Hello! I'm Conner
I am a data based customer centric product leader and marketing innovator who looks to disrupt industry norms through creative solutions and imaginative alternative measurable approaches. My abilities in these areas have made me a recognized leader with the proven capability to transform a brand. Possessing a strong foundation in analytics of both sales and behavior, I work to enhance and streamline the consumer experience and maximize customer retention and loyalty. Through the process of founding a successful niche company, I have enjoyed many opportunities of keynote speaking and in the management of close knit teams. My time as an NCAA Division 1 football kicker instilled a proven ability to excel in highly stressful situations. I have successfully applied these skill sets in a variety of organizations and across multiple industries.
Conner Fryoux
Product Management, Marketing, Analytics, Operations
Phone:
225-955-2446
Email:
Address:
9000 Thompson Dr.
Argyle, TX 76226
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Date of Birth:
December 11, 1991
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Resume:
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EXPERIENCE
2024-Current
Director of Product
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Lennar
As Director of Salesforce Digital Product for Lennar, I was placed in charge of Salesforce Products across the org including Marketing cloud, Experience Cloud, Sales Cloud, Servicing Cloud and other products. In my first 90 days I completed a full Telecom switch for the entire Fortune 119 organization across all of sales, servicing, and marketing. 180 days in I had successfully instilled an omni-channel approach and stood up the first Lennar AI Council that leverage the power of AI for Sales and Marketing with a controlled and compliant approach that was build on customer trust and organizational oversight.
2021-2024
Sr. Director of Digital Product
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LOANDEPOT
As Director of Digital Product for loanDepot, I navigated one of the largest mortgage crisis's since the 2008 collapse. During that time, I managed 7 direct product teams across 6 business units and was responsible for all customer acquisition and engagement from the moment a potential borrower enters the funnel through time of servicing a loan. My products include loandepot.com, mello.com, melloHome App, loanDepot app, Dynamics 365 CRM, Salesforce CRM, Empower POS, Customer and Joint Venture Portals, Marketing Cloud, backend lead routing and an in-house built campaign management tools, and a host of others. In my first 30 days I was tasked with leading the digital transformation through implementing SAFe Agile product practices and launching the organization's first agile release train. In my first 60 days I was able to deliver three new customer acquisition and digital first communication channels including SMS, Web Chat, and App Notifications. Automated SMS alone was responsible for driving an additional $48MM for every 1% conversion and in its first month in a limited testing audience, this feature was able to convert $56MM in additional revenue during the midst of a mortgage industry crisis while also driving sales team efficiencies. Within 180 days I oversaw the a complete telecom transformation in conjunction with a custom built hyper intelligent lead routing product. My teams also oversaw the creation of an in house scalable campaign management tool that created a 360 view of our customer while also integrating with Salesforce CRM, Marketing Cloud, and Microsoft Dynamics 365 to ensure all stakeholders were able to leverage its efficient power. I was also responsible for the training of the product organization in practices and approach due to the immediate success of the teams that reported to me and created the first Product Board Group that focused on a customer centric mission that was backed by financial data and drove organizational priority.
April 2020- December 2021
Director of Digital Product
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SALLY BEAUTY HOLDINGS INC.
As Director of Digital Product for Cosmo Prof Beauty, the B2B side of Sally Beauty Holdings, I lead multiple digital web and app teams to launch omni-channel initiative products. Managing cross functional leaders to ensure product roadmaps were consistent with my customer's needs. Directly oversaw the planning and launch of key features including:
- Big Deliverables = First Native App for BSG, Buy Online Pickup In Store, 2 Hour Express Delivery, and a newly platformed website optimized for B2B of all sizes and B2C.
- Created annual and quarterly sprint plans while working with cross functional partners to deliver to OPI's and KPI's.
- New Web Launch = 20% Lift in Monthly Volume.
- Launched BOPIS and 2hr Delivery within 2 months of site launch
resulting in a 12% lift in conversion + inventory and shipping cost reduction.
- Handled extreme complexities and regulations.
- Launched a quick order feature that cut clicks and time on task by 80%.
- led 3 digital scrum teams (web & app) as interim director since April 2021.
- Presented Product Roadmap in annual Capital Committee hearings and received 100% of asks.
- Built digital product teams and have worked in Agile, SAFE, and leased pod structures.
- Lead numerous training sessions for new product roll outs across multiple teams across the organization including store operations and sales.
2019-2020
Digital Product Manager
TGI FRIDAYS INC.
New Fridays Web – Create a simplified website that will work alongside two different POS systems. Create an in-house delivery channel using a rails system to integrate with existing delivery partnerships to reduce commission cost and offer a better overall customer experience. Created new off-premise digital sales channels for two recently acquired franchise groups. 300+% lift in digital sales YOY. Allowed for an 8% lift in loyalty members MOM after initial test market launches.
