Digital Marketing Customer Acquisition

LANCE PINE

Phone: 760-***-**** linkedin.com/in/lancepine

*********@*****.*** Oceanside, CA

P ROFILE

Over 20 years of senior management experience with strategic leadership and ability to drive results.

Expertise in SaaS, healthcare, eLearning, and digital marketing verticals.

Experience in revenue roadmaps, partnership targets, customer acquisition, subscription-based businesses.

Substantial history in managing businesses that generate consistent recurring streams of revenue.

Managed a staff of 30+; $32M+ revenue targets; and responsible for $7M+ marketing expense budgets.

History of building products, solutions and the innovate teams needed to make them successful.

Entrepreneurial: scrappy, and skilled at driving results with limited resources when necessary.

P ROFESSIONAL E XPERIENCE

VP Marketing Kooth / London, UK (08/23 – current) Digital mental healthcare, providing services that target youth and key stakeholders.

- Craft and implement a holistic marketing strategy that promotes growth, by identifying key market opportunities to bolster customer acquisition and retention. Create synergy with B2B commercial sales team expansion opportunities.

- Segmentation and targeting working closely with teams to identify the higher-potential segments and customer personas that offer the greatest likelihood of converting and driving profitable, successful programs and secondary client outcomes. Leverage data to best apply these segmentation models and targeting efforts.

- Test and learn to create an environment of closed loop end result reporting. Continually testing and learning, so that teams can move quickly, evaluate a wide range of ideas, and either fail fast or succeed quickly. Work closely with Operations and Analytics to assess program impact, and identify areas where impact and digital can improve.

- Capability development. As an enabler of others, helping the team and clients create capabilities and competencies. Planning, project management, program design, technology and tools, and people development. VP/General Manager Colibri Group / St. Louis, MO (11/20 – 03/23) Online training, professional development and e-learning courses for healthcare professionals.

- Responsible for nursing and allied healthcare division P&L comprised of multiple retail and B2B brands, products, and offerings (EliteLearning.com, FHEA.com, HomeCEUconnection.com) providing healthcare professionals with learning experiences that demonstrably improve clinical compliance practice and patient care.

- A matrixed organizational structure that operates with a shared service model requires effective leadership and vision, along with a combination of humility, trust, boldness, and creativity. The inclusion of new acquisitions and geographically dispersed teams introduced complexities to essential processes, reporting, and systems. Consequently, it demanded flexibility, ingenuity, and tenacity to overcome these challenges..

- In a B2B “turnaround” role ($6.7M) devoted major effort on restructuring a fractured/siloed sales & marketing CRM, establishing clear metrics and KPI reporting, clarifying, and focusing on top priorities to create the foundation for multiyear B2B deals.

VP Marketing Relias / Morrisville, NC (10/17 – 11/20) Online training, professional development and e-learning courses for healthcare professionals.

- Go-to-market with team of 30+ for the D2C eCommerce division of Relias: B2B&B2C Revenue Marketing, Product Marketing, UI / UX, Customer Engagement, Subscriptions, Digital Marketing, and Channel Marketing for a business division that was ($32M+) ~20% of Relias' total revenue.

- Using a combined organic and paid marketing model to drive 100% of the top-of-funnel leads and opportunities in a SaaS software business for a portfolio of 16 healthcare related domains. Key responsibility for accelerating user acquisition, conversion, subscription renewals, social referrals, and driving ecommerce revenue.

- Delivered favorable 2019 ROAS (Return on Advertising Spend) for paid media by 34% YoY; Nurse.com +12.7%, ReliasAcademy.com +197%. Amplified organic revenue by 6.8% YoY for our top revenue sites in 2019; Nurse.com organic revenue increased by 3.3% YoY. ReliasAcademy.com organic revenue increased by 27.7% YoY. CCG organic revenue increased by 93.9% YoY.

- Developed internal agency services including: content, creative, search engine marketing, operations, account-based marketing campaigns, targeted drip campaigns, programmatic display and PPC. Our account-based efforts helped move us well past 300% of our agency services revenue targets.

- Lead Generation: By rebranding and launching our media kit, increased MQL’s (marketing qualified leads) YoY by 130% and increased the number of conversions to sales opportunities by 48% while implementing pipeline reporting and dashboards in Salesforce. Achieved $8M+ B2B revenue target. OnCourse Learning was acquired by Relias in Nov 2018.

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Lance Pine Resume • Page 2

P ROFESSIONAL E XPERIENCE (CONT.)

VP Marketing L7 Creative / Carlsbad, CA (6/15 – 10/17) Digital marketing agency specializing in strategic advertising to businesses across various industries.

- Responsible for strategic planning, marketing plan development, budget management, database management, analytics, creative direction, development and execution of integrated marketing campaigns, marketing communications, lead generation infrastructure development, ROMI tracking, reporting and sales force automation, SEO, and social media marketing for partner organizations.

- Created brand positioning and brand promise for over 20 clients. Aligned the organizations around a brand blueprint formulated from key data and analytics. Produced marketing assets to build various brand and trade show collateral.

- Oversaw planning and execution of the marketing funds and management of clients' annual marketing budgets. In one instance went from 28 to 22 people saving over $900k in expense and achieved an increase of 30% in revenue and 6% in profit with no decrease in deliverables.

GANNETT, Healthcare Group McLean, VA (8/05– 6/15) Online education, professional development and career placement solutions for professionals In healthcare. VP Strategic Sales & Partnerships GANNETT, Healthcare Group / McLean, VA (1/12 – 6/15)

- Managed National Sales team through all phases of strategic planning and sales cycle for key accounts; including defining the approach that delivered solutions within each partner's stated goals. Achieved or exceeded revenue goals each year and finished at >$16M+ annually in 2014.

