I was asked to join the team at Net32 and lead the business through its digital transformation. Net32 had been a disruptor in the dental industry since its founding in 1997, but as the market consolidated around a handful of large distributors, we needed to cement Net32's position as the first and leading marketplace for dental supplies.
Expectations from leadership were high — this effort was critical to our ultimate goal of a successful PE transaction. After consulting closely with the founders and C-Suite, my mandate was clear: keep innovation at the core of the digital experience, align it with our performance and retention marketing strategy, and make the complexity inherent in the dental category look effortless.
Testing was a significant opportunity for Net32. Our small E-commerce team partnered closely with our counterparts in Product and Engineering to drive a deep-dive audit of the competitive landscape, customer and site data, and ultimately ran a user-testing program to validate our ideas for optimizations. This research provided a solid proof of concept, and I led the team through the design and implementation of a robust testing program running 150+ tests with a 48% win rate.
Product detail pages are deeply complex for dental OEMs and distributors alike, and my goal was to make them simple and while driving incremental growth through UPT and AOV. Our UX/UI solutions had to work across a wide variety of product types while communicating both a breadth and depth of product details — but most importantly they had to make complex product information easy to locate and understand.
Net32 had a problem: despite the depth of the catalog, attitudinal research indicated we had a gap to fill in the marketplace's brand authority. In addition, Net32 lacked significant coverage in high-value specialty categories including endodontics, orthodontics, implants, and abutments.
To solve for these opportunities, I designed, implemented, and directly sold Net32's Co-Marketing Program — scaling from zero to 25+ OEM advertisers in ~12 months, with co-marketing revenue growing 80% YoY. The program's success provided the working capital to partner with Topsort to implement the marketplace's first self-serve auction-based retail media solution.
Vice President, Digital
2023
2025
Head of Digital
2022
2023
Owned P&L for entire digital operation, including e-commerce strategy, digital marketing, retail media, analytics, CRO, and customer experience. Built and scaled a high-performing remote team of 40 across 7 functional areas. Served as 1 of 3 management presenters to PE lenders through the successful exit in 2024.
Delivered 25%+ cumulative top-line growth by realigning brand strategy, enhancing customer acquisition, and driving market share through rigorous experimentation, catalog expansion, and customer insights.
Commercialized the company's first retail media program, scaling from zero to 25+ advertisers in ~12 months with RMN revenue growing 80% YoY, ultimately partnering with Topspot to productize into a self-serve suite.
Delivered triple-digit EBITDA growth through strategic redesign of processes and optimization of media spend and technology stack, enabling real-time performance insights and agile decision-making.
Sustained 34x+ MER by developing a comprehensive digital strategy, building an efficient performance marketing machine, and refocusing the brand on a relevant, motivating USP.
Established Net32's first dedicated Analytics function, implementing a team of 4 analytics specialists and data engineers to build and deliver best-in-class data architecture to the organization to drive insights that informed improvements in CLV, RFMT, and engagement.
Director, E-Commerce
Austin Tudor
Director, Performance Marketing
Barrett Cox
Director, CRM
Jessica Claire Potts
Digital Operations Manager
Emilijana Dede
Digital Designer
Bill Rodella
Sr. UX Designer
Matt Bailey
Product Owner
Alex Hamiltion
