• Lead WYBOT’s Americas eCommerce P&L across major marketplaces (Walmart, Home Depot, Lowe’s,Wayfair, Best Buy) and DTC channels, achieving double-digit margin growth through disciplined pricing, portfolio mix, and channel optimization. • Define a three-year DTC roadmap and B2B expansion plan, launching a wholesale storefront and the Pool Pro+ Network to enable nationwide dealer and distribution partnerships. • Build and lead the Sales & Marketing team while partnering with Operations and Customer Care to develop strategies that improved scalability, customer experience, and operational efficiency. • Direct the Americas’ AOP and financial strategy, integrating forecasting and budget alignment across functions to optimize resources and deliver sustained, profitable growth in partnership with global leadership • Develop and enforce unified MAP and promotional governance, reducing channel conflict by 75 % and ensuring pricing parity and brand consistency across platforms. • Partner with global HQ to align long-range financial planning, brand strategy, and inventory forecasting for U.S. growth acceleration.

• Directed a $XXM+ North American retail media budget spanning Amazon, Walmart, Target, Costco, Lowe’s, and Best Buy, optimizing investment mix to balance topline growth and profitability. • Leveraged MMM and Amazon Marketing Cloud advanced analytics to reallocate full-funnel investment, improving ROI by 15% YoY, driving 10% top-line revenue growth, and expanding margin contribution across key retail partners. • Established the Testing Center of Excellence (TCoE) to standardize experimentation frameworks, accelerate cross-functional learnings, and scale best practices across retail and DTC channels. • Increased Amazon Advertising ASP by 22% through strategic step-up investment and campaign optimization initiatives that strengthened category positioning and profitability. • Developed and implemented a TACoS forecasting cadence to tie media efficiency to profitability and inform sales and financial planning across retail partners.

• Oversaw a $XXM retail media budget across Amazon, Walmart, and eBay, reallocating investment to deliver 13% incremental revenue growth and improved media efficiency. • Built and led an in-house retail media team and launched self-service Amazon DSP capabilities, achieving 4× category benchmark performance and elevating channel profitability. • Partnered with Business Intelligence to design and implement multi-touch attribution (MTA) dashboards, increasing conversion by 2 pp and share of voice by 50% across priority keywords. • Drove cross-functional alignment between marketing, product, and analytics teams, enhancing forecast accuracy by 10 pp and improving collaboration on go-to-market planning. • Recognized for leadership excellence and for fostering a culture of mentorship, capability-building, and continuous improvement.

• Led DTC operations for Dremel.com and RotoZip.com, managing cross-functional initiatives across SEO, content, and performance marketing to strengthen demand forecasting accuracy and overall channel efficiency. Drove +54% conversion, +586% site-referred sales, and +30% retail traffic through full-funnel optimization and UX enhancements. • Directed the Google Ads program, owning end-to-end PPC strategy from keyword architecture and creative testing to bid optimization, achieving a 54% lift in conversion rate and significantly improving ROI across high-intent audiences. • Partnered with sales and merchandising teams to align media strategy and content optimization across Amazon, Walmart, Lowe’s, and Home Depot, resulting in a 30% increase in conversion and stronger category performance. • Developed and executed the go-to-market strategy for the Dremel Mobile App, delivering a successful launch and sustained adoption through integrated marketing and product collaboration. Earlier Experience