Edward Smith
Director of Revenue Operations, Director of Analytics, Director of Business Operations
Results-oriented Revenue Operations Executive with extensive experience in comprehensive marketing, sales, customer success, data analysis, and management. Innovatively reimagines workflow processes and spearheads expansive revenue generation through strategic pricing, data-driven strategies, and effective team leadership, leading to substantial improvements in sales conversions, and team efficiency. Deep understanding of the complex interplay between data analytics, market trends, and operational management.
Exceptional revenue efficiency strategist with a knack for pinpointing and remedying challenges. Recognized as an authentic leader, devoted to building trust with peers, subordinates, clients, and executive teams. Spearheading pivotal corporate endeavors, establishing, expanding, and supervising the Rev Ops and Analytics teams, strategically guiding $25M revenue-generating sales force by anticipating future needs and consistently optimizing pipelines.
Superpower lies in seeing around corners, and anticipating market shifts and obstacles to maximize pipelines.
Currently located in the Greater Seattle, Washington area.
EXPERIENCE
February 2022 | Current
Director of Revenue Operations and Analytics
Oversight of marketing, sales, customer, and data operations, including system administration, campaign execution, and optimization of technical systems. Management of teams, tools, sales compensation, and vendor contractor groups for salesforce engineering consulting and moderation, product inventory, pricing, and product launch.
February 2021 | February 2022
Senior Manager of Revenue Operations
Directed a team of sales, marketing, and data operations scaling business processes and systems efficiently. Mentored technical staff, managed vendors, sales forecasting, sales compensation management, and pricing and inventory oversight.
January 2020 | January 2021
Manager of Revenue Operations
Led the creation of a new team to enhance revenue-focused insights, manage administrative tools, resolve tool-related issues, and drive actions to increase sales effectiveness. Leveraged data to boost efficacy of marketing and sales, including testing marketing emails and refining communication strategies for optimal revenue generation.
May 2019 | December 2019
Manager of Analytics Engineering
Directed a team of analytics engineers onboarding new data, transforming existing data, and reducing technical debt in the data warehouse, enhancing overall efficiency and team dynamics.
January 2019 | May 2019
Senior Data Scientist
Oversaw the merge of Data Science and Analyst teams, managing and collaborating with stakeholders in product, sales, and marketing. Focused on delivering actionable analytics for marketing attribution, sales lead scoring, and churn prevention, driving impactful changes department-wide.
January 2018 | December 2018
Data Scientist
Crucial role in guidance of engineering team’s actions for continued strategic decision-making utilization. Focused on creating models and providing deep-dive insights into provider behavior and key mechanisms driving ROI and revenue.
January 2017 | December 2017
Senior Analyst
Developed comprehensive scalable revenue reporting, translated insights into actionable strategies for sales and marketing, set vision for future projects, and provided engineering insights for business.
January 2016 | December 2016
Entertainment Manager of Inventory and Analysis
Oversaw data analysis, EDI analysis, and data coordination teams across 126 stores, managing $400m in annual revenue. Concentration on pricing, finance, purchasing, IT, monitoring model stocks, troubleshooting turn issues, multi-business unit analytics training, and company reporting.
January 2015 | December 2015
Lead Analyst
Played a pivotal role in analyzing store remodeling efforts to gauge profitability and drive actionable insights. Managed P&L statements for forecasting and developing innovative supply chain reports.
January 2013 | December 2014
Customer Relationship Analyst
Developed automated applications specialized in AB testing for design and subject line effectiveness, developing automated applications for single-use promotion codes.
RESULTS
Spearheaded pricing model overhaul, resulting in a $600K increase in bottom line margin and a remarkable 61% rise in average revenue per user.
Orchestrated the launch of six innovative products within a single year, exceeding revenue goals by 210% and generating an additional $210K in monthly recurring revenue.
Led a cross-functional team to a 30% reduction in service level agreements, saving $200K annually, highlighting skills in team leadership and process efficiency.
