Christopher Salmon Email & Phone Number

Northwich, England, United Kingdom

Northwich, England, United Kingdom

Northwich, England

Prenton, Uk

Launched and manage a direct-to-consumer eCommerce business selling American food and drink products to the UK market. Responsible for creating the business plan, securing funding, and operationalizing the plan into a viable on-going business. Accomplishments include:• Became the #1 competitor by the number of rankings in the top 100 SERP, 4th for rankings in the top 20 SERP, 7th for rankings in the top 3 SERP. For primary targeted keywords, went from page 14 of SERP to page 2 within 3 months.• Implemented and managed a comprehensive on and off-site SEO strategy to grow organic customer base and generate brand awareness. Grew branded and non-branded organic traffic eightfold through site optimization and PR/link-building campaigns within 3 months. Within the last 28 days alone, increased organic traffic 102% and impressions 50%, and lowered average position from 18.1 to 13.7 across 183 keywords.• Leveraged data from site analytics and applied improvements through testing to drive growth for ecommerce KPIs. Used A/B testing to drive 310% improvement in site conversion and 340% improvement in revenue within three months. Improved user engagement through detailed analytics and user testing resulting in a bounce rate decrease by 26%, pages per session improvement of 32%, and average duration improvement by 36%. • Managed profitable paid advertising on Google AdWords, Bing Ads, Facebook, and Instagram Ads. • Maintained engaging and relevant referral and social media presence with targeted messaging, sales, competitions, and articles to spur growth and attract new users to the brand. Increased referral traffic by 207% and increased social engagement traffic by 180%.

Austin, Texas Area

Life Line Screening is a preventative healthcare screening company conducting almost a million screenings annually. Responsible for the largest and most profitable division of the company; customer retention. Hired to turn a stagnant retention business from declining revenue in 2013/4 to revenue growth in 2015 and beyond. Accomplishments included:- Tested and validated a revised retention program within 3 months of employment. Quickly garnered credibility and buy-in to new approach with peers and senior leadership team and rolled out revised multi-touch multi-channel contact strategy in January, 2015.- Grew retention revenue by 9% in 2015, 5.2% over revenue budget. Only marketing channel to post growth in 2015 and directly attributed to revised approach.- Increased returning customers by 10.2% in 2015. To compare to previous year, the number of returning customers declined 5% in 2014.- Responsible for a team of analysts and marketing professionals and oversee all marketing activity against an 8MM customer database: Sent over 20MM pieces of mail and 90MM emails, made over 15MM outbound calls in 2015.- Guided implementation of best practices throughout 2015 (digital retargeting campaigns, call center lead prioritization; quantifiable test and learn program; customer segmentation, mailing and postal optimization, plus more). - Instilled an attitude of continued program optimization around targeting, messaging, and incenting to drive profitability and positive customer experience.

Columbus, Ohio Area

Managed the direct marketing team and oversaw the strategic direction of external data, print production, and creative agencies. Primarily responsible for the acquisition and renewal / retention of customers through direct marketing channels. Accomplishments and innovations include:- Provided on-going strategic guidance for multi-channel customer acquisition campaigns. Overcame the worst two spring seasons in company history to deliver over 100,000 new acquisitions- Introduced the concept and oversaw the development of a cutting-edge campaign tool that identifies the optimal marketing window in real-time by analyzing market conditions - Created and led a creative agency search process. Directed the process from RFP creation, handpicked agencies to participate, supported discovery sessions, served as the internal lead on agency pitches and post-evaluation meetings, and culminated with integration of a new creative agency partner.- Legacy customer welcome and renewal campaigns were not optimized, therefore, introduced and led the implementation of multi-channel campaigns with dynamically driven and more relevant content, focused on keeping Scotts LawnService relevant and top of mind. Reduced costs in the process, drove increased payment plan (prepay and monthly pay) adoption.- Mapped out the customer journey and identified gaps in customer communication from on-boarding through maturation, and ultimately retention and win-back. Developed a multi-channel, trigger based communication strategy, which was based on customer life stage triggers along with value and attrition risk predictive modelling- Provided the organization with key actionable customer insights in the areas of acquisition, retention, competition, and market intelligence. Led the development of strategic models for pricing (to determine where we could increase pricing without adverse retention effects) and service area profitability (to reduce service area based on customer density)