- Created process of presenting new opportunities for top clients. Ensured solutions met objectives and quality standards within time, resource and financial parameters. Responsible for revenue goals, account reviews and territory adjustments. Built industry relationships to better understand customer preferences and buying motivations and developed organizational infrastructure to achieve company EBITA and growth objectives.

- Responsible for all advertising sales business generating over 45% of the top line organizational revenue. Built sales team to focus on revenue areas that achieved target performance. Provided timely, relevant coaching and feedback to sales team. Negotiated key aspects of contracts via MSAs and SOWs. Managed relationships with all major partners and channel organizations increasing top line revenue by more than 40% in FY’14. Gannett Healthcare Group was acquired by OnCourse Learning on December 2014. VP Sales GANNETT, Healthcare Group / McLean, VA (11/09 – 12/11)

- Developed the regional growth plans that increased velocity of sales through organizational structure and GTM Sales plan for a highly effective regional sales team. Secured new accounts, new revenue and cross-sell responsibilities to drive contract extension revenue. Lead sales training & development and contributed thinking to the company’s product and service roadmap.

- Organizational Development via recruiting, mentoring, training and developing high-performing professionals, both internally and externally. Managed multiple teams with ability to think about the organization holistically.

- Closed Service Agreements. While this role had many facets, the most critical responsibility was annual revenue targets and managing marketing budgets. Leveraged internal assets to structure and close the most compelling deals, focusing on larger, more efficient multi-year agreements. Kept the organization informed of market needs and competitive info relative to key regional accounts and competition. Expanded business development to include EEOs

(Educational Engagement Opportunities) which increased business 20% in 2010. Director of Sales GANNETT, Healthcare Group / McLean, VA (8/05 – 11/09)

- Managed regional sales of $3-5M annually. Responsible for recurring sales to healthcare accounts and hospitals. Developed surveys and reports used as sales support and evidence for readership studies and user analysis.

- Ongoing reporting via Salesforce for both specific customer and aggregate market feedback. Collaborated with production services for the execution of products and services sold. Established sales territories and account responsibilities for regional team. Developed and implemented client service program, which expanded small-to- medium client base 35% in 2008.

- Responsible for new business development prospecting and growth of existing accounts. Designed and implemented monthly marketing newsletters to aid sales and prospecting process. Managed annual sales objectives and $1.5M expense budgets for regional sales managers within territory.

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Lance Pine Resume • Page 3

P ROFESSIONAL E XPERIENCE (CONT.)

General Manager OUTREACH MARKETING / Vista, CA (5/03 – 7/05) Marketing resources for faith based organizations that support churches and ministries in community engagement.

- Managed operating budget, provided monthly analysis and forecasting of future revenue projections. Responsible for media sales including print advertising, events, web sales, e-mail lists and mailing list rentals. Created media kits and related promotional collateral used in the sales process. Increased client base by 60% by being actively involved in marketing/sales promotions.

- Launched new website for the media group with online media kit request form. Created and wrote monthly e- Newsletters on trends and advertising opportunities for advertisers and prospects. Coordinated exhibitor booths and sponsorships for National Outreach Convention with internal events division.

- Implemented Customer Relationship Management system into standard operating procedures. Established rates for all advertising sales, including applicable frequency discounts for contracts. Executed large scale media plans for partners such as Purpose Driven Ministries and ICON Entertainment International. Director of Sales JOBSON PUBLISHING, NurseWeek Magazine / Sunnyvale, CA (9/99 – 5/03) Marketing services to the healthcare industry for education, professional development and career placement.

- Primary responsibilities for sales in all media channels with a geographically dispersed sales team. Directed staff of Regional Sales Managers to ensure sales secured through relationships with clients. Strategic planning of sales and marketing programs for the Mountain West territory.

- Coordinated presence at various association and trade show meetings with sales representatives. Successfully initiated first annual Nursing Excellence Awards recognition gala in 2001. Opened 13 new corporate accounts amounting to over $700k in the year of 2001.

- Developed proposals for health systems and complex sales situations requiring ‘beyond usual’ solutions. Responsible for recruitment, training, motivation, appraisal and counsel of sales staff. Launched two new print editions, the Career Directory and Future Nurse. Achieved periodical status while expanding publication to a 24X publication in 2003.

- Created a new sales division, launched a publication and deployed team into a five-state area. Developed of short- and long-term strategies for high potential accounts. Defined parameters, sales territories and forecasts for the account managers to operate within. Successfully expanded region into a total of eleven states and covering nearly all of the western United States.

- Consistently exceeded sales forecasts. Exceeded sales targets by an average of 17% every quarter in 2001 and by an average of 8% every quarter in 2002.

Account Manager JOBSON PUBLISHING, NurseWeek Magazine / Sunnyvale, CA (5/98 – 9/99) Marketing services to the healthcare industry for education, professional development and career placement.

- Responsible for managing and maintaining individual hospital accounts for the Southern California region. Maintained monthly in person sales calls and contact with nurse recruiters on a continuous basis. Direct sales responsibilities for multiple trade shows.

- Provided training to new staff responsible for other geographic regions. Represented the company as the spokesperson for the organization at various trade shows. Designed and completed sales presentations for clients. Collaborated on media strategy with clients.

- Increased sales by $235K by employing selling techniques derived from Dale Carnegie Sales Training program. MASTER OF BUSINESS ADMINISTRATION (May 1999)

Azusa Pacific University; School of Business and Management; Azusa, California BACHELOR OF ARTS IN BUSINESS ADMINISTRATION (December 1995) Azusa Pacific University; School of Business and Management; Azusa, California

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