The Director of Customer Acquisition develops strategy and oversees the execution for Digital Marketing, Search Engine Optimization(SEO), and Content teams. The Director of Customer Acquisition remains in frequent communication with leadership to align the strategy of the team to maximize the goals of the company. The department plays a vital role in the success of the company by ensuring search engines can properly access the websites, setting up the websites to maximize traffic, sending quality paid traffic, and assisting in conversion rate efforts through content that eliminates conversion friction. A key part of my position is analyzing, interpreting, reporting, and presenting data to leadership. We look at the numbers that matter and help leadership set targets and develop strategies. Digital Marketing - We have a great team of digital marketing specialists and manage a large budget along with massive Adwords/Bing accounts. Part of my role is to lead strategy and oversee implementation of digital marketing. I also ensure the team maximizes performance of the advertising spend budget for all paid channels(Search, Shopping, Social, Display Remarketing, Video), analyze data and create strategy to maximize KPI’s with the Digital Marketing Manager, work directly with our reps at Google/Bing, effectively communicate the strategy, and perform regular competitor analysis. SEO - The organic traffic has continued to perform well and grow under my leadership. Some of the primary responsibilities include maximize organic real estate and traffic, optimizing for all search verticals, search engine accessibility, promoting proper search protocol, keyword research and targeting, content marketing, website migrations, etc. Content - I lead the strategy, prioritization, and implementation for all content on all websites. We collaborate with our UX team to serve customers by providing the best content type(copy, videos, graph, etc) per device for the given query.

Content, SEO, and Video remained my responsibilities as I moved into a Web Team Lead or Project Manager position. I gained the image team. I lead the launch of multiple websites, all of which were automotive aftermarket eCommerce websites. I was responsible for planning the structure of the website from an SEO perspective - sitemap, URL structure, meta information, etc and communicating that to development to execute. I set deadlines and managed a small team of 5-10 during this time period. We had a videographer/photographer and couple of employees who wrote content. We launched about 8 websites during that span. We launched one website and advertised it within 3 days. We maintained and launched more blogs(Wordpress) during that span to help drive traffic to our eCommerce websites.I began learning web analytics, primarily Google Analytics as well as some digital marketing. I fell in love with both of those. I really enjoyed my role leading the web team, I was excelling and we were really growing as a company.In a move that I didn't understand nor did I like, Stuart Compton(CEO) moved me to sales with the idea that I needed to have more real interaction with the customers. He said I had to earn the calls, the best salesmen got the most calls back then. I worked my way up to 3rd in the sales queue within a few months and Stuart moved me into a Merchandising Manager role.As the Merchandising Manager for Running Boards & Nerf Bars, which was a large part of the business, I was in charge of maximizing revenue and profit for the category. Not only did I gain back content, SEO, and images - I also had influence on who took calls, returns, analytics, and much more. I felt like I was running my own business within the business. It turns out that Stuart was correct about my move to sales. In retrospect, that was the most impactful on my conversion rate optimization training. I had the full picture and our boards & bars category really took off under my leadership.

The beginning of my career with RealTruck(formerly TruckXL/AutoCustoms before the merger) I was the content writer for a brand new website, TonneauCoversWorld.com. TCW eventually became our flagship website. I was unfamiliar with tonneau covers in the beginning but I spent time learning all of the products and my learning was expedited when I launched our first video production team. I shot, edited, and produced all of our videos - primarily installation how-to videos and product review videos. The videos were very successful and certainly helped educate what was about to be a rapidly growing category. I also did all of this for RunningBoardWarehouse.com, our top website when I started.I took courses to learn HTML and master Excel which resulted in myself coding all of the product page content and embedding videos throughout the websites. I was challenged to learn SEO, search engine optimization and I became obsessed with that industry. I was influenced heavily by Moz and other SEO websites. I was sent to multiple conferences including Mozcon twice. I gained a good understanding of how search engines work and applied that knowledge to the business(the learning hasn't stopped).I was approximately the 12th hire for (formerly)TruckXL which was a growing company but that lead to wearing many hats which I really enjoyed. That also meant our team of 3 people who worked on the websites, also had to help unload the containers of running boards and then go back to the desk and finish the day sweaty. I also worked intermittently on the service and sales teams to help where needed. The foundation was laid understanding the process of how searchers landed on the website, helping educate them enough to make a buying decision through video and content, 1st hand customer interaction on phone & chat & walk-in sales, unloading the containers, shipping out products, and helping with service tickets.

Customer Service and Fork Lift