Through my commitment to drive engagement and conversion integral in reaching $100M annual revenue, I developed, executed, and innovated Leesa’s online marketing infrastructure and e-commerce strategies. I supervised 3 leaders and reported directly to the CEO.► CUSTOMER EXPERIENCE OPTIMIZATIONCHALLENGE ▬ Customers who buy mattresses often come confused on what else to buy to complete their set up, resulting in higher return rates and lower Average Order Value (AOV).ACTION ▬ I gathered and evaluated data on common product attachments to help customers with making decisions. I also collaborated with customer service and finance teams to analyze trends, cost of good sold, promo rates, and margins to encourage high-value orders. I coordinated with UX and development team to infuse updated strategies and deliver enhanced onsite customer experience.RESULT ▬ Customers were more informed, customer satisfaction levels increased, returns were significantly lowered, and AOV rose by 30%.► CONVERSION STRATEGYCHALLENGE ▬ Our onsite conversion rate was below industry standards. I had to optimize our mobile and desktop conversion rate to be over 1.2%ACTION ▬ I collaborated with UX, development team, and product managers to produce an A/B testing roadmap and execute complete site redesign. I overhauled customers’ buying journey to address pain point trends.RESULT ▬ After deploying the redesigned site, our conversion rate rose beyond target at 1.4%.► CUSTOMER RETENTION & LOYALTY PROGRAM MANAGEMENT: Following the launch and maintenance of loyalty and retention programs, customer retention rose by 22%.► Site Design & Development► Pricing & Promotions► UX/UI Management► Marketing Technology► Data Analytics

► MARKETING PROGRAM MANAGEMENT: I managed the email marketing program and drove list and revenue growth. To boost effectiveness, I worked with cross-functional teams in enhancing email content. Among my developed and applied strategies was an auto-responder drip campaign for pre-purchase and post-purchase customer journeys. RESULT ▬ I achieved record-high success in cross-selling products, cultivating new leads into the funnel, and increasing lifetime customer value.► DATA ANALYSIS & REPORTING: I advised leadership on key decisions by providing accurate reports on email list growth, email-generated revenue, and other vital data. In executing my traffic segmentation strategy, I leveraged data to filter markets and design appropriate strategies based on customers’ on-site behavior, source, location, device type, and relevant targeting categories. RESULT ▬ Upgraded target marketing performance which consequently raised overall sales.VALUE DELIVERED:► Direct-Response Campaign Concepts► On-Site Content & Promotions► High-Converting User Experience► Strategic Direction

I carried out direct mail campaigns, email deployments, and social media postings to achieve business groups KSI’s. ► MARKETING MANAGEMENT & PROCESS IMPROVEMENTCHALLENGE ▬ With only a single lean marketing team supporting 400 store locations and a 50-person sales team, I was challenged to efficiently provide sales teams with marketing collateral and material needed for sales events. The overload also resulted in overlooked requests.ACTION ▬ I created a form submission process in a program already utilized by the company (which saved costs). Marketing teams selected the materials and support needed, locate information on properly facilitating events, and submit budget requests. RESULT ▬ Marketing support requests turned into an easy-access self-service process. resulting in fewer overlooked communications, and acquisition of much-needed marketing support and materials. It also helped the marketing team to streamline resolution of potential branding inconsistencies.► HOLISTIC MARKETING CAMPAIGN MANAGEMENT: I was in-charge of ensuring a holistic marketing approach to each campaign, while maintaining alignment with preferences in print marketing, email, web content and social media.► MARKETING OPERATIONS LEADERSHIP: I aided in creating and developing yearly marketing plans and maintained budget and co-op funds. I also reported and maintained ROI requirements.► MARKETING LIAISON: I acted as intermediary for marketing projects and worked closely with sales associates to meet marketing needs of various departments. I also aided sales team in developing and executing relevant marketing aids to support the sales team in promoting new marketing initiatives.

I managed marketing strategy and implementation for B2B, B2C, and e-commerce divisions – the major driver for pioneering online sales, boosting customer awareness across diverse markets, and reawakening dormant customers. I oversaw the email marketing channels lifecycle from start to finish, including concepts, traffic management, development, testing, and deployment.► MARKETING STRATEGY & PROBLEM-SOLVINGCHALLENGE ▬ We noticed that customers tend to drop off after first purchase. Upon analysis, we discovered our shipping rates as the main driver of frustration. As logistic issues prevented feasible technical solutions, I had to come up with a profitable marketing approach.ACTION ▬ I strategized a way to commence and include discounted shipping days in our promotional calendar, and heavily promote to our customers.RESULT ▬ We saw a huge lift in sales volume during these time periods. There was also an increase in email engagement as people were looking forward to the next shipping promos.VALUE DELIVERED:► Marketing Channel Management ► Campaign Management