Hi, I'm Mike! And this is a strangely large picture of my face in case you need it for facial recognition software or something.

Nearly 15 years ago I found myself helping people with their websites so they could sell their products online. Since then I've put two companies on the Internet Retailer 500 list and one on the INC 500 list, led marketing teams in the US, UK, Sweden and Australia, co-founded an email platform and an outdoor tech brand, and been part of two acquisitions.

I am currently a VP of Growth at VTEX – an enterprise commerce platform that went public after I joined. Before that, I led growth and digital commerce at Lonely Planet.

You may have seen my work in Apple's conference highlighting Lonely Planet recommendations in Apple Maps; you may have received a travel recommendation after you researched a place on lonelyplanet.com; you may have taken a branded Lonely Planet guided tour through Airbnb or TripAdvisor; or maybe you got a free membership to Lonely Planet's loyalty program through your credit card company. Behind the scenes, I report to the CEO and manage the global growth operations.

Still curious about what I've done besides bragging about myself above? Take a look at my resume below or hit the "work" tab at the top to view specific projects.

Send a message to mike@jollygoodwork.com

Digital Work Experience


VP of Growth

Apr 2021 Current

VTEX is the fastest growing global ecommerce platform and backed by Softbank and Tiger Global. However, in North America, the company is still lesser-known compared to brands like Shopify, Adobe, and Salesforce. With this in mind, the CEO recruited me to build out engaging ways to win over potential clients. Here's what I've done so far:

  • coordinated North American marketing for VTEX's IPO on the NYSE

  • revamped content distribution strategy with a/b-tested nurture campaigns

  • acquired the two largest clients in the company's 20-year history

  • launched marketing for new verticals (specifically auto, beauty, and outdoor)

  • strengthened partnership with AWS through multi-million dollar GTM co-marketing

  • overseen all conferences and events (Shoptalk, NRF, VTEX Day, etc)

Lonely Planet

Global Director: Digital Growth, Ecommerce, & Partnerships

Aug 2016 Apr 2021

Reporting directly to the CEO after successfully growing the ecommerce business, I oversee all of Lonely Planet’s global digital marketing teams, strategies and partnerships. Since taking over, visitors have grown by 30% globally and bookings have increased by more than 40%. This has been accomplished by shifting marketing dollars to high-yield channels, diving deeper into target audience profiling, examining our user flows, creating new products, focusing our content strategy, optimizing our user experience, and deepening partnerships.

  • launched over 300 branded tours worldwide with multiple OTAs (Trip, Airbnb, etc) to increase booking margins and expand brand

  • implemented digital marketing strategies for acquired companies (i.e. budgettravel.com) to reach over a million new users

  • developed a recurring membership program to increase loyalty

  • built relationships with Google and Apple to be included in Maps

  • overhauled the entire ecommerce platform ahead of schedule and on budget which contributed to doubling conversion rates, decreasing shipping rates, and landing on Internet Retailers Top 100 list (#46)

  • pinpointed opportunities to mitigate friction in the booking process and add more bookable inventory to the site and apps which grew partner revenues by more than 60%



Jan 2015 - Present

Really Good Emails ("RGE" as email geeks call it) is a strangely popular site for people who create emails and receives nearly 2 million visitors per year. As a co-founder, I have built the site from the ground up, focusing on organic growth and partnerships with companies like MailChimp, SendGrid, Campaign Monitor, Adobe, and others.

RGE is also known for its annual UNSPAM conference which brings in hundreds of high-profile attendees from around the world to learn, share, and find inspiration.

Glowbiotics / Revolution

Ecommerce & Online Marketing Director

Oct 2014 - Jul 2016

Mybody (now called Glowbiotics) and Revolution Tea were sister companies owned by David Watson (founder of Philosophy Skincare). I migrated the two ecommerce stores to Magento, more than doubled wholesale orders for B2B customers, and hired marketing and CS roles.

University of Utah

Digital Marketing Lecturer

Sep 2011 - Apr 2013

While leading marketing at SkinCareRx (see below), I had the opportunity to lecture for both the evening MBA program and the undergrad marketing course at the Eccles School of Business. I frequently stood in for professors over the course of five semesters and presented to over 300 students.

SkinCareRx / Inteladerm

Head of Marketing

Mar 2009 - Oct 2014

Following the departure of two CMOs, I had the opportunity of leading the marketing team and growing revenues. During this tenure, the company was listed on the INC 500 list and the IRCE 500 list. With $25 million in revenues, I helped launch in-house products, outsource warehouses, and eventually sell the business to Inteladerm in 2012.

The two years after the acquisition I oversaw a replatforming of the site, built back the marketing, customer service, and IT teams after moving the company to Arizona, and additionally cultivated in-house brands and products, and optimized our lifecycle marketing. In 2016, Inteladerm sold to the HUT Group.


International MBA

Thunderbird School of Global Management

B.S., Business Marketing

University of Utah

Skills (Keywords)

Growth marketing, digital strategy, contract negotiations, partnership management, CRM/ESP management, lifecycle journeys, data analysis, forecast modeling, budgeting, remote employee management, email marketing, automations, search engine optimization, agency management, conversion optimization, social media marketing, presentations and public speaking, a/b testing, vendor selection and management, audience targeting, copywriting, customer retention, entrepreneurship, due diligence


Google Analytics, Data Studio, Amplitude, Content Square, Office Suite (Excel, Word, Powerpoint), Google Adwords, Facebook Ads, Webmaster Tools, AHrefs, Trello, Jira, Monday, Marketing Cloud, Various Social and Email Tools, Zendesk