Alvin Glay, DBA
Growth Marketing Executive
Atlanta,GA
My life is my message.
Mohandas Gandhi
Summary
Results-driven marketing executive with forward-thinking approach centered on company success and competitive growth. Demonstrated record of success in building successful teams and managing profitable marketing operations. Offers strategic planning abilities, background in digital marketing and growth mindset ready for challenges and focused on meeting future demands.
Overview
15
15
years of professional experience
7
7
years of post-secondary education
Work History
VP
Growth Marketing, Airscuplt
Seattle, GA
01.2019 - 01.2019
- Built the in-house digital marketing team for Airsculpt from the ground up.
- Fully transitioned paid marketing capabilities from a marketing agency to an in-house team
- Single-handily managed all paid marketing channels (Search, Social, Radio, Video, and display), which included: marketing channels, creative development, traffic media, campaign build and launch, targeting and audience strategy, bidding, and measurements across 7 locations
- Built analytics dashboard and infrastructure to measure marketing and sales performance company-wide
- Developed lead scoring methodology to improve lead quality and close rates
- Turned around declining performance and grew top-line revenue by 25% Y/Y
- Optimize the sales lead management process to improve the marketing funnel; 23% increase in lead volume Y/Y; Improve customer response time by 74%, reducing the response time from 117 hours to 30 hours, reducing the time to consult from 6 days to 2 days
Senior Director
Growth Marketing, RealSelf
Seattle, WA
01.2018 - 01.2019
- Oversaw the growth marketing and in-house digital team for the surgical and non-surgical aesthetics business unit
- Built in-house team of paid media specialist, analytics, sales, product, and CRM professionals
- Launched new lead generation (ProIntro) delivering $3.5M in revenue at a 60% gross profit margin
- Managed all marketing acquisition strategies to include SEM, Social, and other digital mediums
- Managed both customers marketing and B2B programs to deliver supplier and customer inventory
- Worked directly with the CMO to develop overall brand and product marketing initiatives.
VP
Growth & Insights
Atlanta, GA
09.2019 - Current
- Spearhead the agency growth marketing and analytics practice to deliver better insights, optimization strategies to drive customer acquisition and retention growth across the agency's clients' portfolios
- Led the launched of CPG's category's first multi-retailer digital offer solution with Mucinex.
- Key member of the business development pitched team contributing to multi-million dollars in incremental revenue.
- Built the agency analytics practice from the ground up, delivering double-digit revenue and profitability growth in consecutive years
- Spearheaded cross-functional initiatives across departments to achieve business goals for bottom-line profits.
- Collaborated with senior management to develop the agency long-term growth initiatives and execution plan.
- Developed paid media optimization framework leveraging behavior science and advance analytics to improve media effectiveness
- Used market insights to capitalize on key business opportunities for new advantageous partnerships.
- Demonstrated proficient leadership skills to motivate employees and build competent teams.
- Established performance goals for department and outlined processes for achievement.
Director
Global Digital Marketing, Wahoo Fitness
Atlanta, GA
01.2015 - 01.2018
- Responsible for driving growth of wahoofitness.com global brand, the website traffic, and revenue growth across the US, EU, UK, AU, and Japan
- Increased wahoofintess.com site traffic by 35%, following social 300X, e-Commerce share of total revenue from 14% to 25%
- Developed global marketing strategy for all paid and own media activities across Paid Search, Display, SEO, Social (Organic & Paid), content marketing, TV, and print
- Built a robust analytics infrastructure to collect, analyze and activate data-driven customer marketing programs across all faucets of customer interactions with the brand
- Built the marketing and analytics team.
