Michael Hall

Serve as general manager of digital for Harbor Freight Tools, a national retail chain of over 1,600 hardware & tool stores with $9bn in annual sales. Lead Harbor Freight's teams for digital marketing, growth marketing, MarTech, mobile development, and artificial intelligence deployment. Lead digital advertising, mobile, email, SMS, and AI transformation initiatives at Harbor Freight, including launching a top-ranked mobile app with millions of monthly active users, modernizing email & SMS programs to grow subscriber reach, and leading enterprise-wide adoption of AI for product development and customer segmentation, resulting in increased engagement and double-digit growth in annual sales. Key details: * Developed & executed the GTM strategy and KPIs for new channels in Harbor Freight's transition from print marketing to digital marketing, establishing digital as the company’s top-performing marketing channel. * Launched Harbor Freight’s mobile app, achieving a Top 100 ranking in the Shopping category across both major app stores and becoming a high-performing customer engagement channel. * Rebuilt email marketing strategy for a multi-million subscriber base, significantly expanding reach and performance through AI-powered personalization, modernized content, and behavior-based triggers. * Scaled SMS as a major revenue channel, more than doubling subscriber count through AI-optimized campaigns, omnichannel integration, and targeted in-store promotions. * Lead enterprise-wide AI initiatives across digital & marketing, deploying AI agents for advertising optimization, content automation, and customer segmentation, reducing operating time and increasing team efficiency. * Direct new initiatives for digital marketing &direct marketing, including email marketing, SEO, SEM, artificial intelligence (AI), personalization, e-commerce support, text messaging / SMS marketing, omnichannel integrations, in-store sales support, CRM, social media, and mobile app development.

Served as general manager of digital at NESN, the sports television network owned by the Boston Red Sox & Boston Bruins. NESN is one of the ten most valuable brands in sports and has an enterprise value of over $1.2 billion (Forbes, 2018). Managed NESN’s digital P&L and a staff of 28, responsible for digital product development, content, marketing, and sales integrations. As a working manager, directly led product development of NESN’s entire digital product suite, including web, mobile, video, OTT / TV Everywhere, SVOD, AVOD, social media, e-commerce, and sales integrations. Key accomplishments: • Developed NESN.com’s content marketing & performance marketing strategy of national sports coverage from a local perspective, increasing NESN’s reach from 0.1 to 15.3 million unique viewers/month (Comscore, 2018). • Launched NESNgo, NESN’s TV Everywhere service, to over 3.1 million households on web, Android, and iOS. • Launched NESN Fuel, NESN’s automotive news brand, reaching a peak audience of 1.5 million uniques/month. • Developed content syndication partnerships with national outlets, including USA Today, TMZ, and NPR. • Developed NESN’s corporate strategy and ROI measurements for content marketing, SEO/SEM, and CRM software. • Led the development of NESN's 5-year strategic plan with a scope covering content, sales, marketing, and product development.

Promoted within Disney to serve as Product Manager at ABC.com, the website for the ABC Television Network. Managed the strategy, technical development, and monetization of ABC.com Community, ABC’s user engagement platform. Key accomplishments: • Increased ABC.com Community traffic by 216 percent through social media marketing, message boards, and fantasy games. • Increased ABC.com Community revenue by 128 percent through the development of new advertising optimization systems. • Managed a team of 10 developer and moderator contractors.

Hired by ESPN, the sports television network owned by Disney, to lead its development of its new ESPN Search product. Expanded role to encompass product development for search, sponsored advertising, and content syndication. Key accomplishments: • Increased search traffic by 300 percent year-over-year by integrating search results contextually into site content. • Increased sponsored link revenue by 250 percent year-over-year by optimizing sponsored link placement.

Artificial Intelligence