Chris Carter Email & Phone Number

Charlotte, Nc, Us

Charlotte, Nc, Us

San Jose, Ca, Us

Us

Transforming Reynolds American’s digital business and eCommerce (execution, strategy, and technology) by developing, managing, and leading the Digital Design and Delivery team. This team is the Global Center of Excellence responsible for driving revenue gains through improved channel performance (search, display, social, email, onsite personalization, and experience optimization) and platform development (AEM and Magento 2) across eight brands.• Serving as the digital marketing and eCommerce lead mentoring peer executives, IT, and marketing teams in digital experience, customer journeys, and multichannel campaign orchestration to drive measurable results.• Responsible for refactoring and rearchitecting the enterprise marketing technology stack, marketing channels, and organizational processes to deliver on direct to consumer e-commerce objectives across multiple brands. • Driving the fundamental shift throughout the organization from having a task-driven operation model to a business objective operation model focusing on customer-centric data to drive personalized experiences.

Brentwood, Tennessee, Us

Transforming LifeWay’s eCommerce and digital business (execution, strategy, and technology) by managing and leading the Enterprise Digital Marketing team responsible for organic search, paid media, social media, email marketing campaigns, audience management, and onsite experience optimization across LifeWay.com and other branded digital properties.Chris's team has accomplished driving an 18 year old eCommerce business from a multiyear recession into +25% revenue growth posture.Contributing factors include:• Converting LifeWay.com from a rigid Oracle Endeca / WebSphere Commerce platform to an agile AEM / Elastic Path platform with over 80,000 products and 200 categories.• Increasing ROAS over 3X by refactoring paid campaigns and improving utilization of audiences within Ad Cloud.• Increased non-branded web traffic 35% and non-branded conversions 45% by systematically prioritizing and executing on areas of opportunity within our sites.• Gaining both operating efficiencies and performance gains through the use of Automated Personalization across key areas within our sites.• Improving retention and customer loyalty through effectively leveraging modeling and digital touch points to trigger Campaign workflows.

Brentwood, Tennessee, Us

Integrated technologies that allow marketers to define, measure, and optimize the customer journey. Utilizing technologies such as Adobe Experience Cloud (Adobe Advertising Cloud, Adobe Marketing Cloud, Adobe Analytics Cloud), Microsoft Dynamics 365, and Hadoop to bring together offline and online data to capture every touch point.

Charlotte, Nc, Us

Drove technology integrations across BB&T public sites, affiliate sites, account-opening applications, mobile apps, and online banking to enable end-to-end visibility into the customer journey. Championing a cultural shift to a data driven decision-making approach across all teams within the BB&T Digital Channels. • Developed and lead the implementation of BB&T’s marketing technology roadmap. This included a FSI technology gap analysis and steps to update/upgrade the content management system, refactor Adobe DTM, update analytic’s legacy 'h' code and data layer, and integration of BB&T’s data lakes with Adobe Audience Manager. This effort ultimately allows additional content delivery technologies (Marketo, Silverpop, Target, etc.) to leverage shared targeting segments for a unified, holistic marketing campaign.• Lead the strategy and execution of the corporate responsive website roll-out initiative through Adobe Target. This involved campaign / activity set-up, defining success and KPIs, targeting and reporting segmentation, and iterative testing throughout the campaign / activity to ensure revenue gains resulting from the project.• Developed an on-site optimization roadmap identifying areas of opportunity prioritized by approximate return on investment. Successfully executed multiple A/Bn and multivariate tests outlined on the roadmap resulting in multimillion-dollar revenue gains within the first year.• Lead multiple Adobe Analytics and Dynamic Tag Manager upgrade initiatives including migrating analytics call to Region Data Centers, refactoring sProps and eVars, and enabling the Adobe Marketing Cloud ID service.

Charlotte, Nc, Us

Developed and delivered a digital marketing strategy that drove a 51% increase in net sales fully attributed to digital marketing efforts since plan implementation in 2013. Lead the following major contributing projects.• Full website redesign – Worked with our IT and UX teams to develop and deliver a server side responsive site on a custom CMS. The new site has resulted in quicker page load times and higher customer engagement resulting in a 37% increase in conversion rates.• KPI identification and reporting – Identified key performance indicators and tagged new events to provide a clearer picture of online engagement. Worked with an external team of developers to implement a fully end-to-end tracking system that integrates with our CRM allowing our inside sales team to associate a customer’s web activity with an incoming call.• SEO strategy implementation – Developed and delivered a sound SEO roadmap resulting in 142% increase in the number of keywords ranking, 93.14% increase in non-branded organic search traffic, and 90.19% increase in leads produced from non-branded organic search traffic.• Paid media restructure – Completely restructured Google Adwords and Bing Ads accounts. The restructure focused on aligning customer search intent with landing page experience. This refinement in targeting improved our quality scores, ultimately increasing the number of conversion and cost per conversion.• Multivariate testing – Integrated multivariate testing software allowing for UX element testing on a single page or site wide. This multivariate testing has resulted in higher conversion rates and customer insights that are utilized across both online and offline marketing channels.• Social Media – Developed a social media strategy that delivered a 689% increase of Facebook 'likes' since 2013.

Charlotte, Nc, Us

• Managed campaign execution and optimization for multiple lines of business within the authenticated ad serving channel. Optimization efforts increased CTR to an all-time high since 2009.• Created comprehensible and actionable performance reports from IBM Coremetrics and Test and Target 1:1 (Adobe Target) data. Reports illustrated ad performance, customer behavior, and forecasted upcoming channel performance.• Analyzed the overall performance of authenticated space ad serving channel to optimize for shareholder value add (SVA) resulting in overall profit gains.

San Francisco, California, Us

Organic Search Marketing Strategist and Analyst• Provided mobile and local SEO strategy for over 10,000 branch and 2,000 atm locations.• Conducted both on-page and off-page SEO analysis for multiple lines of business.• Created and automated SEO reporting processes aggregating data from Adobe Insight into Excel dashboards with advanced functionality.• Developed major supporting reports used in each line of business' 2012 SEO budget which forecasted ROI for upcoming SEO initiatives. Onsite Ad Serving Strategist and Analyst• Led new strategies which increased New Account Opens in Q1, 2011 on Wachovia.com by 11% over prior year despite the 35% decrease in marketable customers and merger concerns• Developed customer response database which has improved reporting processing efforts. This reporting efficiency allows quicker response time in order for channel adjustments to have a greater impact resulting in higher sales.• Developed product assessment process illustrating a holistic view of the authenticated Wachovia ad serving channel. This holistic picture provided a benchmark for the channel and presents opportunities to increase conversion rates and drive sales.• Worked across teams to improve product campaign targeting. These improvements reduced product oversaturation and allow for overall sales within the channel to increase.

• Led a multisite store launch of 16 stores on Magento EE that with over 50,000 producing spanning over 75 product categories.• Drove acquisition strategies across digital marketing channels including organic search, paid search, and paid display.

Us

Master Of Business Administration - Mba, International Business

Bs, Business Administration