John Rospenda

Growth Marketing Manager • Email Marketing Specialist • Deerfield, IL, US

Customer Relationship Management

Strategic Planning

Growth

Growth Marketing

Available for hire fromNegotiable

Contracts

Marketing and Media Expert | Growth Strategy

With a strong background in marketing and media, this professional has founded Ton80 Consulting, offering a wide range of marketing services to clients in various industries. As a Partner/Advisor at Chameleon Collective, they provided valuable insights and guidance. Their role as General Manager at Stealth Venture Labs involved leading a digital agency with a diverse client base, focusing on direct response and direct-to-consumer brands. They also served as the Head of Marketing & Analytics at Six Degree Rentals, contributing to the growth of a breakthrough company in the Peer-to-Peer economy. With expertise in growth strategy development, media buying, customer acquisition, and creative concepting, they have made significant contributions to the success of the companies they have been involved with.

Work History

Founder

Ton80 ConsultingMarketing That's Always On-Target. Ton80 Consulting offers a wide range of marketing services, from strategic planning through execution and analysis/optimization, helping clients navigate and succeed in the complex media and competitive customer acquisition space. Specialties include growth strategy development, online and offline media buying across all channels, customer acquisition funnel optimization, creative concepting for display, video and copy, CRM program design and execution, and partnership research and development for acquisition or revenue generation. Serviced clients in eCommerce/Subscription Commerce, Food and Beverage/Meal Delivery, Home Entertainment, Dating, Health & Fitness/Supplements, Retail/Home Furnishings, and Jewelry/Luxury Items. Key Accomplishments: • Led the growth of Heal.com’s expansion into multiple geographies, securing patient acquisition and retention, leading to the eventual sale to Humana. • Led all growth activities (media, CRM, CRO) for DippinDaisys.com, achieving record sales M/M since engaging (>1 year). • Assisted multiple agencies with team and operations audits, providing detailed SWOT analyses and implementation consulting. • Managed the agency team and drove media strategy for Misfit.com, a division of Fossil. • Developed the strategy and implementation for the initial international media expansion for a major teeth whitening company through site translation and paid media rollout and optimization. • Led comprehensive media and CRM programs for a startup division of InteractiveCorp. • Built the in-house media buying department at a gaming publisher through the development and management of multiple new distribution partner relationships, selection/implementation of adserving platform, development/refinement of reporting platforms, and design of creative development procedures.

Partner / Advisor - Interim Head of Media and Growth

Chameleon CollectiveMember of a consulting collective focusing on retail/ecommerce and media engagements for clients across a wide range of verticals and revenue tiers. Personal involvement primarily within apparel/accessories, retail, healthcare, beauty, entertainment. Engagements spanning basic growth strategy across media channels, CRM or CRO, to interim executive roles involving full departmental P&L ownership - media and CRM strategy, agency and team management, analytics, financial planning and martech stack evaluation and recommendation. Key Roles: • BlueNile.com – Interim Head of Performance Marketing (9 months) • Funimation (Division of Sony Pictures Entertainment) – Interim Head of Media (9 months) • Lord & Taylor / LeTote – Interim VP of Media (5 months) • Heal.com – Interim VP of Growth (21 months) • Glamsquad.com – Interim Head of Growth (18 months) • Dropbox, Goldstar.com, Art Van Furniture, Virtua Partners, Jungle Island – Customer Acquisition Consultant (various tenures)

General Manager

Stealth Venture LabsMar 2021 - Oct 2022 • 1 yr 8 mosLeader of a growing D2C/B2C digital agency of 30+ team members and 40+ clients. Managed all aspects of day-to-day operations, including organizational development, client relationships, financial planning, strategic leadership, process improvement, and media education. Client base focusing on direct response, direct to consumer brands, mainly including subscription models, across a diverse array of verticals including food and beverage/meal delivery, health and wellness, sporting goods, home décor, and financial services. Named the #26 Global Best Workplaces for Innovators by Fast Company in 2021. Key roles & accomplishments include overall team management, building and maintaining client relationships, revenue planning, organizational planning, and developing the services roadmap. Key Roles & Accomplishments: • Overall team management, including buying, analytics & creative services, as well as sales & human resources. Worked to improve processes & documentation across the organization that helped improve buyer efficiency by 25%. • Building & maintaining client relationships during business development, onboarding & day-to-day management. Maintained an overall 4.5/5 CSAT. • Revenue planning, ensuring resources were properly allocated to appropriate areas of the business to maintain profit margins. As one example, collaborated with BI to design a transparent revenue tracker for ‘real time’ reprojections & insight into media spend progress. • Organizational planning, adjusting the personnel roadmap based on current team bandwidth, finances & future team needs. Redesigned job definitions to optimize hiring & secured additional flex staffing resources that helped level-up the team to be able to service the same amount of customers with ~20% less staff & increased profit margins. • Developing the services roadmap, designing &pricing new packages to meet market needs & staffing accordingly. Impact of the services added 10% to agency revenue within 90 days of launch.

