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Mr. Lynn P.

Ferguson
Los Angeles, CA | Mobile 661-713-2480 | Email Lynn.Ferguson@sbcglobal.net | http://www.linkedin.com/in/LPFerguson

CMO | SVP Marketing | Digital Integrator


An accomplished executive, marketer and innovator with over 20 years of experience driving profitable growth, managing P&Ls and leading teams through transformational change in this omni channel consumer eco system. A champion of ideation, new business development and emerging media, I acquire and grow customers LTV with a data driven - integrated customer experience and inspire operational excellence. Strategic Planning Omni Channel Development Global Marketing Ecommerce GM and P&L Digital | Social | Mobile Retail | Direct to Consumer CRM | Loyalty | Database Product Strategy | Merchandise Sales | Operational Excellence

SELECTED ACHIEVEMENTS
! ! ! ! ! ! Developed a $1B strategic roadmap for ecommerce, retail and direct to consumer igniting an unprofitable brand in a declining sector, increasing revenue $88M to $675MM and net profit by $68MM. Designed an omni channel experience launching a new media mix of display, SEO, SEM, affiliate, mobile, social with direct and traditional advertising strategies increasing customer AOV 14% and reducing cost 24%. Ideation and launch of a +$40MM private label product brand of fishing apparel, footwear, accessories, hard goods, tools and electronics successfully targeting 350,000 new customers to the house file. Launched a Revenue Optimization/Go-To-Market strategy increasing GM 440bps and $48MM in profit with a holistic CRM strategy, new promotions structure, and migrating to digital, social and mobile platforms with print. Re-built a $300MM ecommerce, marketing and development team in a re-structuring process to align with a newly defined brand position, integrated digital content with digital and sales saving $22MM in operations. Oversaw four global teams growing a specialty retailer from $200MM to $1.4B. Created four new brands, over 1000 vertical & franchised locations, launched hundreds of products, and optimized operational support.

PROFESSIONAL EXPERIENCE
Consultant - MCLA Consulting Los Angeles, California Chief Marketing Officer - WEST MARINE Watsonville, California 2013 Present 2008 2012

Led the transformation of a proud but declining B2C and B2B brand into an omni-channel boating-fishing-lifestyle company migrating to digital platforms, growing to $673MM and returning to profitability with a 300% increase in stock valuation.

Chief of Retail Strategy - CABELAS Inc Sidney, Nebraska

2007 2008

Developed omni channel market models, a strategic roadmap and customer experience to add $1.5B in revenue while limiting cannibalization to the existing flagship program of this $2.4B outdoor equipment and apparel retailer.

C-Level Contracted assignments

2004 2007

CEO - NOT NEUTRAL - Los Angeles Start-up a B2C and B2B2C home dcor, textile design and production company CMO -TOWER RECORDS - Sacramento Recover from Bankruptcy and position this media retailer for resale CMO AUCTION.COM - Los Angeles Structure for Investment or Equity sale of this retailer of residential properties

SVP of Marketing Communications - CHARLES SCHWAB San Francisco, California

2000 2004

Created a new positioning of the retail division with a re-launch of Schwab.com, prototype investor centers, dynamic content integration and a holistic CRM practice in a $4B financial and banking services for B2C, B2B and B2B2C.

VP Retail Development, Worldwide - THE DISNEY STORES, Walt Disney Co.

1992 2000

Grew the division from $200MM to $1.4B retail division leading four global teams in brand, customer experience, retail development and local markets for over 1000 locations, four verticals and numerous cross-divisional product launches.

EDUCATION | BOARD AFFLIATIONS


University of California, Los Angeles; Masters Degree California Polytechnic University; Bachelors Degree Florence, Italy; International Business and Design Program Board of Directors: Not Neutral: Retail, Los Angeles Advisory Boards: FanPlayr: start-up, retail digital software