Joseph Spirito: Vice President, Global Digital Marketing Operations in Carlsbad, CA

• Head of Global Digital Programs & Marketing Operations including SEM, SEO, Paid Social, Email, eCommerce, UX, and conversion optimization, content creation, design, and project management. • Lead Strategy for implementing and growing digital business practice to support 750+ resorts worldwide. • Manage $MM+ Paid Media/Social budget to support all participating resorts. • Lead email marketing programs (B2B & B2C) to deliver best in class communications with targeted segmentation and communications. • Development of full spectrum demand generation efforts including prospecting, remarketing, email drip campaigns, retargeting, and nurturing. • Lead ongoing UX improvements on PreferredHotels.com resulting in conversion rate improvement of 65% • Management of COVID-19 recovery efforts to increase brand.com bookings and reduce reliance on traditional sales models • Responsible for the development and execution of Global Web Strategy for all product lines and web domains. • Mentor and train enterprise on the ever changing digital landscape and how to adjust business practices to fit.

Lead all web programs including SEM, SEO, Paid Social, Web Development, UX, A/B Testing, and conversion optimization. Lead Product Management and Product Marketing of Experiences by Welk product line. Manage online lead gen efforts for ownership tours, rental revenue guests, and new product memberships. Development of full cycle lead gen efforts including email journeys and drip campaigns. Responsible for the development of Web Strategy for all product lines spread across multiple domains. Manage $MM+ Paid Media budget and development of the account and campaign strategy. Increased Rental booking revenue by 98% YoY in first 7 months of 2018 Web traffic increased by 31% and eCommerce conversion rate by 22% Mentor and train team including Senior Leadership in the digital landscape and how to adjust business practices to fit.

• Responsible for Development of Strategy, Affiliate Partnerships and Growth Initiatives for multimillion-dollar business unit of nationally recognized Life Science membership organization. • Lead the identification and fostering of new growth areas and partnerships to accelerate growth • Development of Product Positioning, Value Proposition and Messaging for organization and affiliate partners • Successfully launched the organizations two affiliate programs including negotiation of contracts with suppliers and affiliate partners • Key Lead on implementation and execution of Strategic Plans, leveraging the talent of both internal and external stake holders • Responsible for Partner Program P&L, including the development of budget and sales targets • Project Management of key projects with cross functional teams from both internal and external stakeholders • Development and communication of product mix and market segmentation through extensive analysis

• Responsible for Product Strategy, Development and Marketing for all product lines of Startup. • Development and execution of Multi-Channel Marketing plans for B2B, B2C and SMB customer profiles. • Led cross-functional teams from ideation to launch across all platforms (iOS, Android, Web). • Increased organic web traffic by 9.7%, subscriber revenue by 5.4%/month and order volume by 6.2%/month. • Established a consistent brand voice across all customer touchpoints and products. • Persona development and refinement to establish a target customer for each product offering. • A/B Testing of market messaging and UX of Mobile Applications. • Led Digital Marketing team initiatives, established best practices and ongoing development of entire team. • Development and communication of market segmentation strategy through extensive industry analysis.

• Cross channel management for all digital (online) and offline marketing efforts for driver improvement market segment including; email, SEO, SEM (PPC), branding and social media. • Profit & Loss (P&L) responsibility for largest revenue generating product line ($15+ million line of business). • Led recovery for high revenue product line which was in a steady ~9% decline for several years. Resulted in a YoY breakeven within 1 Quarter and 2.9% order growth in 2nd Quarter. • Project Management of high visibility projects, utilizing cross organizational teams to effectively drive results. • Proven leader in cross functional environment delivering business results while creating a team environment. • Segmented market, product and customer through industry analysis. • Product Pricing, Positioning, Messaging, and all External Communications defining value propositions. • Developed key performance indicators (KPI's) and tools to measure success of campaigns.

• Led Digital Marketing strategy of multiple multimillion-dollar eCommerce websites. • Developed new website architecture and structure for $18+ million eCommerce website, utilizing SEO best practices to maximize website visibility. • Managed all SEO optimization efforts both on and off page including; keyword research strategy, technical SEO elements and content marketing outreach. • Increased organic traffic revenue across all company proprieties by avg. of 4.18% and order vol. by 7.11%. • Increased revenue on key product pages by 40% YoY and Revenue by 48% YoY. • Conducted ongoing analysis of keyword effectiveness, utilizing Google Analytics, Webmaster Tools and BrightEdge to drive additional high value organic traffic to the website properties. • A/B testing of page and element effect, measuring results of both Search Engine placement and conversions. • Led website recovery efforts from Panda and Penguin algorithm updates.

• Managed all aspects of the company’s retail division including marketing, driving sales and managing budget with P&L responsibility. • Increased sales by 55%, net profit by 73% and customer traffic by 62%. • Developed marketing and product pricing strategies – driving sales and increasing overall sales margin. • Developed merchandising standards building out brand and product positioning to emphasize customer flow and up sell strategies. • Developed strategic plan for online and multi-store growth opportunities.