Keith Whitaker Email & Phone Number

Charleston, South Carolina Metropolitan Area

• Manage a team of six to implement data-driven marketing strategies to enhance customer acquisition, engagement, and retention across various channels including eCommerce, owned store locations, and call center.• Drive e-commerce sales across two Shopify Plus sites using multiple digital ad platforms including Google Ads, Facebook Ads (Meta), TikTok Ads, Reddit Ads, Pinterest Ads, and Microsoft Advertising (Bing).• Spearhead digital marketing initiatives to increase website traffic, conversion rates, and overall revenue growth.• Launched Streaming TV campaigns for two main brands, enhancing targeted top-of-funnel awareness and brand visibility.• Implementing Multi-Touch Attribution (MTA) to track campaign contributions and influence media mix modeling, enhancing ROI analysis.• Led a major website redesign for Super-Sod, improving user experience (UX), integrating B2B functionalities, and implementing custom pricing strategies through Shopify functions.• Optimize Google Shopping campaigns by creating over 40 pricing zones in Google Merchant Center and developing custom regional product feeds, improving product visibility and sales.

Charleston, Sc

Charleston, South Carolina Metropolitan Area

Led team of five in the implementation and management of all paid digital media for 30+ clients. Channels include, CPG & fashion ecommerce, travel, housing, recruiting, B2B and food and beverage.• Media Platforms: Deliver media campaigns across multiple paid social and demand side platforms including The Trade Desk, Roku, AdTheorent, Facebook, Snapchat, TikTok, Pinterest, Google (Search, YouTube, Shopping & Display), DOOH, Email and LinkedIn. • Building Teams: Developed organization structure and incentive plans for team to create career paths and clear bonus incentives. Implemented training programs and processes to improve QA and optimizations. Utilize quantitative and qualitative methodologies in hiring new team members. • Analysis & Reporting: Implemented a new 24/7 client-facing dashboard with customized analytics including impressions, CTR, conversions, ROAS, CPA, demographic data, geo data, and more. • Business Development: Partner with sales to develop and present customized proposals for potential clients. Achieving a 50% close rate at presentation stage by focusing on client needs and KPI’s.• Attribution Tracking: Utilize Google Tag Manager to set up tags, triggers, and variables for all platforms to track conversion data

Mount Pleasant, South Carolina, United States

Managed marketing for owned LATAM adventure parks, e-commerce & non-profit clients with emphasis on digital & social.• Digital Media: Developed and managed digital campaigns to drive awareness, engagement, and conversion. Managed DSP programmatic & Google display campaigns to achieve KPI’s. Developed and implemented PPC campaigns. Created and managed targeted paid campaigns for Facebook & Instagram with emphasis on video content. • International Business: Lived in Panamá and Colombia for 15 months to launch and operate five large, indoor adventure parks. Managed all marketing and operations for parks. Oversaw hiring of over 120 employees and implemented and trained on POS system. Selected and managed four local ad agencies to handle experiential and influencer marketing.• Website Development: Created and managed Shopify e-commerce websites.• E-Commerce Growth: Developed comprehensive re-launch strategy for e-commerce tool belt business. YTD Sales are up 175% vs. prior year.

Charleston, South Carolina Area

Led marketing and creative services for Gildan retail brand.• Sales Growth: Developed and implemented business plans that increased sales by over 30% annually for four consecutive years.• Digital & Social Media: Led digital strategy to drive engagement, awareness and trial across multiple channels. Managed multiple agencies in execution of strategies including programmatic digital display, social media and paid search. • New Product Development: Launched new men’s underwear program which became the third largest brand in less than two years. • Marketing Research: Analyzed, reported and acted on NPD quantitative and qualitative data.• Website Development: Led creation and implementation of new gildanonline.com. Increased E-commerce sales by over 30% annually. Led onboarding for company on Walmart.com.

