Jenna Hauca

• Lead the Marketing & Media departments for CrossFit and the CrossFit Games, overseeing a team of 25 professionals, including 7 direct reports, with the mission of inspiring fans worldwide to join the CrossFit movement through engagement with the sport’s season and participation at 12,000+ CrossFit gyms across 150+ countries.
• In first 6 months, restructured the department to align with company goals, improving output and reducing operational expenses by 20%. Key initiatives included the launch of Community Marketing and Growth Marketing functions to drive targeted growth and engagement at the grassroots level.
• Business unit management of: 1) Global Partnerships: $15M annual cash revenue and approximately $10M in value from VIK with brand partners such as Rogue, YETI, and Momentous; 2) Retail/Merch: Led the launch of the new CrossFit Store and hired the brand's first retail leader, driving $2M in revenue in the first calendar year.
• Develop and implement comprehensive, cross-channel content strategies to engage over 20M global CrossFit fans and followers across core social and video platforms, with a focus on community and athlete storytelling.
• Produce and promote long-form content series including Road to the Games, Hear Their Stories, and Final Showdown in Madtown, which reached #1 on the Apple App Store documentaries list.
• Cultivate strong relationships with endemic and mainstream media, driving both brand and sport related coverage.
• Partner with IMG to negotiate broadcast distribution deals, securing contracts with ESPN, ESPN+, and a variety of international networks.
• Drove approx. 250k registrations for annual CrossFit Open, the world's largest participatory sporting event and the first stage of the CFG season

• Led Barry's Marketing & Digital departments in addition to Barry's X (digital fitness) business unit.
• Implemented innovative, full-funnel brand marketing strategies to position Barry’s as the world’s premier workout lifestyle brand, expanding from 20 studios in 4 countries to over 90 studios across 14 countries, attracting more than 180K unique visitors weekly.
• Cause marketing and DEIB initiatives: Lead cause marketing efforts with a focus on supporting minority and LGBTQIA+ communities globally, promoting inclusivity and diversity.
• Performance metrics: Establish key performance indicators to measure the success of branding initiatives, demonstrating tangible ROI and impact on business growth.
• Architected "The Academy" loyalty program, achieving 2.6X growth in enrollment and significantly improving member engagement and retention (e.g., members attend 5.7X more classes than non-members).
• Task force and NSOs, PRICING
• Hired and managed employees to maximize productivity while training staff on best practices and protocols.
• Developed and executed strategic initiatives to drive business growth, resulting in higher revenues and market share expansion.
• Championed innovation by encouraging cross-functional teams to pursue creative solutions to complex challenges.

Led the digital transformation and launched the foundational systems necessary to support a 20-year old brand ahead of it’s most exciting phase of growth.

• Website and Ecom site relaunch and replatform
• Launched first ever mobile apps
• Launched The Academy, a first of it’s kind Loyalty program
• Digitization of client facing challenges and profiles to drive loyalty and retention
• Launched first ever Paid Media programs
• During COVID, launched Barry's At-Home (Zoom) and subsequently, Barry's X (proprietary) - Barry's first ever digital fitness platforms

• During COVID shut down, launched Barry's At-Home and subsequently, Barry's X, Barry's first ever proprietary digital fitness platforms, driving upwards of $1M n monthly revenue, and solidifying Barry’s position as a leader in fitness innovation during a challenging period
• Hired and managed Barry's first talent management and video production teams to support burgeoning digital platform.
• Led evaluation process and launch of Barry’s first marketing automation platform, automating & improving critical customer interaction points from acquisition to retention to reactivation across email, SMS, and push notifications
• Launched the "Heather" app, an in-studio tool designed for front desk employees and trainers, surfacing real-time client engagement and loyalty data to enhance sales interactions and optimize the overall client experience.

• Led the digital transformation and launch of foundational platforms to support a 20-year old brand ahead of its most exciting phase of growth.
• Launched first ever mobile apps (Barry’s & Barry’s International) and led relaunch of Barrys.com along with Barry’s first-ever Shopify ecommerce store, generating approximately $2M in annual revenue.
• Led the digitization of client facing frequency and referral challenges and launched client profiles to drive loyalty and retention, enabling data informed segmentation and messaging.
• Launched Barry’s first paid media campaigns, driving customer acquisition with sub-$50 CPAs across social media, SEM, and programmatic buys.

• Serve as an advisor to the CEO of a Toronto-based premium sauna and ice bath startup, supporting their expansion into the U.S. market and a sold-out launch in Manhattan.

• Senior leadership role leading multiple departments at full-service media agency including Digital, Analytics, Biddable, Strategy and Business Development.
• Provided future vision, agency positioning and thought leadership related to marketing, analytics and technology.
• Conceptualized and developed proprietary Business Intelligence platform, Synapse, resulting in incremental client revenue of $200k in year 1, $600k in year 2 and operational savings of $300k in year 1 and $500k in year 2.
• Pivotal in new business wins including: American Red Cross, Perdue Foods, De'Longhi & Braun, driving incremental revenue over $4M annually.
• Developed and nurtured strong relationships with key stakeholders, including clients, vendors, and partner agencies, to foster collaboration and drive success.
• Led all technology and software related decision making including Business Intelligence, Competitive tools, Social Media management, Ad Verification, Ad Serving, DSPs, etc.

• Represented the agency as Digital Strategy and Technology Lead, engaging with all current and prospective clients to drive strategic growth.
• Spearheaded strategic relationship reset meetings with key hospitality client, presenting innovative opportunities and securing $250K in incremental annual revenue.
• Secured Google Premier Partner status by collaborating with the Google Partners team on a Joint Business Plan, organizing staff training, and exceeding performance benchmarks.
• Oversaw new client onboarding, ensuring quality assurance and accurate tech implementation for seamless integrations.

• Led digital strategy and account management for a portfolio of clients including Jenny Craig, Curves Gym, American Red Cross, Chase, Chiquita, Freshpet and Planned Parenthood.
• Grew Freshpet same store sales by 15% with launch of inaugural digital media campaign; helped build business through IPO in 2014.
• Increased American Red Cross donation revenue by 55% and lowered CPA by 31% in first 45 days of engagement.
• Introduced Dynamic Creative technology across various clients boosting click-through rates up to 25%.