Sales Marketing

TORARIE DURDEN

404-***-**** Atlanta, GA adlgyw@r.postjobfree.com www.linkedin.com/in/torariedurden/ MARKETING & COMMERCIAL GROWTH LEADER

Managing People and Strategy to Help Companies Grow Faster and Stronger Customer-centric executive that helps companies grow awareness, customers and revenue. Recruited repeatedly by C-Suite to take products to market and turn concepts into profitable businesses. Known for analytical problem solving and culture leadership who achieves outsized results across retail, consumer goods, health & wellness and tech-enabled products and services (FinTech and SaaS). Equally impactful in early round (A or B) start-ups and high growth blue chip brands. A savvy, decisive change agent with blue chip CPG, top 3 consulting and P&L leadership across sales, marketing and digital. Ø Built a challenger brand, took it to market across B2B/enterprise customers and grew revenue 35% yearly. Ø Grew retail consumer product from 500 to 8,600 doors in under 1 year with parallel e-commerce platforms. Ø Turned around a business losing $800K and grew it to $12.5M in wholesale and B2C revenue in under 2.5 years. Brand Positioning & Alignment

Marketing Analytics

Brand & Customer Strategy

Product Strategy Roadmap

Omni-Channel Sales Enablement

Digital & Social Toolkit

B2B & B2C/DTC Ecommerce

Innovation pipeline

P&L Owner

Licensing & Partnership

Media & entertainment

Team Building & Engagement

PROFESSIONAL EXPERIENCE

3rd and BIRCH Atlanta, GA 2019 to Present

Chief Marketing Consultant

Built growth playbook and accelerated revenue capture for venture backed companies by standing up marketing and commercial pipeline. Empowered c-suite with break-through strategy, customer revenue and operational execution. Interim CMO WELLIST 10/2020 to present https://wellist.com/

• Recruited by CEO post $5M funding to lead customer acquisition and patient engagement for series A digital health platform providing services (non-clinical) to patients via 1,500+ vetted vendors across 30+ categories.

• Increased B2C conversion by 30%; on pace to double B2B clients and vendors within 6 months.

• Delivered customer-first marketing campaign, growing audience by ~5,000 monthly users across 4 largest clients. Interim Chief Commercial Officer VAULT HEALTH 07/2020 to 12/2020 https://www.vaulthealth.com/

• Recruited by CEO to create a go to market (GTM) marketing and sales function for digital health & wellness venture post $30M Series B round. Built B2B marketing & sales team from 4 to 9 (including VP and director levels) in 3 months.

• Pivoted product into B2C and enterprise Covid-19 testing services, achieved 175% of revenue goals.

• Installed Salesforce CRM and revamped enterprise contracts with 120+ accounts, serving 95% of company revenue.

• Streamlined enterprise product offering from 7 to 3 services. Delivered a 60% increase via university and B2B sales. Advising CMO MYADERM 01/2019 to 12/2020 https://www.vaulthealth.com/

• Grew brand from B2C ecommerce start-up to top 3 national retail brand in an emerging $20B CBD industry.

• Moved from 500 retail doors in Q1-2019 to 8,600 in Q1-2020 with a 4-person creative, marketing and event team.

• Increased revenue by 5X YOY and onboarded national partners, including Dick’s Sporting Goods, GNC and 7-11.

• Raised ecommerce sales 30%; reduced acquisition costs 20% by revamping digital toolkit (PPC, paid & social).

• Secured high impact sponsorship of MLB, NBA, and MLS; built social media strategy across 10+ U.S. celebrities. FLEETCOR TECHNOLOGIES Peachtree Corners, GA 2017 to 2019 Vice President, North American Business

Transformed $300M FinTech & payments business P&L serving 20,000+ enterprise accounts, 100,000+ users, and 40,000+ merchants. Reversed market share loss to double-digit growth. Improved sales acquisition, digital experience, B2B account management and service scores by reshaping customer and digital marketing organization for $800M division.

• Improved sales acquisition 20% and channel performance 10% by retooling digital advertising, PPC and paid media.

