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Work Background
STRAANDHead of Digital & Ecommerce Marketing
Jul. 2024Australia🌟 Thrilled to announce that I’m joining the incredible team at Straand Scalp Care as Head of Digital and Ecommerce Marketing! Straand is on a mission to de-stigmatize dandruff and make scalp health a natural, important part of self-care, and I couldn’t be more excited to contribute to this journey. From innovative products to breaking down misconceptions around scalp care, we’re aiming to redefine what it means to feel confident and comfortable in your own skin—starting from the scalp.
Alpha-HHEAD OF DIGITAL & ECOMMERCE
Oct. 2022 - Apr. 2024Australia
FRĒDA SALVADORDirector Ecommerce & Digital Marketing
Jan. 2022 - Oct. 2022Company Overview:
Frēda Salvador offers handcrafted footwear designed to empower non-stop women by offering pound-the-pavement utility. A multi-channel business with brick and mortar retail, a thriving D2C e-commerce business, and a supplier to leading US retailers including Nordstrom, Anthropologie, Bloomingdales, Saks Fifth Avenue and Shopbob. Role Overview:
Since starting at Frēda in 2019, I've been able to grow the DTC online channel from 45% of total business, to over 70%. My goals are to continue to develop and grow the DTC channel in 2022 expanding to international markets, and offering an in-store retail experience in a forever changed, post-covid digital landscape.
FRĒDA SALVADORSnr. Digital Marketing & Ecommerce Manager
Aug. 2019 - Dec. 2021San Francisco Bay AreaRole Overview:
• Develop and lead the digital marketing strategy and its calendar setting expectations and KPI benchmarks. • Manage initiatives aimed at increasing traffic, driving customer engagement and conversion.
• Produce, develop and implement leading online sales strategies, including: websites, CRM, Paid, Social Affiliate, Events & eCommerce. • Formulate and implement all digital marketing and media campaigns including SEO, SEM, Display, Paid Social and Affiliate.
• Partner, manage and ensure accountability of internal & external stakeholders.
• Oversee the performance of CRM and email marketing results, set benchmarks & report on opportunities and insights.
• Analyse and provide insights around customers, traffic and other key eCommerce metrics with Google • • Analytics, dashboards and relevant business tools.
• Manage and mentor a small team to ensure various campaigns are delivered effectively, on-time and on-budget.
Freelance, self-employedCONSULTANT, Digital & Marketing Strategy
Apr. 2019 - Jul. 2019San Francisco Bay AreaCompany Overview:
Ajna Living is an outdoor furniture company with ambitious growth goals that up until now has grown organically. After a stellar 2018, co-owners Kristin and Jeremy decided to invest in marketing and needed guidance with how to best use their limited budget to achieve their goals. Role Overview: - Developed a strategic digital paid performance framework and roadmap to help the brand capitalize ROAS through the peak summer period. - Implemented EDM strategy to increase brand engagement and new customer acquisition resulting in around a 300% list increase within a 3 month period. - Provided strategy and insight for new website and content resulting in a better customer experience and faster new customer conversion. - Developed a 12 month strategy and forecast outline which will drive the client towards achieving their digital goals while maximising budget.
Tea CollectionDigital Marketing Manager
Sep. 2016 - Feb. 2019San Francisco Bay AreaCompany Overview: Founded in 2002 Tea Collection designs, manufactures and wholesales children’s clothing that's inspired by their travels around the world. With an aim to inspire global collection and curiosity, Tea has turned to their digital channels to help bring this message to life for their customers. Role Overview: My role at Tea has been to nurture and expand the digital strategy for both acquisition and retention to help strengthen the DTC e-commerce store. Aside from the general planning and execution of all digital advertising, I've also worked with key department heads to streamline communication pathways, and refine asset planning and briefing procedures. Key Responsibilities: • Analyse and evaluate end-to-end customer experience across multiple channels and customer touch points. • Develop and maintain Tea's digital brand voice to ensure consistent communication to customers.
• Identify opportunities for customer segmentation, and develop communication tactics to help further enhance the Tea tailored customer journey pathway. • Plan and execute all web, SEO/SEM, marketing database, email, social media and display advertising campaigns.
• Measure performance of all digital marketing campaigns and assets against goals. • Plan, execute and measure experiments and A/B conversion tests across all digital channels.
• Identify and develop trends, and optimise spend and performance based on learned insights.
• Develop and strengthen TeaCollection.com’s email marketing and triggered campaigns through enhanced messaging, deliverability, and customer segmentation so far allowing us to hit ambitious financial goals.
