Ian H. Woods

Work History

Head of Ecommerce & Digital Marketing

KeHE Distributors – Exclusive Brands

Boulder, CO

03.2022 - Current

Oversee day-to-day strategy and operations for all direct-to-consumer (DTC) marketing, eCommerce, CRM, Social, Influencer, Content, Paid Media, and digital initiatives for KeHE Exclusive Brands – CADIA and MadeWith
Lead design, development, build and launch of new online natural and organic food marketplace going live in 2023 that is B2C/DTC focused
Own 5-year forecast and budget while instituting Objectives and Key Results (OKR) management principles for individuals and teams
Developing and launching go-to-market (GTM) strategies for new products and vendor brands
Responsible for developing internal staff plan and hiring to support growing lines of business
Responsible for entire consumer lifecycle (strategy and operations) for all DTC brands – awareness, consideration, purchase, fulfillment, and retention
Co-owner of budget, and P&L.
Continually maintained and improved company's reputation and positive image in markets served.

Founder & Empathy Designer

Empathy Designs

Boulder, Colorado

01.2020 - 01.2023

Founded empathy driven strategy, digital marketing, DTC, and ecommerce shop to support health and wellness related brands to design and develop business and marketing strategies to drive growth, revenue, and foster customer centricity
Partnered with founders and executive teams on building out internal and external teams, budgets, tools, SOPs and more to support said strategies
Designed, developed and deployed online and offline solutions and experiences that drive omni channel sales, revenue, brand growth and authentic value
Client engagements are fractional and/or contract in nature and have terms of 4 – 8 months
Clients included: AMARI, Impello Biosciences, Synchronicity Wellness, Carbon Chemistry, CBD Garage, KeHE & others.
Conducted target market research to scope out industry competition and identify advantageous trends.

Fractional CMO

Impello Biosciences

Boulder, CO

04.2021 - 10.2021

Fractional CMO – B2B, B2C, DTC, Marketplace and eCommerce
Partnered with founders and executive team on developing mission, vision, purpose and set off core values for company
Designed and developed brand and style guidelines in order to support seamless and scalable approach to brand development
Designed several sales and marketing collateral pieces to support overall branding, product labels, packaging, migrated and launched new website and other earned and owned touch points
Relaunched eCommerce and DTC lines of business to drive incremental revenue contribution within target ROAS and CPA
Activated all paid, earned and owned channels to support brand relaunch
Onboarded new design/creative, technology, SEO, SEM, Amazon, and content development teams (mostly external) to drive top, mid and lower funnel site traffic, revenue and lead generation
Designed and developed a 5-year pro forma as well as marketing strategy and plan to help manage P&L and working dollars in driving outcomes.
Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
Managed branding campaigns and event marketing initiatives in print, video, web and social media.

Chief Digital & eCommerce Officer

Functional Remedies, Synchronicity Wellness

Boulder, CO

01.2019 - 01.2021

Marketing, Digital Marketing & Customer Experience
Oversaw day-to-day strategy and operations for all direct-to-consumer (DTC) marketing, eCommerce, CRM, Social, Influencer, Content, Paid Media and digital initiatives for Functional Remedies
Guided re-branding and re-design of company products
Instituted Objectives and Key Results (OKR) management principles for individuals and teams
Developed and launched go-to-market (GTM) strategies for new brands and products
Brought in several agencies and contractors to support GTM projects
Grew internal team from one person to seven in four months to support top and bottom-line growth
Co-owner (CFO & COO) of budget, and P&L
Converted business to focus on DTC and eCommerce in less than six months
Boosted DTC gross revenue by 300% Year to Year (YoY)
Increase LTV by 120%, AOV by 50% and reduced CAC by 30%.
Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.

