Clayton Vasquez Email and Phone Number

• Establish a new holistic approach to developing and implementing a direct-to-consumer strategy (Shopify and Merchbar), ensuring effective go-to-market strategies with products ready for every artist and album release.• Collaborate with teams across UK, Europe, Canada, and Australia to drive all direct-to-consumer marketing activities.• Oversee paid digital advertising campaigns to promote music and merchandise products while maximizing impressions, ROAS, and other metrics.• Collaborate with design teams to create both recorded music and merchandise products, developing graphics, images, and other assets using different materials and printing techniques.• Review audience size metrics and past sales data to determine revenue and unit forecasting for each album campaign.• Manage creative processes, including product design and exclusive offerings, campaign direction, and strategy.• Support ongoing development of CRM databases to create audience email acquisition campaigns and leverage past purchaser data to increase reach; currently creating Abandon Cart and Abandon Browse emails.• Oversee order management, inventory procurement, vendor relationships to ensure customer satisfaction. • Drove migration of all company’s eCommerce front-end storefronts from Limited Run to Shopify to create four standalone artist storefronts and one label storefront, increasing revenues, conversions, and AOV.• Implemented major calendar tentpole events for stores, including Memorial Day, 4th of July, Labor Day, Black Friday, increasing engagement on social media and album sales.

• Directed eCommerce and direct-to-consumer (D2C) strategy for catalog division across storefronts on Magento platform.• Oversaw migration of Drupal to Magento front end to streamline eCommerce process and back-end operations, rebuilding hundreds of SKUs and adding dynamic functionality to enable regular merchandising rotation on homepage.• Trained and supervised eCommerce team members, including eCommerce managers and senior managers.• Drove product development and D2C merchandising initiatives, including limited edition, high-end, high SRP music products, as well as merchandising seasonal and capsule collections.• Led collaboration with Nike on a highly-limited shoe for Grateful Dead, resulting in an unprecedented level of traffic.• Led implementation of merchandising on storefronts, product keyword SEO tagging, proper product launch timeframes, high-traffic protocols, optimal product inventory, and store marketing calendars to align with eCommerce best practices.• Grew revenue and maintained P&L's for catalog division for D2C channel based on releases, ranging from $200K to $3M.• Maintained retail marketing calendar for announcing dates, pre-order dates, email schedules, releases, and events to maintain an ongoing marketing presence in eCommerce space; oversaw high-end box set releases per year.• Facilitated subscription growth of Dave’s Picks, increasing sales from 15K units to 25K units per year.• Incorporated regular inventory obsolescence sales and “Gift With Purchase” promotions to maintain proper sell-through.• Organized and coordinated product photoshoots along with art director for Grateful Dead store and company’s social and email content; created “lookbooks” for merchandise and product lines to be hosted on artist website to increase visibility. • Worked with graphic designers to develop assets for web stores, including banner ads, product shots, ads, and design look.

• Drove all direct-to-consumer marketing activities for active artists to align with brands, releases, and tours.• Worked with label, artist manager, and tour promoter to set up “pre-sale access” campaigns and incentivize fans to pre-order an album or merchandise item from artist’s online store to purchase tickets for an upcoming tour or show.• Assisted, trained, and onboarded other eCommerce managers on direct-to-consumer strategies based on artist’s roster.

• Owned direct-to-consumer online stores for an average of 12 artists at any given time, including Foo Fighters, The Mars Volta, Beck, Beastie Boys, Queens of the Stone Age, Jimmy Eat World; generated $2M+ of annual sales.• Managed store products, sales and promotions, social and email campaigns, product mix and bundles, inventory, procurement, warehouse and fulfillment process, shipping, and customer service; supervised two employees.• Developed marketing strategy based on artist demographics, age group, social profile size/following, engagement metrics, email list size, past sales data, upcoming touring activity, album releases, and catalog releases.• Generated yearly inventory reports and calculated COGS and P&L’s.• Maintained and updated online storefronts, including images and layouts of all products.