Colleen Romero

Chief Marketing Officer

EquiLife

Jun 2026 - Current (2 months)

Executive leader responsible for driving growth, brand strategy, and customer engagement for EquiLife, a leading health and wellness company specializing in functional medicine, at-home health testing, nutritional supplementation, and personalized wellness programs. Oversee all aspects of marketing, including acquisition, retention, subscriptions, lifecycle marketing, content, analytics, partnerships, and brand development. Partner with the executive team to scale the business, strengthen customer lifetime value, expand market reach, and advance EquiLife’s mission of helping people take control of their health through data-driven, root-cause wellness solutions.

Chief Marketing Officer | General Manager - Direct-to-Consumer | Digital Transformation

Swanson Health

Jan 2025 - Current (1 year 7 months)

Leading Marketing, Digital, and eCommerce transformation of a 55 year old leader in the vitamins, minerals and supplements space. Our business comprises Web, catalog, and phone orders, and we are known for outstanding customer service with a midwestern flair for hospitality and helpfulness. Our products are sold through distributors in 40+ countries around the world. We are known for quality and value. Stay tuned for exciting updates!

Chief Marketing Officer | General Manager - Direct-to-Consumer

Swanson Health

Jan 2025 - Current (1 year 7 months)

Chief Marketing Officer | General Manager - eCommerce | Digital Transformation

Swanson Health

Jan 2025 - Jul 2026 (1 year 7 months)

Leading Marketing, Digital, Customer Service and eCommerce transformation of a 55 year old leader in the vitamins, minerals and supplements space. Our business comprises Web, catalog, and phone orders, and we are known for outstanding customer service. Our products are sold through distributors in 40+ countries around the world. — Delivered largest martech project in the history of the company, an on time on budget Shopify replatform of a previously custom site. Increased conversion 25% and decreased cart abandonment 20%. — Built performance scorecards to track business performance and identify opportunities for improvement. — Developed strategy to elevate product marketing and assets, including product photography and an AI based tool to

VP Marketing & eCommerce | Revenue Growth | Digital Leadership | Strategy

HealthWay Family of Brands

Jan 2023 - Dec 2025 (3 years)

Recruited to lead Marketing (B2C, B2B and B2B2C) and eCommerce by this PE-backed start-up in the air purification space. The company, selling under the HealthWay and Intellipure brands, grew significantly during COVID, and my task is to grow market share and brand. Market making and new product development and launch are key elements of the role. We sell to a wide range of customers, everything from hospitals, clean rooms, commercial office buildings (Rockefeller Center) to water dealers (Culligan, Ecowater), to end consumers via Intellipure.com and Amazon.

Director, Marketing Technology | Web Product Management | Agile Delivery | Vendor Management

Stanley Black Decker Inc

Jan 2020 - Dec 2023 (4 years)

I set digital technology strategy and led a team of experienced digital marketing technologists to deliver eCommerce, digital marketing, and point of sale projects and programs around the world. This includes multiple new brand and eCommerce Websites. To ensure solid delivery, I established partnerships with key marketing technology vendors, digital agencies, and strategic advisors. I also managed multi-million dollar global contracts with world-class marketing technology vendors. In addition, I led acquisition and divestiture work for Marketing Technology deals.

Director, Digital Marketing | Marketing Technology | eCommerce | CRM | Personalization

SiteOne Landscape Supply

Jan 2016 - Dec 2020 (5 years)

As the first employee dedicated solely to digital marketing at this $3B distribution company, I played a pivotal role in pioneering digital and ecommerce initiatives. One of my key achievements was developing and launching a new online experience, which helped establish our brand in the digital space and drive growth for the business. I built and implemented a comprehensive digital strategy that encompassed all aspects of the business, from the technology roadmap and governance to the marketing and customer engagement plans, operations approach, events marketing, and field enablement programs. By taking a holistic approach to digital transformation, I was able to ensure that all departments and stakeholders were aligned and working towards

NAPA AUTO PARTS

Jan 2012 - Dec 2016 (5 years)

As NAPA's first digital hire, I spearheaded numerous strategies to help the company meet its digital and retail growth goals. My efforts included leveraging a range of digital media, social media, SEO/SEM, email, CRM, customer service, and other tactics to create comprehensive campaigns that drove business success. One of my key achievements was ensuring full integration of digital into traditional advertising programs, such as TV, radio, sponsorships, and local marketing. I oversaw multiple websites and collaborated closely with internal stakeholders to ensure that all initiatives were aligned with our overall business objectives. Additionally, I worked closely with independent owners and local agencies to improve digital strategy and proc

NCR Corporation

Jan 2010 - Dec 2012 (3 years)

I stepped into an exclusively created role and rebuild the marketing organization from the ground up. In this position, I developed a brand strategy, marketing plan, and processes to guide our efforts moving forward. I was responsible for overseeing a team of four direct reports, as well as a network of over 20 vendors and agencies, ensuring that we were all working together seamlessly to achieve our goals.

Account Director | Web Development | Technology Operations | Program Delivery | Account Management

Intermark Group

Jan 2007 - Dec 2010 (4 years)

I developed marketing, advertising, and social media programs that drove sales of new vehicles and accessories for Southeast Toyota Distributors, LLC (SET). Utilizing my knowledge of interactive marketing, product management, software development, and retail sales support, I built innovative programs that exceeded sales targets. I also led the redesign of buyatoyota.com, enhancing the website's functionality and user experience to drive increased engagement and sales.

Head of Go-to-Market Programs | Developer Marketing | Mobile Applications | Events Marketing

Nokia

Jan 2001 - Dec 2006 (6 years)

I was recruited by Nokia to establish a global marketing organization for Forum Nokia, the company's mobile application development program. Working in Dallas and as an ex-pat in Helsinki, Finland, I led developer outreach activities across the Americas, Asia, and Europe. I was promoted to lead marketing communications to software developers worldwide, taking on responsibility for creative strategy, brand management, content development, online marketing, partner marketing, and global events.

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