Executive Profile
Customer growth and lifecycle marketing leader with 18 years of digital marketing experience across CRM, retention, acquisition, ecommerce, customer data, personalization, and cross-channel engagement. Known for building scalable CRM capabilities that improve customer recognition, lifecycle performance, revenue efficiency, and enterprise go-to-market execution.
Recognized for transforming CRM from a promotional communications channel into a strategic business function that drives acquisition, retention, engagement, and customer lifetime value.
Professional Experience
Guitar Center & Musician's Friend
Senior Director of CRM
2024 - 2026
- Owned enterprise CRM and lifecycle marketing strategy across email, SMS, customer data, personalization, and customer engagement for a national omnichannel specialty retailer.
- Built a data-driven CRM organization contributing to positive year-over-year company growth during broader industry contraction.
- Directed lifecycle marketing across email, SMS, contact center, ecommerce, and retail channels to improve customer engagement across the full journey.
- Increased revenue per email sent by 59% through advanced segmentation, AI-driven personalization, and customer journey optimization.
- Led an identity resolution initiative that increased recognition of anonymous website visitors by 65%, expanding addressable audiences for lifecycle, personalization, and remarketing programs.
- Directed Salesforce Marketing Cloud and Data 360 migration initiatives to modernize enterprise CRM, customer data activation, and journey orchestration capabilities.
- Consolidated multiple third-party CRM platforms while expanding internal ownership of customer engagement, audience activation, and lifecycle marketing capabilities.
- Developed CRM programs supporting 300+ retail locations nationwide.
Sweetwater Sound
Senior Director of Marketing Automation & CRM
2016 - 2024
- Built and led one of the largest customer engagement and marketing automation programs in specialty retail, supporting acquisition, retention, product launches, promotional strategy, and lifecycle growth.
- Grew active subscriber base from 600,000 to 3.6 million engaged customers.
- Generated more than 85 million email clicks and over $200 million in attributable ecommerce revenue while establishing company-wide lifecycle marketing and automation capabilities.
- Implemented the Blueshift marketing automation platform and led cross-functional adoption across marketing, engineering, analytics, ecommerce, and legal teams.
- Directed messaging strategy for more than 200 major product launches.
- Created lead generation programs producing more than 350,000 annual new customer records.
- Received the Blueshift OMNIES Award for Marketing with AI in 2024.
Rich Dad Education
Marketing Media & Social Media Manager
2014 - 2015
- Managed $12M+ annual performance marketing budget.
- Directed integrated acquisition campaigns across digital and traditional channels.
- Led media planning for 200+ live events annually.
- Improved media efficiency while exceeding acquisition goals.
Early Digital Marketing Experience
Agency leadership across SEO, social media, content, paid media, and web strategy
2008 - 2013
- Led digital strategy for clients across hospitality, healthcare, nonprofit, automotive, travel and tourism, and professional services.
- Built experience across SEO, social media, content marketing, paid media, and web strategy before moving into enterprise CRM leadership.
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Click here to visit Alex's LinkedIn page for a complete work history.
Education
Master of Science in Internet Marketing
Full Sail University, Orlando, Florida
Bachelor of Science in Marketing & Advertising
Florida Gulf Coast University, Fort Myers, Florida
Studies Abroad Program
Universidad Complutense de Madrid, Spain
Additional Experience
Lead Guitarist
Horizon Arcs, Fort Wayne, Indiana
Private Guitar Instructor
Educators Music Store, Cape Coral, Florida
Jazz Performance Scholarship
Edison State College Jazz Ensemble, Fort Myers, Florida