Keisha Armstrong - Brand & Operations Leader, Independent Contractor

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Work Background

VarisBusiness Operations Consultant, Varis Business Plan & Strategy

Jan. 2022 - Mar. 2024RemoteJoining the organization as a pioneering BOC during the hyper-growth period, I harnessed my expertise in internal B2B tech company operations, background in e-commerce, and grounding with the startup’s sole investor to polish and enhance operations. I engineered and executed growth roadmaps founded on collapsing silos across the organization and uncovering optimum brand potential through operational efficiency. Notable Accomplishments ✨ By originating efficient internal communication structures with operational features strongly reflecting the business’ unique character, I rallied the internal community to operate under and collectively strengthen cohesive brand identity. ✨ I shaped employees into effective product evangelists by creating Varis University corporate education resources, a SharePoint-based information repository, and knowledge-sharing groups that enriched departments’ mastery of tech solutions’ purpose and features. ✨ Driven to cultivate a sense of community and unique brand culture within the organization, I successfully orchestrated internal events, such as seasonal celebrations, employee recognitions, and town halls (All Varis), with up to 100% attendance rates. ✨ I architected a brand revival plan for a DTC small business in the process of syncing with Varis, leading the Tech Developer and CRM Manager on marketing scope planning mainly focused on restarting its content cycle and rebuilding SEO ranking authority. ✨ I institutionalized a first-of-its-kind Contract Governance system addressing the perennial lack of organization around customer contracts and originated an audit process that maximized the quality of customer experience for online marketplaces. ✨ In charge of safekeeping brand reputation, I reviewed press releases, monitored public feedback, and partnered with C-suites in crafting appropriate responses to pain point inquiries.

Office DepoteComm Marketing Consultant, Web Operations

Oct. 2019 - Jan. 2022Boca Raton, FL · On-sitePropelled e-commerce performance by driving marketing initiatives and optimizing UI/UX for B2B and B2C omni-channel platforms. Directed Web Operations Auditor and Coordinator while collaborating with marketing, branding, tech, and merchant stakeholders to ensure brand alignment of e-commerce operations. Influenced executives on key decisions by supplying data-backed insights. Notable Accomplishments ✨ I built and innovated 14 landing pages for product categories and campaigns, from optimizing visual appeal and driving SEO strategies to accelerating load speeds – influencing average increases of up to 15% CTR, 30% conversion, and 30% unique visitors. ✨ By driving data-backed omni-channel campaigns, I notably created impactful web experiences that galvanized a high volume of enterprise customers to conversion. I also administered the successful launch of the revamped Business Select Credit Card experience program. ✨ Through special online merchandising efforts, I skyrocketed sales of sought-after products in high-converting categories. I also enhanced customer engagement and outcomes of 6 seasonal campaigns by integrating interactive UX. ✨ From crafting materials to organizing delivery schedules, I designed custom training programs for international team members on CMS and processes.

Office DepoteComm Analyst, On-Site Search & Navigation

Oct. 2016 - Oct. 2019Boca Raton, FL · On-siteBrought in to unlock high-ROI marketing strategies, I intensified analysis of online customer experience and championed data-backed optimization initiatives for B2C and B2B e-commerce platforms. In close partnership with diverse departments, I produced brand-aligned marketing campaigns. Notable Accomplishments ✨ By capitalizing on key enhancements such as visual navigation bars, permanent landing pages, and campaign optimizations, I catapulted 45% YoY rise in site visits, 20% YoY increase in site conversions, and record $7K+ sales for single seasonal campaign. ✨ Amid consistent quarterly decreases in comparable sales (1-5%) and total sales (2-10%) due to physical store closure, I cemented Office Depot as a leading supplier for the Print & Copy category by leading impactful launches on both B2C and B2B websites. ✨ I lifted Click-Through Rate from 15% to 35% and catapulted user engagement by 20%+ by thoroughly innovating site structure and search functionality, cleaning up 75% - 80% of on-site search results. ✨ Through custom and strategic online merchandising, I optimized ROI for seasonal partnership deals with popular brands such as Disney and social initiatives like Community Investment and Elevate Together. ✨ As an owner of the then-existing SKU content management system, I delivered pivotal insights that ensured seamless implementation and enhanced content quality of a $16M+ Product Information System.

