Michael F.

Experience

• 

  rini

  Fractional Head of Digital & eCommerce

  Nov 2025 - Present

  Celebrity-founded DTC kids' personal care brand preparing for market launch.

  • Leading go-to-market strategy, technology selection, site architecture, and customer acquisition modeling for scalable market entry.
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  DETGAAO

  Founder & Principal

  Nov 2025 - Present

  Revenue operations and marketing execution consultancy for eCommerce, DTC, and B2B brands. Strategy and hands-on work: MarTech modernization, CRM/retention, revenue strategy, spend analysis, and website builds.

  • Full-stack marketing operations for growth-stage and mid-market brands. Over $220M in digital P&L managed across multiple verticals.
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  DanceOne

  Vice President of Digital Marketing

  Dec 2023 - Nov 2025

  DanceOne is the largest holding company of dance brands in the world, focusing on dance education and conventions.

  • Built and maintained the corporate site (dance.one) and led re-platforming of 15+ tour brand sites.
  • Consolidated six eCommerce stores into one unified platform, reducing tech overhead and streamlining operations.
  • Managed full-funnel digital marketing across Meta, Google, and native channels for 15+ brands.
  • Implemented AI-assisted workflows for content generation and campaign testing, increasing output without adding headcount.
• 

  Gold Flora / The Parent Company

  Vice President of Digital

  May 2022 - Dec 2023

  Vertically integrated multi-brand cannabis company operating 7 consumer brands, 12+ retail locations, and multiple eCommerce and brand properties across California.

  • Built and managed the corporate site and 3+ eCommerce sites (Caliva, Coastal, Calma) plus 10+ brand sites.
  • Grew online and retail traffic 15% YoY while cutting total spend by 50% through rigorous yield management.
  • Drove revenue through email, SMS, native, display, and third-party listing sites. Cannabis restrictions prohibited paid search and limited social to organic only.
  • Implemented a loyalty program that lifted repeat purchases by 6%. Introduced AI-based planning models to improve attribution.
  • Managed full digital P&L across all eCommerce, brand websites, native apps, and D2C/retail marketing.
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  Bailey Blue Clothing

  Consulting / Fractional CMO

  Dec 2021 - Nov 2022

  Bailey Blue Clothing is a fashion brand ("Mommy and Me") focused on direct-to-consumer growth, established in 2002, known for industry-leading apparel design and manufacturing.

  • Built the D2C team from scratch and implemented loyalty programs supporting 60% social media growth.
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  MedMen Enterprises

  Head of Marketing, eCommerce & CRM

  Jun 2020 - May 2022

  Multi-state cannabis operator and one of the most recognized cannabis retail brands in the US. Initially engaged as Strategic Advisor, converted to full-time executive in August 2021.

  • Increased website traffic 22% and retail traffic 11% without additional spend.
  • Migrated CRM systems to Salesforce Marketing Cloud, automating personalization that increased order frequency by 7%.
  • Delivered a 9% lift in average order value through UX improvements and optimized content in email and onsite flows.
  • Drove 20% YoY growth in email revenue through automation, testing, and AI-assisted content workflows.
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  Car For You (TX Group)

  Head of Performance Marketing

  Feb 2020 - Aug 2021

  CAR FOR YOU was a Swiss auto marketplace connecting car buyers with dealerships and garages.

  • Grew active users 50% and conversions 30% by optimizing full-funnel campaigns across SEM, social, and programmatic.
  • Implemented server-side tracking and analytics for accurate attribution in a privacy-first environment.
  • Directed full-funnel performance strategy powered by a custom-built Marketing Mix Model.
• 

  101 Commerce

  Senior Director of Marketing & Analytics

  Aug 2018 - Jan 2020

  101 Commerce was an Amazon-first eCommerce accelerator that operated and scaled a portfolio of micro-brands.

  • Scaled sales for eight brands, driving 80% YoY revenue growth.
  • Supported expansion into four international Amazon markets: UK, mainland EU, Canada, and Japan.
  • Built data pipelines linking MarTech, commerce, and reporting systems for unified P&L insights.
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  Tastemade

  Director, eCommerce, Marketing & Analytics

  Jun 2017 - Jun 2018

  Tastemade is a modern media company creating remarkable video content in Food, Travel, and Home & Design.

  • Launched the D2C eCommerce business from scratch.
  • Grew product catalog from 2 to 100+ SKUs in six months.
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  Joyus

  Head of Marketing & CRM

  Feb 2016 - Jun 2017

  Joyus was a video commerce platform that transformed online shopping through video, eCommerce, and community.

  • Built cross-channel attribution frameworks to connect marketing spend to revenue.
  • Transitioned email platform to Sailthru, improving targeting and personalization capabilities.
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  NastyGal

  Director, Retention Marketing

  Dec 2013 - Jan 2016

  Nasty Gal 'was' a fast-growth fashion brand known for its unique style and cult following. Acquired by Boohoo Group in 2017

  • Led retention channels and launched the brand's first tiered, points-based loyalty program.
  • Transitioned retention systems from Bronto to Salesforce Marketing Cloud, introducing predictive modeling for CLTV and churn risk.
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  Zappos

  Sr. Marketing Manager | Email Product Manager

  Dec 2009 - Dec 2014

  Zappos is an online shoe and clothing retailer known for its customer service culture and innovation. An Amazon subsidiary.

  • Transformed email from a promotional channel into a product function, driving 30% YoY increase in attributed sales.
  • Led the migration to Exact Target (Salesforce Marketing Cloud). Automation generated 80% of email revenue from just 20% of volume.
  • Spoke at the Belardi/Ostroy Direct Mail Summit and ExactTarget Connections conference on behalf of Zappos.
  • Served on the ExactTarget/Salesforce Advisory Board (2012-2013).
  • Led the rollout of Zappos' proprietary cross-channel marketing platform (Matrix) as business owner of the product.
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  Frederick's of Hollywood

  Multi-Channel Marketing Manager & Financial Analyst

  Aug 2005 - Dec 2009

  Frederick's of Hollywood was an iconic American lingerie and apparel brand operated eCommerce, catalog, and 200+ retail stores.

  • Managed P&L for the eCommerce and catalog divisions.
  • Conducted gross margin analysis across 200 retail stores.
  • Bridged marketing and finance functions, combining campaign management with revenue and profitability analysis.

• C&S Wholesale Grocers

  Supervisor Gross Profit | Sr Financial Analyst

  Jul 2003 - Jul 2005

  C&S Wholesale Grocers is the largest wholesale grocery supplier in the U.S., providing grocery, health, and general merchandise solutions.

  • Managed gross profit reporting and analysis for the Perishable division at a facility with $55M in weekly sales.
  • Partnered with procurement teams on pricing models and margin optimization.