Michael Edwards personal email
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With 20+ years of successful Ecommerce leadership experience, I have a demonstrated history of creating strategies and implementing successful merchandising and conversion optimization (CRO) tactics, enhancing site experiences, and optimizing item assortments that increase top-of-funnel conversion and drive revenue. Primarily, I use an entrepreneurial approach, establish productive relationships, work cross-functionally, and use testing and data analysis/interpretation to improve the entire customer experience.In addition, I have a strong background of 12 years in retail category management and vendor management. In my prior roles, I have managed grocery, office furniture & desk accessories, and apparel categories with revenue up to $570 million.My roles have afforded me the privilege of managing teams of up to five, partnering with top consultancies & third-party vendors, and learning from passionate, intelligent, creative, and inspiring team members.
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Digital Merchandising Site StrategyMsc Industrial Supply Co. Sep 2022 - Dec 2024Davidson, North Carolina, UsMSC is a B2B distributor of metalworking and MRO products.In this new role at MSC, I led the online merchandising strategy for MSCdirect.com, with a product count of 1.5 million and revenue of over one billion dollars. Primary tactics:> Worked with the UX and product development teams to add site functions and improve the site experience.> Partnered with the category management team to offer MSC suppliers increased visibility and promotional activity.> Aligned with marketing to coordinate company messaging to ensure a consistent customer experience.> Introduced promotional activity to the homepage.> Added enhanced content.In addition, I managed the relationship with a third-party content provider and led a team that solved a long-standing problem. After the resolution, MSC acquired the missing enhanced content for over 1,600 products from our suppliers. -
Ecommerce FreelancerAppen Jun 2020 - Sep 2022Kirkland, Washington, Us -
Director Of Ecommerce Customer DevelopmentAcosta 2018 - 2019Jacksonville, Fl, UsAcosta is a Sales & Marketing agency representing CPG companies to retailers.I led a new team within Acosta representing manufacturers to retailers for Ecommerce activities exclusively. I directed the digital marketing, online merchandising, promotions and item assortment strategies for my clients Pfizer, Clorox, Coca Cola Water and Bimbo Bakeries. Using data analysis, I was able to identify underperforming marketing activities and advised changes to successfully improve ROI and grow sales. Through relationship building and providing historical performance, I was able to influence my retail partner to provide improved categorization and content merchandising, as well as securing newly created cross-branded promotions and digital marketing activities from my clients. -
Ecommerce Merchandising & Category Management LeaderTut Industries 2016 - 2018Tut owned a website that is now closed.In this role - for a start-up - I created an Ecommerce strategy and implemented online merchandising, site optimization, and category management tactics to meet aggressive growth targets. I was also accountable for site performance metrics such as bounce rate, time on site, add-to-cart, conversion rate, and revenue. My responsibilities included category management metrics; item assortment optimization, pricing, promotions, cross-sells and up-sells, competitor analysis, etc.
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Director Of EcommerceRelias 2014 - 2015Morrisville, Nc, UsRelias Learning sells virtual classes to medical professionals.In the newly created position of Director of Ecommerce, I led the day-to-day strategic digital activities; site experience, online merchandising, product assortment, promotions, marketing, and partnerships, with the goal of growing a nascent DTC website.Managing a team of four, we acquired the needed customer intelligence to make the improvements that resulted in conversion and sales increases, as well as increasing marketing return on ad spend. In this role, I also researched, interviewed, negotiated with and selected a vendor for a new website platform that would allow us to scale as needed. -
Senior Manager Of EcommerceLexmark 2011 - 2014Lexington, Kentucky, UsLexmark sells printers and accessories.I managed the Lexmark direct-to-consumer site and was responsible for the end-to-end customer experience. Optimizing the website was a large part of my role and was accomplished through UX improvements and testing and data analysis, which resulted in decreased cart abandonment, improved conversion and an increase in sales.Partnering with a digital agency, I was able to increase the marketing return on ad spend 200 % by developing a strategy to acquire targeted customers and optimize keywords. -
Ecommerce Category ManagerOfficemax 2007 - 2009UsOffice Max sells office supplies and furniture.While managing the office furniture, office decor, and desk accessory business unit during the recession, I was able to create strategies to allow my business to grow during this time. By establishing strong relationships with my vendors, I was able to secure additional promotional funding, reduced pricing and the creation of special programs to drive sales. -
Retail Category Management And Ecommerce Management RolesAhold 2000 - 2006Zaandam, Noord-Holland, NlAhold is a grocery company. I worked for their holding Giant Food of Landover.In 2002 I was promoted from Buyer at grocery chain Giant Food, Inc. to the Ecommerce Merchandising Manager at start-up internet grocer Peapod by Giant. Giant and Peapod were both owned by Ahold USA. At Peapod I managed a team of seven buyers, owned the website experience, and was responsible for all the day-to-day category management activities: online merchandising, item assortment, vendor relations, promotions, pricing, inventory, etc.
Michael Edwards Skills
Michael Edwards Education Details
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University Of MarylandB.S. Social Sciences/History
Frequently Asked Questions about Michael Edwards
What is Michael Edwards's role at the current company?
Michael Edwards's current role is Director I Digital I DTC Ecommerce I Online Merchandising I Conversion Optimization I User Experience I Digital Strategy I Data Analytics & Interpretation I Category Management.
What is Michael Edwards's email address?
Michael Edwards's email address is ka****@****ail.com
What schools did Michael Edwards attend?
Michael Edwards attended University Of Maryland.
What skills is Michael Edwards known for?
Michael Edwards has skills like Marketing Communications, E Commerce, Web Marketing, Start Ups, Web Project Management, New Media, Online Advertising, Digital Marketing, Sem, Seo, Marketing Strategy, Social Media Marketing.
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