Always for me

• Led the company to acquisition from one PE firm to a successful sale to another PE firm acting as a turnaround CEO in under 2 years with accountability for the full company P&L, with a focus on positive EBITDA by reducing operating expenses by 39% and mapping out a sustainable path to profitability.
• Managed a team of 10 employees and 20 agency employees responsible for operations, marketing, finance, sourcing, merchandising, creative, design, customer service, website development, and accounting for the DTC website and E-Commerce business.
• Collaborated with the executive team to review trends, designs, and product performance for ~50 SKUs and ~300 seasonal SKUs developing and implementing operational controls, strategies, systems, and infrastructure to facilitate growth and strengthen its competitive position.
• Led broad-ranging cross-functional initiatives designed to increase revenue and EBITDA growth by leveraging analytical and problem-solving skills to prioritize tasks, promote teamwork and manage timelines.
• Coordinated with both in-house and 3rd party resources to enhance brand visibility leveraging multiple mediums, including Email, social media, FB and Google Ads, online events, SEO, print ads, sponsored digital content, videos, influencers, giveaways, affiliates, direct mail, PR, and local market sample sales.
• Oversaw all private label development, including sourcing, merchandising, and pricing, and partnered with some of the large swimwear manufacturers out of China that offer private label manufacturing to increase overall margins.

Key Achievements

• Turned around the declining business to position for a successful sale to a private equity firm.
• Grew gross profit 11% and top-line revenue 5%, thwarting a 40% 3-year decline in revenue.
• Improved conversion rate 26% through revamped UX/UI.
• Increased mobile revenue 35% as a result of a mobile-first strategy.
• Increased conversions of 18-24 year olds by 44% and 25-34 year olds by 23% by honing merchandising.