Justin Welsh Email & Phone Number

Willingboro, Nj, Us

• Responsible for the modernization of the Digital Marketing efforts among many different sub brands and entities. • Lead the Paid Search, SEO, Email, and Social Media marketing channels, driving 100 million in annual revenue.• Conducted an extensive online session to offline call experiment to mathematically identify an average call revenue value for use as conversion values in Google Ads in an effort for more holistic revenue attribution and algorithmic optimization.• Developed Paid Search incremental EBITDA and Spend model using historical performance to refine the optimal spend level for desired financial return.• Led an Email/ESP integration effort to create data flows to and from HubSpot and an internal Data Warehouse, with the goal of creating dynamic customer segments, personalization, and transactional/triggered emails.• Created and standardized Ecommerce reporting and analytics, to drive a deeper understanding of our customers and their purchase paths as it relates to overall company performance.

Chicago, Illinois, Us

. Directly responsible for over $100 million in ad spend and $600 million in attributable revenue through the Paid Search, Affiliate, SEO, Marketplaces, Programmatic, Display marketing channels.● Grew paid search attributed ROAS by 120 percentage points while simultaneously watching spend increase by $20 million over 2 years.● Partnered with Analytics, Data Science, & Pricing to develop strategies that drive healthy margins & business acquisitions/retention, leading to an Affiliate sales increase of $28 million with a discount dollar decrease of $1.2 million.● Led Zoro.com’s brand efforts, including development of a brand descriptor, brand pattern, brand customer segmentation study, and a brand video advertisement that will be ran in several DMAs across the US.

Chicago, Illinois, Us

• Built Zoro’s highly respected analytics and data science center of excellence from the ground up, growing the department ten-fold over the course of three years.• Responsible for the execution of several board level initiatives. • Reported the highest team engagement scores in the organization for two consecutive years. • Led the development of multiple customer lifetime value models utilizing Pareto NBD and Ensemble methods to power Zoro’s paid search acquisition and email retention marketing efforts.• Evangelized testing experimentation and optimization, building out onsite and marketing testing teams to experiment on feature selection, feature valuation, and risk mitigation.• Spearheaded data democratization at Zoro. Led a vendor selection, and implemented Looker as Zoro’s first BI platform. • Uplift modeling and promotion performance, in an effort to predict which customers will drive incremental dollars from marketing campaigns to improve marketing ROI.• Platform owner of Google Analytics, led the reimplementation of analytics event tagging through the data layer. • Co-Sponsor of an initiative to improve Zoro’s product data using statistical modeling and NLP, including auto-classification and product attribute normalization.

Chicago, Illinois, Us

Lincolnshire, Illinois, Us

• Head of digital marketing analytics strategy and execution at Quill.com.• Drove paid search and product listing optimizations, increasing overall ROAS by recommending marketing mix changes while decreasing marketing costs by 250k in one quarter.• Developed end to end automated ETL process, downloading and warehousing daily channel data and summarizing in a comprehensive Tableau dashboard.• Manage the relationship with a marketing mix modeling vendor to provide organizational insights on incremental revenue across all marketing channels.• Built a customer journey dashboard in Tableau, combining online and offline marketing touchpoints for each customer for a holistic 360 view of customer acquisition and path to purchase.

Naperville, Il, Us

• Lead the channel analytics efforts for Wilton Brands, the market leader in the craft industry, for brick and mortar retail, web, direct-to-consumer, and online marketplace channels. • Oversee a department of 10 employees including the Ecommerce/Digital Marketing Analytics, Retail Insights, and Consumer Insights functions. • Integral member of re-platforming three B2C websites onto the Demandware Ecommerce platform, including assisting with design choices, leading the back-end integration with Google Analytics and Microsoft Dynamics• Lead the development of a multiple phase CRM roadmap to transform Wilton’s digital marketing and Ecommerce efforts • Project lead for a new retailer POS reporting solution including developing a database schema, programmatically loading EDI 852 product activity sets into the dataset, developing an ETL process for loading retailer specific data attributes, and creating a uniform reporting structure and retailer scorecard • Support Wilton’s best-in-class digital marketing strategy, assisting in defining and measuring success on social media by understanding the impact on the consumer awareness funnel in a complex omni-channel environment.

