SEAN PETERSON
San Diego
Summary
Marketing leader with extensive experience in retail & e-commerce, specializing in strategic planning and customer acquisition. Successfully led initiatives resulting in substantial revenue growth and strengthened brand partnerships. Skilled in cross-functional collaboration and performance measurement, promoting accountability and innovation within teams.
Overview
11
11
years of professional experience
Work History
Senior Director of Strategy & Planning
Road Runner Sports
San Diego
01.2024 - Current
- Lead strategic planning, marketing operations, Amazon performance, and retail marketing with 6 direct reports and a team of 11, and a $13M budget.
- Redesigned the strategic planning process, improving alignment, strengthening executive buy-in and building an accountability culture.
- Rebuilt marketing operations with new workflow tools and a PM team, increasing speed and consistency of execution.
- Transformed brand partnerships into strategic packages, driving an 8% increase in partner funding and 30% lift in new product sell-through.
- Overhauled the Amazon program by reducing SKUs and eliminating redundant spend, delivering +20% revenue and +35% EBITDA YOY.
- Reset catalog strategy using deeper segmentation and creating a prediction matrix, resulting in a 10% lift and informing future targeting.
- Strengthened company culture through launching a guest speaker series and monthly cross-department events that reinforced team values.
Senior Director of Acquisition
Road Runner Sports
San Diego
11.2022 - 01.2024
- Own acquisition strategy and paid channel performance across retail and e-commerce while overseeing retail marketing, field marketing, social media, and content production teams.
- Shifted growth focus toward retail, driving +10% retail revenue, +15% retail first-time buyers, and +20% web EBITDA.
- Restructured field marketing, improving execution and reporting, resulting in 20% YOY revenue growth across supported stores.
- Reset new-store launch model, with two locations ranking #1 and #2 all-time in year-one revenue, exceeding targets by 30%.
- Expanded channel mix by launching the first YouTube and connected TV campaigns.
Director of Customer Acquisition
Road Runner Sports
San Diego
01.2021 - 11.2022
- Own paid media, social, video, and retail marketing to drive acquisition across retail and e-commerce and improve first-time buyer performance.
- Returned the business to growth, driving a +18% increase in store revenue to pre-COVID trend, 5% total revenue lift, and 6% increase in first-time buyers.
- Rebuilt paid search strategy, resulting in 20% e-commerce revenue growth and a 10% ROAS improvement.
- Created the first cross-channel performance dashboard, improving visibility and enabling smarter investment shifts.
Senior Retail Marketing Manager
Road Runner Sports
San Diego
01.2017 - 12.2020
- Led retail marketing and in-store campaigns across 50+ locations, managing promotions, events, and new-store launches, and introduced digital tactics into a program previously driven by print and email.
- Increased tent sale revenue from ~$500K to $3M by introducing digital marketing, revamping targeting to existing customers and building an integrated playbook.
- Built and executed the local SEO strategy, including new landing page experiences and listing management, improving visibility and driving incremental retail traffic.
- Drove a 240% increase in reviews through new capture processes.
- Restored post-COVID performance within three months.
Marketing Manager
Road Runner Sports
San Diego
01.2015 - 01.2017
- Managed retail marketing and campaign execution for new-store openings, tent sales, and in-store promotions to drive traffic and first-time buyer growth.
- Generated ~80% YOY revenue lifts for new-store openings.
- Scaled tent sales from 6 to 23 annual events.
- Introduced the first site-to-store programmatic channel.
Education
Bachelor of Science - Graphic Design, Video Production
Southern Oregon University
Skills
- Strategic planning and prioritization
- Customer acquisition and growth
- Marketing operations and management
- Cross-functional alignment and communication
- Performance measurement and forecasting
- Brand partnership strategy
- Omnichannel marketing strategies
- Organizational design and development
- Segmentation and audience targeting
- New-store execution and market entry
Timeline
Senior Director of Strategy & Planning
Road Runner Sports
01.2024 - Current
Senior Director of Acquisition
Road Runner Sports
11.2022 - 01.2024
Director of Customer Acquisition
Road Runner Sports
01.2021 - 11.2022
Senior Retail Marketing Manager
Road Runner Sports
01.2017 - 12.2020
Marketing Manager
Road Runner Sports
01.2015 - 01.2017
Bachelor of Science - Graphic Design, Video Production
Southern Oregon University