{"$schema":"https://raw.githubusercontent.com/jsonresume/resume-schema/v1.0.0/schema.json","basics":{"name":"Darius A.","label":"Founder & Principal Consultant, Digital Performance Marketing","image":"https://saywise-production-profilepicturestoragebucket-kbfooccc.s3.amazonaws.com/profile-pictures/315e5c5a-9769-4690-b110-2a803fa0702f/linkedin-1791232134505.jpg","summary":"Digital performance marketing leader with 15+ years building profitable growth programs across grocery, retail and subscriptions. Manages paid media, SEO, CRO and creative testing for brands doing $15M–$40M in digital revenue.","location":{"city":"Austin, TX, United States"},"profiles":[{"network":"LinkedIn","username":"dariusabbassi","url":"https://linkedin.com/in/dariusabbassi"}]},"meta":{"canonical":"https://saywise.com/member5443","version":"v1.0.0","lastModified":"2026-10-05T20:29:32.298Z"},"x_saywise":{"handle":"member5443","pronouns":null,"availability":null,"oneLiner":"Digital performance marketing leader with 15+ years building profitable growth programs across grocery, retail and subscriptions. Manages paid media, SEO, CRO and creative testing for brands doing $15M–$40M in digital revenue.","profileUrl":"https://saywise.com/member5443","markdownUrl":"https://saywise.com/member5443/profile.md","pdfUrl":"https://saywise.com/member5443/resume.pdf","archetype":{"code":"HS-DG","name":"Launchpad Navigator","url":"https://saywise.com/sca/35f9047bbfa0","rarity":"One of the first Launchpad Navigators on Saywise"}},"work":[{"name":"General Mills","position":"DTC eCommerce and Subscription","location":"Minneapolis, MN","url":"https://generalmills.com","startDate":"2023-09-01","endDate":"2024-01-01","summary":"• Managed a $500K go-to-market budget and led customer experience, paid social and subscription analytics for a children's meal-subscription launch • Developed launch messaging, segmentation and GTM campaign strategy • Led agency review and marketing vendor selection against brand and product launch priorities"},{"name":"Sprouts Farmers Market","position":"Growth Marketing","location":"Scottsdale, AZ","url":"https://sprouts.com","startDate":"2022-09-01","endDate":"2024-10-01","summary":"• Developed a new-store launch playbook using geo-targeted social ads, recipes and local offers • Automated weekly circulars into Meta ads for Florida stores, contributing to a 15% lift in daily foot traffic • Built regional dashboards linking campaigns, store engagement and foot traffic"},{"name":"Consumer Cellular, Inc.","position":"Growth Marketing & eCommerce","location":"San Francisco, California, United States","url":"https://consumercellular.com","startDate":"2022-05-01","endDate":"2023-11-01"},{"name":"The Kraft Heinz Company","position":"Growth Marketing, eCommerce and Subscription","location":"Chicago, IL","url":"https://kraftheinz.com","startDate":"2020-12-01","endDate":"2022-05-01","summary":"Led Gevalia Coffee's Shopify DTC launch and subscription strategy across unit economics, CRM and analytics. • Increased subscription share from 2% to 50% of gross sales; reduced CPL from $15 to $2.90 • Originated a concept connecting recipes, social discovery and commerce; developed What's Cooking's business model and product roadmap, helping drive 200K organic app downloads • Worked with teams on ghost-kitchen and meal-solution tests using subscriptions, third-party delivery and DoorDash; involved content creators and explored pop-ups and cross-brand promotions"},{"name":"Samsung Food","position":"Marketing and Product-led Growth","location":"San Francisco, CA","url":"https://samsungfood.com","startDate":"2020-08-01","endDate":"2021-01-01","summary":"Led growth for Whisk's recipe-discovery and meal-planning app serving grocery retailers and CPGs. • Developed activation programs for Kroger and 84.51°, connecting recipes with basket building • Developed global go-to-market strategies for partners including Tesco, Kraft Heinz and Unilever • Created SaaS product marketing and sales collateral for Samsung's global sales teams"},{"name":"Vitamin World","position":"Head of Digital & eCommerce","location":"New York, NY","url":"https://vitaminworld.com","startDate":"2020-04-01","endDate":"2021-12-01","summary":"Led eCommerce growth for a national wellness retailer, connecting content and merchandising with buy online, pick up in store across 150+ locations. Vitamin World is a wholly-owned subsidiary of Feihe Nutrition Company (飛鶴), Beijing. • Partnered with merchandising, buying and store leadership to align marketing spend, BOGO offers and promotions with revenue targets • Led the transition to Shopify Plus and directed all CX, email, CRO, affiliate and paid marketing programs"},{"name":"Albertsons Companies","position":"Marketing and DTC eCommerce Subscription","location":"San Francisco Bay Area","url":"https://albertsonscompanies.com","startDate":"2019-08-01","endDate":"2021-01-01","summary":"Led acquisition and customer adoption for Drive Up & Go and home delivery across a 2,000+ store network, partnering with corporate eCommerce, marketing and store teams. Managed a $15M annual Google Ads program. • Used basket history from a 35M+ member loyalty program to personalize campaigns across a 40M-record email file, helping double click-to-open rate from 3% to 6% • Collaborated with