Demco, Inc.Director of Digital Marketing and Ecommerce
Apr. 2017 - Feb. 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.