Orange, Ct

Led marketing, product management, licensing, creative services and customer service for North American market with staff of twenty-four. Additional responsibilities included sales responsibility for Canadian market. • Sales Growth: Developed and implemented business plans that increased sales for three consecutive years. Increased sales for Canadian market by 18% annually by developing market-specific programs.• Licensing: Managed all aspects of licensing and contracts with over 20 licensors including Disney, Marvel, Warner Brothers, Universal, DreamWorks, MLB, NCAA, Nickelodeon and Sanrio (Hello Kitty).• New Product Development: Launched over 35 new dispensers per year. Introduced two new candy flavors based on research and taste trends. • Business Expansion: Led implementation of new on-site Visitor Center. Center combined museum, interactive exhibits and retail to drive brand engagement and incremental sales.• Website Development and E-Commerce: Led creation and implementation of new pez.com. New site has become the destination for collectors. E-commerce store offered for the first time all available dispensers and was profitable from first month.

New Haven, Ct

Led marketing, product management, cataloging, customer service, technical support and pricing departments with staff of thirteen for $380MM manufacturer of automotive radiators, heaters and climate control parts. • Product Line Strategy: Performed portfolio analysis on three product lines and over 2,000 SKU’s. Established financial criteria to streamline product line and segment line into core and non-core groups. Partnered with manufacturing and purchasing to set fill rate goals for each segment that improved margins, maintained customer coverage and reduced customer fill rate penalties. Eliminated over 200 SKU’s and reduced inventory levels by $5.9MM.• Pricing: Created new pricing strategy and process that included competitive benchmarking, financial hurdle rates, and breakeven analysis to identify and achieve incremental sales & margin opportunities. • Marketing Promotion: Developed and implemented promotion targeted to highest margin branch sales customers leading to $1M in sales and $400m in incremental margin with 401% ROI.. • Customer Profitability Modeling: Created detailed customer pro forma analysis for top eight accounts that generate over 75% of sales. Analysis led to $1.3MM in improved margins.

Led marketing programs and account management for brand consulting firm. Managed creative team to develop and execute brand strategies including packaging, POP, trade shows, website and research projects. Client brands included: Liquid Nails, Kimberly-Clark, Scott, AutoZone, BEHR Paint, Dirt Devil, FRAM and Autolite. • Retail Optimization: Led in-store research project for AutoZone which included in-store videography, behavioral tracking and attitudinal exit interviews. Recommendations led to improved performance of secondary displays and 19% more traffic through aisles.• Agency Business Development: Launched new public relations division that broadened range of services leading to 32% increase in revenues. Hired and built staff including CEO, account management, and designers. Served as CFO of agency.• Director of Marketing for Liquid Nails: Led marketing for $100M division of ICI while function was outsourced to L&W. Managed $7M budget and supervised three ICI employees• Market Share Optimization: Increased market share for Liquid Nails from 51% to 56.8% in flat market increasing sales by $14.2MM and profits by $4.1MM.• Consumer Insights: Developed and implemented comprehensive research plan including A&U, focus groups, in-store videography and problem-detection analysis to better understand customer profile and identify product gaps and opportunities.• New Product Development: Implemented innovation process for division and spearheaded program to launch new products into new channels and product categories. Managed all facets of product introductions including ideation, concept development, positioning, research, manufacturing, pricing, financial analysis, promotion, advertising and final market launch through major distribution channels including Wal*Mart, Walgreens, Lowe’s, The Home Depot, ACE, Publix and Winn-Dixie generating $3.1MM in incremental sales.

Hickory/Lenoir, North Carolina Area

Managed sales and distribution channels in the U.S. and Canadian markets for Varathane and Watco branded wood finishes.• Brand Growth: Increased sales by 5% and profits by 9%.• Brand Leadership: Spearheaded comprehensive re-launch of Varathane Floor Finishing Center at Lowe’s, ACE, True Value and multiple independent hardware stores that established Varathane as the premium brand leader in clear wood finishes. Re-launch encompassed new display, improved communications and new packaging. Increased market share in floor finishing category from 12% to 14%.

Winston-Salem, Nc

Managed Hanes Her Way and Just My Size intimate apparel product lines that represented 50% of sales and 45% of profits for division. Managed staff of two.• New Market Development: Identified unmet need in the mass bra channel and engaged the support of management to allocate resources for developing segment leading to successful launch into key mass retailers.• Creative Packaging: Led the development and implementation of comprehensive package redesign for more than 30 different products that improved retail presentation and helped increase sales.• Advertising: Partnered with Sara Lee Underwear to develop joint Back-to-School print and TV advertising campaign that increased quarterly sales by 11%.

Bachelor’S Degree, Marketing

Mba, Finance