Ashley Judge

Work Experience

Executive Director, Destination Salem
2023-2024

Pioneered a new era of growth for Destination Salem, transforming financial instability into a path for future success. Reversed consecutive years of losses and grew revenue, setting sales records across advertising, digital, and retail. Modernized operations, built a high-performing team, reshaped governance, and laid the groundwork for long-term growth.

• Established formal budgeting, reporting, and forecasting systems to restore accountability and financial oversight. Conducted a full budget review, correcting flawed assumptions. Hired and partnered with new financial leadership to build lasting systems for accuracy and control.

• Inherited an ongoing operating deficit and a projected third consecutive year of losses. Reversed course by implementing six-figure savings and driving revenue, putting the organization on track to close the year with a surplus.

• Increased revenue by 25% in the first year. Set a new high in advertising sales, grew digital revenue by 179%, and boosted retail revenue by 148% through early inventory planning and merchandising strategy. Secured new sponsorships and grants to support digital transformation and key strategic initiatives.

• Overhauled print visitor guide distribution, cutting fulfillment costs by over 80%. Launched a paid shipping model and donation prompt, creating two new revenue streams to support long-term sustainability.

• Modernized every major internal and external system by automating manual processes for ad sales, invoicing, event submissions, visitor inquiries, and recordkeeping. Streamlined workflows reduced manual workload and redirected staff time to higher-impact initiatives.

• Built a high-performing team by recruiting top talent, promoting from within, and realigning roles to match organizational goals and strategic growth.

• Strengthened organizational compliance and risk management by addressing key vulnerabilities, including the elimination of PCI-DSS risk. Transitioned to a modern HR platform, supported by updated training and onboarding systems.

• Led digital transformation initiatives to enhance operational efficiency, improve data accuracy, and boost customer engagement through the integration of new software tools and platforms.

• Oversaw Salem’s high-traffic Visitor Center, welcoming over 100,000 guests annually. Managed public-facing operations, coordinated with city officials and Salem Police on safety issues, and ensured a positive experience for both staff and visitors.

• Served as spokesperson and lead strategist for Salem Haunted Happenings, one of the world’s largest Halloween celebrations, drawing over 1.2 million visitors each October. Secured top-tier earned media coverage and drove record digital engagement across app, web, and social platforms through targeted outreach and messaging strategy.

• Launched Destination Salem’s first influencer program, aligning content strategy with organizational goals and expanding the VIP Pass program to include experiential offerings.

• Refreshed the brand’s visual identity by updating the press kit and media assets, replacing outdated visuals to reflect a more modern, year-round message. Enhanced the website with mobile-first design updates and backend automations.

• Built strong partnerships with the mayor, elected officials, city department heads, police leadership, and Chamber of Commerce to align on city priorities, public-facing initiatives, and regional tourism efforts.

• Sunset or transitioned programs misaligned with the organization’s mission. Reallocated resources to higher-impact initiatives, securing long-term sustainability through strategic partnerships and focused execution.

• Strengthened board governance by onboarding new trusteed, introducing a new committee structure, and beginning a comprehensive bylaw rewrite to modernize governance and support future growth.

Fractional COO & Strategic Advisor, Ashley Judge, LLC
2023-2024

Partnered with leadership teams at high-growth consumer brands to drive operational transformation, long-term planning, and sustainable growth. My work focused on building scalable systems, improving margins, elevating customer experience, and consistently driving revenue through smart, data-backed strategy.

• Developed B2B partnerships with major retailers, expanding reach and diversifying revenue streams.

• Designed and implemented a revamped BFCM strategy, increasing revenue by 25% in 2023.

• Optimized CRM campaigns, driving a 40.5% lift by leveraging underutilized owned channels.

• Redefined merchandising, pricing, and sizing strategies, introducing an evergreen inventory model while overhauling stock allocation, pricing consistency, and distribution to improve margins and align supply with demand.

• Pioneered the company’s first discontinuation strategy, developing a systematic approach to evaluate restock and cut levels, setting a precedent for future inventory management.

• Evaluated the customer journey, identifying friction points and non-customer-centric policies, and proposed solutions to build trust with first-time customers while enhancing the overall experience.

• Revitalized customer loyalty programs, integrating consumer research and industry best practices to improve retention.