VP of Media

Techstyle Fashion GroupFeb 2011 - Jun 2016 • 5 yrs 5 mosLeading all online and offline customer acquisition media across 4 diverse business units within the US, Canada and Australia. Managing budgeting, planning, execution and analysis for media spends of an aggregate $90MM+ per year, reporting directly into senior executives, as well as GMs of each business unit. Partnering with brand marketing, design group and TV production on creative development of all acquisition assets, including banners, landing pages, videos/commercials and print ads. Spearheading new marketing initiatives across all channels to increase customer volume and acquisition efficiency. Key Accomplishments: • Regularly achieved acquisition goals on spend, lead volume, CPL and paying customer CPA, while building media spend from ~$5MM in 2011 to a plan for >$90MM in 2016, playing a crucial role in fueling overall company revenue growth to ~$350MM and >3MM subscribers for the properties and countries under direct purview. • Grew the media team from 2 to 12, while maintaining a core high-performance team. • Onboarded new properties and countries post-acquisition or internal launch to now manage media for a cohort of 8 separate P&L centers. • Launched and grew the TV campaign on a commensurate spend increase trajectory as online, maintaining efficient metrics on ~40% of overall media spend. • Managed overall research, vetting and negotiations/renegotiations on both enterprise-level platforms such as adserving, MVT platform, ESP, search and social bidding, as well as agencies for TV and ad-hoc media needs; realized >$500K in 2015 cost savings on renegotiations. • Managed CRM program design and optimization for lead conversion and customer re-engagement during 2011-12 timeframe, during which time the consumer database grew from 500K records to over 7MM. • Partnered with European business units on media initiatives, platform implementation and best-practices training to help grow international LOB to ~25% of company revenue.

Senior Marketing Programs Manager

eHarmonyFeb 2007 - Sep 2010 • 3 yrs 8 mosP&L responsibility for $20MM+ program across display, SEM/SEO, email and affiliate online acquisition channels. Management of a team of 4, including 3 channel managers and 1 coordinator, plus multiple agencies and contractors/consultants. High degree of executive team exposure, reporting directly to the VP and CMO. Interfacing with publishing group to drive content partnerships and incremental ad revenue, as well as with offline agency to develop synergistic cross-channel campaigns. Marketing lead on registration/landing page optimization team. Key Accomplishments: • Built and maintained an acquisition email program across multiple direct and affiliate sources, including creative strategy, testing methodology, compliance processes and results analysis that drove over $20MM in gross revenue 2008-2010. • Tested, optimized and scaled display campaigns across multiple networks and direct publishers, including retargeting and dynamic messaging, within the framework of CPM, CPC, CPL and hybrid deal structures. • Directed partnership activities with numerous high-profile publishers such as Comcast, AOL, Gannett, TimeWarner/RoadRunner, Yahoo!7 (AU) and Bigpond (AU). • Drove contract renegotiations and designed revenue models with top traffic drivers, realizing over $1MM annualized cost savings and significant margin gains. • Developed multiple initial inroads into the social media arena, building the framework for monetizing unique programs and maximizing brand exposure. • Consistently surpassed channel registration goals, filling the ‘top of the funnel’ and assisting the company in hitting overall revenue/EBITDA targets. • Oversaw online marketing launch activities in international markets, including Canada, Australia and the UK, achieving multi-million dollar revenue streams and revenue diversification for the company.

Senior Manager of CRM & Media

LowerMyBills.com / ExperianFeb 2005 - Feb 2007 • 2 yrs 1 moDirecting all email activities for acquisition and retention marketing, including database management, strategy design, copywriting, creative testing and analysis. Negotiating contracts and overseeing system integration for unsubscribe management and email reputation delivery enhancement. Interfacing with product and executive teams to drive new product evaluation through special email campaigns and gather satisfaction data through ongoing surveys. Troubleshooting internal email delivery issues with major ISPs. Partnering with affiliate and media buying teams to develop integrated strategy and campaigns. Key Accomplishments: • Grew an email acquisition program from initial publisher research and contract negotiation through testing and post-campaign evaluation, increasing program revenue 700% within a year from launch. • Project managed the implementation and ongoing optimization of a post-transaction, XML-based messaging program for all home loan products, achieving gains of 50% in deliverability and 90% in open/click rates. • Partnered with multiple Experian sister companies to execute campaigns driving over $1MM in incremental annualized revenue for 2006-07. • Managed the redesign and repositioning of weekly newsletters that led to a 33% increase in conversion rates within a database of 1.5MM active customers. • Ran media buying operations with a stable of publishers, driving >$5MM in annualized revenue.

Education

DePaul University

Bachelors, Marketing

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Marketing and Media Expert | Growth Strategy

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