Revenue driven senior marketing executive; experience delivering ROI across consumer goods, consumer
durables, home renovation, construction and wellness industries. Key strengths include:

•   Marketing Department Leadership & Turnarounds - Led turnaround at Evenflo (Juvenile Products Company) by
shifting brand strategy from low price leader, to innovation leader in safety, and quality at a fair price.
Strengthened branding on packaging and in store merchandising changes led to listing increases at Babies R' Us,
Buy Buy Baby, Target, Walmart & Amazon and recognition on national television and Fast Company Magazine -
Most Innovative Companies.
•   eCommerce Leadership - Successfully transitioned 3 businesses from traditional brick and mortar models to
multi/omni-channel. Experience with Shopify and Salesforce Commerce Cloud including award nomination for
Salesforce Commerce Cloud Pacesetter Fast Track Award.
•   Consumer Acquisition - Brought to Jacuzzi, after 4 straight years of declining consumer acquisition, and failed
CRM, and email marketing solution implementation. Within 12 months, completed successful implementation
of CRM, including reporting from first touch through conversion, and email marketing solutions. Saw significant
growth in consumer acquisition in year one, and in year 2 hit a record high number of over 52K consumers
acquired and $6M in converted sales.
•   Public Speaking - Company spokesperson for live national news program, and speaking engagements that
include Channel IQ Compass Summit, Sterling Commerce (Now IBM) Conference on Data Synchronization and
RFID, and Guest Lecturer at Towson University in Maryland.

Responsible for the Brand Marketing, Digital Marketing & Consumer Service divisions within North America, and Marketing Mentor for South American & European Operations. Jacuzzi Brands consist of a bath division sold under 3
brand names through wholesale, online and in-home sales channels, and a hot tub division sold under 6 brand names through independent retailers.

•	Led the digital marketing turnaround, increasing consumer acquisition through PPC and SEO lead generation by
205%, while also increasing attributable sales by 92%.
•	Reduced cost per sale 73% by retooling email nurture streams to deliver appropriate content, with clear calls to action at appropriate points in the consumer journey.
•	Secured board investment for global website infrastructure, and implementation of Salesforce Marketing Cloud.
•	Negotiated agreements with 11 athletes and 2 Olympic teams, and 1 Major League Soccer Team, to develop and expand Jacuzzi® Performance program marketing through social media and video channels.
•	Launched new products including "Agra Swirlpool Bathtub" in 120 showroom locations, implemented mobile
showroom trailer, and advanced consumer understanding and interest through augmented reality app.
•	Brought together 4 teams of 34 individuals through standardized processes, collaborative events, and KPI focus
to eliminate silos.

Senior Vice President, Marketing

Evenflo designs and manufactures child car seats, strollers, highchairs, playards, safety gates, and ExerSaucer activity
centers. Responsible for branding, asset development, digital marketing, creative campaigns, public relations, crisis
management, reporting, research, consumer service and experience.

•   Led website upgrade to the Demandware (Now Salesforce Commerce Cloud) platform with front end design and optimization for commerce - Certified Fastest Demandware Implementation Ever.
•   Led packaging, point of sale merchandising and product branding redesign to reduce cost and complexity while
strengthening brand positioning successfully winning line reviews at all major retailers.
•   Launched "SafeMax Infant Car Seat", which communicated to the driver that a child remained in the back seat,
reducing infant mortality from heat stroke, by working with Walmart Media Relations department to secure 6
editorial desk-sides, and segment on Today Show and Fox & Friends morning news show.
•   Manage an internal creative department, digital services, and analytics teams in addition to external creative
agencies, consultants, and strategists.

Vice President, Marketing

Find out detailed information about Ed Sofia,  in Ladera Ranch, CA

Ed Sofia: in Ladera Ranch, CA

Ed Sofia

Jacuzzi Brands LLC

Goodbaby International

Loyola College in Maryland