• Established a culture of data-driven decision-making, integrating ROI analysis, hypothesis testing, and continuous improvement to drive organizational excellence.

Chief Executive Officer, Always Fits
2010-2023

Led the transformation of a small business into a $10M/year direct-to-consumer (DTC) gift company, building a financially strong and creatively distinct company. Combined sharp financial and operational strategy with a deep understanding of brand, marketing, and user experience to drive sustainable, scalable success. Made complex decisions by balancing data, instinct, and strategy to optimize growth and efficiency.

• Designed and executed a scalable business model, driving e-commerce revenue growth of 200% in 2019, 70% in 2020, 40% in 2021, and 20% in 2022 while maintaining profitability.

• Architected financial and operational infrastructure, managing P&L and partnering with the CFO to align business strategy with sustainable growth goals

• Pioneered a bold brand identity and storytelling approach, crafting a distinctive voice and innovative vocabulary that set the company apart in a crowded market. Led content strategy and creative direction, ensuring a compelling visual identity centered on immersive storytelling and captivating photography.

• Developed and led a multi-channel marketing strategy—including paid media, email, SMS, and social media—that fueled customer acquisition, brand growth, and sustained revenue increases.

• Curated product assortment with a balance of instinct, creativity, and data, aligning offerings with brand identity, customer demand, and market trends. Led product strategy to drive growth and differentiation, resulting in greeting card sales surging from under 4,000 units in 2018 to 400,000 in 2022.

• Launched a mobile app that quickly proved its value, driving conversion rates and AOV more than double the e-commerce platform within its first six months. Demonstrated strong customer adoption and engagement, reinforcing the app’s impact on revenue growth.

• Orchestrated a joyful, user-centric website experience, blending design and functionality to enhance user engagement and boost conversion rates.

• Built and scaled the logistics and fulfillment infrastructure to support the e-commerce strategy, strategically balancing in-house fulfillment and 3PL partnerships for long-term scalability. Led contract negotiations to optimize cost, efficiency, and operational flexibility while sustaining high-volume demand.

• Created a culture of performance and growth, leading and developing a team of a dozen employees while fostering innovation, accountability, and strategic thinking.

External Affairs Manager, Ambassador Swanee Hunt
2006-2009

• Managed 50+ events/year for the Ambassador, including “Unconventional Women”, a historic event uniting 3,000+ women at the 2008 Democratic National Convention. 

• Represented the ambassador's interests in high-stakes meetings and events, engaging with heads of states and government officials with tact and diplomacy.

• Crafted partisan and non-partisan political work plan for United States Ambassador Swanee Hunt, providing strategic recommendations and overseeing an annual political giving budget of $1.4 million. 

• Wrote key messages, including talking points and op-eds. 

• Created and oversaw department systems, operations, budgets, and work plans. 

• Managed three direct reports and contracted employees.

Associate Director of Hotel Logistics, John Kerry for President
2004

Coordinated hotel accommodations and logistical arrangements for the Kerry-Edwards Presidential campaign, addressing the needs of Senators Kerry & Edwards, their families, traveling staff, VIP guests, and press pool. 

• Managed room blocks for approximately 150 individuals each evening in various cities across the country, often with only a few days' notice. Demonstrated flexibility and responsiveness by fielding inquiries into the night and swiftly adapting to changes on the campaign trail.

• Leveraged knowledge of the travel, tourism, & hospitality industry to negotiate contracts, secure favorable hotel rates, and arrange rentals and function spaces (essentially establishing a new HQ in a different city every night).

• Employed diplomacy in liaising with hotel sales managers, balancing the campaign's needs with respect for the hotel's existing business operations. Managed delicate situations with tact and diplomacy when hotel accommodations for the campaign necessitated adjustments.

• Prioritized confidentiality and attended to the personal preferences of the Senators, their traveling staff, VIP guests, and the press pool. 

• Worked closely with United States Secret Service to ensure compliance with security protocols and facilitate smooth operations during hotel stays.

Board Positions

• Vice Chair, Board of Directors • The Salem Pantry • 2022-Present                                                             

• Board of Trust Fund Commissioners • The City of Salem • 2022-Present                                   

16-year term appointed by Lieutenant Governor, Kim Driscoll

Education

2000-2004

University of Massachusetts Amherst

Psychology and Political Science