EXPERTISE
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B2B
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B2C
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Budget Management
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Change Agent
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Change Management
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C-Level Decision Support
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Communications
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Conflict Resolution
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Contract Negotiations
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Cost Reduction
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CRM
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Customer Service & Support
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Data Analysis
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Forecasting & Modeling
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KPIs
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Market Expansion
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Marketing Support
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Operations Design & Management
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Outsourcing
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Rapid Growth
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Re-structuring
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Retention
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SaaS
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Sales Administration
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Sales Support
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Strategic Growth Planning
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Systems
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Team Building
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Team Leadership
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SQL
MEET EDWARD
EDUCATION
Master of Science (MS)
Data Science
TESTIMONIALS
Anita Chen - Chief Revenue Officer, RealSelf
Ed reported to me directly for 3.5 years while I was the Chief Revenue Officer at RealSelf. He was nothing short of a joy to work with. There are three qualities about Ed that I’d like to highlight in particular:
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Deep technical expertise ranging from data science to analytics to tools & systems administration.
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Strong business acumen, which enables him to leverage those technical skills to create actionable recommendations - and then actually act on them!
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A people leader that seeks to develop his bench: both with technical skills, career development, and feedback.
On top of these three qualities, Ed is wonderful at closing loops, identifying & surfacing risks for visibility, and coming to the table with ideas and actions. He truly views feedback as a gift and seeks to give & receive it frequently. I can’t recommend Ed highly enough - any company would be lucky to have him!
Kelcy Heringer – Senior Vice President of Growth, Strategy & GTM, RealSelf
I've had the privilege of collaborating with Ed in various capacities over the past 7 years, and if I had the opportunity to work alongside any head of revenue operations again, it would unquestionably be Ed.
Ed is an exceptional unicorn: he’s a data/analytics AND ‘sees around corners’ ninja, is a caring empathetic people leader, and is a stand-out incredible inspiring human. He combines the prowess of a data wizard with an innate ability to anticipate future watch outs and opportunities. Beyond his technical skills, Ed embodies exceptional leadership: his approach to guiding people is marked by compassion and always-on feedback and coaching.
As someone deeply involved in growth and strategy leadership, I've consistently admired Ed's super power of delivering actionable insights in a succinct and comprehensible manner. Rather than inundating us with endless spreadsheets, reports, and tools- Ed distills complex data and solutions into easy to digest narratives, providing clear recommendations that drive informed and quick decision-making.
Ed's communication style and approach is effective and helpful—he articulates ideas with precision and efficiency, ensuring that our team can swiftly translate data into action without sacrificing the customer perspective. Ed is the company ‘go to’, not only because he KNOWS the answer, but also because he is epitome of approachability and teamwork- consistently offering his expertise while fostering a collaborative environment.
Beyond his impressive technical acumen, when I think of Ed what truly sets him apart is his emotional intelligence and commitment to personal growth. He leads by example, encouraging continuous learning and openly sharing his insights with the broader team. Working with Ed is not just professionally rewarding—it's an opportunity to be inspired by a remarkable individual who embodies maturity, empathy, and a relentless pursuit of development and excellence.
Whoever has the privilege of collaborating with Ed is undoubtedly fortunate. He is a truly exceptional individual, and I consider myself fortunate to have had the opportunity to work alongside him. Ed is not just a colleague—he's a one-of-a-kind mentor and friend, and I doubt I'll ever encounter another individual quite like him.
Ward Vuillemot – CTO/CPO, RealSelf
I've work with Ed for nearly 5 years while at RealSelf as CPrTO. While there he both reported to me as a member of my Analytics & Data Science team, and then moved laterally (with my full support) over to RevOps under our CRO. He has an amazing technical foundation in analytics spanning both analytics engineering and business analytics which he has then applied to running a very tight-knit and dynamic RevOps team, bringing the same caliber of intellectual rigor he exhibited while working for me.
Beyond just Ed's technical chop beats a magnificent human being and leader. He has consistently shown humility in the face of feedback, stepped into any observation, and then applied those insights into learnings, allowing him to consistently climb the good to better to great ladder. I've seen him grow as a leader. He is able to delegate tasks to his team members, freeing himself to deliver high-level strategic insights, while simultaneously growing more junior people around him.
I have the deepest respect and admiration for Ed, and any company would be fortunate indeed to have them on their team.
Tiffany Audano-Wilson – Principal Project Manager – Growth & Rev Gen, RealSelf
Ed is a leader who will make invaluable contributions to any organization by driving revenue growth and bottom-line results. Ed possesses keen market awareness and customer insights that allow him to spot unmet needs and gaps in competitive offerings.
As a leader, Ed excels at building high-performing teams. He mentors colleagues expertly, spurring professional growth. Ed sets a strong example through his own willingness to continually gain new skills. His natural curiosity fuels impressive analytical abilities to synthesize complex data into actionable insights. Ed stands out in his capacity to not only identify data trends, but also inconsistencies requiring further exploration.
