Evan Torrance

Responsible for Stio® marketing and e-commerce and all related revenue generation, cost management, brand and performance marketing channels and attribution, and the entire customer service experience. Specific responsibilities include achieving monthly revenue goals for all DTC channels, expanding brand awareness, deepening customer and prospect understanding of the Stio® brand, and achieving all customer acquisition (CAC and LTV) metrics and retention goals on an annual basis, while maintaining and enhancing company values. Launched the Stio Second Turn™ circular commerce program. And member of the executive leadership team.

Responsible for driving the strategy, planning, management and analytics of new supply (Homeowner) sales, new demand (Resident) sales, resident success and support teams. Created a culture of success through ongoing business and goal achievement and developed plans and strategies to achieve these goals. Leader and custodian of company values and culture for an office of 60+ staff in Salt Lake City, and bridge for all key functional and strategic relationships to the corporate office in San Francisco. Member of the executive leadership team.

Responsible for the Backcountry customer service experience across a 250+ person team. Owned all touch points into product, UX, merchandising, marketing and finance teams. Had oversight of all inbound customer support and outbound sales functions. Drove the implementation of strategic initiatives related to agent effectiveness, and increased incremental revenue and program profitability resulting in $4M+ EBITDA gains. Launched the Summit Club loyalty program and on-boarded 60k members in 4 months.

Operated in a variety of cross functional roles that suited my generalist orientation. Managed a team of 60+ marketers towards the successful operation of business goals with some exposure to our PE owners at TSG Consumer Partners. Drove double digit growth and achieved monthly EBITDA goals in transitional leadership role. Launched Backcountry owned brands marketing and established new brand position. Owned all merchandising and operational trade-offs, reporting and analytics. Integrated across the merchandising, marketing, CX, finance, fulfillment and other teams. Member of the senior leadership team and partner to the GM’s and Executive Team on strategic initiatives.

Shared responsibility for the overall success of SA’s leading & multi-award-winning e-commerce retailer (with PE ownership through Tiger Global Management). Managed rapid revenue and operational growth, overseeing a team of 90+ permanent staff. Led a new executive team of 7 including the founders. Implemented business strategies, brand launches, site changes and launched separate owned brands entity. Worked closely with the CS, marketing and merchandising teams. Oversaw the transition from loss-making to break-even over a period of 18 months.

Oversaw shared services including marketing, IT and human resource development (HRD). Cross functional exposure to merchandising, planning and buying, operations and design. Launched the customer service function for all omni-channel activities across all chains. Responsible for developing and implementing marketing and brand strategies for all chains. Owner of the K-Way brand strategy and related marketing. Driver of the initiation and conceptualization of the Tread+Miller store concept. Successful operation of all IT aspects of a large head office of 180 staff. Management of a remote office and 200+ stores on a WAN. Supported all merchandising systems (Dolfin, JDA Allocations and Enterprise Planning). Successfully implemented new ERP system (Sage X3) incl. RMS (POS), financials & manufacturing. Oversaw all organizational development / HRD aspects of the company. Directly responsible for more than 50 staff.

Managed a comprehensive marketing team of 15 staff that provided marketing, conceptual, brand, design and packaging solutions to a group of 150+ stores. Also launched Old Khaki and Poetry stores from a brand and marketing perspective, as well as the first e-commerce operation for Cape Union Mart.