Dakota Keyser Email & Phone Number

New York, Ny, Us

New York, New York, Us

Lead J.Crew’s e-commerce business strategy, ensuring cross-department alignment with planning, merchandising, strategy, data science, tech, digital product, marketing, and creative teams to meet long-term business plans and ensure accountability to the company’s P&L.Directly oversee the enterprise web analytics program, ensuring robust data collection, interpretation, and actionable insights. Orchestrated the critical transition of digital analytics tools from Adobe Analytics to Google Analytics across all brands, ensuring seamless data integration and advancing insight-driving potential.Own and lead the SEO strategy, including the technical roadmap, content roadmap, and digital roadmap for all three J.Crew group brands. This leadership has driven a 60%+ growth in non-brand keyword traffic across the brands, culminating in incremental demand of over $5M and a PPC advertising savings of $1M+ while also establishing sustainable long-term SEO program foundations.Continually challenge brands to stay up to date with the latest technologies to ensure a competitive edge and negotiate enterprise-level contracts with a focus on budget optimization, risk mitigation, and customer experiences. Manage a vendor budget of $1M+ with contribution in decision-making for nearly all digital vendor onboarding. Pioneer thought-leadership and usability and inclusion of generative AI into business practices and business acceleration.Manage a diverse team of four associates, emphasizing skill development and growth through a mentorship approach, instilling a sense of inquiry and forward-thinking, nurturing team autonomy and proactive problem-solving. Experience leading remote and in-person teams.Reintroduced and amplified a culture of data-driven experimentation and testing, while focusing on thoughtful and strategic testing based on a custom prioritization process, with an A/B test outcome success rate beyond 85%, yielding over $15M in incremental demand on an annualized basis.

New York, New York, Us

New York, Ny, Us

Proactively address company return rate challenges by defining data architecture focused on maximum insight-driving potential and empowering teams to elevate returns analysis to mitigate return challenges while focusing on customer experience that increase purchase confidence through fit, sizing, and product guidance.Established the foundations for proactive customer listening through inferential feedback (data analytics) and explicit feedback (customer surveys), and tailor digital strategies to meet the needs of the business while establishing a customer-first approach.Championed data as a pivotal driver of organizational success, leveraging regular dashboards, reporting, and ad-hoc analysis to accelerate insights and guide decision-making.Orchestrated the implementation and administration of Adobe Analytics, crafting a robust data architecture and strategic roadmap, spearheading data strategy, capturing business requirements, and defining technical specifications.Advocated for the customer in all areas of business by using qualitative and quantitative data from customer feedback surveys, return rate data, product recommendation data and user experience knowledge.Served as the pivotal lead for strategic projects, orchestrating omnichannel and in-store initiatives, streamlining data flow and utilization, and tackling various ad-hoc projects.Architected the roadmap for internal search, sorting rules, SEO, customer feedback, product recommendations, and product ratings & reviews, integrating key elements seamlessly and elevating user engagement metrics.

Plano, Texas, Us

Responsible for managing transition from Coremetrics web analytics platform to Adobe Analytics platform for all digital analytics users. Developed monthly newsletter to all Adobe Analytics users and host weekly office-hours to encourage enterprise use of digital analytics tool.Identify opportunities for a/b testing and optimization in order to drive improvements to the customer experience and increase site conversion rate.Act as both an analytical and a strategic resource for the omnichannel organization.Work with product managers to help deliver best-in-class products for our customers.

Plano, Texas, Us

Administered Adobe Analytics and ensured all users were properly trained through training sessions, workshops and, open-door office hours while working with data science teams to establish data feeds for CDP and Data Lakes.Monitored data integrity and managed the marketing channel taxonomy structure in order to improve data accuracy in the Adobe Analytics tool while providing insights and recommendations for conversion rate optimization.Oversaw the relationship and managed the workload for the offshore digital analytics team.Performed expeditious ad hoc analysis to aid in the prevention of prolonged technical issues in order to prevent lost site demand.

London, Gb

Responsible for managing paid search campaigns for national electronics retailer, including online, in-store and service offering initiatives. Managed detailed weekly and monthly dashboards including the coding, delivery, data extraction and analysis of the reports.Acted as liaison between client and agency team, performed budgeting allotment across various marketing channels and trained team members on industry best practices. Assisted other teams with restructuring of paid search campaigns and encouraged efficiency increases across the agency through use of report automation and offshore teams.Utilized automated bidding strategies and strategic paid search betas to drive ROI for brand. Co-led reverse targeting initiative for increased location based targeting efficiency.

Arlington, Tx, Us

Acted as a liaison between students and their families to the UT Arlington Housing Office. Assisted with all facets of the Housing Office's operations, including administrative duties, presentations and special events. Remained knowledgeable of UT Arlington's 19 Apartment and 6 Residence Hall communities while providing excellent customer service to all guests.

Arlington, Tx, Us

Assisted in the development of residence hall and apartment communities, enforced policies, developed educational, social, and critical need programs and events geared toward the residents' specific needs. Developed a rapport with 35-45 students each semester including monthly reports on communication with residents. Developed visual content and advertisements for events, assisted with conflict management and resolution. Regularly attended voluntary committee meetings to make improvements to UT Arlington's on-campus facilities.

Arlington, Tx, Us

Assisted with the development and actualization of the marketing and promotions program for the athletics department through individual initiatives and assistance from the assistant director. Implemented and managed new promotions for halftimes during basketball games, managed the student reward program, and developed marketing and advertising strategy for sporting events.

Managed several online marketing campaigns, including management of a production schedule, blog posting, social media promotion, creative display advertising, SEO/SEM strategy, keyword research, analytics reporting and link building. Created and optimized videos for syndication to YouTube and other video channels. Developed and maintained client inbound marketing strategy through HubSpot and ensured timely and appropriate communication with current and prospective clients. Gained experience with Wordpress and Joomla content management systems. Developed whitepaper for reputable client and created web/email copy for promotional content.

Irving, Tx, Us

Completed training in the various roles of the dealership’s service department. Assisted with the loan car department, managing a fleet of over 100 luxury vehicles, the valet department, and the cashier department. Developed understanding of the dealership management system ADP and the Client Relationship Management software.