Aaron Finley Email and Phone Number
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My career path began in advertising design, advanced into web development, moved on to digital marketing, which eventually led me to product management, and finally to an executive leadership role that encompasses all four areas.As the Chief Ecommerce Officer for CityPASS®, I am building our direct-to-customer sales channel with an amazing team I have assembled. Together, we have more than doubled our online sales ($1XXM) and conversion rates since I joined the company—and we’re still as hungry as ever. I am grateful to work for a company that genuinely values their people and empowers them to make a big positive difference.I am an inclusive leader by nature. I enjoy bringing people and ideas together to accomplish much better outcomes than could have been made separately as individuals. Seeing my team grow and succeed continues to motivate me to raise the bar myself.Simply put, I love working with good people and selling quality products online.Experience:► Team Leadership: Motivating cross-functional teams. Recruiting, hiring, coaching, and promoting staff. Setting goals and target outcomes. Leading effective meetings and team brainstorms. Recognizing individual accomplishments. Celebrating team wins. Managing outsourced vendors.► Business Operations: Shaping the organizational strategy, short- and long-term plans, and cross-functional initiatives. Collaborating with the CEO to develop and implement strategic initiatives that align with the company's vision and goals. Leading cost reduction and process improvement initiatives. Analyzing business data, developing budgets, and making strategic decisions to achieve company goals. Partnering with stakeholders from all departments to execute on annual plans. ► Product Management: Roadmapping. Writing clear problem statements. Defining success criteria and KPIs. Developing business cases. Agile software development methodology using Scrum framework. Customer satisfaction surveys and NPS. User research tools.► Online Marketing & Analytics: Organic search (SEO), PPC, Display, Retargeting, Affiliate, Social Media Ads, and Email channels from a strategic and tactical perspective. Google Analytics, Heap, and Adobe Analytics tracking software. Cohort analysis and attribution modeling.► Digital Commerce: Ecommerce platforms. Online merchandising best practices. Product photography and video. UGC collection tools and strategies. Promotions & couponing. Messaging platforms. Payment processors. Fraud prevention software. Cybersecurity and regulatory compliance for ecommerce. Negotiating contracts.
Citypass®
View- Website:
- citypass.com
- Employees:
- 51
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Citypass®Tyler, Tx, Us
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Chief Ecommerce OfficerCitypass® Feb 2023 - PresentVictor, Idaho, UsCityPASS is the market leader in providing travelers with an easy way to visit iconic attractions at up to 50% discount. Responsible for business unit sales growth, P&L, customer acquisition, and the technology stack for citypass.com. Leading a cross-functional team of online marketers, software developers, product, and UX/UI design with a focus on data-driven decision making and relationship building. Defines the team vision, roadmap, and budgets. Managing overall operations for the CityPASS website and mobile apps. Utilizing robust analytics and customer research to discover opportunities to improve the product experience and increase ad spend efficiency. Partnering with stakeholders across the organization to shape the business strategy and execute new initiatives.Key results: Boosted overall unit sales by +105% and doubled annual revenue to $XXXMM between 2014 and 2019 (15.4% CAGR). During the same period, order volume increased by +120% on visits volume growth of +27%. Led the ecommerce sales recovery after the pandemic—from an 82% Y/Y decline in 2020 back to growth over pre-pandemic levels in 2022. Sampling of other accomplishments to date:• Grew ecommerce order conversion rate +120% (from 1.9% to 4.12%) through conversion rate optimization, site performance improvements and ad spend optimization. • Launched a mobile app with React Native that shares code across iOS, Android, and the Web to provide travel info to ~1.XMM customers/year. • Migrated all content from a legacy publishing system to a modern headless CMS to scale production. • Built a proprietary translations workflow integrated with providers via API to streamline the process and save $XXK/year in costs. • Conducted an omnichannel messaging platform vendor RFP and managed the integration to bring email, SMS and push channels into alignment under one platform. • Directed data privacy and cybersecurity upgrades to comply with GDPR and CPRA regulations. Promoted from VP of Ecommerce.
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Vice President EcommerceCitypass® Sep 2014 - PresentVictor, Idaho, UsResponsible for business unit growth, P&L, digital marketing, product, UX/UI and the technology stack for citypass.com.Sampling of accomplishments:• Implemented Scrum & Agile methodologies throughout the team. • Successfully guided a full site redesign initiative while increasing core KPIs and preserving SEO value. • Grew SEO channel sales 62% from 2014 to 2019. Created a content marketing strategy to drive SEO growth via evergreen content and blog articles. • Executed strategy to optimize the Paid Search channel to save roughly $XXXK in annual ad spend while growing output metrics. • Conducted plans to boost social media engagement rates and increase followers on Instagram by 327% and Facebook by 87%. • Spearheaded the development of mobile ticket delivery options for CityPASS products, as well as functionality to allow customers to save their tickets to Apple Wallet. • Migrated to Braintree payment gateway to reduce processing fees and offer customers mobile payment options such as Apple Pay that now accounts for XX% of total orders. • Implemented Kount and other fraud-screening tools to reduce chargeback rate. • Added 3 new currencies for international customers that comprised roughly 30% of total orders pre-pandemic. • Piloted new revenue programs to cross-sell hotels, rental cars and Broadway tickets to existing CityPASS customers. • Integrated a new ratings & reviews platform that increased submissions by more than 300% Y/Y.• Led the cross-departmental initiative to make the organization PCI-DSS compliant.
