Ed Sofia: in Ladera Ranch, CA

Responsible for the Brand Marketing, Digital Marketing & Consumer Service divisions within North America, and Marketing Mentor for South American & European Operations. Jacuzzi Brands consist of a bath division sold under 3 brand names through wholesale, online and in-home sales channels, and a hot tub division sold under 6 brand names through independent retailers. • Led the digital marketing turnaround, increasing consumer acquisition through PPC and SEO lead generation by 205%, while also increasing attributable sales by 92%. • Reduced cost per sale 73% by retooling email nurture streams to deliver appropriate content, with clear calls to action at appropriate points in the consumer journey. • Secured board investment for global website infrastructure, and implementation of Salesforce Marketing Cloud. • Negotiated agreements with 11 athletes and 2 Olympic teams, and 1 Major League Soccer Team, to develop and expand Jacuzzi® Performance program marketing through social media and video channels. • Launched new products including "Agra Swirlpool Bathtub" in 120 showroom locations, implemented mobile showroom trailer, and advanced consumer understanding and interest through augmented reality app. • Brought together 4 teams of 34 individuals through standardized processes, collaborative events, and KPI focus to eliminate silos.

Evenflo designs and manufactures child car seats, strollers, highchairs, playards, safety gates, and ExerSaucer activity centers. Responsible for branding, asset development, digital marketing, creative campaigns, public relations, crisis management, reporting, research, consumer service and experience. • Led website upgrade to the Demandware (Now Salesforce Commerce Cloud) platform with front end design and optimization for commerce - Certified Fastest Demandware Implementation Ever. • Led packaging, point of sale merchandising and product branding redesign to reduce cost and complexity while strengthening brand positioning successfully winning line reviews at all major retailers. • Launched "SafeMax Infant Car Seat", which communicated to the driver that a child remained in the back seat, reducing infant mortality from heat stroke, by working with Walmart Media Relations department to secure 6 editorial desk-sides, and segment on Today Show and Fox & Friends morning news show. • Manage an internal creative department, digital services, and analytics teams in addition to external creative agencies, consultants, and strategists.