Resume

Operating executive who scales multi-service businesses through constant market change, with an AI-first bias. Former VP of Client Services at NetReputation. Now a fractional consultant in reputation management, SEO, branding, and AI implementation.

Employment history

NetReputation (2019 to 2026)

Reputation Analyst, then Director of Client Services, then VP of Client Services

Results

• Scaled the business from $5M to $19M in revenue.
• Grew expansion revenue from roughly 15% to roughly 50% of the total (about $9.5M by 2025).
• Drove about $390K in annual cost savings through an AI-first redesign, starting in 2023.
• Held a 4.7/5.0 NPS over three consecutive years.
• Sustained roughly 90% annual employee retention across a 30-person global team in five countries.

Scope and ownership

• Served as operational right hand to the CEO, translating vision into execution across delivery, sales, product, finance, and people.
• Owned P&L, forecasting, and margin management.
• Built the management layer from scratch: org design, role scorecards, 1:1 frameworks, planning cadences, and resource-allocation frameworks.
• Designed onboarding playbooks and escalation protocols, and KPI dashboards that gave leadership real-time visibility into revenue health, retention risk, and team output.
• Led the AI-first transformation in 2023, building the SOPs and training the team on prompt discipline.
• Built an AI-assisted reputation scan scorecard used daily by the sales team.
• Held external vendors and agency partners accountable to defined SLAs, output standards, and cost targets.
• Launched five new service lines and ran 40+ executive visibility programs a year.

How the work evolved

I joined NetReputation, learned sales on the floor for the first 60 days, and in January 2020 moved over to help the ORM and suppression department. The next six years were a steady series of operating changes, each one built to raise capacity, retention, or revenue.

Content and delivery

• Moved content production from individual freelance writers to a larger content management platform.
• Added a thought-leadership deliverable in 2021 and a full-time fulfillment partner in 2022.
• Revamped the review-removal process in 2023 with better AI prompting across Google, Trustpilot, Glassdoor, WebMD, Healthgrades, and Avvo, among others. Paired with a scraping tool, it produced the review management calculator.
• Added search suggestion removal in 2023 to better serve the existing ORM client base.
• Updated the tech stack in 2024, including RSS feeds and vendor evaluations, for more streamlined Wikipedia monitoring.
• Helped launch an AI monitoring tool in 2026.

Capacity and automation

• Grew the account management team from 2 to 4 in 2020, then to 6 in 2021.
• Introduced a dedicated onboarding process in 2021.
• Automated SERP tracking and reporting on negative links.
• Worked with the team to build a custom Zoho field, the account review module, with API integrations into the customer client manager tool for reporting.
• Automated reporting lifted account manager capacity from 25 to 30 clients each to 60 to 70.

Training and enablement

• Moved sales and support training from Google Docs to Google Classroom, with videos, quizzes, and structured onboarding and ongoing training, without the cost of a full LMS.

Growth and retention

• Was foundational to establishing the account growth team in 2022, working with sales, account management, and leadership to give QBRs strategic oversight and dedicated staff, and creating more touch points for cross-sell, upsell, and renewal.
• From roughly 15% of sales in 2021, retention and upsell grew to half of all company revenue by 2025, about $9.5M, and retention rose substantially.
• Changed lead rules and account ownership details, and moved the business off a heavy dependence on PPC to create new deals each month. Growth came instead from existing accounts, through better client communication, better delivery, higher efficacy, and NPS tracking.
• Launched new ORM packaging in 2023, plus digital footprint packages that match budget and deliverables to the most common campaign difficulties. The total client count rose sharply.
• Implemented the Birdeye partnership in 2023 for clients and for NetReputation's own NPS and review management.
• From 2023 on, ran the daily sales strategy call and underwrote 90% of proposals over $100K in value.

Local SEO and review tools

• Deliver local SEO, Google Business Profile, and review management for multi-location and home-service businesses. Expert in Birdeye, with hands-on experience in Yext, GradeUs, BrightLocal, and Local Falcon.

FYZICAL Therapy & Balance Centers (2018 to 2019)

Franchise Development

• Sold practice conversions to independent physical therapy owners, a consultative sale into established small businesses.
• Helped owners fight industry consolidation, rising costs, and falling reimbursement rates by moving to a model built to keep them independent.
• Learned and pitched the founder's operating system for keeping independent providers competitive against corporate and hospital-backed consolidation.

JD Byrider Franchisee (2017 to 2018)

Regional Operations Manager

• Ran daily operations across four locations: sales, service, collections, and P&L.
• Took the franchise playbook I had taught for years and put it to work turning around a distressed store in Bradenton, Florida.
• Partnered with an experienced operator from eastern Pennsylvania to stabilize and rebuild that location.

JD Byrider Corporate (2009 to 2017)

Franchise Operations Consultant

• Joined corporate in 2009 and became the youngest franchise consultant in the company's then 25-year history in 2012.
• Hired by the CFO, reporting directly to him, to evaluate 13 company-owned stores for compliance with an Ohio Attorney General consent decree.
• Advised a national portfolio of franchise locations on P&L optimization, KPI-driven performance, and compliance; supported new location launches end to end.
• Taught sales, collections, and service classes nationally. In 2015, when Byrider partnered with Podium, learned review management and helped more than 100 locations climb above a 4.5-star average.

Franchise operations consulting

• Worked across vehicle purchasing, reconditioning, service, sales, marketing, underwriting, and collections.
• Built pro forma annual budget projection models and ran monthly P&L reviews with franchisee ownership and management.
• Opened multiple new stores end to end.

Reputation and review generation

• The business combined three of the top five most-complained-about industries under one roof. Discovered reputation management through Byrider's Podium partnership and implemented the review-request process across the franchise network, traveling the country to teach locations how to run it.

Training, sales, and loss reduction

• Trained managers and field-level employees, and moderated dealer meetings and 20 Groups (dealer peer-performance groups).
• Represented Byrider at NADA trade shows to help sell new franchises.
• Audited monthly sales performance and lead workflows to lift sales at underperforming locations.
• Ran delinquency process reviews to cut losses and solve operational problems.
• Operated a static-pool loan-performance model with 200+ variables and found that 15-day delinquency, not 30-day, was the true charge-off signal.

Education and recognition

• M.B.A., Leadership, Butler University. Robert and Betty Weedon Scholarship recipient for the final year of the MBA.
• B.S., Finance, Cum Laude with High Departmental Honors, Butler University.
• William V. Campbell Trophy Leadership Summit, Stanford University: three-time attendee.
• Inaugural member, NFF Hampshire Honor Society, National Football Foundation.
• Two-time team captain, varsity football, Butler University. Division I-AA ADA Academic All-Star.
• Attendee, 9th annual NCAA Leadership Conference (2005).
• Gallup CliftonStrengths trained.

Volunteer work

• Mentor, Big Brothers Big Sisters, Indianapolis, 2007 to 2015.
• Ambassador, Concussion Legacy Foundation, since 2016.
• Volunteer youth soccer and basketball coach in Sarasota, Florida, since 2025.

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