Office DepoteComm Analyst, Content Management

Jun. 2015 - Oct. 2016Boca Raton, FL · On-siteBrand product research Sku mapping & remapping for Office Depot & 3rd party vendor skus - sleuthing and solving for incorrect eCommerce site mapping - creation of rules for backup skus, category mapping, attribute name mapping, attribute value mapping - utilization of OD mapping reports, and other company search tools for skus, attributes & various product categories - creation of sku reports using excel - assistance to eCommerce taxonomist, agility, 3rd party & category managers as requested Taxonomy analysis Tree Jack test analysis and creation

B Unlimited LLCMarketing / Publicist & Program Assistant [intern]

Aug. 2014 - Mar. 2015Charleston, South Carolina Area** Company has since dissolved in November 2017 ** Publicity and Marketing management of company events and B Unlimited CEO & Founder Tia Brewer Footman @theTiaBrewer - Twitter @shinewithtia - IG Tia Brewer Footman - FB - - - - > www.TiaBrewer.com < - - - - Social Media ambassador and campaign manager / creator of content Liaison, aid and initiator of joint venture partnerships Set up affiliate opportunities / strategic alliances Booking for speaking / engagement opportunities Creator / Editor of B Unlimited Programs/ Presentations/ Worksheets

Murray Law, P.A.Marketing Specialist [contracted]

Feb. 2014 - May. 2014Miami LakesAdministrative assistant duties, Marketing & Creative Strategy, Social Media and Executive Communications

Optimum 7Digital Marketing Specialist

Nov. 2013 - Jan. 2014Coral Gables, FLAs a former contributing member to its SEO Marketing Specialist core, I dedicated time and effort to all SEO analysis, development and execution processes including but not limited to: + Internet/ Digital Marketing research + Implementation + Promotion + Back linking + Account Maintenance (evaluating brand status and issues, finding and interpreting analytics, council for better branding, smart solutions for brand evolution) + Creative Strategy + Blogging

SAPCorporate Communications Intern - Latin America & Caribbean Region

Jun. 2012 - Oct. 2013Miami/Fort Lauderdale AreaEditing and tracking media coverage (news articles, external press releases, SAP early birds) on Latin America and Caribbean SAP activities & events (for Mexico & Central America, Brazil, and Spanish Speaking South America and the Caribbean), Editing Corporate bios, Latam Newsletter and Latam press kits, Monitoring and organizing Latam press room and uploading new documents, Coordination assistance for company events.

SBA Network ServicesClosing Administrator, Mergers & Acquisitions

Mar. 2010 - Jun. 2012Boca Raton, FLDraft and finalize closing documents. Coordinate telecommunications transactions between SBA and contracted sellers in pursuit of a closing and secured networking clientele.

BBC Radio Derby - A.C.E. - Afro Caribbean ExperienceFreelance Contributor

Apr. 2009 - Dec. 2009Derby, United KingdomOffer monthly contributions to urban and cultural BBC radio presentation via telephone connection; Report within the concentration of Afro Caribbean, African American and Hispanic community developments, issues and events

Dr. Robert Yodashkin MD PAReceptionist / Medical Assistant

Sep. 2008 - Aug. 2009Delray Beach, FLFiling, Billing & Coding, Phone and technological correspondence via fax and e-mail, General aid to MD's needs.

PNCBank Teller

Nov. 2005 - May. 2008Boca Raton, FLCash Handling, Customer relations & conflict control, Balance ATM, Account transactions, Client Sales and confidentiality.

BBC Radio Derby - A.C.E - Afro Caribbean ExperienceVolunteer / Mentee

Mar. 2003 - Mar. 2005Derby, United KingdomInteract with Radio Personalities and guests live on air. Contribute discussion topics and questions. Assist with setting up radio commercials via program software. Assist radio personalities with answering phones for competitions as well as Q&A sessions