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Ari Fefferman

feffermana@gmail.com·(847) 710-0998

Marketing executive with 18+ years growing health and tech brands across B2B, B2B2C and DTC, turning audiences into communities and strategy into scale.

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SignalFx
Fitbit
Google
FitOn
Baszucki Group

Experience

Baszucki Group
September 2025 – Present
Head of Marketing
San Mateo, CA
  • Direct comprehensive marketing strategy and ecosystem growth across three core entities under the umbrella family foundation, driving initiatives across political, clinical/scientific, and public sectors backed by over $50M in annual philanthropic giving focused on mental and metabolic health, regenerative agriculture, and policy.
  • Operate concurrently as the interim Executive Director for the general public-facing entity, overseeing global operations, a multimillion-dollar budget, a dedicated team of 5, and 22 active agency and vendor relationships.
  • Scaled organic reach by 21%, social following by 67%, and engaged community growth by 220% in under a year through multi-channel storytelling and brand building.
  • Architected global impact campaigns, documentaries, and high-profile partnership activations with premier academic and scientific institutions—including Stanford, Oxford, McLean Hospital (Harvard), and the University of Edinburgh, alongside global activations spanning Europe and Australia—turning unaware audiences into dedicated advocates.
  • Secured major institutional milestones, including successfully leading marketing and communication efforts to update national dietary guidelines in December 2025.
  • Lead the end-to-end launch of a net-new health tech brand, including designing an integrated peer-to-peer experience portal that unlocked scalable, one-to-many community impact.
FitOn
March 2023 – September 2025
VP Marketing
Remote
  • Spearheaded end-to-end marketing across B2B, B2B2C, and DTC for FitOn consumer and FitOn Health enterprise, leading demand generation, operations, events, lifecycle, content, creative, and product marketing to scale momentum.
  • Drove 40% influenced revenue of $35M+ ARR in close collaboration with sales, account management, client services, and gym facility development teams.
  • Advanced engagement and brand recognition for 25M+ members, keeping FitOn as one of the top beloved communities and the #1 Health & Fitness App.
  • Orchestrated celebrity partnerships such as with Giada DeLaurentiis, Gabrielle Union, Sutton Foster, War & Treaty with multi-channel marketing and premiere experiences for top prospects and customers, accelerating relationships.
  • Collaborated closely with sales leadership to develop and implement sales playbooks and training materials to exceed targets by more than 32%, beating last year's results.
  • Grew contact us inbound leads 141% and prospect activity scores 194% in 2024.
Google
February 2021 – March 2023
Head of Growth Marketing
San Francisco, CA
  • Managed a cross-functional growth marketing team and multi-million dollar budget that grew the business 10% YoY across global B2B and B2B2C channels.
  • Oversaw global B2B and B2B2C marketing strategies for buyers and members, ensuring strong cross-functional collaboration and effective stakeholder management across matrixed organizational structures.
  • Introduced early-stage Gemini and advanced MarTech into the tech stack, improving lead follow-up speed by 20% within 6 months.
  • Served as key clinical representative for Google Health marketing across internal product teams; nominated to lead marketing integration for the Fitbit team within Google.
Fitbit
August 2017 – February 2021
Head of Demand Generation and Engagement Marketing
San Francisco, CA
  • Led marketing for the $100M global Fitbit enterprise business across employers, health plans/payers, and health systems.
  • Built comprehensive full-funnel, persona-based campaigns and overhauled the Captivate event series (roadshows and virtual), driving 3x inbound leads and 40% marketing-influenced pipeline.
  • Reimagined member engagement and account-based marketing programs, unlocking new revenue streams including targeted health initiatives generating $400K+ in single-day campaigns.
SignalFx · Acquired by Splunk, then Cisco
February 2016 – August 2017
Senior Demand Generation and Operations Manager
San Mateo, CA
  • Managed marketing automation, sales operations, tech stack, and data governance for $70M ARR business, generating 66% of total pipeline leads.
  • Designed lead lifecycles, full-funnel metrics, and product gamification tactics that doubled trial-to-paid conversion rates.
Google
July 2014 – February 2016
Senior Program Marketing Manager
Mountain View, CA
  • Directed central Google Apps for Work digital field marketing operations and global sales alignment, optimizing lead-flow processes to generate a $500M sales pipeline and $69M in annual bookings.
  • Managed marketing associates, agency budgets, and cross-functional teams across product, brand, and research to scale global localization across 10 languages and Tier 1 markets.
  • Oversaw global analytics, data governance, and strategic partner programs with industry leaders including Forrester, Harvard Business Review, HubSpot, and Gartner.
Bluebird Strategies
June 2010 – June 2014
Director of Marketing and Sales Operations, Marketing Manager and Automation Expert
Remote
  • Architected end-to-end marketing infrastructure, web development, SEO, and demand generation programs for B2B FinTech, Telecom, and SaaS clients.
  • Implemented Salesforce and HubSpot integrations, establishing full-scale lead management workflows, attribution reporting, and automated nurture tracks.
Old Orchard Aquarium / Organic Garden Center
September 2004 – June 2014
Marketing Consultant
Remote
  • Built and managed responsive, dynamic e-commerce websites and industry-specific social media growth strategies.
  • Designed and executed targeted paid acquisition campaigns utilizing advanced SEM and retargeting methodologies.
High Trails Outdoor Science School
September 2009 – December 2010
Director of Food Services, Instructor
Angelus Oaks, CA
  • Taught structured science and outdoor adventure curricula to fifth and sixth-grade students in the San Bernardino National Forest.
  • Managed all kitchen operations, administrative logistics, food safety compliance, and meal preparation for over 150 students and staff weekly.
Host Analytics
June 2009 – August 2009
Independent Marketing Contractor
St. Louis, MO
Twist Integrated Marketing
January 2009 – May 2009
Account Executive Intern
St. Louis, MO
Center of Creative Arts (COCA)
May 2007 – May 2008
Development Special Projects Coordinator, Marketing Database Intern
St. Louis, MO
ePlus Marketing
May 2007 – December 2007
Website Developer
St. Louis, MO

