Daniel Ryan Email & Phone Number

Olympic Valley, Us

• Established the Ecommerce Department and assisted in reorganizing company structure.• Accountable for all ecommerce channels P&L, including individual and omni channel contribution. • Created an ecommerce omnichannel growth road map using data driven decision making to inform strategy. Adjusted product assortment between channels, changing forecasts and unit demand to work cohesively between the website and Amazon storefront. • Worked with the CEO & CFO to redefine profitability targets supporting growth with an omnichannel focus. • Redesigned the site and catalog structure launching a Shopify 2.0 theme which consolidated US & CA websites under arcadebelts.com for better site performance and CX. • Tracked & reported site performance with A/B and multivariant testing CX for both desktop and mobile customers targeting CRO on both arcadebelts.com and Amazon. • Implemented new customer journey, education, and path to purchase both on site and on Amazon with support from the Marketing, Creative, Operations, and Product teams. • Increased channel profitability by implementing LTV strategy. Using customer data and shopping habits to increase AOV and extend customer lifespan which better informed target audiences and CaC.• Led cross departmental projects to achieve ecommerce goals with support and cooperation from Product, Brand, Marketing, Finance, and Operations. • Collaborated in developing more efficient cross departmental communication removing previous bottlenecks.• Expanded SEO execution on and off-site balancing customer acquisition sources and supporting path to purchase.• Platforms– Shopify Plus, Klaviyo, Asana, Seller Central, Avantlink, Netsuite

Olympic Valley, Us

• Led ecommerce on arcadebelts.com, arcadebelts.ca, and the Amazon sales channel. Collaborated with arcadebelts.eu, arcadebelts.uk, arcadebelts.nz, and arcadebelts.au.• Accountable for all ecommerce sales targets and revenue ownership. • Reimagined ecommerce strategy and reporting for the VP of Sales to build into omnichannel brand growth. • Leveraged customer research and implemented CJ tracking tools to inform opportunities to improve site structure. Organized and led site development with support from Marketing, Creative, & Operations departments. • Oversaw all performance marketing, redesigned customer acquisition channels and KPI’s for changing customer behavior. • Worked cooperatively with Marketing to revamp the marketing calendar to support ecommerce seasonality and ongoing growth needs. • Collaborated with marketing to create and implement a new email strategy, subscriber management, and lead generation. • Introduced A/B and multivariant testing on site focused on CRO and AOV.• Launched SEO strategy and led site structure improvements to support customer acquisition targets. • Created new cross departmental processes to unlock execution efficiencies with each department at Arcade.• Trained junior staff on Shopify and ecommerce fundamentals.• Implemented a continuous improvement mindset for Arcade Ecommerce.• Platforms– Shopify Plus, Klaviyo, Asana, Seller Central, Avantlink, Netsuite

Us

• Ecommerce Sales Manager – Placed in charge of the DTC transition for Club Ride Apparel’s online presence during the COVID pandemic. • Customer Segmentation – Championed further customer segmentation focusing on communicating with customers based on their engagement with the brand and personal user journey. Implemented live segmented experiences on the website and in email campaigns. Expanded segmentation into marketing and digital ads for a holistic user journey. • CRM – Established a new CRM platform for Club Ride with automated workflows via the live site, email, and sms messaging. Categorized user attributes and began collecting 1P data to create future segmented & tailored experiences. • Digital Marketing – Transitioned Club Ride’s digital marketing to a holistic approach connecting digital marketing with segmentation and user journey from our CRM. Expanded to new platforms and changed KPI’s to CLV in cohorts. • Extend Customer Lifetime Value – Used CLV as a KPI to extend users engagement with the brand and move customers through their lifecycle then extend their lifetime engagement. • Customer Acquisition Cost – Focused KPI’s into customer cost and returned value. Increased CaC targeting quality customers with longer CLV. By segmenting cohorts of customers, we were able to identify more valuable customers and their attributes to define new audiences from.

Us

• Sales Manager – Managed Club Ride Apparel’s online sales channels.• Website Structure – Managed Shopify Platform including operations, content, assortment, and maintenance.• User Journey - Implemented on site functionality, brand storytelling, product photography and presentation, and SEO structure for the D2C experience.• Digital Marketing - Oversaw strategy and execution for go to market, retargeting, brand awareness, and customer lifetime value expansion. Segmenting and moving consumers through the user journey from awareness to conversion.• Ongoing review and reporting of B2C performance, KPI’s, and any gaps to target. Implemented strategic and tactical changes to meet goals. • Email Marketing – Aligned email marketing to brand voice and storytelling. Grew and segmented mailing list moving subscribers strategically through the customer journey to conversion and extended lifetime value with reengagement.• Pro Program – Planned and executed Club Ride’s Pro Program from conception to market creating a sustainable category and direct relationship with industry professionals. • Affiliate Marketing – Launched Club Ride’s Affiliate Marketing Program to compliment traditional advertising and reinforce SEO.

