Spearheaded ecommerce and site management for Tacony Corporation's largest direct-to-consumer brand. Developed and executed the content calendar, including web and video content, to drive email, social and organic traffic. Functioned as a brand ambassador for internal and external teams to support marketing projects and product releases in partnership with the product teams. Oversaw the execution of initiatives and teams including annual promotional planning, ecommerce roadmap management, email marketing, customer segmentation strategies, direct mail, paid search, and go-to-market strategies. Worked with the executive team on strategic initiatives leading to the marketing tactics to support goals. Responsible for the ecommerce budget and positive ROI initiatives while working to keep spend under control. Technologies used include Magento M2/Adobe Ecommerce, Klaviyo Marketing Automation Platform, Bloomreach Site Search, Bazaarvoice, and Google Analytics to support the site experience, plus other ERP systems and BI tools.

Executed direct-to-consumer marketing efforts, including strategic planning, promotions, direct mail and site merchandising while managing divisional creative services group supporting multiple brands. Collaborated in partnership with external IT partners and internal stakeholders to drive new site enhancements – identify, recommend, draft formal business requirements, test, and oversee the implementation of new functionality. Provided a seamless digital brand experience for the customer across all channels and touchpoints to support a multi-channel environment.

Optimized ecommerce channel and revenue goals by building up supporting marketing channels like search engine optimization, paid search and email marketing. Created a more refined onsite experience through data and usability testing to increase time on site, revenue, and AOV. Developed website and email editorial calendar based on trends and comps. Managed all aspects of web analytics and communicate relevant information to team members, executive leadership, and cross-functional partners.

Managed a number of marketing projects including SMS marketing integration, site navigation enhancements and the implementation of a new analytics provider along with marketing responsibilities including email marketing, paid search, social media, SEO and promotions.

Responsible for attaining traffic and revenue goals through a variety of channels including email marketing as well as supporting new product launches, site replatforming, ongoing reporting, social media and more.