Lorelle Carpenter

About Lorelle Carpenter

I’m an operator with an owner mindset; a data-driven growth marketer at heart. Over the last 15+ years, I’ve led DTC businesses through growth, transformation and turnaround – holding key C-suite roles across strategy, operations, marketing and finance. As COO, CMO/CFO/CSO and later President of Schneider Saddlery, I architected the company’s turnaround: stabilizing cash, transforming digital marketing, rebuilding financial systems, implementing EOS, and modernizing the technology stack. I had full ownership of both the P&L and cash flow, including working capital, forecasting, and scenario planning – a combination that delivered growth, doubling both sales and operating income. My superpowers: • Seeing the big picture and the levers that lead to growth • Bringing structure to chaos through process, EOS, and emerging technology (like AI) • Inspiring teams through shared vision, developing people beyond their limitations • Balancing cost control with smart investment for sustainable growth I am now available to work with founders, investors and boards to: • Drive growth through customer acquisition, margin discipline & capital efficiency • Build scalable systems (EOS/Technology/AI) • Align teams around vision, process, and data • Create operating rhythms & accountability structures Whether stepping into a leadership gap or coaching through change, I bring clarity, structure, and momentum. I’m especially passionate about building teams that own both results and resources—teams that know how to invest wisely, operate lean, and execute consistently. Currently open to: • Interim or Full time Integrator, COO, CMO or CFO roles • Strategic Consulting or Fractional Leadership • Board or Advisory Roles Transformational eCommerce & Strategy Leader | DTC Growth | Market & Brand Development | EOS Implementation | Financial Turnaround | Executive Team Builder | Digital & Retail Store | International expansion

Experience

1. President Integrator

   Schneider Saddlery

   Dec 2021 — Present · Chagrin Falls, OH, US

Education

• University of Connecticut

  Bachelor of Science (BS), Marketing

  1989 — 1993

• The University of Connecticut School of Business

  Bachelor of Science

  1989 — 1993

Skills

• Direct Marketing
• Analytics
• Marketing Strategy
• Integrated Marketing
• Strategy
• Social Media Marketing
• Comparison Shopping Engines
• • Financial Acumen
• • People Management
• Retail
• • Circulation and Channel Management
• Search Engine Marketing (Sem)
• Customer Segmentation Strategy
• • Creative
• Data Analysis
• Management
• Process Improvement
• Multi-Channel Marketing
• Direct Mail
• E-Commerce SEO
• Process Management
• Marketing
• SEO
• Advertising
• Online Advertising
• • Product Management
• Sem
• E-Commerce
• Strategic Leadership
• Catalog Circulation
• Email Marketing
• Direct Mail Campaigns
• Online Marketing
• • Market Development
• Database Marketing
• Catalog Marketing
• Search Engine Optimization (SEO)
• Segmentation
• Digital Marketing