Dave Beasley

Dave Beasley |-|- Every business is searching for something – usually growth or a path to improved profitability. I’m simply here to help you on that journey. for a little while. DTC Onward Marketing draft 1.4 Spring 2024 • With over two decades of experience, I’m ready to enhance your B2C and direct-toconsumer (DTC) marketing for brands and services of all sizes. • What sets me apart is my hands-on approach—I'm not just a strategy guy. I’ll dive in with curiosity at every level, from planning to tactical execution to analysis. Whether you're a large corporation, a non-profit, an academic institution, or a startup, I'm here to collaborate with you, your team, and your partners to drive measurable growth. • Let's work together to optimize your mix of owned, earned, social, and paid media channels and take your brand to the next level.“ Dave B https://www.linkedin.com/in/dbeas/ Setting a strategy involves a few big decisions. Execution involves hundreds of ongoing activities. ✓ Determine your best market position and messaging – based on your product, your strengths, and competitive assessment – even macro considerations. How I help your DTC business grow Every situation is different. There’s no fixed template. ✓ Assemble an improved and optimal ‘mix’ of Owned, Earned, Social, and Paid media and content channels. ✓ And – then – begin to improve the effectiveness of each channel. ✓ …. While making sure that each channel is aligned, integrated, and working together. ✓ Funnel optimization. Work through a myriad of levers to improve your conversion. Digital or offline. ✓ Set measurable KPIs. Test. Measure. Learn. Discuss. Grow. Dave Beasley |-|- A DTC Marketing expert. Direct-to-Consumer. B2C. B2B2C. Dave B is: I have successfully worked for major brands (ATT, ADT, Allstate) as well as companies and products you’ve never heard of in broadband, video distribution, med tech, insurance, and even debt collection. Plus, volunteer and non-profit. • Large brands. Irrelevant brands. Start-up ideas. • Large media budgets ($70MM/year) and $0MM/year – which simply necessitates different approaches. • Public, private, academic, non-profit, and even family-owned businesses. • Start-ups, high growth, mature, and (gasp) even declining business. There’s no forced model or template. Each challenge is custom – but there are elements from experience that we can use to build a thoughtful model forward. Who I am not: - Just an idea guy who wants to ponder strategy. I want to get involved in the execution. - A consultant with a preconceived notion of what must be done. I don’t have it all figured out. Dave Beasley |-|- My rates and engagement are fair and reasonable. You’re not paying benefits, equity, or bonus. Let’s start with a mutual, relaxed, discussion. A no-charge getting to know each other. • Full-time (for a defined term). Ways to Engage • Part-time. • Specific project, task, or deliverable. • Interim (incl. leave of absence, maternity, paternity coverage). • Hourly-based/Freelance Let’s pick the engagement that works best for you and your team and your budget. Dave Beasley |-|- Let’s do this Dave Beasley |-|- Appendix Parking lot Dave Beasley |-|- Varied and strong DTC, subscription, and B2C background. I’m proud to say that each of these organizations realized strong success under my leadership. Organization / Entity Business and Marketing scale Summary of work focus Key accomplishments Allstate $57B company with ~ $800MM total marketing spend. I direct $15MM for Allstate Roadside. DTC, B2C, B2B2C, B2B. Digital transformation, App, subscription/membership, channel marketing, brand marketing • Digitized Allstate Roadside business using data to develop an award-winning & and innovative ‘Good Hands Rescue’ App that drove business unit toward profitability. • Migrated away from off-line (direct mail, agents) to a high volume inbound digital marketing lead gen funnel that drove 90% of volume and reduced cost/new customer by 76% AT&T www.Att.com $120.7B company. I was involved in the early startup of the entity that became UVerse/DIRECTV DTC. Subscription growth/engagement. • Built Ameritech New Media from $0 to $120MM in 18 months, serving as the foundation for further AT&T expansion. ADT Home Security $600MM lead gen entity with $75MM annual media spend. DTC, B2B2C. Lead Gen, channel optimization, channel testing. Lead conversion (online/offline) • Treace Medical www.Lapiplasty.com $200MM business in med tech (bunion surgery) with $20MM annual DTC marketing spend DTC, B2C, B2B. Lead Gen, Media Mix, Channel improvement, funnel mix. Cost/Lead and CAC. • Revamped the design, functionality, and user experience of Lapiplasty.com – increasing national ‘Find a Dr’ searches by 25%. • Expanded functionality of lead gen (Patient Inquiry) by 4X. Grew from 20k to 80k leads in 2023 – all digital marketing levers contributing to this. Cost/lead dropped from $500+ to ~ $175. Morton Arboretum Non-profit arboretum in DuPage County Illinois. DTC. Non-profit, web analytics/KPI, user analytics, and UX design input. • Loaned to a non-profit organization to lead an analytical assessment of digital performance and baseline – track – improve key digital KPIs. • Used baseline and insight as a lever to UX re-design for website renovation and relaunch. Skip $3MM early stage company focused on government small biz loans B2B. Content and CRM marketing. • Start-up entity pivoted focus during COVID to capitalize on building a digital subscription business to consult and help small businesses secure government funding. Establish robust, ongoing, CRM and email-driven marketing efforts. www.Allstate.com www.adt.com https://Mortonarb.org https://helloskip.com Led a 10-person team delivering 250,000 leads to online and call center environments. $260 cost/lead was a new company record. • Managed and optimized more than a dozen working online and offline channels. TV, DM, Shared Mail, EM, Paid Search, SEO plus extensive B2B2C partnerships. Dave Beasley |-|- Influential leadership Dave Beasley |-|-