Manager
Growth Marketing, Verizon Wireless
Piscataway, NJ
01.2013 - 01.2015
- Responsible for developing new revenue products and driving Verizonwireless.com's share of the total company's new line addition growth
- Launched Verizonwireless.com advertising product delivering $5M in revenue at 70% gross margin
- Led Verizonwirless.com marketing programs in collaboration with the Marcom group to launch marketing initiatives for VZW.com, including executing digital campaigns with Marcom to drive new gross adds across digital marketing activities
- Launched churn prevention marketing campaigns strategy resulting in $2M annual saved revenue.
Media Director
Response Media
Atlanta, GA
01.2012 - 01.2013
- Responsible for driving the agency's clients' marketing programs' growth and enhancing the agency's performance marketing capabilities
- Led all paid media planning and buying across SEM, SEO, CSE, Display, video, and Email for Proctor & Gamble (Pampers, Homemade Simple, Duracell Powermat, The Art of Shaving), Comcast Small Business, Carter's & Oshkosh B' Gosh, ConAgra Foods, SC Johnson, and Ipsos
- Built the agency's programmatic media buying, Paid Search, and SEO departments
- Developed pitch materials and participated in new business pitches to acquire new clients
- Won three large clients in IPSOS, Duracell, and The Art of Shaving.
Media Supervisor
Response Mine
Atlanta, GA
01.2008 - 01.2012
- Responsible for driving the agency's clients' marketing programs growth across all retail and travel verticals
- Developed all paid Search, Display, Shopping Engines, and Paid Social strategies for client portfolios
- Maintained a 95% client retention rate
- Oversaw a total of $100M in marketing budget across clients
- Led the Onboarding of new clients, which involved developing and implementing a media measurement framework, reporting requirement, and strategic test plan to meet and scale clients' learning objectives
- Managed media teams and collaborated cohesively with client teams for all phases of Interactive campaign cycles, from research and planning/buying to optimization and analysis
- Assisted in new business evaluations and pitches
- Developed training programs for new staff members
- Managed the analytics departments for campaign measurements, insights, and reporting needs.
Education
Ph.D. - Business
01.2019 - 01.2019
Master of Business Administration -
01.2014 - 01.2019
Bachelor of Business Administration - Finance
01.2004 - 01.2006
Publications:Research Paper: Real-Time Push Mobile Marketing Strategy: To What Extent Do Time and Relevance Matter?
Skills
Marketing campaign management
Accomplishments
Incremental Revenue: Developed seven new revenue products at Realself, delivering millions in revenue and a 60% gross profit margin. Incubated and launched Verizon Wireless.com advertising product, delivering millions in revenue at a 70% gross profit margin.
Growth Marketing: Developed global marketing strategy across the US, UK, Germany, Australia, and Japan at Wahoo Fitness resulting in double-digits DTC traffic and revenue growth increasing DTC share of total revenue from 14% to 25% in 2.5years.
Churn Prevention: Developed churn prevention programing at Verizon, resulting in $2M in saved annual revenue.
Product Marketing Strategy: Developed global marketing strategy across digital, print, and TV for seven new products (KICKKR (2), ELEMNT (2), BOLT, TICKR, KICKR CLIMB) at Wahoo Fitness. The go-to-market campaigns delivered record traffic and revenue growth.
Analytics: Built Response Media analytics practice from the ground up, delivering double-digit revenue and profits in consecutive years.
Affiliations
Research Associate at Georgia State University
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
VP - Growth & Insights
09.2019 - Current
Georgia State University - Ph.D., Business
01.2019 - 01.2019
VP - Growth Marketing, Airscuplt
01.2019 - 01.2019
Senior Director - Growth Marketing, RealSelf
01.2018 - 01.2019
Director - Global Digital Marketing, Wahoo Fitness
01.2015 - 01.2018
Mercer University - Master of Business Administration,
01.2014 - 01.2019
Manager - Growth Marketing, Verizon Wireless
01.2013 - 01.2015
Media Director - Response Media
01.2012 - 01.2013
Media Supervisor - Response Mine
01.2008 - 01.2012
Georgia State University - Bachelor of Business Administration, Finance
01.2004 - 01.2006
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