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B2C Growth Strategy & Implementation Architecture at the Intersection of Brand, Experience, and Operations
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Work Background
Evans Smith, LLCGrowth & Brand Leader | Advisor & Strategic Consultant (Self-Directed)
Nov. 2025Currently engaged in advisory and project-based collaborations while exploring new opportunities at the intersection of brand experience, customer engagement, and transformation strategy. Engaging with leaders across industries to shape the next chapter of impact.
VCA Animal HospitalsChief Client Officer
Sep. 2023 - Nov. 2025-- Led enterprise-wide growth strategy and client experience transformation for a $4.2B healthcare brand, aligning marketing, brand, and digital across 1,000+ locations. Unified brand, marketing, and client experience functions into a high-performing growth organization, accelerating lead volume, and working in lockstep with operations and other cross-functional partners to optimize investment, and advance growth model evolution.
VCA Animal HospitalsVice President, Brand and Marketing
Oct. 2022 - Sep. 2023Los Angeles, California, United States-- Develops and drives strategies related to overall VCA brand strategy and management, advertising and creative, customer/ and market research, promotions and ecommerce strategy, and marketing execution. -- Accountable for brand strategy, awareness and engagement; client acquisition, retention, and loyalty,; as well as access to care programs including product and service engagement to drive client demand/visits for all VCA services across all hospital categories, linked to organization growth objectives.
-- Responsible for building, driving, and executing all aspects of the VCA brand, including internal and external expressions. -- Leads high-performing team of professionals that drive brand and marketing outcomes in support of organization growth goals.
VCA Animal HospitalsSenior Brand Director, GP Hospitals
Oct. 2020 - Oct. 2022Los Angeles, California, United States-- Partner with operations to drive business growth and brand penetration for VCA's ~850 general practice veterinary hospitals in the U.S. through core brands and programs including CareClub wellness plans, myVCA ecommerce and and patient portal, shelter program, and related client engagement programs.
-- Lead work to refresh VCA's 35-year-old brand.
VCA Animal HospitalsDirector, National Marketing
Jan. 2018 - Oct. 2020Greater Los Angeles Area-- Lead team responsible for engaging new clients, retaining existing clients, and developing high-value client relationships across VCA's ~1000 primary care veterinary hospitals in the U.S.
-- Lead strategy development and implementation for new ecommerce and patient portal platform to serve clients of all hospitals, focusing on creating high-value personalized experiences for clients and hospitals.
-- Collaborate cross-functionally to maximize value and opportunity across business units to drive client experience and patient care.
VCA Animal HospitalsSenior Manager, Partner Relations
Nov. 2015 - Dec. 2017Los Angeles, California-- Manage relationships with company's largest suppliers of client-facing and retail products
-- Develop and lead omni-channel marketing strategy targeting internal and external clients
-- Oversee Home Delivery service, driving adoption and engagement with both internal and external clients
VCA Animal HospitalsProduct Manager
Dec. 2014 - Nov. 2015Greater Los Angeles Area-- Manage private label product line and parasiticide category
-- Run forecasts, develop and monitor budgets; assess new product developments, make recommendations regarding additions to the line -- Develop and deploy omni-channel marketing strategies focused on engaging internal and external clients
wordlicious digital marketingPrincipal
Jun. 2014 - May. 2015Greater Los Angeles Area-- Develop and execute social + digital, editorial, content, and brand strategies for small business clients in various industries
-- Engage, develop, and lead small team of two writers and two graphic designers
i Love Dogs, Inc.General Manager
Nov. 2009 - Jul. 2014Greater Los Angeles Area**Start-up premium dog products and lifestyle company focused on natural dog supplements, niche websites and online advertising services.** -- Re-focused business plans; isolated and rectified operational and personnel issues; cut costs by 30% in 2009, 40% in 2010; increased revenue by 40% in 2009, 50% in 2010, 300% in 2011; set and managed budgets; oversaw product development, business development, customer and vendor relationships; reported directly to founding partners; led and developed cross-functional team of 12 direct reports
-- Re-vamped e-commerce strategy, oversaw development of new e-commerce site with heavy focus on content, search, and social media optimization, resulting in 20% increase in online sales revenue in 2012, 54% increase in online sales revenue in 2013
-- Drive and optimize company’s digital marketing strategy, including content strategy, social media presence, community engagement, email marketing, and ambassador team; manage media presence, brand image; secure major media segments (20/20, Wendy Williams Show, FOX & Friends)
-- Develop and execute content and social media strategy for company websites and three distinct brands; oversee digital marketing strategy; create and implement email marketing strategy; strategize and oversee web development projects, emphasizing SEO, monetization, interactive content; oversee project timelines and deliverables; recruit, train, and manage full-time and freelance writers.
-- Promoted internally from managing editor after nine months in the role
i Love Dogs, Inc.Managing Editor
Feb. 2009 - Nov. 2009Greater Los Angeles Area**Start-up premium dog products and lifestyle company focused on natural dog supplements, niche websites and online advertising services.** -- Managed content, strategy for company websites and three distinct brands; oversaw online marketing strategy; created and implemented email marketing strategy; strategized and oversaw development of two new websites, emphasizing SEO, monetization, interactive content; managed engagement with design team at third-party web development/creative services firm, overseeing project timelines and deliverables
-- Created, executed and managed social media marketing strategy, including creating, monitoring and maintaining company presence on Twitter, Facebook, MySpace, YouTube, Dogster and related sites; developed and executed blogger outreach strategy
-- Built Creative Department, recruiting, training and managing social media writers, digital media assistant, and intern
Pro Education GroupManaging Associate, Special Projects
Jul. 2008 - Feb. 2009Greater Los Angeles Area**Boutique staffing, organizational consulting and education solutions firm serving the education industry.** -- Wrote business plans, proposals, reports, policy and procedural manuals, marketing and promotional materials, and web copy for start-up firm; built and managed eight websites on Joomla! platforms; managed company email and hosting accounts
-- Recruited and interviewed candidates; managed employees; reported directly to CEO and COO
SoftitlerEnglish Editor
Aug. 2005 - Jul. 2008Montreal, Canada Area**Multi-national subtitling and localization division of post-production house Deluxe Digital Studios.** -- Edited subtitles for films and TV shows according to house, studio and AP style guides; researched, fact-checked and annotated subtitles to prepare for translation; was team lead on TV series including "The Hills," "Beverly Hills, 90210," "The Girls Next Door"
-- Point person for West Coast editors; assessed new editors for feedback and training purposes; worked remotely and liaised regularly with company offices in LA, Montréal, London and Bangalore
ArthroLab, Inc.Technical Editor
Aug. 2004 - Dec. 2004Montreal, Canada Area** Fully integrated osteoarthritis CRO with expertise in preclinical in vitro and in vivo and clinical trials. ** -- Edited articles for submission to peer-reviewed scientific journals; edited poster presentations, conference addresses, protocols, and related documents on the subject of osteoarthritis research
-- Managed all written communications on behalf of CEO and COO
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