Fran Richards

• Designed and deployed a digital company transformation: Built a modernized the go-to-market plan, with a focus on digital marketing website overhaul, data-based marketing strategy to improve brand visibility, visitation, yield and lodging occupancy. • Increased brand visibility by 300%+ from the previous three years, through a repositioning strategy that included a brand refresh, digital content creation, strategic partnerships, and extensive media planning and event programming to drive attendance. • Grew lodging revenue 80% and resort revenues by 27% to record-setting levels in 2014. Built new an extensive variable pricing data model to increase yield for ticket revenue by 25%. • During my tenure, the independently-owned destination resort, jumped in brand perception and ranked #8 on the New York Times global "Places To See" list; and consistently ranked by critically acclaimed outdoor and winter sports media as one of the top resorts in North America.

• Established in 1994, SPY is an unconventional family of athletes and artists committed to creating exceptional optical products.That take style cues from the outdoor sports community, and the arts and culture lifestyle. Spy Optics includes Spy, Margaritaville and Melodies by Mary J. Blige. • Led a global marketing team of sixteen, directing branding, sports marketing, channel strategy, and content creation. Improved advertising and promotional plans with clearly organized and executed marketing strategies. • Launched the eCommerce platform and increased sales revenues by 500% over three years and achieved profit targets with balanced, strategic pricing structures.Deployed sales, marketing and audience data to help leverage each brand's strengths and drove the marketing, eCommerce, sports marketing and redesigned brand and sales materials. • Launched Melodies by MJB eyewear with Mary J. Blige and Interscope Records Chairman Jimmy Iovine. Led the MTV "Rob & Big" partnership strategy, driving 500MM+ incremental impressions.