Just as importantly, Ed communicates analytical findings in a clear, compelling style that connects with diverse audiences. His gift for making data digestible and insights accessible enables informed decision making across the business. Ed couples analytical rigor with a collaborative approach focused on solving problems and adding value.
In summary, Ed will raise the bar at any organization to new levels of impact and excellence.
Kirsten Mann, Vice President of Sales, RealSelf
Working with Ed Smith has been a transformative experience for myself, my team, and the entire company. Ed brings a unique blend of creativity, data-driven decision-making, and proactive leadership to the table which has propelled the Sales Team forward in remarkable ways.
Ed doesn't just rely on intuition – he's data-driven. Always leveraging data, he's committed to uncovering insights that guide the best decision-making process to ensure we're always moving in the right direction. His analytical mindset helps us make informed choices, minimize risks, and seize opportunities with confidence.
Whether it's identifying potential obstacles, seizing emerging trends, or laying the groundwork for future success, Ed is always one step ahead, driving our team towards greater efficiency, effectiveness, and innovation.
In short, Ed Smith isn't just a leader – he's a catalyst for positive change. His creativity, data-driven approach, and proactive mindset have not only elevated our team's performance but have also set us on a path towards even greater success in the future.
Stephen Fox, Executive Director, Cell Therapy Analytics & Emerging Capabilities,
Bristol Myers Squibb
I had the opportunity to work with Ed from 2017 - 2020 on the RealSelf Analytics Team. Ed distinguished himself in several key ways that will serve him and his team well in the future. He was highly customer service oriented with a strong work ethic, which allowed him to deliver results for his stakeholders quickly. His passion for data science and lifelong learning meant Ed had strong technical depth in a wide range of analytics topics. This was a great asset to our team, since Ed was always generous with his time, willing to teach and mentor where he had expertise to contribute.
Sara Chemodurow, Director of B2B Marketing, RealSelf
I've been lucky enough to work with Ed for eight years, and I would recommend Ed for any team that values collaboration, work ethic, thoughtful communication skills, and an ability to collaborate cross-functionally with ease. He values people-building and investing in his team, and his willingness to partner with other stakeholders to solve problems is unmatched. I am grateful for his partnership and all I've learned from him, and I consider him a friend. He has been an incredible asset to the RealSelf leadership team for nearly a decade, and I would adamantly recommend him to anyone I know.
Q & A
Why did you choose your profession?
I chose to create a revenue operations team based on a hypothesis I believed in: Could you drive significant impact with actionable analytics even if the team was small? I feel in love with simplifying analytics to drive action: I love combining automation and analytics because it drives exponential value (35% increase in marketing conversion) and I’ve learned that sometimes not-automating first allows for quality learning (such as reducing costs by 50% by earning the right for automation on new products).
Who is the one person who has done the most to shape you into who you are today? How was the person significant to you
Ernest Shackleton has been my hero for a long time and inspired me to be a unique type of leader: He met people for who they are, acted with inclusiveness, and made a place of psychology safety that allowed him and his team to return home without losing a single crewmember in 1916. For me, that means to treat my employees as whole humans and seek ways to make space for all types of people from introverts and extroverts to neurodivergence and visual and auditory learners. For example, I post icebreaker questions a day before our meetings so introverts have time to prepare their thoughts.
What has been the greatest accomplishment of your life so far? Is there anything you wish to do even better?
Professionally, I've scaled heights with 8 promotions in 10 years, mirroring my personal health journey where I transformed from having metabolic syndrome and weighing 306 lbs to a fit 190 lbs today.
Reflecting on the feedback I've received, it's clear that while my ability to contribute across various projects is a strength, focusing on strategic selection and delegation could be a significant area for growth. By honing in on high-impact initiatives and empowering my team through more selective engagement, I can enhance our collective success and drive meaningful progress even faster.
How would your peers and team members describe your responsiveness as a leader
I'm described as a leader who is highly responsive and effective in communication. My team appreciates my dedication to being accessible and my proactive approach in managing expectations, including providing clear timelines for when they can expect responses. My responsiveness extends beyond mere communication; it reflects my commitment to actively listen and transform feedback into actionable improvements. This approach has fostered a culture of trust and collaboration, underpinned by my empathetic listening skills and a dependable, proactive communication style.
INTERESTS & HOBBIES