Columbus, Ohio Area

Accountable for advancing a culture of customer loyalty within the organization. Focused on improving visibility and accountability of the customer experience. Successfully instituted programs to improve the customer experience:• Voice of the Customer – Overhauled into a comprehensive and closed loop program integrated into salesforce.com. Program measures and extrapolates customer experiences based on multiple metrics to gauge relevance and impact to customer loyalty: Net Promoter Score (for strategic value), Customer Effort Score (for transactional efficiency), and functional area satisfaction scores (to identify targeted areas for improvement). Leverages multi-channel communication targeting employees, customers, and 3rd parties• Customer Quality program – Identifies and mitigates risk within the entire customer portfolio. Leverages enterprise-wide predictive triggers that indicate potential for dissatisfaction, validates and classifies the level of risk and the appropriate level of intervention required. Standardizes the methodology to address risk and provides interactive web-based reporting • Partnership Performance Review program - Transformed from a metric and operational focus to a solution and customer focus. Program is focused on strategic customers and provides a platform to demonstrate relationship value and credibility to grow the business and quantify continuous improvement• Opportunity Response program – Introduced a new cross functional and collaborative process to respond to incoming sales opportunities (RFI’s, RFP’s, proposals, etc). Process validates and classifies opportunities for response and leverages a content library for content. Quantitative and qualitative win / loss analytics is employed for continuous improvement

Adplex provided retail clients with strategic marketing consultation. It specialized in customer retention and acquisition through the use of relevant marketing programs and print services.Primary role within Adplex was to create and present ROI-driven marketing strategies to prospective and existing clients. Solutions generally included communication and channel strategies, segmentation and targeting methodologies, and analytical expertise for direct marketing and loyalty based programs. Accomplishments included:- Spearheading marketing strategy for new business pitches and present concepts to prospective and existing clients. New client business wins to date total over $1.3M in gross revenue; existing client business wins total over $348k in gross revenue to date- Providing the largest client with strategic direction on their loyalty program: Recommended and implemented a significant cost-saving initiative that reduced dependency on direct mail, introduced email as a viable channel and an in-store kiosk to deliver rewards and other soft benefits; introduced segmentation strategies based on behavioral customer data; and implemented a mail reduction plan based on predictive response modeling- Co-authoring a whitepaper on lifecycle marketing (available on LinkedIn profile) and introduced a strategic account management process that yielded positive client feedback and senior level visibility to account direction

Alliance Data partners with its clients to develop unique insight into consumer behavior. It uses that insight to create and manage customized solutions that change consumer behavior and enable clients to build stronger, mutually-beneficial relationships with their customers.Primary role within Alliance Data was to strategize and implement private label credit card marketing programs for retail clients, along with providing recommendations to clients in all aspects of credit card marketing. Accomplishments include:- Successfully developing and executing strategic account plans by reviewing client industry and business performance then identifying key business issues/opportunities to establish the critical initiatives to drive annual account growth- Proactively managing customer acquisition and retention efforts, which along with credit sales, experienced double digit growth in 2007

Digitas provides digital communications and direct marketing services to a wide range of clients. The agency helps blue-chip global brands develop, engage and profit from their customers through digital, direct and indirect relationships and channels.Primary role within Digitas was to manage multi-channel credit card loyalty and acquisition direct marketing campaigns for co-branded (Hilton, Starwood, and Delta) credit card products. Campaigns included both online (eNewsletters, e-mails, search engine optimization, and website creation) and offline (letters, billing inserts, self mailers, brochures, postcards, and card applications) promotions and communications. Accomplishments include:- Demonstrating a thorough understanding of the business and client operating environment and working with senior management and senior clients to help coordinate credit card rebranding and launching of new products- Successfully implementing the marketing and communication strategy for be-branded Hilton HHonors creative platform - Responsibly supervising the status of the account by managing and reporting on P&L, staffing models, and forecasting on a weekly basis; ultimately held to profitability and contribution margin

TRANZACT combines unparalleled expertise in developing customer acquisition strategies with in-depth experience in applying technology to manage large-scale transactions and customer relationships. Their mission is to be the established leader in customer acquisition.Primary role within TRANZACT was to create and implement front- and back-end marketing acquisition and retention plans for wireless telecommunications acquisition program. Plans included churn-reducing CRM strategies, up sell opportunities, customer service improvements, and direct mail acquisition strategies. Accomplishments include:- Incorporating a CRM data collection strategy using direct mail and telemarketing to gather customer feedback to improve customer satisfaction. The initiative, when coupled with improved customer service and proactive vendor management, reduced 3-month churn by 30%- Creating a comprehensive front-end direct mail strategy which profitably ramped mail volume from 100,000 to 1.4 million pieces monthly. Identified more responsive markets enabling predictability for national rollout- Creating and utilizing P&L modeling for direct marketing initiatives to establish the most effective break-even and gross operating profit perimeters. Financial modeling successfully gauged each initiative in terms of profitability and efficiency- Creating a fundamental inbound- telemarketing predictive response model that accurately predicted daily call volume. Model enabled improvements in staffing projections.