Derek Mellencamp

About Derek Mellencamp

Omnichannel Consumer General Manager. Direct experience driving to financial goals with full P&L responsibility. Team leader skilled at building brands across multiple channels including DTC, retail and wholesale, developing integrated omni-channel brand and demand generating campaigns, managing product development from concept to launch to pricing and promotion, creating business intelligence & optimization tools, developing high-impact online UX and merchandising strategies.Specialties: Business Management: Driving consistent consumer business growth, mapping and managing metrics to key business drivers, managing cash flows in high growth businesses and achieving financial goals.Brand Management: Building brands by combining deep consumer insight with business core competencies to create and sustain unique and differentiated brand and product messaging and value propositions.Customer Acquisition/Performance Marketing: Driving direct customer growth via investment in ROI-tracked integrated marketing campaigns inclusive of traditional, digital, content & social media strategies.Customer Retention, CRM & Maximizing Lifetime Value: Maximizing customer value via creation and management of subscription and annuity programs.E-Commerce Management: Executing and optimizing digital campaigns integrating site design & user experience, key marketing technologies, customer relationship management and performance measurement. Experience includes managing teams of developers for custom built e-Commerce platforms as well as replatforming to enterprise platforms.Product Management: Creating and/or sourcing products using consumer insight, Innovating product development, driving differentiating feature and value propositions, pricing & promotional strategies and high-impact merchandising.Team Leadership: Building and growing high-performance teams by providing passion, clarity and alignment.Omni-channel strategy and business development: creating disruptive pathways to customers including eCommerce, partnerships and retailers while minimizing channel conflict.Finally, I have lead and managed effective teams as small as 2 contributors and as large as 80+ across multiple countries and languages.

Experience

1. Chief Marketing Officer & General Manager Aquasana Direct

   Aquasana

   Apr 2010 — Present · Austin, TX, US

   General Manager with full accountability for the Aquasana DTC P&L. • Built the marketing and product development competencies at Aquasana growing the team from 1 employee to 70. Built brand, performance and direct marketing including e-Commerce, CRM technologies and infrastructure.• Grew total business revenues 10X over 10 years, driving significant shareholder value and August 2016 exit of private equity owners, L Catterton.• Responsible for growing a <$5MM internet business into the leading eCommerce water filtration brand in the US Named a Digital Commerce 360 (Formerly Internet Retailer) Top 500 US eCommerce business (#370) in 2020.• Conducted extensive consumer insights work to redefine the Aquasana brand and all corresponding assets – a premium highly regarded filtration brand: inclusive of website, collateral, packaging, trade show assets & products.• Created and launched customer retention programs that increased Water for LifeTM (filter replacement program) enrollment rates 300% and increased membership 15x over a 10 yr. period – driving customer lifetime value up over 50%.• Devised, developed and launched innovative new products with both design and utility intellectual property including: the Clean Water Machine and IoT-enabled under-sink filtration products with associated app.• Beat multi-year incumbent to launch over 40 new A.O. Smith branded water filtration products in largest retailer of water filtration in the US (Lowe’s). Won category captain position including a $4MM+ overhaul of 32’ water treatment set in all 1,700+ stores• Managed all aspects of the direct business, consistently exceeding planned revenue and EBIT targets. Drove 20%+ 10-year CAGR through increased advertising investments and improvements to ROAS.• Omnichannel growth leader responsible for business development strategy for new channel launch into retail.

Education

• University of Michigan - Stephen M. Ross School of Business

  MBA, Marketing & Corporate Strategy

  1998 — 2000

• Vanderbilt University

  BS, East Asian Studies and Political Science

  1989 — 1993

• Peking University

  Mandarin Chinese

  1992 — 1992

Skills

• Marketing
• Product Management
• Marketing Communications
• Product Development
• Crm
• Business Development
• Digital Marketing
• Digital Strategy
• Direct Marketing
• Strategy
• E-Commerce
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Sem
• Multi-Channel Marketing
• Online Marketing
• SEO
• Online Advertising
• Strategic Planning
• Competitive Analysis
• Product Launch
• Creative Direction
• Segmentation
• Customer Relationship Management (Crm)
• Digital Media
• Pricing
• Product Marketing
• Project Management
• Email Marketing
• Advertising
• International Sales
• Integrated Marketing
• New Business Development
• Analytics