Anthony Marshall Email & Phone Number

Irving, Tx, Us

Chicago, Illinois, Us

Chicago, Il, Us

In my current role, I direct comprehensive digital marketing operations, developing and delivering digital shelf content strategy and asset creation, management, and syndication to drive consumer engagement and conversion. I routinely collaborate with our Brand Marketing team, implementing programs to maximize online exposure and household penetration throughout transition from traditional to online grocery shopping experiences. I frequently utilize online category management to identify shopper trends and behaviors to maximize new business opportunities and expand market share. I also coordinate national launch calendars, including market and demographic-specific launches, promotions, and programs while overseeing online assets to support global initiatives. Additionally, I evaluate and recommend appropriate data and technology infrastructure necessary to support eCommerce management, analytics, and reporting. Partner with 3rd party marketing agencies to create and implement optimal online campaigns, digital content, and social media components to drive website traffic and sales across various eCommerce channels. Key contributions include:• Conceptualizing and delivering high-impact digital marketing campaigns, leveraging advertising, merchandising, and promotion to drive brand awareness and eCommerce revenue, achieving 50% growth in online sales YoY.• Orchestrating all aspects of SEM and SEO, driving 2X increase in ROA and media-attributed sales.• Capitalizing on panel data, providing insights into basket infinity, leakage, and share of wallet to build effective media plans targeting consumers based on anticipated purchasing behaviors.• My Power Window promotional plans achieved an average of 6X ROA with more than 20M impression.• Spearheading eCommerce SEO and content strategy, increasing product awareness and drive brand conversion across all major retailers, including Amazon, Walmart, Instacart, and Kroger.

Chicago, Il, Us

Within the duties I hold as Senior Manager of the eCommerce Category, I conceptualize and execute eCommerce content strategy to optimize product detail pages, including creation of a playbook that established best practices to win at search in eCommerce. I oversee agency performance, supervising external agency relationships across key channels of paid search, neutral search / SEO, affiliates, re-targeting, and display. I have built upon existing digital assets, such as product pack shots and recipes to develop new eCommerce digital assets including mobile hero images and visualized product features. I collaborate with leadership to implement eCommerce media strategy, driving consumers to targeted products during power windows and drive periods. Moreover, I ensure IT architecture and infrastructure supports comprehensive digital marketing platforms. Significant contributions include:• Establishing a KHC creative operations team responsible for creation of visualized product features, mobile hero images, lifestyle, and recipe images for product digital pages, owning creative for display ads, DEA, brand stories, and A+ content.• Successfully developing Global Content Maturity model to deliver multi-year content journeys, from initial product listing to driving optimal conversion.• Optimizing basic content for more than 3K products, driving relevancy and increasing overall search rankings on retailer platforms.

Chicago, Il, Us

Throughout this experience, I defined and supported digital marketing content strategy roadmap for Kraft Heinz marketing technologies, focusing on product content and consumer-centric digital technology experience. I skillfully conducted migration of assets and metadata from 14 tools and databases, establishing metadata and taxonomy necessary to set up governance models for internal and external teams across diverse asset sets. Additionally, I planned and executed implementation of package label and artwork workflow solution, coordinating with SAP master data management and PLM system for the curation of product data for the packages. Highlights include:• Successfully managing $5M, multi-year digital content portfolio with more than $2M annual savings YoY.• Overseeing cross-functional team of project managers, developers, business analysts, system architects, and metadata librarians responsible for implementation and adoption of enterprise-class Digital Asset Management system for the creation, management, and distribution of more than 400K creative assets used to promote and sell products to customers.• Leveraging business workflow and transition plans to transition from traditional photography to CGI digital renderings from packaging artwork mechanicals, delivering product images 50% faster and more accurate than previous methods.• Implementing PIM to manage product information for all products in North America, integrating DAM and PIM to promote syndication of product content to retailers.

•Define and initiate Sales and Marketing projects, and assign Project Managers to manage cost, schedule and performance of vendors, while working to ensure the ultimate success and adoption of the systems.•Build credibility, establish rapport, and mainatain communication with stakeholders at multiple levels, including those external to the organization•Maintain continuous alignment of program/project scope with strategic business objectives, and make recommendations to modify the direction to enhance effectiveness toward the business result and desired outcome.•Present periodic Dashboard reports on the current program, future opportunities and client issues.•Partnered with our strategic partner, SAP, to lead the business through a design thinking workshop to build the future state business requirement for a Sales automation tool. Delivered the project utilizing the Agile methodology•Implemented a change management plan for a rollout to 150 customers in over 15+ Countries.•Implemented and managed a Post Event analytics tool to provide guidance on Kraft’s trade spend efficiency

Program Manager for Finance Transformation, a business led technology enabled program to simplify, standardize and harmonize routine transactional activities and planning processes to world class efficiency.• Executed and maintained program management processes and disciplines in the areas of: program schedule and quality; communications; human resource; cost; procurement; risk / issue; and change management. • Managed and perform the Statement of Work process and contract creation to secure new and follow-up work.• Defined and initiate project, and assign Project Managers to manage cost, schedule, and performance of component projects, while working to ensure the ultimate success and acceptance of the program.• Maintain continuous alignment of program scope with strategic business objectives• Presented detailed summaries to senior-level management on the current program, future opportunities and client issues.