E-commerce & CRM Strategy Contractor

Pure Romance, OH

March 2024 to present

As a Consultant, I specialize in enhancing website user experience and CRM marketing strategies for Pure Romance on a contract basis. My role involves optimizing digital touchpoints across the website and CRM channels including email and SMS.

Core Responsibilities:

• Leveraged data analytics to track website and CRM performance, providing actionable insights for strategic decision-making

• Identifying AB tests to drive revenue, and increase CRM subscriber lists while improving COS (cost of sale)

• Collaborated with cross-functional teams to align marketing efforts with overall business objectives

• Optimized website user experience, improving customer journey and engagement

• Enhanced CRM marketing strategies across email and SMS channels, boosting customer retention

Marketing Director

Carlson Craft, a Taylor Corp Company - North Mankato, MN

March 2014 to July 2016

Lead 3 teams totaling 18 direct reports: E-commerce development, design, and merchandising team and the advertising and communications team comprised of designers, copywriters, and coordinators.

Core Responsibilities:

• Marketing: creation, budgeting, and execution of a 12-month multi-channel marketing strategy for Carlson Craft and Hortense B. Hewitt brands. Set and achieve financial objectives for marketing plans and the overall brands.

• Branding: Communicate with and influence customer service, sales, IT, and production teams to create a unified customer and brand experience. Exhibiting and presenting at tradeshows and networking within the industry to promote brand.

• E-commerce Strategy & Planning: Drive the overall e-commerce strategy for the brand, including social media strategy, SEO, email, and any other e-commerce marketing activities to achieve brand goals.

• Financial: Understand, test and drive profitable sales and all associated metrics (traffic, downloads, conversions, AOV, etc).

• Site management and analytics: Monitor and manage key metrics, identifying opportunities for improvement.

• Product: Collaborate with Product Director on the strategic direction of website and app features and functionality, and user experience to achieve product, brand, and customer goals.

• CRM: B2B email marketing, social media, and marketing to drive traffic to channel partner sites.

E-commerce and Brand Manager

Carlson Craft, a Taylor Corp Company - North Mankato, MN

September 2013 to March 2014

Key Accomplishments

• Successful execution of a new go-to-market tradeshow strategy for 2015 resulting in a 130% increase in new leads generated and a 320% increase in lead conversion

• Creation of the first Brand Style Guide for Carlson Craft. Development of branded communication templates for all channels

• Ideation and implementation of workflow processes utilizing SharePoint for all aspects of e-commerce workflow for phone reps and the data team supporting the sites. Analysis of data from this list to create key performance indicator (KPI) standards for the team

• Creation of a ticket system utilizing SharePoint for the advertising and communications team to streamline workflow and aid in internal transparency to project timelines

Core Responsibilities

• Lead a team of 4: Merchandising, Commerce Data and Development

• Commerce: drive and execute the overall e-commerce strategy, including social media, SEO, trigger emails, and UX development. Monitor and manage key metrics for the websites and analyze competition to identify opportunities for improvement

Product and Marketing Manager

Navitor Folders, a Taylor Corp Company - North Mankato, MN

December 2008 to September 2013

Key Accomplishments

• Steered creation, branding, training, and launch of internal product idea generation and tracking site using SharePoint, which is still utilized to date

• Launch of the new packaging line; market research, product testing and development, costing and data structures, and pricing. Creating supporting marketing collateral both printed and web-based within budget. Training on the product line from customer service to production and marketing. Execution of go-to-market strategy

• Spearheaded a branding refresh for Accent, a brand operated by Navitor. Coordinating research and activities to evaluate and redefine brand position and promise. Providing direction to develop new logo and brand guidelines. Creating new marketing collateral, tradeshow presence, and social sites to support new branding

Core Responsibilities

• Creating and executing marketing plans; including printed materials and advertising and promotions, while maintaining the budget for the rolling calendar year

• In charge of merchandising catalogs, distribution, and pricing strategies by channel based on competitive landscape and market position

• Developing products and processes from inception to market launch, including internal staff training, for all channels

• Exhibiting at tradeshows and calling on top channel partners

• Managing a team of 3 and providing support and direction to other internal teams