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Work Background
ICP Building SolutionsDirector of Ecommerce
Mar. 2023• Leads sales strategy and growth plan for Amazon, Lowes.com, HomeDepot.com, Walmart.com and DTC site • Develops and manages budget and planning process for investments and growth strategy across all accounts
• Analyzes each aspect of the ecommerce funnel to develop plans, optimize conversion and drive profitable sales
• Directs all operations for total ecom business, warehouse, logistics, inventory, pricing and customer service
• Leads advertising budget and strategy to a $3.0 ROAS and continued sales growth of 15%+ per month
• Manages agency and Stackline category data platform, provides deep analysis to uncover insights and establish share growth plan for amazon and Walmart.com
• Leads a team of 7 across multiple functions, has built excellent relationships with all team members
Sales IQEcommerce Consultant - DTC and Amazon
Apr. 2022 - Mar. 2023Sproos! (bath fixtures) • Developed competitive market analysis, financial P&L plan and launch strategy for Sproos! Brand to launch on Amazon
• Created entire launch on Amazon, developed content, promotion and advertising and operations to plan for a high growth brand launch—A+, Vine reviews, Prime Day, AMS campaigns
• Managed on-going Amazon launch for 15 items, including Amazon advertising campaign investments to budget and maximizing ROAS
• Provided weekly data insights to the Sproos! performance on amazon, making recommendations to plans and optimizations to ensure continued growth
Swig (insulated cups)
• Developed a deep dive analysis into the DTC business to pull out insights that would focus execution on driving conversion • Created a new budget to better align investments to performance marketing programs which would drive profitable traffic
• Created a new content calendar and content development process to drive a more effective planning process
• Managed the business through the bulk of the holiday season, addressed inventory management and customer service issues as they arose Journey Health and Wellness (motorized chairs, walkers)
• Managed site migration from 5 branded sites to 1 new Shopify site and then built out performance marketing programs to support new branded DTC growth – did this in 2 months
Kate FarmsDirector of Ecommerce
Jun. 2021 - Apr. 2022Santa Barbara, California, United States• Grew Amazon total sales +62% and subscription sales by +179% in 6 months through deep analysis and focus on by developing content, revised pricing and promotion plan as well as optimized ad strategy
• Revamped a $20M Amazon business through overhauling all content, bringing on a new advertising agency, developing an optimized budget for growth as well as developed internal processes to support operations
Children's Group, LLCDirector of e-commerce
Aug. 2019 - Mar. 2021Virginia, United StatesLead the e-commerce strategy for the Hearthsong.com, a DTC brand on both the direct site, walmart.com, target.com and Amazon 1P and 3P. In the first year cut fixed marketing costs by 15% and grew sales by 45%. Developed a winning strategy for email marketing that drove triple digit growth. Lead all social media and paid search marketing advertising strategy as well as managed to grow revenue from paid advertising while cutting back on costs. Manages a team of 4 to support the e-commerce business and has had success aligning the team to the objectives as well as increasing the collaboration with all other support teams to drive sales.
Leads Email Marketing
Site merchandising
Paid Social Advertising
Google Ads
Facebook Ads
Affiliate Marketing programs
Social Influencer Marketing
e-commerce sales
Amazon Advertising
Wayfair.com
Member of the Leadership team
Perrigo Company plcDirector - Shopper Marketing
Sep. 2011 - Aug. 2019• Pioneered successful consumer and digital marketing programs for store brands (private label) like Parent’s Choice at Walmart, Up&Up at Target and Member’s Mark at Sam’s Club by working closely with the retailer’s store brand buying team and corporate marketing teams – grew share of the category by 25pts
• Developed consumer marketing strategy for top accounts including Walmart, Sam’s Club, Costco, Target, and Kroger and Amazon for Store Brand Baby Formula, OTC Drugs and Branded Pet products. ($600MM Retail Sales) Lead sales strategy for Pet Armor Brands - 3 years
• Lead retailer marketing strategy, managing budgets to maximize ROI on all marketing and promotional and merchandising activities. ($50MM budget)
• Worked with creative to develop brand architecture and style guides for each retailer
• Developed strategic account specific consumer digital marketing programs through social, display, influencer and search to drive awareness and maximize sales. • Created account specific and high-level top to top sell in presentations for new items, marketing programs, shopper insights and merchandising recommendations. • Managed multiple agencies, creative development and design direction for all retailer marketing programs. • Directed all promotional program strategy, set up and execution, both internal and at the customer level. • Managed a team of Customer Marketing Managers
BayerTrade Marketing Manager
Jun. 2008 - Sep. 2011Morristown, NJResponsible for developing trade marketing strategy including pricing, promotion, merchandising and brand plans for the ONE A DAY Vitamin brand. ($200MM annual sales) Developed and presented customer presentations for new product introductions, competitive updates and /or to communicate strategic brand direction. Managed Sales Analyst, provided development planning and annual performance assessments. Managed all internal sales communications including program changes, sales updates and planning materials.
NestléAssociate Director, Customer Marketing
May. 2005 - Jun. 2008Florham Park, NJFocused on building a strategic business in the Club Channel that went from zero to ten million in sales in 18 months- this included extensive research, customer communication and managing outside agencies. Created permanent in store display programs with field sales that drive new product trial and promotion for Walmart, Kroger, Food Lion and Albertsons- oversaw creative and brand messaging. Redesigned and managed Sales Intranet portal to optimize communications and field sales usage. Created and delivered presentations for account level meetings as well as sales meetings. Created a Competitive Intelligence Process to research and gather information on competitive trends and activity that will aid in creating strategic customer and brand plans
L'OréalMarketing Project Manager
May. 1999 - May. 2005Greater New York City AreaManaged all New and Promotional Product launch projects from idea development through to ship for MAYBELINE brand. Lead Project Teams consisting of Product Development, Logistics, Manufacturing, R&D, and Purchasing, Packaging Development and Creative to insure the timely launch of new and promotional products. Managed a Coordinator and an Administration Assistant, responsible for career development, delegating projects and conducting annual reviews. Developed all project communications including marketing briefs and promotional materials. Created Monthly forecasts and inventory analysis for 100+SKU’s.
NabiscoTrade Marketing Manager
Jun. 1993 - Mar. 1999Greater New York City AreaSupported National Sales team of 50+, including validation of Trade Promotion budget requests and allocation of trade funds to the field for the PLANTERS Company. Assisted in the Management of consumer products trade Promotions, aided in the planning and developing programs with customers such as Wal-Mart, Target and K-Mart along with the sales force using market development fund budgets. Developed and coordinated field sales communications for promotions in the form of Intranet, sell sheets, Copy writing and Program Profiles. Managed all Trade Show presence including creation and supervision of all booth activities for the Planters Company.
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