national CPG brands on shopper marketing, meal inspiration and seasonal site promotions • Led local store discovery through store pages and Google Maps • Helped develop a specialty-food \"infinite aisle\" marketplace spanning 200K+ SKUs and 300+ sellers, testing emerging brands to inform broader store distribution • Helped establish data infrastructure for personalization, recommendations and dynamic merchandising"},{"name":"Pentalon Growth Marketing, LLC","position":"Principal Growth Marketing Consultant","location":"Austin, Texas Metropolitan Area","startDate":"2017-09-01","summary":"Lead performance marketing and eCommerce engagements for direct-to-consumer and retail brands. Set media, SEO, creative and conversion roadmaps; manage agencies and platform partners to connect media planning, buying and testing with customer economics and ROI."},{"name":"ForSalebyOwner.com","position":"General Manager & Head of Digital","location":"Greater Chicago Area","url":"https://forsalebyowner.com","startDate":"2015-03-01","endDate":"2017-12-01","summary":"Owned $15M P&L and ~$6M annual acquisition budget, leading product, technology, marketing, sales and customer operations. Rebuilt lead generation, website and conversion programs, increasing conversion 5X and supporting $600M in first-year home closings. Directed paid acquisition, direct mail and DRTV alongside landing-page testing, connecting campaign performance with lead handling and follow-up."},{"name":"Xome.com","position":"Vice President, Digital Marketing","location":"Dallas-Fort Worth Metroplex","url":"https://xome.com","startDate":"2013-07-01","endDate":"2015-01-01","summary":"Led launch marketing for real-estate marketplace that reached $1.5B in transaction volume in first year, connecting paid media, search, CRM and conversion programs with completed transactions. Managed ~$10M annually across SEM, SEO, social, display and CRM; built six-person cross-functional team and aligned analytics, forecasts and media budgets with product priorities."},{"name":"Auction.com","position":"Senior Director, Digital Marketing","location":"Irvine, CA","url":"https://auction.com","startDate":"2010-12-01","endDate":"2012-05-01","summary":"Led SEO, paid search and lifecycle marketing for real-estate marketplace. Worked with product and technical teams on website and funnel improvements. Connected UX, CRM and attribution with customer conversion and transaction value; used geographic analysis to identify high-performing segments and guide acquisition priorities."},{"name":"MotoSport.com","position":"Director, eCommerce and Digital Marketing","location":"Tualatin, OR","url":"https://motosport.com","startDate":"2007-05-01","endDate":"2010-09-01","summary":"Owned $40M digital-sales P&L, $5M media budget and six-person team spanning product, IT, marketing and eCommerce for multi-channel retailer. Expanded digital catalog to 80K SKUs, aligning merchandising, promotions, acquisition and CRM with inventory plans and seasonal demand."},{"name":"Aggregate Knowledge","position":"Senior Manager, Product Marketing, Aggregate Knowledge","location":"San Francisco Bay Area","url":"https://home.neustar","startDate":"2004-05-01","endDate":"2008-04-01","summary":"Led positioning and enterprise sales enablement for personalization and recommendation platform supporting retail deployments including Walmart and Sam's Club. Connected analytics with merchandising outcomes."}],"education":[{"institution":"UCLA","studyType":"BA in Communications, Latin American History"},{"institution":"Golden Gate University, School of Law","studyType":"J.D. in Law"},{"institution":"UCLA","studyType":"Bachelor of Arts in Communications"},{"institution":"Golden Gate University, School of Law","studyType":"Doctor of Law"}],"skills":[{"name":"Mortar"},{"name":"Digital Strategy"},{"name":"Key Performance Indicators"},{"name":"Forecasting"},{"name":"Integrated Marketing"},{"name":"Mobile Marketing"},{"name":"Integrated Brand Marketing"},{"name":"User Experience Design (UED)"},{"name":"Brand Marketing"},{"name":"Merchandising"},{"name":"Amazon Web Services (AWS)"},{"name":"Real-Time Bidding (RTB)"},{"name":"Ad Tech"},{"name":"A/B Testing"},{"name":"Mobile Advertising"},{"name":"HubSpot"},{"name":"Sales Enablement"},{"name":"Social Media Communications"},{"name":"Inbound Lead Generation"},{"name":"Digital Media"},{"name":"Demand Generation"},{"name":"Marketing Automation"},{"name":"Brand Strategy"},{"name":"Customer Satisfaction"},{"name":"Content Marketing"},{"name":"Business-to-Business (B2B)"},{"name":"Content Strategy"},{"name":"Sales Funnels"},{"name":"Business Strategy"},{"name":"E-commerce Optimization"},{"name":"Software as a Service (SaaS)"},{"name":"Data Analysis"},{"name":"Budget Monitoring"},{"name":"Search Advertising"},{"name":"Customer Segmentation Strategy"},{"name":"Business Development"},{"name":"B2B Marketing Strategy"},{"name":"Leadership"},{"name":"Branding"},{"name":"Salesforce.com"},{"name":"Online Lead Generation"},{"name":"Customer Relationship Management (CRM)"},{"name":"Performance Marketing"},{"name":"Programmatic Media Buying"},{"name":"PPC Bid Management"},{"name":"Marketing Operations"},{"name":"Online Marketing Analysis"},{"name":"Behavioral Targeting"},{"name":"Customer Acquisition"},{"name":"Google Ads"}]}