Dan Smith is a veteran direct-to-consumer marketing executive with expertise in consumer services and was most recently CMO for a leading legal services provider. Dan was CMO for Walker Advertising, the holding company for several leading brands in the legal services category, including Los Defensores, FindLegal and 1-800-TheLaw2. Dan’s focus was improving response rates and profitability of the consumer marketing programs, with an emphasis on personal injury lead generation. Dan’s efforts contributed to significant revenue and EBITDA increases.
After almost a decade in pure consumer direct response marketing, Dan was recruited by FTD (flowers and gifts) to be the first marketing hire on the newly formed FTD.com eCommerce venture. Dan was eventually promoted to GM to run the FTD.com business and exited with a successful sale of the company. Based on his experience at FTD, Dan was recruited to Encyclopedia Britannica to scale the digital consumer subscription business. After a successful run there, Dan was recruited to Playboy to help turn around the direct-to-consumer digital subscription business. Eventually, Dan was recruited to Angie’s List, reporting directly to founder Angie Hicks. Dan led performance marketing and brand development efforts to improve member sign-up rates, reduce churn and drive profitability. Dan’s work helped lead to another successful sale and exit.
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