Portland, Oregon, Us

• Responsible for the monthly forecast process, sales planning, and improvement of services to customers while ensuring control of inventories. • Ongoing review of performance, KPIs and actual vs forecast expectations. Communicated those forecast results to AOR leadership and gaps to target enabling alignment. Communication of key drivers in forecast performance and potential impact on future forecast to Regional Sales Planners.• Manage the sales analysis templates with actuals/future forecast data and conduct top-down validation of forecast.• Review current business intelligence/business drivers, expected impact on future forecast, Trade Marketing promotions actual performance and Trade Marketing plans. • Evaluate future forecast building blocks for reasonability, benchmarking vs. historical similarities.• Align forecasts by working in conjunction with the Commercial Manager, Finance Manager and Sales Managers.• Support the commercial team with past performance data; Support Demand Planners with feedback and recommendations from the commercial team on SKU forecasting changes.• Manage B2B catalog, tools, rep and retailer access to the business catalog.

Portland, Oregon, Us

• Coordinated eCommerce projects interdepartmentally balancing brand, commercial, and creative teams initiatives. • Designed and implemented a new brand protection program and MAP Policy for Smith Optics and Suncloud Optics, working with sales, legal, and commercial teams interests. • Ongoing review of eCommerce sales performance against historical and budgeted KPIs, realigned sell through data and forecasting with the commercial team and sales managers. • Managed the execution and implementation of brand strategy and distribution on all 3P sales platforms, specifically Amazon.• Responsible for managing the Smith Optics Pro Program, user base, and training interface. • Led alignment and ongoing review of Smith brands SEO performance, strategy, and site structural optimization. • Responsible for database maintenance, rep and retailer communication, website testing, asset distribution, B2B data, key account support, social media content management. • Maintained the dealer locator user interface, functionality, logic, and retailer account information.• Ongoing review and website testing in Hybris development and staging environments. Worked in developing the layout and user journey through category landing pages to product pages.• Coordinated customer reviews and product support with customer service teams for all brands and products.• Managed all product catalogs and B2B product flat files for Smith Optics, Suncloud Optics, Smith Elite and Forecast Optics brands and products.

Charlotte, North Carolina, Us

• Sales Representative – Men’s Channel Inside Sales Representative for the South East United States with an annual budget of $900,000. Recovered falling sales to meet goals for Fall 2014 and strategy for budgeted 2015 goals. Responsible budget maintenance, reforecasting, and expenditures within the Men’s Channel.• Dealer Services Representative - Dealer support focused on success through creating long-term relationships fostering good will and product line growth for 110+ accounts and outside channels. Grew channel distribution sustainably, keeping close attention to existing network seeking to expand rather than deepen sales networks. • Sales Coordinator – Tasked with an underperforming sample product process, managing $400,000 in product. Primarily managing lead times, distribution, and resource allocation/product sharing practices. Identified bottlenecks, reducing distribution and storage costs. Identified overproduction, reallocating resources to lean production and distribution reducing costs. Coordinated and assisted event logistics for all company trade shows. Maintained sales in the uniform, pro, campus, ambassador, embroidery, and specialty orders programs totaling over $200,000 annually.

Las Cruces, Nm, Us

• Primarily assisted professors with marketing curriculum changes and applications in coursework. • Conducted Graduate Research on improving productivity, focusing on student’s success in team environments. • Successfully identified root causes and solutions to decreasing enrollment in the NMSU marketing department.

Charlotte, North Carolina, Us

• Managed daily tour operations and logistics during the 3 month tour which stopped at over 120 retail locations, in 12 states, covering 7,000 miles. The tours success resulted in 15 new accounts during the tour and an additional 20 accounts after while supporting sale programs at 85 retail locations. • Social Media – Increased social media engagement 5 fold during the tour. Worked closely with the marketing department to maintain content consistency used on Facebook, Instagram, Vine, Twitter, and Blogs. • Worked directly under each department through multiple projects spanning B2B, B2C, direct sales, brand presentation, and trade show coordination and logistics.

Las Cruces, Nm, Us

• Retail store manager and buyer, managing payroll and daily store operations. Attended annual trade shows buying for all departments, expanding retail offerings to over 30 brands. • Cofound the NMSU Adventure Arts Series managing all performing art series events, contracts, schedules, fundraising, partnerships, marketing, and staffing. • Created and managed department marketing programs and sales programs increasing retail sales by 18% annually. • Instructed curriculum for NMSU outdoor recreation classes, lead student trips, and instructed high ropes courses.

Masters, Buisiness Administration

Bachelor Of Administration, Marketing

Bachelor Of Administration, Marketing