Fort Myers, Florida, United States
Marketing Executive that is a servant leader with proven revenue-driving results in ecommerce and omni-channel retail, manufacturing and automotive industries with a background in digital marketing and technology. I develop strategic Omni and digital marketing plans and manage tactical execution of Omni and digital marketing programs. I grew sales at 200% for one company during my tenure as Director, Digital Marketing and have maintained consistent double-digit growth in my 5 years in my current position, Inc. despite a brick and mortar business in double-digit declines, adding over $50M to the bottom line. I have P&L and budget accountability and have effectively managed to consistently deliver both top line revenue and bottom line contribution for a $280M+ ecommerce business with budgets in excess of $50M. I have hired, promoted, motivated and retained competent and highly effective teams in a competitive industry through servant leadership, goal focused accountability, empowerment, and performance rewards. SPECIALTIES: Servant Leadership; Innovation, E-Commerce strategy and management; Omni-Channel strategy and execution; digital marketing strategy and execution, reporting and analytics, general management; P&L responsibility; budget ownership, business planning and roadmap prioritization; strategic planning and tactical execution; leadership and team development; site design and optimization; re-platform initiatives
In this role, I own driving profitable sales through our e-commerce channels as well as driving acquisition of new customers and retention of existing customers through efficient digital marketing channels. I create strategy and plans around budgets to achieve profitability using CMAM (contribution margin after marketing) as well as maximize ROAS through email, SMS, paid and influencers on Facebook, Instagram, Tiktok and other social channels, paid search, affiliate marketing, display, organic search and CTV while also overseeing campaigns run through linear TV, radio and direct mail. I grew DIFF DTC business 70% YoY in 2023 by scaling into Paid Social through influencer content while growing our new customer file by 80% and by leveraging CRM to turn new customers into repeat buyers. Our growth and innovation in the paid social space led to being invited and accepted into the Meta Disruptors program in 2024. I manage a team of 7 FTEs ranging from Directors to Specialists as well as numerous contractors and vendors. Responsibilities Include: Championing a high-performing, positive, team-oriented culture Overseeing all digital customer acquisition strategies and activities, including Paid Social, Paid Search, Linear & CTV, Streaming, Content Marketing, Affiliate Programs & SEO Managing the digital experience of our owned platforms, including site merchandising, website operations & purchase funnels CRM strategies that include SMS marketing, Email marketing & Loyalty programs Building a high performance, versatile, and agile digital team capable of driving transformational change Developing ecommerce strategies to generate incremental revenue and profits for the brand and drive business profitability by increasing visitors, improving conversion rates, and increasing customer lifetime value Automating business reporting / KPIs to ensure progress against brand and retail objectives with more time spend on analysis and less time on gathering the data
As the Head of Global Digital Marketing & eCommerce, I oversee all things digital for 4ocean, including digital acquisition media, the digital user experience across platforms and devices, the ecommerce store P&L, loyalty and engagement programs, and analytics, reporting directly to the CEO. Responsibilities Include: Championing a high-performing, positive, team-oriented culture Overseeing all digital customer acquisition strategies and activities, including: Linear and Connected TV Digital Video Digital Audio / Streaming Radio Paid Social Advertising Search / Shopping / Display / Programmatic Advertising Digital Partnerships and Collaborations Content Marketing Affiliate Programs SEO Managing the digital experience of our owned platforms, including: Website design, UX / UI for mobile and desktop App design, UX / UI Digital merchandising Shopping and purchasing experience Develop and Implement a robust consumer engagement strategy that includes overseeing: Email marketing SMS marketing Customer database management Loyalty programs Organic social media Building an insightful and actionable analytics engine Collaborating with other functions including Creative, Brand Marketing, Consumer Experience, Product Development, and Sales to execute cross-functional initiatives in support of company objectives Building a high performance, versatile, and agile digital team capable of driving transformational change for the organization while staying on top of cutting-edge technology trends Managing and vetting outside partners to drive improvements to our digital experience and ecommerce P&L Developing ecommerce plans and programs to generate incremental revenue and profits for the brand and drive business profitability by increasing visitors, improving conversion rates, and increasing customer lifetime value Establishing business reporting / KPIs to ensure progress against brand and retail objectives
