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Director of e-Commerce Resume Example

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DIRECTOR OF E-COMMERCE
Executive Profile
SENIOR DIGITAL MARKETING EXECUTIVE EXPERTISE IN DIGITAL STRATEGY | SUCCESS IN E-COMMERCE MARKETING & REVENUE GROWTH | AWARD WINNING PERFORMANCE Leader. Mentor. Innovator.....High integrity, focused and driven leader actively pursuing an executive opportunity with a world-class organization where strategic vision, decisive management style, team leadership, and expertise building innovative digital marketing campaigns will be held at a premium. Transformational Leader credited with revolutionizing the e-Commerce capabilities of a leading retail corporation, driving significant gains in market share and revenue. Prior success driving digital strategy for clients in the pet care and retail furniture industries. Effective Strategist with the ability to collaborate effectively with key internal and external stakeholders and strategic partners to achieve all corporate financial and performance targets. Well versed in establishing relationships of trust and confidence with persuasive communications skills that achieve consensus and drive progress.
Core Accomplishments
  • Gloria is a visionary leader for e-Commerce strategy.
  • We worked closely together to effectively manage promotions, inventories, and find creative ways to improve profitability.
  • She is proactive and has a strong sense of urgency to continually improve the business.".
  • Aaron C., Former Colleague.
  • PetsSmart Inc.
Professional Experience
January 2015 to Current
Fannie May BrandsMelrose Park, ILDirector of e-Commerce
  • Provide leadership and vision to drive the consumer digital business for the Fannie May brand as well as to identify and lead current and future digital marketing activities.
  • Full P & L management.
  • Lead in developing and executing digital marketing strategies for the brand through on-line promotions, social media, brand site development, on-line retailer support and email marketing.
  • Additional responsibility includes support of retail stores, B2B site, and brand lead with enterprise IT to drive development of ecommerce capabilities for B2C site.
  • Developed and deployed digital marketing strategies that delivered 8% growth in ecommerce revenues, 49% YOY growth in active customer file and 33% YOY improvement in customer retention.
  • Created roadmap for UX improvements to critical path to purchase funnel for B2C site that have resulted in 25.8% increase in conversion.
  • Exceeded enterprise business goal for developing multi-brand customers by 12%.
January 2011 to January 2015
Crabtree & Evelyn LtdWaltham, MADirector of e-Commerce
  • Recruited with a mandate to revolutionize the e-Commerce experience for customers of this $100MM retail corporation that offers upscale collections of hand soaps, body lotions, and home fragrances, introducing a series of improvements to enhance the user experience and strengthen the brand.
  • Maintains supervisory authority over a a team of four technical professionals, encompassing systems managers, developers, designers, and an e-Commerce specialist tracking marketing and data analytics.
  • Envisioned, developed, and deployed strategies and resources governing the e-Commerce technology roadmap, online marketing, social media campaigns, cross-channel collaboration, merchandise planning, and supply chain; achieved significant gains in KPI across conversion, average order value, gross margin, and traffic performance.
  • Assumed a lead role in business development, forging strategic partnerships with leading e-Commerce companies that included Amazon, FTD, 1-800 Flowers, and Beauty.com to expand the company's influence and footprint.
  • Made a direct and positive impact on bottom line performance through expense reductions and P&L management; gained expertise in the use of free shipping as a promotional tool, reversing a trend of losses stemming from shipping fees.
  • Spearheaded a transition from iCongo to DemandWare, a cloud-based e-Commerce platform supporting retailers and brand manufacturers around the world, while assuming ownership of three websites in two languages, yielding greater control and accountability while securing a 16% gain in e-Commerce revenue.
  • Led a $1.6MM project that evolved the corporate website from a costly and unreliable liability to an example of best practices in e-Commerce, capturing Best in Class for the Beauty Category in 2013 and Best in Class for e-Commerce in 2014.
January 2009 to January 2010
Only Natural Pet Store LLCBoulder, COVice President
  • Met the challenge of leading the development and implementation of digital strategy for this $11MM provider of natural pet products, with authority over operations, marketing communications, promotions, advertising, design, creative services, and merchandise optimization.
  • Re-engineered vendor relationships, processes governing internal production and communications, and the marketing support team to improve alignment with corporate performance and fiscal objectives; led a review and overhaul of the email marketing program that resulted in 15% higher sales, coupled with a 22% reduction in costs.
  • Introduced improvements to the affiliate program to spark a 32% gain in sales through affiliate channels.
  • Within one year, skyrocketed profits from private-label sales by 40%; increased online revenue by 10% while lowering key operating and advertising costs; new visitor traffic increased by 7%, with new visitor sales contributions gaining by 9% and new visitor conversion improving by 6.4%.
