Gallery Furniture
In-house · Sr. Director, Growth & Retention Marketing · Houston, TX · 2021–2024
$74M
in promotional sales, co-led
Company-reported · co-led
“Astros Win It All” — co-led the promotion that reached $74M in promotional sales and drove a 500% surge in store traffic, plus national earned media
The role
Sr. Director of Growth & Retention
Gallery Furniture
In-house
Jan 2021 – Oct 2024
How this number was made
Company-reported- What was counted
- Promotional sales reached during the “Astros Win It All” run, as the company reported them. Forbes reported the same $74M.
- What was not
- This is the promotion, not my channels. It is not email and SMS revenue, and it is not a number I measured — which is why it carries the dashed rule and not the solid one.
- The denominator
- Not established. Whether $74M is total qualifying-ticket revenue or revenue above a baseline is not something I have published, and you should ask me for the answer rather than assume the flattering one.
- The window
- The promotion’s run, inside my Jan 2021 – Oct 2024 tenure.
- Who else touched it
- Co-led, and it says so every time the number appears. It needed Mack and it needed Houston. What ports is the mechanic — a real deadline, a qualifying threshold, and a reason to be in front of the buyer afterward — not the promotion.
What I owned
A $100M+ revenue business selling a high-consideration, in-home purchase through showrooms, outbound sales and digital. I owned acquisition, lifecycle, sales playbooks and performance media.
The mechanism
- BeforeFurniture is the hardest retention category in consumer retail. A sofa lasts a decade, a mattress seven to ten years, and the real demand driver is housing turnover — which collapsed from 2022 through 2024 on mortgage rates near 8% and the lowest existing-home sales since 1995. You cannot outspend that, so the work went into the customer file the business already had.
- What I changedRebuilt the customer journey and the post-purchase program across email, SMS and outbound, on the read that the seven-year replacement cycle is not a clock but a project window — a household that just bought a sofa is not seven years from its next purchase, and most stores go quiet for exactly the months that window is open. Alongside it I ran performance media in-house, rewrote the sales playbooks and the lead-to-appointment funnel, and built and led the group across design, development, sales, social and operations.
- AfterCustomer lifetime value up 330%, company-reported. I have not published the definition behind it — baseline period, measurement window, cohort or fixed window, net of returns or not — so treat it as the company’s number rather than a measurement of mine. Separately, the promotion reached $74M in promotional sales with a 500% surge in store traffic.
Want this on your second order?
It runs as one engagement: ninety days on your own account, measured against a holdout.