Sean Winnett

About

With a Master of Science in Digital Audience Strategy from Arizona State University and a Bachelor of Arts in Mass Communication/Media Studies from Boise State University, I bring a wealth of expertise in digital marketing and media strategy. Currently, I serve as a Fractional CMO & Growth Marketing consultant at SW Digital Consulting, where I specialize in optimizing digital channels and delivering strategic solutions tailored to client needs. My previous roles include Sr. Marketing Manager at Vacasa, where I significantly increased lead volume and exceeded growth targets, and Sr. Performance Marketing Manager at Bodybuilding.com, where I improved ROAS and media efficiency. I also led performance marketing strategies as Integrated Media Director at 116 & West, enhancing media efficiencies and client success. My career began as a Digital Marketing Specialist at 116 & West, focusing on inbound marketing, social media strategy, and campaign analytics.

Experience

• Fractional CMO & Growth Marketing · SW Digital Consulting04-01-2020

  I offer a range of digital marketing and media consulting services to help businesses achieve their growth and performance goals. My expertise spans various digital channels, including Google and Bing Search, Meta, LinkedIn, TikTok, and YouTube, as well as other channels such as Programmatic, Email Marketing, Direct Mail, Amazon/Twitch, OTT/CTV, Podcast, affiliate, and influencer. Whether working directly with brands or collaborating with agencies, I am committed to delivering strategic solutions tailored to each client's unique needs. I specialize in agency support and have developed processes and toolsets to streamline engagements and support multiple client accounts concurrently. I plug directly into your existing team and offer flexible solutions and night/weekend coverage on priority accounts. MARKETING & PERFORMANCE SUCCESS (Case Studies) eCommerce Performance: Built and scaled from the ground up to $2.8M Rev Year 1 Hypergrowth for SaaS: 1,150% improvement in monthly lead volume within first calendar year International Incrementality: Achieved Spanish-speaking CAC at 10% of benchmark ($0.50 vs. $5.00) Lean Scale: Optimized CAC from paid channels to lower than 20% of the original benchmark Agency Support: Optimized Performance Marketing template and processes for agency representing 100+ hyperlocal medical practices

• Sr. Marketing Manager · Vacasa11-01-2020 – 05-01-2024

  Reengineered market growth strategy to expand qualified lead generation and drive revenue: - Strategized/led omnichannel, performance marketing campaigns targeting domestic and international business segments - Developed the digital channel strategy for Vacasas homeowner acquisition channels, including paid digital (SEM, Paid Social, Programmatic), SEO, and Email - Built and launched addressable geofencing strategy leveraging 1st party direct mail data to serve digital impressions to audiences, lifting qualified direct mail response Optimized MarTech platform management to streamline 1st party data, elevate performance, and scalability Grew annual lead volume by 940% Generated 65% of total leads that turn into revenue-generating units Executed digital campaigns that drove a 30% incremental lift in DM performance Completed MarTech transition in 90 days from project kickoff (HubSpot & SFMC to Eloqua) Exceeded growth targets by 25%+ surrounding Vacasas IPO

• Sr. Performance Marketing Manager · Bodybuilding.com04-01-2020 – 10-01-2020

  Directed the global performance marketing strategy for eComm sales and app subscriptions: - Innovated a lean-scale framework to triage inefficient media and improve ROAS - Managed performance marketing channels (Paid Search, Programmatic, Paid Social) - Audited marketing campaigns across performance channels (Google/Bing, Meta, Affiliate) to identify inefficiency and redundancy - Restructured offer testing model to reduce churn: tested direct mail offers to determine optimal incentive (shipping threshold vs discount) - Pioneered a vendor co-op program to leverage partner marketing dollars Transformed the affiliate and influencer program model to focus on incremental and additive affiliates: - Constructed affiliate criteria/guidelines to ensure systematic, scalable, and sustained partnership growth: identified and eliminated fraud Improved ROAS from below 2x to a 5.5x+ ROAS Improved affiliate program efficiency from a 4x to 20x in 1st 90-days Doubled media efficiency in 1st 3 months, driving equal revenue on half of media spend comparing YOY comps Partner co-op program drove 15%+ incremental digital traffic Reduced churn amongst at-risk audiences by 15%

• Integrated Media Director · 116 & West04-01-2015 – 04-01-2020

  Led performance marketing strategies to optimize media efficiencies and secure market leadership: - Managed marketing department strategy and execution of media (Paid, Owned, Earned) - Directed performance efforts including demand gen, conversion, and retention - Pioneered an omnichannel media strategy to underserved markets leveraging direct media partnerships - Modernized CX by integrating geofencing to acquire niche customers through physical events: designed a scalable lead generation blueprint to optimize qualified lead cost Innovated a company restructure to elevate media planning and client success: - Built and led an integrated media department by developing new processes for media planning/buying that maximized vendor efficiency, streamlined campaign alignment, and eliminated siloed mentality Improved agency billable efficiency by 30%+ in 1st year Reduced redundancy by 330+ hrs. per employee YOY Decreased CPL compared to baseline performance channels by 75% Negotiated media campaigns including bonus media valued 200%+ of cash value

• Digital Marketing Specialist · 116 & West08-01-2014 – 04-01-2015

  As the Digital Marketing Specialist for DaviesMoore I worked on strategy and implementation across all areas of digital marketing for DaviesMoore clients. I am also a member of the Public Relations team, in addition to managing media planning & buying for our digital marketing clients. Primary duties included Inbound Marketing, Social Media Strategy & Management, SEM & Digital Media Management, Content Writing, Public Relations and Campaign Analytics analysis & reporting.

Education

• Arizona State UniversityMaster of Science - MS, Digital Audience Strategy
• Boise State UniversityBachelor of Arts - BA, Mass Communication/Media Studies

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