floor

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