Freelance, self-employedFreelance Digital Strategist
Jan. 2015 - Aug. 2016Company Overview:
Consulted for an independent jewelry, clothing and homewares designer located in Byron Bay, NSW. After launching their ecommerce site in 2010, they decided to ramp up sales through structured Social Media Adverts and Campaigns. Role Overview: I work closely with owners to help create a scheduled marketing calendar to help boost sales during slow periods and attract a new audience through selective targeting. By coaching the team in social media advertising, they has been able to increase their digital communities engagement with strong ROI’s. My role also includes strengthening the sites SEO by managing and creating key word content, and implementing Meta Tags, H1 Titles and Alt Tags. Key Responsibilities :
• Digital strategy aligned with development of marketing calendar to increase brand awareness and customer acquisition via advanced SM targeting. • CRM strategy development to increase brand awareness through digital communities engagement leading to strong ROI’s. • Implementation of strengthened SEO strategy.
• Provide mentoring, coaching and training in Social Media.
Elk AccessoriesDigital Media & PR
Oct. 2014 - Feb. 2016Elk Accessories, Melbourne, AustraliaCompany Overview:
Elk is an Australian owned fashion and design label based in the northern suburbs of Melbourne. Elk is unique in that it has three levels of trade - Wholesale, Retail and Online. Each sector of the business was managed and marketed separately. Role Overview:
As head of Digital Marketing and PR at Elk I worked with key department heads to deliver a full suite of in-store events, digital marketing, advertising, brand alignments and e-comm programs. During my time with Elk, I implemented a targeted marketing calendar for all aspects of the business, successfully navigated a changeover to a bespoke website in 2015, enriched CRM and refined customer data which achieved an average CTR of 64%. I spearheaded SM content strategy, execution and community engagement, setting budgets and goals that saw substantial ROI’s and an enormous growth (over 60%), in followers and brand engagement. Key Responsibilities:
• Digital strategy development aligned with marketing calendar including website, social, search, mobile applications and content.
• Managed content creation, user acquisition and advanced targeted advertising for all of Elk’s SM platforms.
• Digital brand guardianship and creative asset management.
• Development of strong SEO strategy in association w/ Google Trends. • Coordinated search engine marketing through Google PPC.
• Development of faster e-com conversions through refined UX.
• Management and integration of CRM program to increase effectiveness of customer communication through email.
• Management & development of PR briefs, activities and alignments to drive brand awareness.
• Brand partnerships and ambassadors – Identifying key opportunities and relationship development to successfully implement influencer campaigns to drive customer acquisition.
• Key internal and external stakeholder management – including creative, media, sales, digital & PR agencies.
• Budget management for all digital media, marketing & PR activities.
Elk AccessoriesCustomer Journey Manager
Aug. 2012 - Sep. 2014Melbourne, AustraliaRole Overview:
I started working for Elk in 2012 with a customer journey management role after I had sold my business earlier in the year. The aim was to take a relaxed approach to work for a little while after a hectic few years running Murphy’s Paw. After only 8 months, I created a brand voice guide for on-boarding, introduced new customer response systems and developed a new process for the company to handle returns. Soon after, I was guiding a team in retail, e-com and wholesale in relation to the Elk customer experience, and developing communication pathways to enhance UX through key customer feedback. Key Responsibilities:
• Development of improved online UX through initiation and creation of customer surveys for research purposes.
• Development and implementation of compelling loyalty programs to maintain customer retention. • Created communication pathways between customer service and production teams to ensure customer and community concerns were met. • Development of new returns processes for retail and online customers.
• Management and implementation of ‘Elk Voice’ guide, ensuring customers were receiving consistent brand experience with open and honest communication from all touchpoints within the brand. • Development and implementation of the Elk Customer Service Handbook as a training tool for all sales teams.
• Management, training and development of 10 Customer Service staff in all aspects of the business (wholesale, retail and online).
Murphy's PawIndependent Business Owner
Oct. 2006 - Jun. 2012Melbourne, AustraliaCompany Overview: Murphy’s Paw was Melbourne’s premium dog grooming salon and boutique pet supply store. Since taking over the ownership in 2006, the store expanded on all fronts with a client base increasing by 1011% in regular customers and employees from just one full time staff, to managing 11 full time during that time. To accommodate for the increase in business, the store expanded in mid 2009 to include the neighbouring shop front. Today, it is still a thriving business that handles all pet grooming and supply needs to Bayside Melbourne and beyond. The success and fast growth of Murphy’s Paw was due to the careful selection and training of a great team, and of the importance placed on understanding the customer and using them to increase the brands awareness. Key Responsibilities:
• Brand development & guardianship. • Social media management & implementation. • Localised PR and marketing strategy management. • Bespoke e-com website and content development.
• CRM program development to boost sales through sales events, milestones and loyalty programs to maintain customer retention.
• Product development and merchandise buying.
• Financial management.
• Management, recruitment, training and OH&S for up to 12 staff.
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