Andrea Crass

Lead Marketing, E-commerce, and Merchandising/Category Management. Responsible for company-wide marketing strategy, E-commerce initiatives, product assortment and pricing strategy, and participation in Board of Director meetings. General Manager for DTC business and >95% of company revenue. Responsible for all aspects of DTC: * P&L responsibility * Integrated Marketing - digital, print, social media, brand, PR * Promotional and GTM Strategy * E-commerce Operations and UX/UI * Merchandising - Assortment and Pricing Strategy

Led brand and performance marketing, e-commerce, 3rd party Marketplaces, PMO and customer service. Responsible for company-wide marketing strategy, served on C-suite and participated in Board of Director meetings. General Manager for DTC and 3rd Party Marketplaces Business Units: - owning 60%+ of total company revenue - team size 125+ employees Since joining in 2019, has led the business in improving customer experience and growing EBITDA. Responsible for all aspects of DTC and Marketplaces: * P&L responsibility * Integrated Marketing - digital, print, social media, brand, PR * Promotional and GTM Strategy * E-commerce Operations and UX/UI * Customer Service/Contact Center Operations * Third-party Marketplace Oversight including Amazon, Walmart.com, Target+, eBay, Kroger Key accomplishments include: • Complex Pricing & Promo Strategy: Increased 3-year customer LTV by adjusting pricing, promotional and customer acquisition strategies through a focus on higher-value product and customer categories. • E-Commerce Conversion Rate Optimization (CRO): Implemented an improved cart and checkout process that drove meaningful conversion rate improvement. • Content Marketing: Quadrupled organic social media following since ’22 and tripled impressions through strategic partnerships and an improved content strategy. • Cost Savings: Upgraded to a third-party commerce protection platform significantly reducing chargebacks and manual labor expense. • Third-party Marketplace Growth: Increased sales and profit from 2021-2023 over the record-breaking pandemic-driven demand of 2020 through listing health and advertising optimization. About the Company: Private equity owned vitamins and supplements retailer. Primarily DTC business, selling both Swanson and partner brands online, with a growing third-party Marketplace and global B2B presence.

Led brand & performance marketing, 3rd party Marketplaces, and PMO. Responsible for company-wide marketing strategy. General Manager for DTC and 3rd Party Marketplaces Business Units, - owning 60%+ of total company revenue - team size ~30 employees. Responsible for all aspects of DTC and Marketplaces: * P&L responsibility * Integrated Marketing - digital, print, social media, brand, PR * Promotional and GTM Strategy * Third-party Marketplace Oversight including Amazon, Walmart.com, Target+, eBay, Kroger Key accomplishments include: • Agile Advertising Execution: Directed teams to rapidly adjust to the volatile sales market during/shortly after the pandemic as product inventory experienced significant fluctuations to over-deliver ROAS and reduce customer friction. • Project Management Leadership: Established a professional Project Management Office (PMO), assembling a team including a Portfolio Manager and Project Managers to introduce structured project management discipline. This foundation enabled the successful, on-time, and on-budget delivery of major initiatives, including eCommerce tool upgrades and a comprehensive B2B inventory tracking overhaul

Led international B2B business unit, responsible for ~10% of company revenue and team size of ~10 employees. Responsible for all aspects of international B2B sales: * P&L responsibility * Account Management Leadership * Wholesale Pricing Structure * Co-op Branding Efforts * Sourcing Distribution Partners Key accomplishments include: • Overhauled B2B Business Unit: Retooled all aspects of international business unit by creating the framework to build out the sales and account management teams, and enhance marketing efforts to ensure a solid foundation for scalable B2B growth • Wholesale Pricing Strategy: Developed and implemented a new tiered wholesale pricing strategy setting the foundation for future growth.

Led DTC and Retail marketing strategy, company-wide brand strategy and oversight, and advertising budget management. Oversight: 150+ professional employees Responsible for all aspects of DTC and Retail Marketing: * Integrated Marketing - digital, print, social media, brand, PR, influencer/ambassador, experiential/activations, content generation * Promotional and GTM Strategy * Vendor Co-Op Marketing Program Support Key accomplishments include: • Omni-channel Marketing Strategy. Integrated Cabela’s and Bass Pro Shops marketing strategies to build cohesive customer-facing campaigns and realize expense and labor synergies. • Change Management Leadership. Championed merging Cabela’s and Bass Pro Shop's marketing employees into a united team, ensuring everyone was provided with clear direction and opportunity for success. • Complex Budget Management. Combined two complex advertising budgets with disparate accounting systems and vendor contracts; ensured transparent communication, secured timely payments, and prevented overspending. About the Company: Privately held specialty retailer, focused on outdoor recreational merchandise. Business is conducted both online and at over 200 locations across the U.S. and Canada. Acquired Cabela’s in 2017.

Led DTC and digital marketing strategy and teams, supported Retail and loyalty marketing strategy and teams. Oversight: 100+ professional employees Key accomplishments include: *Led the strategic planning and execution of integrated marketing tactics to drive incremental top-line sales and improve bottom-line profitability across multiple product categories with both traditional and digital advertising methods. *Increased digital marketing ROAS by 15% through re-negotiation of agency rates and a revamped contact strategy focused on enhanced customer segmentation and relevant messaging. *Direct the promotional activities for the CLUB Visa loyalty program, including acquisition and reactivation strategies providing increased cardholder engagement and sales. About the company: Acquired by Bass Pro Shops in 2017. Prior to acquisition, Cabela's was a publicly-traded specialty retailer and credit card issuer, focused on outdoor recreational merchandise. Business was conducted both online and at 80+ locations across the U.S. and Canada.

Led creative and brand strategy teams, cross-functionally supported Retail and Loyalty marketing strategy. Oversight: 150+ professional employees Key accomplishments include: *Refreshed creative and brand strategy for all advertising, including the development of a comprehensive style guide to be used across the entire organization with detailed guidelines including color palette, font directives, copywriting tone, photo style, video content and voice-over direction. *Negotiated and executed on a 5-year contract to outsource creative production. This transformational restructuring enhanced production technology and efficiency by an estimated 10%. * Upgraded creative technology capabilities, adding tools to increase quality and efficiency such as virtual proofing, digital asset management, and sophisticated photography and video workflow management tools.

Led corporate communications and partnerships team. Oversight: ~25 professional employees Key accomplishments include: *Directed trade show and event activations to increase brand awareness and engagement, ranging from outdoor industry endemic events, i.e. the NRA annual convention, to large non-endemic events i.e. the Academy of Country Music Awards show * Revamped Cabela’s brand ambassador program, expanding the pro staff roster by 65% and renegotiating contracts for greater partnership value, driving a 35%+ social media reach increase, higher core demographic brand awareness, and 50% more direct consumer engagements.

About the company: In the early 2000's, Coldwater Creek was a women's apparel and accessories retailer whose roots started in the catalog and direct mail business, and also expanded into e-commerce and brick-and-mortar retail stores.