What I bring

Marketing Strategy

B2B & DTC MarketingExecutive LeadershipCategory BuildingGo-to-Market (GTM) StrategyCommunity & Event MarketingLifecycle & RetentionPerformance MarketingMulti-Channel AcquisitionBrand MessagingStrategic Partnerships

Leadership & Management

Cross-Functional Team LeadershipBudget ManagementExecutive Stakeholder AlignmentPeer-to-Peer PortalsSales Enablement

Technology

Marketing Automation

BrazeHubSpotMarketoSalesforce Marketing CloudEloquaAct-OnMailChimp

CRM / Sales

SalesforceApolloMicrosoft DynamicsSalesloftSales NavigatorOutreach

Analytics & Tools

Google AnalyticsGoogle AdsAmplitudeTableauLookerSQLCaptelloON24SplashBrightedgeAhrefsSproutClearbit

Design & Web

Adobe Creative Suite (InDesign, Illustrator, Photoshop, Dreamweaver)FigmaCanvaWordpressLovableHTML/CSS

Certifications

  • Marketo Expert
  • Salesforce Admin
  • HubSpot Sales, Marketing, and Service Hubs
  • PHI for BAA
  • Coursera Generative AI

Education

Bachelor of Arts · Washington University — College of Arts and Sciences
St. Louis, MO · Majors: Environmental Studies, Marketing
May 2009

Activities & interests

  • Lambda Sigma National Honor Society, Secretary
  • Kappa Kappa Gamma Fraternity, Panhellenic Delegate
  • Residential Hall Advisor, Sustainability Committee
  • Board Member, UPRISE TRAVEL (5/2021 – Present)

Interests: Snowboarding, singing, dancing, piano, rock climbing, SCUBA, swimming, golf, hiking, camping