GoDigital Media Group

COMPANY OVERVIEW

GoDigital Media Group (“GDMG”) is a closely held conglomerate founded in 2006 by Jason Peterson. GDMG is building an ecosystem that connects consumers with joy through content, community, and commerce at their passion points. Today, GDMG does this in music, entertainment, and wellness.

LEADERSHIP
SCOPE

 As Director of Growth & Business Development, I reported to the CEO, and COO, playing a pivotal role in driving revenue growth, revitalizing brands, and launching new ventures across the GDMG portfolio, with a primary focus on YogaWorks and Eastern Mountain Sports (EMS). I led cross-functional teams of 8-10 individuals across marketing, e-commerce, product development, and operations, with significant input into budget decisions and responsibility for managing allocated project budgets. I also played a key role in shaping go-to-market strategies, made hiring recommendations, and was actively involved in the interview process.

Who I Am and What I Do
Early-Stage EdTech Startup UAE
KEY RESPONSIBILITIES
  • Developed and executed go-to-market strategies for new products and services, including market analysis, product positioning, and multi-channel marketing campaigns.
  • Led the revitalization of underperforming brands (YogaWorks and EMS) through strategic repositioning, product optimization, and e-commerce transformation.
  • Identified and launched new business opportunities, including the YogaWorks athleisure collection and the YogaWorks wellness marketplace.
  • Oversaw the development and implementation of comprehensive e-commerce strategies, driving significant increases in website traffic, conversion rates, and online revenue.
  • Built and managed strategic partnerships with key retailers and brands to expand distribution and enhance brand visibility.
  • Championed the strategic pivot of EMS from a traditional big-box retail model to a direct-to-consumer (DTC) and boutique model, aligning with evolving market trends and consumer preferences.
KEY ACHIEVEMENTS

YogaWorks E-commerce Transformation

  • Led the relaunch of shop.yogaworks.com, migrating the platform from Magento to Shopify, resulting in a 78% increase in website traffic and an 85% increase in conversion rate.
  • Implemented a comprehensive digital marketing strategy encompassing SEO, paid search, social media marketing, email marketing, ambassador programs, loyalty programs, and user-generated content (UGC) campaigns.
  • Achieved a profitable business model within the first year, with a 45% gross margin and a customer acquisition cost (CAC) of $35, leveraging the existing YogaWorks customer base and instructor network.

YogaWorks Athleisure Launch

  • Spearheaded the launch of a dual-tier YogaWorks athleisure collection (premium and affordable lines), exceeding sales projections by 63% in the first year.
  • Secured distribution partnerships with Nordstrom and Saks Off Fifth. Oversaw all aspects of product design and development.

Eastern Mountain Sports (EMS) Revitalization

  • Developed and executed a comprehensive go-to-market strategy for EMS, repositioning the brand to appeal to a younger, urban-adventuring demographic while retaining its heritage appeal and contributing to EMS achieving $131.9 million in annual revenue.
  • Drove the strategic shift to a DTC and boutique model, enhancing brand image, reducing overhead costs, and improving customer experience.

Strategic Partnerships

  • Established key partnerships that expanded distribution channels, amplified brand reach, and drove revenue growth.
CHALLENGES & SOLUTIONS

Brand Relevance

  • Addressed declining brand relevance, operational inefficiencies, outdated technology, and a lack of a clear e-commerce strategy across portfolio companies. Implemented robust systems and processes, including:

Project Management

  • Utilized Agile methodologies and project management software (e.g., Asana, Jira) to ensure efficient execution and on-time delivery of projects.

Data Analytics

  • Implemented comprehensive data tracking and analytics dashboards (e.g., Google Analytics, Tableau) to monitor key performance indicators (KPIs), identify trends, and inform decision-making.

Customer Relationship Management (CRM)

  • Implemented and optimized CRM systems (e.g., Salesforce, Klaviyo) to improve customer segmentation, personalize marketing efforts, and enhance customer retention.

Cross-Functional Communication

  • Established regular cross-functional team meetings and communication channels to ensure alignment and collaboration.

Leadership Style & Culture

  • Fostered a collaborative, data-driven, and hands-on leadership style, empowering team members to take ownership while encouraging experimentation and a growth mindset. I prioritized open communication, clear accountability, and a commitment to continuous improvement.
RISK MANAGEMENT
  • Conducted thorough market research and competitive analysis to identify potential threats and opportunities.
  • Developed contingency plans for key initiatives, addressing potential challenges such as supply chain disruptions, shifts in consumer demand, and competitive pressures.
  • Diversified marketing and sales channels to reduce reliance on any single platform or partner.
  • Maintained close communication with legal and compliance teams to ensure adherence to all relevant regulations.
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