DANNY MADDOX

Chief Marketing Officer

January 2018 to November 2022

4 years 10 months

Austin, TX

CareerLearning is a renowned online professional certification website that has been in business for 15 years. With a focus on banking, human resources, non-profit, education, legal, and financial sectors, CareerLearning has established itself as a trusted source of professional development across various industries. Based in Austin, Texas, the company has a strong presence in the online training industry, serving more than 200,000 students across 2500 plus live training events every year and more than 100,000/yr on-demand sessions for eLearning access at any time, on any device.

Under my leadership, CareerLearning has undergone significant improvements resulting in record revenue since 2018, including a multi-million dollar systems upgrade with Adobe Marketo AI-powered marketing automation, On24 Webinar Integration, Adobe Magento, Salesforce, Enterprise Zendesk and proprietary innovative learning pathways that significantly improved MAU and LTV.

These improvements have contributed to a significant increase in revenue, with the company generating eight-figure revenue in the previous three years of my tenure. In addition, we have implemented Credly online credential verification system to ensure the integrity and quality of our training program.

Developing and deploying the marketing strategy to support 350% revenue growth was equally important. The result was increasing yearly training events from 600 to more than 2500 per year with more than 200,000 On-Demand Sessions, resulting in the 2020-21 pandemic year being the highest revenue year in the company's history. As direct reports, I have three VPs and their teams across product, operations, marketing, and customer service.

In April 2020, I was promoted to CMO/COO to streamline the business flow across the company. In addition to the above, I was responsible for IT, HR, and daily operations. I currently maintain this position.

Director of Digital Marketing

June 2015 - December 2017

2 years 7 months

Austin, TX

Life Line Screening is the nationwide leader in preventative health screenings to more than 1,000,000+ patients annually at 15,000 company locations nationwide. The Digital Marketing Department under my tenure became the top performing marketing channel exceeding budget 25 months in a row while delivering an impressive 9X return on marketing spend supported by a seven-figure advertising budget.

• P&L– In Q3-15, I submitted a budget for significant 2016 growth with no increase in YOY expense, which was initially thought to be an impossible goal. I not only hit the budgeted number, but I also exceeded it, delivering > 40% YOY growth for 2016 and 2017.
• Marketing Automation – Built an Enterprise Marketo platform from the ground up by personally building all programs resulting in eight figure revenue in less than six months from deployment. Ranked in the top ten for volume in all Marketo systems while maintaining a spotless IP ban record for 24 months.
• Ecommerce – Redesigned an existing low-performance eCommerce flow with poor mobile performance with a much improved mobile responsive UI/UX resulting in a sustained increase in conversions.
• Search Engine Marketing – optimized a poor-performing PPC channel that had been treading water for the previous two years on a six-figure monthly spend. I turned this around into a profitable 3X ROI growth channel.
• Organic Revenue – resolved a multi-year accumulation of Google penalties resulting in an organic revenue stream of several million dollars yearly.

Director of Online Marketing

October 2011 - April 2015

3 years 6 months

Oakland-San Francisco, California

DriversEd.com is a 20+ years online education provider specializing in all areas of fleet training, nationwide traffic school, and online driver education to millions of students. DriversEd.com, the industry leader & rival IDriveSafely.com, was acquired by CIP Capital in July 2014. Both are industry-leading online education providers nationwide for teen driver education and online traffic.
 

• I was selected by CIP Capital and the new interim CEO to lead the effort to combine and integrate the two geographically separated companies' marketing departments into a single entity based on a proven history of being a team builder.
• Develop, manage, test, and control paid search advertising on Google and Yahoo Bing, returning 2.5X ROI on a six-figure spend.
• Utilizing proven SEO methods and core website building techniques increased Google organic traffic to account for a near million-dollar cost-free asset of the overall DriversEd.com revenue stream.
• I built an affiliate network with Commission Junction and eBay Affiliate Network that exceeded revenue goals for 2013 and 2014 with impressive ROI.
• I built a Social Media Marketing campaign starting mid-2013 from literally zero to becoming a significant contributor to the revenue stream with a positive ROI for 2014.
• I developed and optimized an inherited email marketing platform from another department that previously had been a net loser turning it into a six-figure net revenue stream in 3 months.

Marketing Manager

2010-2011

San Mateo, CA (SF Peninsula)

Chatterfly was an early mobile-based loyalty rewards program for local business smartphone users that earned loyalty points for making purchases, scanning QR codes, triggering location-based push alerts, and posting pictures on social media sites. I was part of this incredible journey from nearly the beginning till the acquisition by Plum District, a Kleiner Perkins Caufield & Byers company.

This high-octane wild ride went from concept to a profitable acquisition in 12 months.

My primary task was to take on, at the time, mega-giants Yelp and Four Square in the SEO arena literally in their backyard, the San Francisco Peninsula. Utilizing a blend of unique content, social media, mobile optimization, and SEO techniques, I was able to rank higher than Yelp, Four Square, Open Table, and Google Plus for direct searches involving the several hundred restaurants and businesses that were part of the Chatterfly customer base.

Chatterfly's prominent rankings in the search engine were a factor in the acquisition.