Naperville, Il, Us

• Performed as overall ecommerce subject matter expert, routinely assisting other team members with strategy planning, KPI analysis, marketing testing and ROI, financial modeling, and market basket affinity, contributing to a 30% channel growth year over year. • Created a comprehensive channel reporting suite using a combination of Excel, VBA, and SQL to aggregate retailer POS, web analytics, and customer behavioral data to identify strategic opportunities and drive actionable insights. • Orchestrated vendor selection and contract negotiation process with multiple digital technology vendors and consultants. • Explored the craft industry ecommerce ecosystem by analyzing sales, price, and cost of goods data across 12,000 SKUs to better understand the relationship between price points and sales across Wilton properties, online retailers, and brick and mortar stores, with the resulting insights driving a shift in Wilton’s marketing and merchandising strategy.

Us

• Operations manager for the 11th largest US based internet retailer, leading the team dedicated to day by day operations support for Officemax.com, Reliable.com, and omworkspace.com.• Manager of OfficeMax’s external marketplaces (Amazon.com, Ebay.com) as well as online integrators (Channel Advisor).• Responsible for primary planning and coordination of 2013 holiday season, including development of hour by hour schedule, touch point agendas, and contact distribution lists.• Subject matter expert for all of OfficeMax’s ecommerce data analytics, including Coremetrics web data, marketing/customer segmentation data, operational data metrics, and legacy systems’ data.• Liaison between business operations, marketing, merchandising, IT, and inventory management teams, providing insight and coordinating collaboration to resolve many of the ecommerce team’s short term and long term challenges

Us

• Performed deep dive analysis on various marketing initiatives, reported the performance of marketing test vs control, and created actionable recommendations to increase the profitability of the business. • Created a financial budget and forecast by analyzing historical trends and developing predictive models of future growth initiatives.• Supported Relieble.com’s (Officemax Small Business) SEO and ad-words strategy, participating in weekly meetings with Officemax’s SEO agency and performing ad-hoc ROI analysis on specific campaigns. • Developed a MS Access based CRM application and process to coincide with the creation of a new telesales initiative, saving $247,000 over the alternative in-house IT solution. • Executed various ad-hoc analyses, including the identification of systematic data issues which resulted in a cost savings of approximately $220,000. • Developed and maintained a complex financial model that allocates sales, cost of goods, and variable operational costs to customers and calculates customer profitability.• Supported sales force initiatives by providing data reporting and analysis to increase customer profitability and EBIT.

Tokyo, Jp

• Performed as lead business analyst, serving as a subject matter expert for both operations processes and warehouse IT systems.• Participated in the on-boarding of new customers, working closely with an external customer team to define business requirements, develop value added service processes, coordinate master file synchronization testing, and execute go-live schedules. • Performed customer pricing exercises and cost-benefit analysis on various distribution projects. • Led the design, testing, and implementation of the Receiving and Order Management modules of a new WMS installation.• Managed the successful implementation of many large scale warehouse automation systems, including multiple media sortation systems, an A-frame sortation system, and a pick to light system, working with vendors to create and execute project plans while adhering to a strict timeline.• Spearheaded multiple continuous improvement initiatives, improving process efficiencies and reducing labor costs• Developed and implemented a labor management program which improved employee productivity 22% over two years.

Bowling Green, Ky, Us

• Analyzed the flow of transportation related information among several departments over the course of two months, creating a baseline research document for a future TMS purchase.• Represented the MIS department in a 15 member cross-functional implementation team, managing a highly regarded Wal-mart clothing program that shipped over 15 million units each year.• Supported the installation of a $2,000,000 Warehouse Management System by testing the pick, pack, and ship operations. • Performed development on a supply chain management system that tracked 300 million unique pieces of inventory daily.

Bs, Operations And Information Systems Management

Master Of Business Administration (M.B.A.)