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VP of Finance and General Counsel

Moorpark, CA
September 17, 2019

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William Dunlap, JD

Moorpark, CA ***** Cell: 805-***-**** e-mail:


I’m a roll-up-my-sleeves VP of Finance and have a track record of, increasing revenues, slashing unnecessary expenses and making companies better. I accomplish this utilizing a background in Accounting, Finance, Marketing and Law. I’ve done almost everything, from raising money to selling a company. In my most recent engagement, we’ve grown from one business to three and I’ve been responsible for all finance/accounting functions, strategic planning, legal, fund raising, product development, market research, brand development, positioning, sales – both B2B & B2C (retail & eCommerce), fulfilment, SaaS, continuity/subscription with customer retention.

With years of operations, modeling, budgeting, forecasting, cost accounting and business development experience; when I start a new position, I come up to speed quickly and become a key contributor to the executive team. Consistently recognized as a leader, my teams set clearly defined goals and have agreed upon expectations. We then monitor and provide feedback promoting continual improvement. When it comes to budgets and the annual budget process, I look to the strategic plan using a resource-based, look-forward methodology.

For the past twelve years, I’ve worked on a near daily basis with my former CEO and he has told me that I’m unique in how I bring to bear my disciplined approach to Accounting, Finance and law, but blended with a creative approach to problem solving and tireless determination to make things work. Oft times you hear that the finance or legal folks kill the deal. I’m not that guy. I figure out ways to reduce risks, establish consensus and make things work.

Key strengths I’ll bring to your client’s organization:

I’m a cashflow magician, keeping projects moving with extremely limited resources;

Uncanny ability to prioritize and develop a plan that moves steadily toward success;

An innate ability to get the best from people and help them evolve as professionals;

A creative and innovative approach toward problem solving and insightful analysis of trends, data and emerging patterns;

Entrepreneurial spirit coupled with strong administrative skills;

Thanks to years of litigation experience, I am an outstanding orator, persuasive writer and negotiator.

There is an old saying - “whether you say ‘I can’ or ‘I can’t’ - you’re right.” I’m an ‘I can’ person. Indeed, I’m sure I’ve been given responsibility for so many disparate roles because I am a proven solutions provider. I get things done. I’ll help your company succeed and would enjoy the opportunity to answer any questions you may have.


Bill Dunlap

William Dunlap, JD

Moorpark, CA 93021 Cell: 805-***-**** e-mail:

Skills & Expertise:

· Development of Truly Informative Financial Reporting Systems · Operations · Strategic & Financial Planning · Goal Based Budgeting · E/Mobile Commerce · Brand Development · Big Data Analysis · Actionable Analytics · Direct Response · Customer Relations Management · Warehouse Management including Pick-Pack & Ship · Logistics & Reverse Logistics; SmartGrid (Consumer Behavior Modification Utilizing Big Data, Segmentation and Analytics) · Product Development · Retail (including Big Box, CE & Specialty) · International Manufacturing · SOX planning & Controls · ISO 27001 Audit Committee · Regulatory Compliance.

Career Highlights:

VP of Finance & Planning April 2007 to March 2019


Prepare all financial reporting and presentations to banking partners and equity investors.

Key member of Strategic Planning team responsible for product development, identification and entry into 3 new channels of business, strategic partnerships and long-range planning.

Developed all forecasting models.

Identified KPI’s and consolidated disparate data inputs using Access and pivot tables to create dashboards to give managers insights into performance and areas needing attention.

Manage funding rounds and all financial and legal diligence.

Negotiate better terms on contracts including banking credit lines, credit card processing, international logistics, US shipping and leases saving million of dollars.

Manage all outside counsel including intellectual property counsel and internal patent drafting, resulting is cost savings of hundreds of thousands of dollars.

Manage direct response television campaign and conversion optimization efforts at call center and website, resulting in 5X web conversion.

Manage search and PPC campaigns resulting in 400% increase in sales at lower COA.

Responsible for analytics review and response as well as A-B and multivariate testing.

Developed internal controls and inventory management systems.

Responsible for HR – instituted utilizing gig workers to save thousands of dollars monthly.

Manage outside auditors and tax preparation firms.

Key member of the team that obtained ISO 27001 certification and Audit Committee member.



Sourced and developed new product from mainland China.

Responsible for all regulatory compliance for U.S. and individual states.

Raised Angel financing, including all corporate documents and filings

Developed Marketing Plan including affiliate, SEO and PPC and radio campaigns.

Developed website including copyrighting, persuasion-architecture, analytics and optimization.

Prepared and optimized copy for all marketing on website.

Chief Financial Officer, Vice President Business Affairs Legal/Development

E-BABYLON (a ValueClick Company)

Created and implemented testing protocols for:

Website traffic and analytical protocols for Website conversion optimization;

Determining optimal traffic mix utilizing alternative pricing models; and

Establishing optimal product pricing.

Designed Persuasive-Architecture website with 3X higher conversion rate.

Developed e-mail list building model, including customer segmentation and profitability analytics.

Responsible for bringing PayPal and electronic ACH processing payment alternatives to websites resulting in 10% increase in revenue.

Develop modeling tools for:

Lifetime customer valuation, thus enabling Marketing to accurately judge acceptable customer acquisition costs;

Product procurement calculator, allowing development team assess scenarios where new products could be added profitably;

Price-changes - determined necessary increase/decrease in conversion rate affected by price changes to assess when price changes that will result in positive ROI;

Variable relationship analysis between advertising budget, conversion, open/click-through rate and customer retention;

ROI for project lifespan based on PV of income stream vs. cost of project.

Spearheaded push to adopt new adverting channel resulting in 20 % increase in sales at lower advertising liability risk.

Trained website development team to create customer-centric websites and helped them to practice critical thinking and self evaluation regarding the effectiveness of new designs, resulting in less redesign time and better end-product.

Responsible for instituting Salesforce for our commercial sales team.

Identified high-use customer identification and acquisition plan.

Designed and implemented procedures utilizing Six Sigma methodologies for:

Optimization of website conversion;

Customer Service management and staff training;

Customer Relationship Management and segmentation analysis;

Responsible for regulatory compliance including FTC rules, electronic mail legislation and compliance (CAN-SPAM), Do-Not-Call List compliance and Adware issues.

Conducted price elasticity study that resulted in companies turn-around and operational margins at company’s highest historical profitability.


Juris Doctorate, LOYOLA LAW SCHOOL, Los Angeles, CA Licensed to practice law in California

• Scholastic Scholarship • Dean's List • Graduated in top 20%


B.S. Accounting, B.S. Finance,

• Dean's List • National Dean's List Honorary Society


Microsoft Word/Excel/Access/PowerPoint; Enterprise Software including QuickBooks Enterprise, AccTrac21, Dynamics, Great Plains & Navision; SQL Database language, HTML, CSS.

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