Helped to drive the Chico's total brand to its first positive comp quarter in 17 quarters! Develop and drive innovative OmniChannel campaigns and initiatives that blend online/offline channels to effectively acquire and retain target customer segments. This role requires a deep understanding of the customer mindset and needs in order to direct seamless integrated marketing programs that drive new customer acquisition and engagement on all platforms. • Develop and execute a cohesive marketing strategy to gain a larger share of the women’s specialty retail sector. • Work closely with agency partners on the purchasing of all online and offline media, including digital broadcast, video, audio, social, print and OOH. • Direct all online and offline marketing programs, including email, paid search, affiliates, display, paid social, mobile, TV, direct mail, print, radio, OOH and co-op partnerships to drive customer engagement and acquisition. Lead and build all digital marketing capabilities. • Partner cross-functionality with all marketing channel leads to determine acquisition and retention initiatives and ensure promotional activities are optimized. • Create and own the planning of annual and seasonal brand messaging, marketing mix and investment allocation. Provide marketing support to cross-functional teams. • Oversee development and execution of a strategically sound, brand-right OmniChannel media plan. Action oriented advertising targeted toward key customer segments that increase brand awareness. • Achieve targeted results and ensure timely and effective execution of marketing tactics and programs. • Development benchmark criteria to measure the efficiency execution of marketing tactics and programs. • Identify, interpret and capitalize on marketing trends. • Prepare and manage annual marketing budgets to optimize spend, drive sales and deliver return on investment through file growth and sales. • Manage and develop a team of direct reports.
As the Director of Marketing, Digital Commerce, I will lead and oversee the development of online marketing strategies and integrated marketing plans for the Brand. These plans will support both long-term growth and immediate-term growth goals. My responsibilities include developing deep consumer insights, creating marketing and positioning strategies, creating concrete marketing plans, and working with cross functional teams to ensure successful execution and delivery against revenue and customer goals. RESPONSIBILITIES: • Lead the development of marketing strategies and plans for the brand - including deep understanding of consumer needs, positioning and messaging evolution, and scalable growth-driving programs • Work with internal partners to align and integrate marketing and promotional activities across all channels (TV, email, display, mobile, etc.) • Publish and communicate a monthly calendar for online marketing events; campaigns (online marketing, social, catalog, etc.), website updates, content management, etc • Work with the internal team to develop and produce promotional material in keeping with brand position • Develop monthly and weekly marketing plans and detailed campaign results presentations • Collaborate closely with cross-functional partners (e.g., Merchandising, creative) as well as Channel Marketing counterparts to ensure that integrated plans deliver on both long-term and immediate-term business objectives • Manage and own delivery against significant revenue and customer goals, providing timely status updates on key drivers and necessary contingencies • Innovate to identify impactful, economically-viable, and scalable new growth drivers • Develop team members to establish strong bench of talent • Generate ideas for improving engagement and satisfaction with the site based on analysis of customer feedback. • Evaluate, critique and contribute to information design and content organization
Selected as one of 14 associates from Sterling Jewelers asked to join parent company Signet Jewelers to lead the successful ecommerce integration efforts from the acquisition of the Zale Corporation to: Design a world-class Signet Omni-Channel ecosystem & strategy Document the customer experience that Signet will support and what tactics and solutions are needed Outline plan for an enterprise Signet world-class ecosystem including the ecommerce platform, content management, order management, risk/fraud management, payment processing provider, PayPal integration, call center alignment, vendor on-boarding/drop-ship management, MDM (PIM, DAM), session monitoring and tag management Cross-divisional ecommerce P&L, gross margin and EBITDA review and analysis Review e-merchandising strategies and vendors for potential synergies Review and identify synergies for digital marketing and social media solutions and providers for value creation and efficiency benefits including SEM media spend and keyword strategy, social commerce and social engagement strategies, email service providers, SEO and local search, website personalization, A/B testing strategies, affiliate, mobile web and responsive web design, mobile apps, SMS/MMS, gamification, display providers and ad servers, online chat and social media and social commerce strategies Provide a cost/benefit analysis and value creation opportunities for the recommended Signet digital ecosystem Recommend an organization design structure to support approved Signet Omni-Channel strategy