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Work Background
WeezieVP of Growth
Aug. 2022Atlanta, Georgia, United States
Ecommerce Convert MarketingDigital Marketing Consultant
Aug. 2021Atlanta, Georgia, United States
Crown & CaliberSr. Director of Digital Marketing & Acquisition
Nov. 2017 - May. 2021Greater Atlanta AreaCrown & Caliber is an exclusively online marketplace for luxury certified pre-owned watches, acquired in Feb 2021 by content company Hodinkee (my position ended in May). As a member of the leadership team reporting to C-level, I spearheaded revenue by driving digital marketing, including customer acquisition, lead generation, and conversion strategies. I directed a team of 8 and a multimillion-dollar marketing P&L. ✔ Transformed business by designing & executing strategy to shift model from B2B to DTC, and by creating innovative e-commerce/content platform. ✔ Positioned company to #1 in market and enabled acquisition. Praised by PE owner as a key factor in M&A success. ✔ Drove double- to triple-digit YoY growth to deliver 412% sales increase, 49.7% net direct margin increase, and 392% ROI improvement over 5 years.
✔ Produced 3 of company’s Top 5 best-performing months while serving as interim CMO in 2020, despite COVID-19 pandemic. ✔ Consistently generated NPS Score of 80+ (vs. 71 in 2014).
✔ Cultivated high-performance culture and secured company’s lowest staff turnover rate.
✔ Grew email marketing list to 600K+. Maintained 23%+ open rate & 4.5%+ CTR through segmentation, retargeting, and automation.
✔ Catapulted social media presence and engagement across YouTube, Instagram, & Facebook.
✔ Established organic traffic as #1 driver of new and repeat visitors by setting content-focused full-funnel marketing strategy.
✔ Earned numerous industry awards:
★ 2021 DIGITAL COMMERCE 360 – Top 1000 (#686) | Jewelry Category (#23)
★ 2020 ATLANTA BUSINESS CHRONICLE – 100 Fastest-Growing Private Companies (#40)
★ 2020 DIGITAL COMMERCE 360 – Top 1000 (#689) | 50 Fastest Growing Retailers (#20) | Jewelry (#2)
★ 2019 INTERNET RETAILER – Top 1000 (#975) | Jewelry (#26)
★ 2018 INTERNET RETAILER – Top 1000 (#535) | Jewelry (#26)
★ 2017 ATLANTA BUSINESS CHRONICLE – Pacesetter Award (#29)
★ 2017 INTERNET RETAILER – Hot 100 Most Innovative E-Retailers
Crown & CaliberDirector of Digital Marketing
Apr. 2015 - Nov. 2017Greater Atlanta Area
Astral BrandsDirector of E-Commerce
May. 2011 - Apr. 2015Greater Atlanta AreaIn this leadership role reporting to the CEO of a global cosmetics & skincare company, I oversaw B2B and B2C e-commerce operations for the company’s 3 unique brands: Pür Minerals, CosMedix, and Aloette. I created sales & marketing strategies, built online sales platforms, and developed new distribution channels. Leading all technical aspects, I managed software enhancements, optimized the product database, and contributed to product launches. In addition to directing agency teams, I mentored and led a cross-functional team of direct reports, including a Programmer, UI/UX Developer, and the Marketing Coordinator. I held DTC P&L accountability. ✔ Elevated global presence of each brand, achieved DTC revenue targets, and drove B2B e-tail. Generated an average of 13% (up to 22%) YoY annual revenue growth for CosMedix and Pür Minerals. Supported MLM brand Aloette through franchise marketing process optimization. ✔ Spearheaded Amazon retail strategy and earned elite status as one of the first makeup lines invited to join Amazon’s Vendor Central, an invitation-only platform. Built custom software to map & integrate product data to ensure compliance with Amazon’s regulations, and created standard operating procedures (SOPs). ✔ Accelerated digital transformation of Pür Minerals and CosMedix by championing mobile. Utilized responsive design to convert website functionalities across all mobile devices, incorporating existing SMS marketing program into launch.
✔ Launched high-impact programs such as online loyalty programs and national co-marketing promotional campaigns. ✔ Fostered and maintained trusting relationships with franchisees, 3 marketing managers, and agencies (SEO, SEM, & affiliate marketing vendors). Revived, and formed new, strategic channel partner alliances. ✔ Redesigned B2C warehouse operations and fulfillment processes, collaborating with VP of Operations.
OKA b.Director of E-Commerce
Jan. 2007 - Dec. 2011Greater Atlanta AreaI established the DTC e-commerce strategy, plan, and team for Okabashi Brands, a global footwear manufacturer. Upon transforming the overall DTC business, I then focused on the digital growth strategy for their OKA-b brand. Leveraging my technical strengths/knowledge and strategic partnerships, I delivered high-impact results and drove revenue. ✔ Turned around struggling e-commerce business by implementing CSE, SEO, PPC campaigns, affiliate marketing, online advertising, consumer marketing, social media, and online PR. Led $50K marketing technology conversion project. ✔ Led e-commerce overhaul while maintaining focus on seasonal product launches and promotions.
✔ Generated unprecedented sales, increasing DTC revenue 65%, new customer revenue 39%, and repeat customer revenue 215%. Broke monthly and daily consumer sales records through online marketing, PR, and website architecture redesign.
✔ Elevated customer retention by implementing innovative programs, such as such as building B2B trade portal for 4K+ OKA-b wholesale customers, including large and independent hotels, resorts, and spas.
✔ Grew email list to 30K+ within 18 months, with 25% increase in open rates and 47% improvement in click through rates.
Turner Broadcasting System, Inc.Webmaster
Jan. 2002 - Dec. 2007Greater Atlanta AreaDuring my 8 years at Turner, one of the world’s largest media and entertainment companies, I established and led an innovative e-commerce bartering platform to monetize products received by the company as payment (from commercial customers), by selling those products to employees. This included developing the business requirements, overseeing web design, merchandising, online marketing, CRM, and e-commerce operations. ✔ Pioneered Turner’s e-commerce capability and contributed to department’s revenue targets by producing up to $10M annual sales. ✔ Expanded revenue by creating Friends & Family program to leverage post-M&A employee growth (from 7K to 75K).
✔ Led technical & process implementations and upgrades, partnering cross-functionally. Created needs assessment for major Microsoft Commerce Server implementation. Streamlined processes and knowledgebase software for CSRs.
Turner Broadcasting System, Inc.Intranet Specialist / Programmer
Jan. 2001 - Dec. 2002Greater Atlanta Area
designdawg.com, LLCCo-founder & CEO
Jan. 2001 - Jul. 2004Greater Atlanta AreaConcurrent to my fulltime role at TBS/Time Warner, I founded a web/e-commerce development company. I led all aspects of the business, including new business development and client satisfaction. Partnering with a back-end expert, we gathered project requirements and designed & developed dynamic database applications for e-commerce sites. ✔ Grew a profitable startup business, working in a part-time capacity. ✔ Delivered timely e-commerce projects for clients, including rebuilding/rebranding website for Atlanta Symphony Orchestra (ASO) and building e-commerce portals for clients of Harold Masters logo shop, including Advantage and UPS.
Turner Broadcasting System, Inc.Employee Sales Coordinator
Jan. 1999 - Dec. 2001Greater Atlanta Area
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