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Work Background
Batteries PlusDirector of Ecommerce
Mar. 2024Wisconsin, United StatesAs the Director of Ecommerce for Batteries Plus, I lead the development and execution of the overall site strategy, driving key initiatives that enhance the online user experience and digital performance. Managing cross-functional teams overseeing site enhancements, agile development, UX design, digital merchandising, content marketing, SEO, and analytics to optimize the ecommerce platform. Supporting B2B commercial growth and retail B2C strategies to drive revenue and expand market reach.
AM DigitalDigital Marketing Consultant
Oct. 2023Greater Madison AreaAssist small and medium sized local companies in their digital strategies and marketing campaign execution.
FULLBEAUTY BrandsDirector, Digital Marketing - Email + SMS
Apr. 2022 - Oct. 2023New York, New York, United StatesResponsible for all Email and SMS channel partners, tools and budgets across the enterprise, own the campaign trigger and lifecycle email campaign optimization strategy and email personalization roadmap and provide subject matter expertise and guidance in Email and SMS marketing to ecommerce teams for 15 brands driving over $120 million in attributed annual revenue.
● Launched 12+ new customer lifecycle touchpoint email campaigns and lead the refresh of transactional and triggered email resulting in 20% growth in program revenue.
● Increased the utilization and effectiveness of personalization and product and category recommendation tools in the email channel, increasing recommendation driven demand by over 200%.
● Completed Email and SMS vendor evaluations and contract negotiations delivering improved cost structure and business value.
Demco, Inc.Director of Digital Marketing and Ecommerce
Apr. 2017 - Mar. 2022Madison, WisconsinResponsible for the online customer experience, website development, ecommerce roadmap, campaign planning and tactical execution of digital marketing channels including email, social media, SEO, paid search and online display advertising for a $100 MM catalog and ecommerce company serving schools and libraries.
• Utilized leadership, change management, and strategic thinking skills to consolidate the web development, web merchandising and digital marketing teams into a new department which brought vision, consensus, and alignment to the organization.
• Coordinated cross channel promotional calendar and lifecycle marketing journeys to drive year over year online revenue growth and more relevant, targeted, customer campaigns.
• Managed the efforts and priorities of the external web development team and reorganized the roadmap and backlog of site development features and enhancements to transition from “fixing bugs” to delivering measurable customer experience enhancements.
• Directed focus and action of the search marketing agency team to drive profitable growth in website traffic and improve digital return on ad spend.
• Evaluated and updated 3rd party tools and marketing service partners which modernized the marketing technology stack and delivered more targeted customer messages at scale.
• Petitioned the executive team and board of directors, participated in vendor selection, and spearheaded implementation to migrate from a homegrown ecommerce platform to Magento Commerce Cloud which set the stage for a leap in online customer experience.
WinterSilksCOO / Ecommerce Marketing Manager
Oct. 2014 - Apr. 2017Madison, Wisconsin AreaResponsible for leading the ecommerce, marketing, finance, creative, and inventory planning functions of an over $20M proprietary apparel catalog business, managing brand P&L, driving the budget and forecast processes, leading a team of 12 professionals across multiple functions, and managing the operations of the branch office. • Challenged processes and developed new marketing and inventory strategies to drive a multi-million-dollar turnaround in profit and deliver a positive EBITDA for the first time in 4 years.
• Led the brand group through a leadership transition which built trust and instilled confidence across the team.
WinterSilksE-Commerce Marketing Manager
Sep. 2013 - Oct. 2014Madison, Wisconsin, United StatesResponsible for owning the online marketing strategy, email and digital content calendar, and website operations including budgeting, forecasting, reporting, site content planning, and campaign optimization and testing.
• Leveraged analysis and marketing experience to identify opportunities to grow online channel revenue and effectively direct the web design and copywriting teams in the execution of digital content which provided support for the digital transformation of the brand.
• Led the collaboration of management, merchandising, inventory planning, and creative partners to determine email and website promotional offers and product messaging to enhance customer retention and online experience.
pc/nametagSr. Marketing Analytics Manager
Mar. 2012 - Sep. 2013Verona, WIResponsible for overseeing the analysis and reporting of sales and marketing activities for a B2B web and catalog retailer serving the meeting planning and promotional products industries, managing a marketing analyst, and directing the daily activities of two designers and a copywriter.
• Redesigned the multi-channel customer contact calendar including email campaigns, direct marketing circulation planning, social media content, and phone sales campaigns that drove revenue growth, improved profitably, and increased customer acquisition and retention.
• Utilized project management skills to conduct a vendor assessment, selection, and negotiation for an ecommerce platform to deliver the project on time and under budget.
• Researched and partnered with a local ecommerce development agency to align project priorities with the website enhancement road map and implemented an agile work approach that improved output and delivered greater customer value.
• Owned the relationships with external marketing service providers and consultants, reducing costs, increasing collaboration, and improving the customer experience.
Lands' End BusinessInternet Manager
Jan. 2010 - Mar. 2012• Lead the team responsible for all day-to-day business and creative activities involved in maintaining and updating the Business Outfitters public site and all client facing online properties. • Responsible for the overall strategy, execution, reporting and analysis of all Internet marketing and e-commerce initiatives
• Manage and direct all creative and interactive production, translating the themes, content, and brand look-and-feel online.
Lands' EndEmail Marketing Manager
Sep. 2008 - Mar. 2010• Responsible for the overall strategy, deployment, demand and expense forecasting, reporting and analysis of all U.S. email marketing campaigns
• Manage the production calendar and testing plan for 200+ promotional and triggered email campaigns per month
• Grew the marketable email file size by over 700% and email demand from 0.2% to 35%+ of online sales
• Lead and mentored as many as 3 direct reports and a total team of 5 full and part time Internet marketing professionals
• Recognized as a company expert of Internet marketing and E-commerce channel metrics
• Manage the strategic relationship with our email service provider
• Own and manage multiple cross functional projects and initiatives
• Analyze web traffic drivers and make email channel and site optimization recommendations
• Supported the launch and evolution of Social Media through campaign setup and development
Lands' EndSr. E-marketing Specialist
Jul. 2006 - Sep. 2008
Lands' EndEmail Marketing Specialist
Sep. 2005 - Jul. 2006
Duluth Trading CompanyEcommerce Marketing Specialist
Mar. 2004 - Sep. 2005
Sanford Business-to-Business (A Division of Newell-Rubbermaid)Internet Marketing Intern
May. 2002 - Mar. 2004Identified key Internet measurement metrics, developed and implemented scheduled and ad hoc reporting and regularly presented findings to management teams.
Resposible for managing QA of data integrity for new product database during website redesign for sanfordb2b.com
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