New York, New York, United States
· Manage $5MM marketing budget to deliver efficient return on investment across different retailers (e.g. Amazon, Walmart, Target, Instacart, GoPuff) · Execute and analyze portfolio of paid media campaigns, optimize keywords and audience targeting, manage bids, and identify performance trends · Work cross functionally with sales, brand and trade marketing teams to ensure all holistic activations are executed accordingly · Create well-defined digital content and drive content optimization across retailers on all ads, PDPs, A+ and B+ content
·Responsible for managing 70 clients and 206 paid search campaigns while also developing & maintaining client relationships on daily basis via monthly reporting, touchbases, and executive business review ·Create opportunities for account expansion and partner with sales to support contract upsells and renewal efforts, growing the ACV of a $3.1MM (+60% YoY) book of business ·Omni-channel BI recommendations, revenue, return analysis, GTM strategy, and adjustments for paid search (SEO/SEM, promotions and digital media ·Process improvement based on collaborative KPIs (ROAS, SOV, Share of Revenue etc), product roadmap and testing, and reporting enhancements (dashboards, pacing reports, annual trackers) ·Defined clear operational steps and strategy for CPGs in BD categories by leveraging product and BI teams, sales, and product management tools (Excel, JIRA, Salesforce)
· Strategically managed $12MM YTD, Massage Therapy Business, leading to a +150% increase in sales by working cross-functionally with creative marketing, site experience, and supply chain teams to ensure execution of initiatives · Spearheaded holiday planning, working closely with key vendors (Homedics & Belmint) to provide discounts, site marketing, assortment selection, inventory planning, and exit strategies; $6MM opportunity · Lead retail site merchandising captainship, managing the relationship between the retail and site merchandising team, establishing ways of working and creating monthly heat maps of Category Pages and major brand launches (e.g. LOLA, Voltaren, Advil Duo) · Lead strategy, planning, and innovation for Walmart’s Big Save Event, creating report reflecting progress on event sales, overstock sell through, and site metrics performance.
· Managed $27MM/year feminine care business, leading to a +60% increase in sales, collaborated with cross functional teams and strategic vendor partners (e.g. Procter and Gamble, Kimberly Clark) to drive top-line and bottom-line growth · Spearheaded end-to-end launch of Walmart exclusive DTC Brand, LOLA, by establishing strong communication, strictly overseeing supply chain operations, assortment selection, and partnering with site marketing: $40MM omni opportunity · Partnered with high profile CPG vendors (e.g. Procter & Gamble, Kimberly-Clark, Edgewell) to align on financial performance and operational goals, assortment needs and marketing campaigns · Negotiated coop funding across key vendors by establishing aggressive but attainable goals that resulted in over $500K in margin protection and to beat margin plan