Caroline Braley Email & Phone Number

Lenexa, Ks, Us

Kansas City, Missouri, Us

Manage various aspects of the Hallmark.com analytics, A/B testing optimization, and personalization programs. Ensure that analytics platforms and operations deliver shopper insights to improve acquisition, engagement, conversion, and retention to Hallmark digital touch points and to retail stores.

Huntington Beach, California, Us

Plan, execute, and measure digital marketing campaigns for this SAAS startup company in the software development space. • Manage retargeting and paid search advertising campaigns.• Plan, execute, and measure experiments and conversion tests.• Own the Stackify website (over 1,000,000 UPVs per month), ensuring optimization of KPIs and using SEO best practices.• Manage bi-weekly email newsletter (averaged 50% open rate and 8% click-through rate).• Manage social media presence.• Collaborate with internal teams to create landing pages and optimize customer journey.• Collaborate with agencies and other vendor partners.

North Kansas City, Missouri, Us

Project management for the re-platform launch of Helzberg’s new E-Commerce website on Magento Cloud platform.• Led management of creative design, technical, and data migration workstreams. • Work with multiple cross-functional groups, including business, creative, and technical teams• Work closely with external technology vendor to review and approve user stories, wireframes, and design, using Agile methodology.

Overland Park, Kansas, Us

• Worked with Digital Sales & Marketing business partners to identify, build, measure, and analyze A/B tests for Sprint.com, BoostMobile.com, and VirginMobileUSA.com websites• Launched A/B testing program for Boost Mobile and Virgin Mobile websites• Support the customer journey optimization needs of our internal product owners and digital development squads using Adobe Target, Adobe Analytics, and other tools• Part of a 3-person Optimization team that delivered over $12 million in channel shift revenue and cost savings opportunities in 2017, more than tripling the ROI since the program started

• Taught a variety of web development training classes for several technical training companies and a local community college (JCCC), including: CIW (Certified Internet Webmaster), Dreamweaver, and Building Websites with HTML, CSS & JavaScript. • Provided consulting and web development services for small business clients.

Kansas City, Mo, Us

• Lead efforts to upgrade client’s member management software system (iMIS), convert existing data, and build internal and public websites• Worked with all departments to determine requirements for the new software and new websites• Worked with technology vendor to communicate client needs and track progress• Used SQL for data validation, modifications, and preparation of data for system upgrade without issues

Kansas City, Missouri, Us

• Responsible for technical leadership, project management and system integration support for the Direct Imports (DI) ecommerce website ($10 million in annual revenues) which sells gift product to Hallmark Gold Crown stores (B2B). • Manage external technology vendor for website enhancements, including a project to sell multiple product lines concurrently, which resulted in $100K in additional revenue.• Led project to build version 2.0 of website, including requesting/reviewing technology vendor proposals, interviewing, and working with selected provider to build new site.• Served as onsite Technology Lead for DI at the Atlanta Gift Show for past 4 years, including creating a retailer ‘wish list’ process for DI products at the Atlanta Gift Show utilizing UPC scanners• Manage a wide range of cross-divisional projects in support of building the DI business, including a recent project to integrate website orders into legacy systems to improve financial reporting and billing.• Communicate with Retailers and Sales for product ordering; Credit and Billing for billing retailers; and Procurement/external fulfillment company for order fulfillment/shipping.• Extract and analyze sales data for reporting, forecasting and billing purposes.

• Enable clients to manage and market their online presence, including website design/development, internet marketing, SEO, and use of social media tools like Facebook, LinkedIn and Twitter. • Adjunct Technical Trainer for Johnson County Community College, teaching Social Media for Business, Internet Marketing, and Website Development.

• Business Analyst/Project Manager role in transitioning multiple applications from Sprint to Embarq, including marketing campaign tracking and reporting. • Data Analyst work including data validation, problem resolution and statistic gathering. Also fulfilled ad hoc data analysis report requests using SQL on various platforms.

• Responsible for leading a team of web developers and a database administrator at this Internet start-up company. The team was responsible for creating and maintaining database-driven web applications provided to our clients on a SaaS (Software as a Service) platform. • Served as project manager for multiple, concurrent development projects• Developed test plans and test cases, performed majority of testing and managed bug reports.

Bachelor Of Business Administration, Computer-Based Information Systems

Mba, Entrepreneurial Studies