The RealReal (NASDAQ: REAL), is the world’s largest and most trusted marketplace for authenticated luxury fashion with millions of shoppers and consignors online and in stores across the country. As a sustainable company, The RealReal gives new life to luxury items and is leading innovation in sustainable fashion.
As CMO, I lead a marketing organization of 40 individuals with a budget of over $80M with responsibility for all aspects of marketing for the company, including marketing strategy, marketing measurement, budget, performance marketing execution across all channels both owned and paid, customers acquisition, and customer retention for both the seller and buyer sides of the marketplace. My areas of responsibility also included brand marketing, marketing research, customer experience, creative, and sales enablement. I created a test and learn discipline and delivered significant marketing effectiveness improvement that was a large contributing factor in the company’s reported financial performance and highlighted in several of our earning calls. As examples of some of the innovations I lead the team to is the implementation of an MMM model to optimize media and personalization using next best action and churn prediction models. As a member of the executive team, I contributed to key decisions regarding the company’s business model and strategic direction.
