Tony Lazare, MBA

▪ Lead the vision and roadmap for Ideal Image’s digital ecosystem—including website, e-commerce, mobile app, and AI chatbot—aligning all digital initiatives with broader business goals. ▪ Responsible for the launch of a new marketing website and the company’s first-ever integrated booking flow allowing guests to schedule consultations and treatments directly online. ▪ Define and prioritize features that modernize the customer journey, reduce friction, and increase conversion rates across channels. ▪ Build business cases for digital investments, including ROI modeling, performance measurement, and reporting across all platforms. ▪ Champion an omnichannel experience that connects self-service scheduling, profile management, and promotional offers across devices and user types. ▪ Provide strategic oversight to SEO, content, and CRO efforts, while fostering a collaborative, data-driven culture focused on speed, learning, and innovation.

▪ In this newly created position responsible for the digital strategy of the website, mobile application and e-commerce storefront. ▪ I modernized the lead form journey by implementing a user-centric design, streamlining the process, and integrating automation, resulting in increased inquiries and higher conversion rates ▪ Working cross functionally, develop the long-term roadmap and manage the prioritization of features needed to execute on a transformative customer experience. ▪ Implemented self-scheduling functionality that reduces user friction by eliminating a phone call and allowing visitors to directly schedule a consultation.

▪ Created SEO roadmap to support key company strategy to drive more organic visits to the Ideal Image Website. ▪ Manage 3rd party SEO agency contract and work streams. ▪ Lead a team focused on conversion rate optimization utilizing multivariate testing and other customer behavior analysis tools ▪ Created product roadmap for website updates and new functionality to align with strategic objectives.

Moved into newly created Director of Digital Marketing position ▪ Lead a team comprised of UI/UX, content managers, SEO, Analytics, and Performance Marketers. ▪ Leading efforts to grow the company's US and International presence and improve digital, social and web metrics. ▪ Work closely with Product Owners and Developers to translate business requirements into IT roadmap. ▪ Developing a comprehensive SEO and SEM marketing strategy. ▪ Member of project team overhauling legacy website infrastructure with Sitecore.

Hired from contractor to FTE and promoted to Principal Product Owner. ▪ Managed teams working on key strategic initiatives; comp plan enhancements and new enrollment flow.

Leads 14 offshore development and QA resources across two teams focusing on key initiatives including Ambassador enrollment, compensation plans, and back office tools. ▪ Works with key internal stakeholders to define product roadmap. ▪ Backlog upcoming projects into epics, features, and user stories and prioritize into corresponding sprints for the development teams.

▪ Oversaw and led the creation and implementation of the digital strategy companywide. ▪ Served as a key member of a Leadership team that led the corporate rebranding of digital assets from Cable One to Sparklight. ▪ Created a strategic roadmap for a digital transition collaborating with IT, Marketing, Sales, and Customer Operations, with a focus and emphasis on the User Experience. ▪ Oversaw a team of 11 employees, including a Web Development Manager, a Website Manager, a Web Development Lead, 2 QA Resources, 2 Front End Developers, 2 Backend Developers, and a Business Systems Analyst. ▪ Gathered requirements, performed analysis, and created detailed recommendations to drive product strategy for support.sparklight.com, customer.sparklight.com and sparklight.com. ▪ Increased usage by customers and functionality of digital properties, including direct ordering of services through the website, digital support versus phone calls, and increased use of self-service portals. ▪ Backlogged upcoming projects into epics, features, and user stories and prioritized into corresponding sprints for the Development teams. ▪ Led all Agile ceremonies including daily stand-ups, sprint planning meetings, customer demos and retros. ▪ Managed departmental expense budgets and project capital outlays and outsourced contractors. ▪ Tracked sales, visits, and overall adoption of customer facing digital assets; reported key activities and performance measures to C-Level Executives. Key Accomplishments ▪ Developed a new corporate website to support the rebranding of Cable One to Sparklight in less than 4 months. ▪ Increased percentage of sales through the website from 14% to 20% of all company sales in 2019. ▪ Led the execution of the public facing website assets from SharePoint to Sitecore; a new technology platform. ▪ Created a mobile development strategy that enabled mobile to surpass desktop as the preferred mode of shopping cart checkout.