Founder and Curating Principal

BoutBout

Miami, FL

01.2016 - 01.2019

Launched bespoke innovation and engagement firm to address guest opportunities for hospitality industry
Focused primarily on all digital marketing and DTC channels to drive increased revenue and incremental revenue per guest
Built out internal marketing team that supported all properties and outlets across digital, mobile, social, email and on property events
Established key partnerships with PR agencies to support on property activations
Implemented analytical architecture to evaluate paid, earned, shared, and owned channels
Client included BAZAAR, Delano South Beach, HYDE Beach, Katsuya, K Ramen, SBE Group, SLS Hotels, The Fil’ia, The Raleigh Miami Beach, The Redbury South Beach, and The Townhouse
Increased site traffic and room bookings by average of 40% YoY through online paid channels
Reduced CAC by 60% within first five months of operation
Expanded loyalty and CRM program contribution to revenue by 30% in first year.
Created and monitored promotional approaches to increase sales and profit levels.

Chief Engagement Officer

IMM – Ideas Made Measurable

Boulder, CO

01.2013 - 01.2016

I was responsible for business development, sales & marketing, and PR
Designed and launched new practice areas for data automation, content marketing, CRM/LTV, decision sciences, social, and video productions
Oversaw activities of 7+ direct and 100+ indirect reports
Supervised analytics, automation, mobile, social media, and strategy for numerous brands, including Chili’s, Famous Footwear, GM Financial, Knot Standard, Maggiano’s, NET10, Omega Juicers, OnTheBorder, Poopurri, ROKU, StraightTalk, and TracFone Wireless
Built out content practice within five months of joining the company
Led personnel growth from 50 to 100 in three years
Grew top line revenue by 40%.

Global Chief Strategy & Marketing Officer

Annalect, An Omnicom Company

New York, NY

01.2011 - 01.2013

Launched and guided off-shore operations framework to drive delivery and operational efficiencies and scale
Led and collaborated with global team of over ten direct reports and 150 indirect reports
Designed and deployed global marketing strategies and plans to generate new business and grow existing revenue streams
Incorporated global Software as a Service (SaaS) marketing platform to support global client media and marketing efforts
Guided several practice areas, including marketing, brand and audience planning, competitive analysis, performance, and social
Had full P&L responsibilities for marketing
Partnered closely with multiple clients, including Estee Lauder, Apple, BofA, Toyota, AMEX, Google, GSK, HP, L’Oréal, Pepsi, P&G, Pfizer, GSK and Visa
Drove 15% year-over-year (YoY) growth and business operations savings of 30% by diversifying revenue streams through SaaS products and improvements to back-office operations
Achieved +/- 20% - 30% cost savings in first two years
Exceeded target growth goal of 10% YoY with strong 18% YoY increase.

Vice President of Ecommerce & DTC - North America

TracFone Wireless, Inc

Miami, FL

01.2007 - 01.2011

Oversaw daily operations and development of CRM, Direct/Online Marketing, Direct Sales eCommerce group for North American operations
Recognized as subject matter expert (SME) at TracFone for all things eCommerce, digital, and direct sales
Grew team from two team members to ten direct reports and 30 indirect reports
Had full department operational and P&L responsibilities
Designed and launched all online media campaigns and initiatives, including affiliates, email, network, SEM, SEO, and social networks
Led online and interactive marketing and generated annual revenue of over $300M+
In first 12 month, improved conversion rate by 15% - 20%
Expanded year-over-year subscriber growth by 20% and reduced cost per action (CPA) by 30%
Shattered revenue growth target of 10% by attaining 30% YoY growth.
Identified opportunities to improve business process flows and productivity.

Summary

Overview

Work History

Head of Ecommerce & Digital Marketing

Founder & Empathy Designer

Fractional CMO

Chief Digital & eCommerce Officer

Founder and Curating Principal

Chief Engagement Officer

Global Chief Strategy & Marketing Officer

Vice President of Ecommerce & DTC - North America

Education

Bachelor of Science - Graphic Design, Psychology

Skills

Certification

Timeline

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