• Created mobile B2C fraud product via 3rd party and added $5M FY-2018 impact; expanded to 30,000 users in 2 years.

• Delivered brand and sales system redesign impacting 150+ sales leaders, and increased cross-sell business 25%. TORARIE DURDEN MARKETING LEADER PAGE 2

AUTOMATIC DATA PROCESSING (ADP) Atlanta, GA 2016 to 2017 Vice President, National Account Strategy

Drove transformation strategy for largest division of $1.8B software (SaaS) business serving 2400+ human resource, talent and payroll clients across the U.S. Evolved business to cloud-based service and drove mobile and digital product roadmap.

• Transitioned $300M product to gig economy offering and accelerated revenue 250% relative to market growth.

• Delivered 3-year strategy roadmap across 6 service lines in 5 regions; realigned retention against $150M revenue risk.

• Expanded $20M vendor marketplace and led post-M&A integration of $100M SaaS acquisition. HEALTHGRADES Atlanta, GA 2011 to 2015

Senior Director, New Business Ventures

Joined and quickly ascended into leadership for a private-equity-backed, digital platform reaching 35M+ monthly visitors. Commercialized product and advertising solutions for the top 15 ($1B+) consumer health brands.

• Stood up an online physician reputation business from 0 to 100+ clients; built reseller go-to-market (GTM) strategy.

• Drove 150% client revenue growth and expanded the customer pipeline for the Top 10 pharma brands.

• Launched the company’s first multi-brand product solution; drove 40% sales growth and expanded delivery by 45%. THE DURDEN GROUP Multiple Locations 2008 to 2011 Principal/Owner

Advised and accelerated growth for C-Suite clients. Directed market expansion, channel marketing, and digital strategy for clients including Caesars Entertainment, United States Tennis Association (USTA), OT Magazine, and ClassWatch.com.

• Caesars: Realigned 15 property, $3.4B region CRM marketing for 10% savings; expanded celebrity deals by 20%.

• USTA: Built D&I campaign reaching 200,000+ in 13 regions and launched “Breaking the Barriers” at the U.S. Open.

• OT Magazine: Exceeded Year 1 revenue (125%) and engagement (150%), including 2010 and 2011 Super Bowls.

• ClassWatch.com: Raised e-commerce sales for a luxury watch brand by 60%; expanded NCAA and pro license 250%. CONSOLIDATED CONTAINER Atlanta, GA 2007 to 2009

Director of Marketing

Recruited by the CFO to re-start marketing functions for this private-equity-backed, $900M packaging leader. Led a team of 5 implementing marketing and sales strategies across 60+ US facilities. Reported directly to the COO and CEO.

• Expanded national lead generation 60% in first 6 months and led $5M turnaround of 3 under-performing channels.

• Increased sales volume 30% with creation of a B2B web portal, redesigned website and merchandise catalogs. RUSSELL ATHLETIC Atlanta, GA 2004 to 2007

Marketing Director & GM / Business Development & Corporate Strategy Reignited growth for 8+ iconic brands, including Russell & Spalding, for $1.6B global sports apparel company. Led $15M P&L covering customer marketing, e-commerce and retail business units; directed 6+ person team and NCAA property marketing.

• Out-performed profit target by 110%, expanded sales $10M+ and delivered 20% revenue growth per channel.

• Accelerated licensed product for retail and team sports division, driving 35% sales in tech-enabled products.

• Cultivated the largest PR/media campaign in company’s history, adding $3M+ impressions.

• Delivered $11M in sports and entertainment sponsorships/partnerships, and added $6M in licensed revenue. McKINSEY & COMPANY Chicago, IL 2000 to 2002

Business Analyst

Supported c-suite client engagements in strategy, marketing, expansion and business development. EDUCATION

MBA, General Management (2004) Harvard Business School Boston, MA MS, Electrical Engineering (2000) and BS, Electrical Engineering (1999) Georgia Tech Atlanta, GA BA, Applied Physics (1999) Morehouse College Atlanta, GA

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