▪ Led the consolidation of applications and services focusing on the customer experience across all touchpoints. ▪ Managed 36 Associates across 5 teams, including Web Development, Internal Development, Database and Reporting, QA, and Release Management; managed hiring, training, and development of employees. ▪ Monitored program/project metrics, budgets, and benchmarks and reported findings to C-Level Executives. ▪ Implemented software development frameworks including Agile/Scrum, API-led connectivity, and cloud first development. ▪ Identified new technologies and strategies for the Engineering teams and created roadmaps that aligned all departments. ▪ Reviewed and analyzed current IT spends regularly to optimize spend and reduce costs. ▪ Led requirements gathering sessions and created RFPs for new technologies. ▪ Delivered data in the form of business intelligence / standardized reporting to aid in strategic business decisions. ▪ Reviewed project reports and statuses to determine adequate staffing loads to meet business needs. ▪ Was a key member of the Technology Steering committee; approved projects and aligned resources across teams. ▪Collaborated with key business units and oversaw the product development strategy, design, and implementation of enterprise IT projects. Key Accomplishments ▪ Implemented Agile development processes for Development and Infrastructure teams, resulting in increased output, higher visibility, and better collaboration across business units. ▪ Led the transition to cloud computing by selecting MS Azure and facilitating IaaS proof of concept implementation. ▪ Managed the Engineering team’s role in a billing conversion that replaced a 25-year-old legacy mainframe system with an enterprise grade cloud billing system. ▪ Selected MuleSoft as the API vendor and led teams on a microservices strategy that enabled IT to deliver services to multiple teams faster and more securely; improved development time by 28%.

▪ Oversaw customer-facing systems and processes and coordinated requirements gathering and data analysis using data warehouses/business intelligence (BI) resources. ▪ Led a team of 11 Software Developers, Database Administrators, and Web Masters; performed annual employee reviews, monitored expenses, and managed the bonus compensation program. ▪ Ensured compliance with SOX documentation. ▪ Led and facilitated monthly knowledge transfer/sharing meetings, conferences, and seminars to ensure business objectives were achieved. ▪ Defined and implemented the processes and environment that produced high quality systems. ▪ Collaborated with 3rd-party consulting, recruiting, vendor, and support organizations. ▪ Partnered with Project Managers to ensure appropriate design and technology decisions were delivered to meet the immediate needs of customers. Key Accomplishments ▪ Guided conversion of payment processor from Crescent Systems to U.S. Bank; secured monthly savings of $50,000 in processing fees and simplified use for more than 750,000 customers. ▪ Steered Phase I and II of web services designed to control Interactive Voice Response (IVR) used by customers to gather billing, payment, and outage information and local office hours. ▪ Deployed a new public-facing website using SharePoint 2007 and Web Content Management; upgraded intranet site from SharePoint 2003 to 2007. ▪ Implemented automation functionality to streamline processes, including digital signature appliance (CoSign / ARX), internal job postings, and EEO checklist procedures.

▪ Served as technical lead for projects, systems, and processes. ▪ Coached, mentored, and supervised 9 staff members. ▪ Delivered project status updates to all project stakeholders.

▪ Developed, tested, and integrated custom software applications. ▪ Interfaced with customers to correct deficiencies, customize solutions, and manage change requests. ▪ Designed database structures and application hierarchies. ▪ Authored program documentation. ▪ Oversaw subcontractors; collaborated with management / client; trained staff / clients. Key Accomplishment ▪ Successfully designed budgeting application used by Budget Committee, crafted database / application security tools, devised dynamic link libraries, and automated tasks.