Michael F.

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.

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.

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.

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 website and store traffic 23% YoY and conversion 13% while cutting marketing and MarTech spend 15% 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.
• Launched a new CRM and a tiered cross-brand loyalty program integrating offline and online transactional data, lifting customer re-order rate 12% YoY. Introduced AI-based planning models to improve attribution.
• Managed full digital P&L across all eCommerce, brand websites, native apps, and D2C/retail marketing.

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.

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.

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 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.

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.

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.

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.

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.

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 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.