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Senior Product ManagerBackcountry.Com Oct 2012 - Sep 2014Park City, Ut, UsLeading end-to-end software development process as product owner for the “Backcountry Team”, a Scrum team in charge of the core online shopping experience on Backcountry.com (mobile & desktop). Responsible for deeply understanding the Backcountry.com customer through user testing, surveys and web analytics. Establishing the Backcountry.com product vision/roadmap and working across functions—including marketing, merchandising, engineering and customer service—to execute it.Measuring success of new products via A/B testing and detailed feature instrumentation. Reporting site performance KPIs to executive stakeholders. Collaborating with other product owners and tech leads to ensure smooth integration and prevent regression issues. Facilitating release schedules with project managers and business stakeholders. Promoted from Product Manager - Search, Browse & Recommendations. -
Seo ManagerBackcountry.Com Jul 2011 - Oct 2012Park City, Ut, UsDirected the largest marketing channel for Backcountry.com and its subsidiary retail stores. Developed strategies to increase indexation, boost impressions, grow click volume, and strengthen click-through rate & conversion rate. Generated high-quality inbound links and unique evergreen content (infographics, landing pages, etc). Developed data-rich SEO performance scorecards and robust Adobe/Omniture SiteCatalyst dashboards. Reported on channel performance and expenditures versus projected goals and budget. Identified new keyword segments and performed competitive analyses. Established SEO best practices and championed them throughout the enterprise. Led the successful site replatforming and full redesign project of Backcountry.com. Business partner on the Search, Browse & Recommendatons product team. Defined the SEO roadmap/opportunity backlog, wrote detailed user stories, and prioritized new features for development. Managed a software engineer, as well as teams of outsourced vendors and consultants. Promoted from Search Marketing Manager - Closeout & ODAT.
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Marketing ManagerLiving Direct, Inc. - Ir Top 500 #253 Sep 2008 - Jul 2011Austin, Texas, UsDeveloped ecommerce marketing strategies to increase website traffic, improve purchasing frequency, boost conversion rates, and grow profits.- Grew ecommerce customer acquisition marketing and retention programs with attention to margin and revenue- Ensured alignment of all marketing channels and programs- Managed marketing channel performance, project status, and spend versus projected goals and budget- Developed and managed an internal team, external vendors, and technology service providers- Owned vendor relationships with key marketing partners- Cultivated productive partnerships with industry-leading ecommerce technology solutions including: Kenshoo, Responsys, Adlucent, Criteo, Demandware, Yesmail, Invodo, Omniture, and Bazaarvoice- Ran A/B and multivariate tests to optimize marketing channel efficiency- Developed campaign creative concepts, wrote marketing copy, and managed creative production- Reported to President -
Account ExecutiveApogee Search Jun 2007 - Sep 2008Austin, Tx, Us- Responsible for discovering, qualifying and closing new business opportunities - Consulted with C-level and marketing executives to define their business growth goals and recommend appropriate search engine marketing solutions- Led client meetings and delivered formal business partner presentations -
Graphic DesignerDelaune And Associates Feb 2005 - Jun 2007Austin, Texas, UsDesigned award-winning advertising, brand collateral and interactive projects for clients ranging from Fortune 100 companies to startups. Worked with Art Directors, Copywriters, Account Managers and outside vendors to successfully execute marketing plans for clients. Developed and helped sell an SEO and Paid Search service offering for the firm. Promoted from Production Artist. -
Graphic DesignerCm It Solutions 2004 - 2005Austin, Tx, UsProvided on-demand graphic design support to the network of 100+ franchise owners. Produced a library of easily customizable design templates that streamlined the franchisee ad request process and reduced turnaround time. Designed print advertising, marketing brochures, logos, direct mail, email newsletters, banner ads, trade show exhibits and the corporate website. -
Graphic Design InternshipSlamchannel, Inc. Jan 2003 - Jan 2004Graphic Design Intern at SlamChannel.com, a startup developing a website for streaming poetry slam content. Responsible for designing print ads, promotional materials, and logos. Also developed executive summary documents for potential investors.
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Art Department AssistantCma Design 1999 - 2000Houston, Texas, UsAssisted the team of graphic designers in their day-to-day operations. Served accounts such as Coca-Cola, Texaco, and Mission Foods.
Aaron Finley Skills
Aaron Finley Education Details
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The University Of Texas At AustinCreative -
The University Of Texas At AustinB.A. In Studio Art
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Leadership TylerClass 35
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Universidad De Cádiz2003
Frequently Asked Questions about Aaron Finley
What company does Aaron Finley work for?
Aaron Finley works for Citypass®
What is Aaron Finley's role at the current company?
Aaron Finley's current role is Chief Ecommerce Officer at CityPASS® 🎟🗽 Product/UX + Digital Marketing + Strategy.
What is Aaron Finley's email address?
Aaron Finley's email address is aa****@****ail.com
What is Aaron Finley's direct phone number?
Aaron Finley's direct phone number is +120878*****
What schools did Aaron Finley attend?
Aaron Finley attended The University Of Texas At Austin, The University Of Texas At Austin, Leadership Tyler, Universidad De Cádiz.
What skills is Aaron Finley known for?
Aaron Finley has skills like E Commerce, Web Analytics, Online Marketing, Seo, Email Marketing, Sem, Multi Channel Marketing, Ppc, Google Analytics, Web Marketing, Digital Marketing, Omniture.
Who are Aaron Finley's colleagues?
Aaron Finley's colleagues are Susan Wilson, Tim Cheneval, Alex Roy, Brady Swecker, Meg Heinen, Sharon Munford, Cathy O'connor.
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