Rakesh Patel: Director of Digital Marketing in Park City, UT

Currently shifting the way USANA thinks about digital and customer acquisition - from a traditional distributor-driven business to one augmented by social and digital. • Leads a 16 person department, including UX, Email, Content Strategy, Performance Marketing, SEO, Analytics, WeChat and CMS teams, with goals to acquire new customers, drive retention and build brand advocates. Presently focused on introducing, establishing or redefining roles. • Leads a cross-functional team across brand, copy, creative, digital, social and technology to produce a retail-focused redesign of www.usana.com, due in early February 2018.

Sets and delivers a full-funnel digital strategy for Jaybird, a digital-first audio brand, focusing on: ? building brand awareness via relationships, content creation and distribution ? creating a first-class destination for our brand and product ? delivering high-margin revenue contribution • Manages and distributes a multi-million dollar annual digital budget, while defining KPIs and growth targets for the department. • P&L responsibility for the DTC business, growing revenue >80% and increasing contribution from 5% of business to >20% while remaining the most profitable channel. • Executed a complete redesign and replatform of Jaybirdsport.com to Adobe AEM, focusing on a components-based and business user-friendly approach. • Oversees site design and UX, feature development, vendor selection, testing and conversion rate optimization. • Responsible for Jaybird's full-funnel performance marketing program, delivering cost- effective and precise brand and product awareness across Facebook, Instagram, Youtube, OTT and programmatic. Operates a >$3M annual budget while increasing ROAS by 3x. • Built and defined Jaybird's first influencer marketing program, now activating over 200 creators and influencers, and focusing on reach, relationships, critical selection process and ROAS calculation. • Drives Jaybird's social program as the epicenter of content creation, brand amplification, product discovery and athlete integration. Community growth >55% with continuous contribution to brand conversation and Facebook/Instagram Shop traffic. • Manages PR agency for continuous always-on coverage, amplification during product launches, earned opportunities with athletes and earned influencer outreach.

Brought creative digital ideas into a full marketing planning process, produced briefs and ensured integration of Digital team into overarching Tier 1 marketing initiatives and campaigns. Included were the release of Skullcandy's flagship headphone, Crusher, and first entry into the gaming, sports and women's markets. • Implemented and maintained a master marketing calendar for the Digital team, acting as the glue and proxy for Digital within the Brand, Retail and Sports Marketing teams. The calendar created visibility, ensured alignment and established bandwidth. • With the Creative team, drove the digital content engine, ensuring that creative engaged consumers, was relevant and was refreshed often. Specifically, briefed in the Creative team, set priority, set deadlines and approved work. Scope included blog, social, web, landing page experiences, display and email. • Developed strategy and playbook for all Skullcandy social channels. Introduced scheduling, calendaring and briefing process to ensure assets and voice were on brand and the channels were hitting follower and engagement goals. Drove a 4x increase on Instagram, doubled Facebook fans and grew Twitter following by nearly 50%. • Responsible for the development and optimization of consumer-focused Tier 2 marketing programs across blog, social, web, display and email. Programs covered quarterly product refreshes, holidays and key selling periods. • Developed social and digital campaigns with several key brand partners, Skullcandy athlete team and ambassadors to drive social awareness, social engagement and web traffic. • Accountable for creation and publication of engaging branded content on the Skullcandy blog. Readers were nearly 50% more likely to repeat visit vs. non-readers and they spent almost 30% more dollars than non-readers. • Led the copy, creative and experience initiatives for the redesign and replatform of the new Skullcandy.com - a modern, responsive site that blends brand and commerce. Launched in October 2014.

• Responsible for the organic search engine optimization, paid search optimization and web analytics reporting for 20 websites - 3 commerce, 15 editorial, and 2 job boards. • Played a pivotal role in bringing back a major site from Yahoo!'s "blacklist." The site's subsequent organic high rankings in the Yahoo! index resulted in tens of thousands of dollars in paid search cost savings. • Integral in setting SEO requirements for new site launches and site redesigns, including the ability to meta tag pages, optimize site content, redirect pages, optimize URL structure, develop XML site maps and design effective navigation. Results of these efforts have increased keyword visibility by up to 100% and produced numerous high rankings, including top 5 rankings for 88% of Hanley Wood's flagship site's main keywords. • Managed a relationship with an external SEO agency/consultant. • Created and managed a multi-million dollar SEM effort across several sites. Responsible for traffic analytics reporting in support of various departments. • Aided in Omniture analytics implementation and completed advanced user training.

• Conducted keyword analyses and created optimized landing pages. • Effectively implemented optimized site content and enticing meta tags for clients' branded websites to drive relevant traffic and increase organic rankings. • Analyzed and produced traffic, rankings, and ROI reports to facilitate making recommendations to clients to improve their bottom line.