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Native App - Oversaw and lead product and cross functional teams from conception to deployment of TGI Fridays first native app with focus on loyalty and personalization. Initial 15% lift in loyalty signups MOM for initial 4 months post launch. Integrated with Airship messaging tools in creative new ways that lead to keynotes speeches around the country on behalf of Airship product team.
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SAP Marketing Cloud – Implementation of a new customer data base and CRM tool that lead to increased segmentation ability and a 15% lift in Email engagement.
Other Responsibilities – Digital analyst for TGI Fridays. Web creative and UX management. Oversaw all Off-Premise promotions, delivery partners, and contracts. Managed push and in-app messaging, creative, and deployment. Weekly cross-functional meetings and C-suite leadership reporting for off-premise channels. A/B testing digital channels using Aptimize and Optimizely.
2018-2019
CRM Marketing
FOSSIL
Digital Product – Worked with strategic planning and development team to integrate and launch Salesforce Marketing Cloud suite resulting in the ability for Fossil brands to create personalized customer journeys and track customer funnels with accuracy.
CRM Marketing – Collect customer data in order to personalize messaging across the Salesforce Marketing Cloud suite of products. Responsible for email marketing strategy and digital analytics for 5 of Fossil’s 7 brands.
2017-2018
Director of Marketing
TAO MOTOR
Tao Motor had a limited digital footprint prior to my arrival despite being the largest Chinese Powersport Manufacturer. I managed 3 e-commerce sites, managed inventory using Magento, wrote product descriptions, and created the company's first ‘sku’ system. l spent time as head of sales and outgoing shipment logistics. As the Director of Marketing, I managed a number of teams (Merchandising, CRM, Dealer Acquisition, Analytics, Creative & Content). I oversaw the creation of a new website, approved all marketing briefs, negotiated contracts with vendors and marketing partners such as "Dude Perfect", RBMM, and The Richards Group and oversaw the launch of a company re-brand. I also directed photo-shoots for products and a video-shoot for the company's first commercial.
2016-2017
Sales & Account Management (Instagram & Twitter)
BROOKHAVEN MEDIA
As an account manager at Brookhaven Media, I was responsible for managing four senior accounts. My immediate job was to grow the strength of these brands’ social media presence using our portfolio of influencers and large social media accounts. We also sold ad space on highly trafficked accounts. I ran analytics and hourly postings using Sprinklr and Organic on Instagram and Twitter.
2014-Current
Owner
TRINITY KICKING
Following a successful NCAA D-1 College Football career as a kicker and punter, I needed to create a flow of income as I trained as an NFL Free Agent. I created Trinity Kicking, a regional kicking and punting training and consulting business whose operation I continue to oversee today. I have created and managed all aspects of this business from coaching, hiring, web creation and management, paid search and SEO, social media, ad-words, google analytics, and sales. In addition, I host a weekly Instagram Live / Youtube Q&A show called "Between the Uprights". We have trained dozens of Division 1 college athletes and consulted with a number of major Power 5 college programs.
SKILLS
HEAP, PowerBI, Google Analytics- Proficient
Salesforce, Microsoft, Oracle, & SAP - Advanced
Cakewalk, Shopify, iSeries, JDA & Magento - Proficient
Scrum Agile & SAFe Agile - Advanced
Hybris Backoffice & Smart Edit - Advanced
SQL, Python, HTML, Photo Shop - Basic
Recommendations
(Verify on LinkedIn)
Chris Hansen
Director of Digital - TGI FRIDAYS
Conner constantly amazed me with his industry insight and brilliant methods to solving problems. His hands-on approach to building digital strategies were creative and thoughtful. His proactive approach and passion for the customer experience truly showed his leadership and powerful character that won him the respect of the team and executives. His performance at TGI Fridays was golden. Is always capable of adapting to new working environments. Very positive attitude towards work. I could always depend on him to set the best example as Digital Product Manager at TGI Fridays. Absolutely recommend!
Sherif Mityas
Chief Experience Office - TGI FRIDAYS
I had the pleasure of having Conner on our Digital team and was able to witness first hand his dedication and results-focused work ethic. Conner took ownership of our entire analytics function to ensure the entire team was knowledgeable and delivering fact-based decisions for the brand. Conner also took the initiative to drive our off-premise promotional efforts working cross functionally with our marketing, Ops and 3rd party partners to create real revenue growth across our e-commerce channels. I would highly recommend Conner for any organization looking for a talented and emerging leader in the digital space.
Joseph Perez
Director of Digital - TGI FRIDAYS
I have worked closely with Conner for over a year. He is a highly resourceful and creative manager. Conner enthusiastically embraces assignments, taking them in a direction and to a level not originally envisioned. He has a knack for identifying and socializing new opportunities with internal and external stakeholders alike. Moreover, his creative marketing instincts are coupled with a keen analytics skillset. Conner is that ideal data-driven marketer we all look for.