January 2007 to January 2009
American Signature IncColumbus, OHVice President of Internet Marketing
  • Fulfilled a critical role developing and leading innovative and effective Internet marketing campaigns for this parent company to two ofthe nation's premier furniture retailers.
  • Redesigned and re-launched three branded sites within 90 days, introducing all necessary infrastructure to support online orders, fulfillment, and supply chain; boosted traffic to retail sites by 95%, site registrations by 55%, and product representation by 60%.
  • Launched an email marketing campaign to drive store traffic, leading to over $1M in sales within three weeks, coupled with a comprehensive digital marketing strategy to build the company's online presence, incorporating SEO/SEM, online media, and display advertising.
  • Maintained responsibility for P&L associated with online activity, developing an expense budget and key metrics forecasts.
  • Fostered the establishment and growth of relationships with a network of third party online partners and vendors to create new business driven by referrals and repeat business.
  • Continued to build and strengthen the company's online presence through new technologies that included web analytics/data tracking software, dynamic imaging software, an on-site parametric search tool, a competitive intelligence tool, and print circulars online.
January 2004 to January 2007
PetsSmart IncPhoenix, AZDirector of Internet
  • Retained to restructure the e-Commerce group following the transition to an in-house management model of the website of this multimillion dollar provider of specialty pet supplies and services, assuming authority over 17 professionals engaged in design, engineering, architecture, and other technical disciplines.
  • Established an infrastructure designed to support e-Commerce and provide a solid foundation for growth and success; developed and deployed business objectives, led web development, and instituted best practices to manage advancements in UI and integration engineering.
  • Pioneered the implementation of an on-site parametric search tool, a web analytics tool, and introduced the practice of using Usability Labs dedicated to the testing and research of new designs and UI strategies.
  • Led a broad spectrum of financial planning and analysis functions for e-Commerce, including budget administration, expense management, appropriations for R&D, P&L forecasts, and ROI formulations.
  • Served as the architect of a comprehensive online marketing and advertising strategy that incorporated affiliate programs, email marketing, SEM/SEO, and CSEs.
Home Shopping Network IncSt. Petersburg, FLSenior Marketing Manager
Office Depot IncDelray Beach, FLSenior Marketing Manager
AOL/Time Warner IncDulles, VANetwork Promotions Manager
AOL/Time Warner IncDulles, VAAssistant Network Promotions Manager
AOL/Time Warner IncDulles, VAPromotions Coordinator
Education
UNIVERSITY OF TEXAS AT AUSTIN / RED MCCOMBS SCHOOL OF BUSINESS BABSON COLLEGE
Coursework in Advanced Finance and Accounting
NORTHERN
Business AdministrationUndergraduateBusiness Administration
Interests
Expertise in e-Commerce and Digital Marketing Strategic and Persuasive Communications Email and Contact Strategy Development Building and Leading Strong Teams Mentoring Talented Employees for Succession Implementing SEO/SEM Optimization Developing Revenue and Growth Strategies Expert in Website Usability and Design Social Media Marketing and Integration Consumer and Market Research Analytics-Focused and Data-Driven Strategies Inventory Planning and Optimization P
Skills
Accounting, premier, advertising, architect, B2B, budget, business development, com, competitive intelligence, conversion, e-Commerce, ecommerce, email, Finance, financial planning and analysis, UX, imaging, Internet marketing, leadership, marketing strategies, marketing strategy, marketing, marketing communications, natural, enterprise, network, online marketing, optimization, processes, research, retail, sales, shipping, strategy, strategic, supervisory, supply chain, trend, vision, web development, website, websites
Additional Information
  • LEADERSHIP AND EXECUTIVE MANAGEMENT QUALITIES Expertise in e-Commerce and Digital Marketing Strategic and Persuasive Communications Email and Contact Strategy Development Building and Leading Strong Teams Mentoring Talented Employees for Succession Implementing SEO/SEM Optimization Developing Revenue and Growth Strategies Expert in Website Usability and Design Social Media Marketing and Integration Consumer and Market Research Analytics-Focused and Data-Driven Strategies Inventory Planning and Optimization P
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Resume Overview

Companies Worked For:

  • Fannie May Brands
  • Crabtree & Evelyn Ltd
  • Only Natural Pet Store LLC
  • American Signature Inc
  • PetsSmart Inc
  • Home Shopping Network Inc
  • Office Depot Inc
  • AOL/Time Warner Inc

School Attended

  • UNIVERSITY OF TEXAS AT AUSTIN / RED MCCOMBS SCHOOL OF BUSINESS BABSON COLLEGE
  • NORTHERN

Job Titles Held:

  • Director of e-Commerce
  • Vice President
  • Vice President of Internet Marketing
  • Director of Internet
  • Senior Marketing Manager
  • Network Promotions Manager
  • Assistant Network Promotions Manager
  • Promotions Coordinator

Degrees

  • Coursework in Advanced Finance and Accounting
    Business Administration Undergraduate

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