Shawn Friel

  • Director
  • Tulsa, OK, USA
  • Feb 04, 2025
Full time Business Development Consultant Executive General Business Marketing Strategy-Planning

Personal Summary

I have worked in business completing various functions for more than 20 years. I am looking to use my skills in a capacity that aligns with my faith. 

Work Experience

Venture CEO
Apr 2023 - Jan 2025 Gitwit

Developed and led a DTC at-home testing startup (Test with Know) as part of Gitwit’s venture studio. Executed 
fundraising, brand development, customer acquisition, e-commerce, supply chain ops, and analytics.
• Achieved a $3M run rate in four months through thorough testing of messaging, the landing page and 
checkout experience, campaign structure, and channel mix.
• Delivered 40% post-media margins through campaign execution, as well as pricing and COGS optimizations

Head of Marketing
Apr 2023 - Jan 2025 Gitwit

Advised startups and growth-focused businesses to rapidly create digital products and communication.
• Led effort to take a client telehealth startup from 0 to 1, and managed customer acquisition post launch. 
• Developed the go-to-market strategy for client SaaS startups leveraging AI to drive efficiency and improve 
customer experience. Served as interim CMO for a software venture

Vice President Marketing
Jan 2021 - Jan 2023 Everly Health

Led the growth team for Everlywell, the leading at-home diagnostic testing brand. Managed customer acquisition, 
e-commerce strategy, analytics, pricing, and marketing planning. 
• Managed the P&L and marketing budget of ~$90M. Devised campaign strategy, set daily budgets, and 
owned sales forecasts by SKU.
• Grew post media margin 80% and sales 5% through rigorous campaign testing, channel expansion and 
media mix optimization, CVR improvements, and price optimization.
• Increased new membership signups 20% by launching a new, membership-focused marketing campaign

Vice President Growth
Oct 2020 - Jan 2021 Earth Class Mail

Led a cross-functional team of marketers, engineers, product managers, UX designers, and data scientists to drive 
profitable growth through demand generation and e-commerce strategy for a virtual mail SaaS company.
• Drove 30+% new subscriber revenue growth by improving lead generation and nurturing, as well as 
increasing conversion through rigorous testing throughout the conversion path. 
• Improved new customer retention 5ppt by reducing friction in the activation process. 
• Scaled new sales from performance marketing 45%, while lowering customer acquisition costs 20% 
through improved ads, campaign optimization, and conversion improvements

Senior Vice President Strategic Analysis
Apr 2016 - Aug 2020 Beachbody


Led corporate strategy, analytics, and marketing teams to drive efficient customer acquisition and increase customer 
lifetime value for the leading seller of digital fitness solutions and nutritional supplements.
• Developed the GTM strategy, marketing plan, and operating model for a new digital fitness app. Grew 
membership to 45,000 subscribers in three months.
• Orchestrated media mix optimization through enhanced attribution, funnel optimization, and A/B testing. 
Reduced CAC for digital subscription 20% while scaling spend across digital channels by 200%.

Division Vice President Marketing Analytics
Apr 2013 - Apr 2016 Sears Holding Corp.

Managed a team of 75 analytics and data science associates that transformed customer data into actionable insight . 
• Spearheaded the creation and implementation of real-time targeting and personalization solutions for loyalty 
program members using big data technologies, generating incremental annual revenue of $150M.
• Led the development of solutions to improve merchandising, including creating store-level assortment and 
improving seasonal category profitability 8% by optimizing marketing and inventory based on regional demand

Sr. Director Marketing Analytics
Mar 2010 - Apr 2013

• Directed $110M media spend across a portfolio of residential services brands, achieving 6% growth.
• Improved ROI 10% by partnering with executives to transition from offline sales spend to digital marketing.

Management Consultant
Aug 2006 - Mar 2010 A.T. Kearney

• Drove profitability for CPG and logistics clients through marketing, pricing, and supply chain optimization

Education

MBA
Sep 2003 - May 2005 Duke University
BA Finance
Sep 1997 - May 2001 La Salle University