Expert Details
Digital Marketing and Ecommerce
ID: 739536
California, USA
Top Skills:
P&L Responsibility/Modeling
Marketing Strategy & Planning
Online & Mobile Marketing
Global D2C Ecommerce
Marketplace Strategy (Amazon/Walmart)
Analytics Expertise (Google/Ecom)
Team Leadership
Brand Management
User Experience (UX/UI)/CRO
Influencer Mgmt/Social Media
Expert has experience with P&L Management, Adobe Analytics, Oracle, Google Analytics, Nielsen NetRatings, Claritas, Marketo, Shopify, Salesforce (SFCC, SFMC), WordPress, Klaviyo, Adwords, Omnisend, A/B & multivariate testing, mobile marketing, and a variety of other skill sets.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2001 | Degree: BS | Subject: Marketing | Institution: Northern Illinois University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2021 to Present | Employer: Undisclosed | Title: VP, Digital Marketing & Ecommerce | Department: |
Responsibilities:Recruited to build Employer' ecommerce business to a global presence with over 30 brands. Employer is a leader in the outdoor/skateboard industry; however, as of 2021, had not fully embraced a D2C business plan. Expert is currently managing an overall 10 figure ecommerce business with a staff of 8 while reporting to the CEO of Employer.▪ Launched 8 new brand/D2C websites within the first 6 months of employment, helping build the ecommerce business from $6M annually to over $12M annually. ▪ Own all digital touchpoints maintaining a net profit margin of over 42% with a gross margin over75%. ▪ Built the digital team and strategy, helping to achieve the 100% revenue increase. |
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| Years | Employer | Title | Department |
| Years: 2019 to 2021 | Employer: Aqualung | Title: Global Ecommerce Director | Department: |
Responsibilities:Recruited to help Aqua Lung build their online presence and overall digital sales efforts. Aqua Lung is an established ($400M) organization yet was experiencing severe brand erosion and sales decline. The overall strategy implemented included a complete overhaul of all 7 Aqua Lung brands, new websites, a complete re-dedication of the marketing team towards a content first experience, CRO, and a company re-organization. Expert managed 9 individuals with full P&L responsibility (recruited to Bravo).▪ Launched 17 new brand websites across 6 global markets in 18 months. ▪ Increased D2C online sales over 150% for 2020 versus 2019 (across all digital touchpoints--SEM, social, email, retargeting, affiliate, etc.); total online business in 2020 was $100M. ▪ Maintained an average margin of 75% for all D2C sales channels, with a net profit margin of 47%. ▪ Secured agreements with 20+ brand ambassadors/influencers to help showcase the brand(s). ▪ Managed the online content & business for MichaelPhelps.com as a part of Aqua Lung. |
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| Years | Employer | Title | Department |
| Years: 2017 to 2019 | Employer: Gunnar Optiks | Title: VP, Digital Marketing & Ecommerce | Department: |
Responsibilities:Expert joined Gunnar Optiks to help the company resuscitate the Gunnar brand & revenues. The overall marketing revitalization includes a new website, brand strategy, partnerships, media presence, PR, retail strategy, and ecommerce, which led to a $100M ($25M online) performance. Managed a team of 3 individuals with full P&L responsibility of the online channel (recruited to Aqua Lung).▪ Increased overall sales +34% on a YOY basis, maintaining a net profit margin of 49%and gross margin over 80%. ▪ Introduced an online subscription service which generated $5M in revenues in the first year. |
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| Years | Employer | Title | Department |
| Years: 2015 to 2017 | Employer: Road Runner Sports | Title: Senior Director of Marketing & Ecommerce | Department: |
Responsibilities:Expert was recruited to help Road Runner Sports upgrade their customer acquisition targets across online and retail channels (40 company owned stores). Strategies included licensing partnerships with Nike, Adidas, Asics, and Reebok (among others) and covered the areas of web marketing, PR, social media (Facebook, Twitter, Instagram, SnapChat, etc.), brand strategy/messaging, sales management, and international sales/marketing efforts. Managed a team of 20 individuals, with full P&L responsibility (position was consolidated).▪ Managed a $75M online business with an overall net profit margin of 46%. ▪ Increased new customer acquisition (first time buyers) over 25% on an annual basis, reversing a 5-yeartrend. ▪ Increased new customer revenues almost 30% on an annual basis, whereas prior years experienced sales decreases of approximately 10% annually. ▪ Achieved a 15% growth in overall online revenues through efficient management of search, display, affiliates, Amazon, drop ship, social, mobile, and email programs. |
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| Years | Employer | Title | Department |
| Years: 2010 to 2015 | Employer: Mad Catz Interactive | Title: VP, Marketing & Ecommerce | Department: |
Responsibilities:Hired to grow the online/direct sales channel for this global retail software and gaming equipment company. Established the global online marketing strategy across 8 distinct websites. Built and managed an overall global staff of 8. Reported to the COO (web channel was consolidated).▪ Increased online sales from $300K to over $15M in one year (eventually climbing to $85M), selling both software and equipment. ▪ Immediately revised the entire multi-channel marketing strategy, including all PPC, SEO, affiliate, email, and social media efforts; changes led to an increase in sales by 1000% and profits 750%over 3 months. ▪ Led IT team through the re-design of 3 websites and introduced Canadian, European, and Asian webstores, increasing sales 200% and adding 150% to the profit margin during the first year. ▪ Maintained an online gross profit margin of 77% and net profit margin of 49% (other business units were 28% net). |
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| Years | Employer | Title | Department |
| Years: 2006 to 2010 | Employer: United Airlines Vacations | Title: Director of Marketing & Ecommerce | Department: |
Responsibilities:Director of Marketing & Ecommerce (2008-2010)Marketing Manager (2006-2008) |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: to Present | Country / Region: | Summary: |