Resume

Jeff

By April 10, 2019 No Comments

Jeff Biesman

CMO – VP of Marketing

Growth Strategies / E-Commerce / Digital Marketing/ Branding / P&L / Startup Analytics & Modeling / Strategic Planning / Social Media / B2B & D2C Integrated Marketing / Advertising / Demand Generation / CRM / Team Building

Consultant & Interim Marketing Executive

Growth Curve Consulting                                                                 2018 – Present

Book of Business Profile:

  • Direct-To-Consumer, B2B and hybrid business models, from start-up to global enterprise, with aggressive growth and operational improvement initiatives.  Scope of work includes hands on support building and enhancing traditional and digital marketing, sales process development and improvement, business development, product strategy and customer service.

Notable Client Project/Campaign Accomplishments:

  • Skechers – Developed new e-Commerce strategy for $4.2B publicly traded company. 60-day audit revealed weak marketing ROI and lost revenue opportunities. Recommended cutting unprofitable non-branded search programs, increasing Return-On-Ad-Spend (ROAS) by more than 300%. Life Time Value (LTV) rose by 37%.
  • Fragrant Jewels – Developed a successful brand, omni-channel and digital expansion strategy as part time CMO / COO for $40M D2C bath and beauty business caught in a free fall due to lack of brand strategy and breakthrough marketing programs.
  • Additional: Winc (DTC wine), Jiko.io (blockchain fintech), Dedicated DB, (B2B financial services), the Laundress (DTC garment care), SAN Nutrition (wellness supplements), MeUndies (DTC clothing).

Vice President of Marketing, User Acquisition & Ecommerce

YP                                                 2014 – 2017

Cerberus Capital Management held media publisher and digital marketing products provider with more than $1.4B in revenue serving the local business community. 

  • Designed and executed a breakthrough integrated B2B marketing and direct sales business model imbued with foundational capabilities and platforms never before considered by the company. Grew Marketing team from 17 to 27.
  • Responsibilities included consumer and B2B traffic acquisition and demand generation, product and sales channel design (ecommerce, telesales, local sales force), database marketing and predictive model development, lead yield management, contact strategies, marketing automation / SFDC, content marketing, offers and marketing and customer analytics.

Notable Campaign Accomplishments: 

  • Turned around ROI negative, poorly perceived lead generation programs and delivered 192% improvement in productivity, with $60M incremental revenue via marketing qualified lead generation.  Dramatically improved sales pipeline activity and close rates.
  • Created first ever “thematic” integrated sales and marketing campaign delivering an unprecedented 500% lift in sales productivity and marketing efficiency.

President & COO

Little Black Bag                                                             2012 – 2014

Upfront Ventures backed early stage subscription ecommerce start up.

  • Led Marketing, Merchandising, Creative and Customer Service functions for this unique, women’s fashion ecommerce brand struggling to compete among larger brands with deeper pockets.
  • Promoted from Senior Vice President of Marketing, successfully rebranding the company to include positioning, tagline and website aesthetics.

Notable Campaign Accomplishments:

  • Launched DRTV initiative, generating highly efficient sales growth. Initiated the company’s first test in Direct Response TV with new creative and targeted media. Produced the most efficient acquisition growth cycle in company history.
  • Built “Influencer Marketing Program” using YouTube and social media, into the #1 source of customer acquisition, satisfying the company’s need for marketing programs to provide an edge against larger competitors.

Vice President of Ecommerce Marketing & Customer Service

ShoeDazzle                                   2012    

Andreesen Horowitz backed early-mid stage subscription ecommerce start-up. 

  • Built customer marketing and client services capability from ground up. Grew marketing team from scratch to over 70 employees.
  • Led marketing, targeting, and analytics functions, including attribution, LTV and churn modeling. Expanded direct response channels beyond email to include direct mail, TV, website and call center.

Notable Campaign Accomplishments:

  • Improved lead conversion by 40% with zero impact to customer level contribution margin.
  • Facilitated 50% YOY increase in demand revenue and profit per member.

Bank of America Corporation                                   2004 – 2012    

Senior Vice President, Direct Marketing Executive – US Credit Card & Mortgage (2006 – 2012)

First Vice President, Online Marketing Executive – Home Loans and Insurance (2004 – 2006)

  • Led customer acquisition and retention direct marketing strategy for the US Credit Card and Home Loans and Insurance divisions.
  • Drove product positioning, testing/optimization and multi-channel campaigns including direct mail, paid social and search, email, telemarketing, customer service referrals.
  • Managed $265MM marketing budget, 32 direct reports, and the largest retail demand generation platform.

Notable Accomplishments:

  • Launched new Cash Rewards credit card product in direct response channels, yielding 22% lift in account acquisition vs. old product and marketing programs.
  • Transformed previously unprofitable direct mail prospecting program to ROI positive within 6 months.
  • Played key role in achieving 3X increase in customer retention through development and implementation of new proactive and reactive marketing programs.

ADDITIONAL EXPERIENCE

Sony Pictures Digital Entertainment, Brand & Product Marketing Manager (2000 – 2004)   

The Walt Disney Company, Brand & Product Marketing Manager (1998 – 2000)    

LA Gear, Inc. & Converse Inc., Brand & Product Marketing Roles (1994 – 1998)

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