Kelsey Mcfall Email & Phone Number

Portland, Oregon, United States

• Led the brand strategy on Amazon.com for each assigned client to increase brand awareness, drive persuasion and conversion and ultimately brand loyalty by devising a complete brand step-up story across product portfolios and advertising campaigns• Managed the client plans tactically within Amazon Vendor and Seller Central overseeing all aspects of implementation - 1P vs 3P strategy, pricing & buy box, inventory, path to purchase, product listings, promotions, Amazon advertising, PDP content optimizations, twister variations, product review analysis and manufacturer feedback• Utilized Asana project management software to ultimately drive client satisfaction and sales growth - details included meeting agendas, item checklists with timelines for owners and deliverables, product information forms (PIF), and final audit upload trackers to ensure accurate product listing information• Facilitated the brand/vendor relationships directly with Amazon staff for my clients• Built Client executive reporting dashboard that included top line revenue, Lost Buy Box, inventory, forecasts, advertising, and promotions metrics. In parallel, generated a detailed cost walk analysis used to ensure profitable dynamics • Audited and optimized the digital health of each client’s complete product portfolio achieving an immediate increase in sales• Leveraged internal and agency design teams to optimize content ATF & BTF, edited copy to create improved bullet points, product descriptions, and benefit-based mobile optimized imagery• Identified, reviewed, and tracked competitive threats from marketplace resellers

• Collaborated across the Samsung consumer organization to implement strategic initiatives and YoY improvements at Amazon and Costco achieving three straight years of double-digit growth and over $2.0B in retail sales • Oversaw on-time new product launches for 200+ SKUs annually across 10 product businesses ensuring each SKU was digitally loaded with complete specifications, messaging, and imagery • Drove persuasion to conversion by enriching the consumer experience through strategic product detail page optimizations on 400+ active SKUs• Accelerated the WoW improvement of Samsung’s digital health (400+ SKUs) including stock availability, price, review count, average rating, share of search, and accuracy of product titles, descriptions, bullet points and images across 10+ categories• Led and defined the process for annual budget and marketing planning across 10 category teams. Prepared and presented internal budget recommendations for each category• Coordinated annual planning with Samsung sales and Amazon/Costco directly to ensure comprehensive marketing coverage• Communicated internally the success of key marketing programs and any recommendations for improvement• Managed digital merchandising placements including brand store, landing pages, billboards, site stripes, etc. for 10+ product categories. Capitalized on key events and built incremental promotions• Utilized shopper insights and customer decision trees to develop value propositions and optimize PDPs. Utilized strategic test-n-learn opportunities including cross-category bundling experiences and leveraging seasonal relevant creatives• Initiated complex, strategic digital first-ever projects on Amazon including Samsung Gift List and Registry, Samsung Brand Store and Amazon Bookstore launches for Samsung• Negotiated and facilitated the “Samsung Gift Ideas” program, the largest strategic Amazon marketing initiative of 2018 and the first ever brand exclusive list within an Amazon Electronic Gift Guide

• Managed requests across 13 product categories including new item setups, image/video uploads, item edits, vendor certificates, VINE, cost management, purchase order extensions, promotion submissions, agreements, and ARA/ARAP as Samsung’s administrator on Amazon.com. Trained employees across Samsung, including directors and VPs, on platform utilization• Launched over 200+ ASINs annually, including NIS template completion, image/video uploads and A+ content• Spearheaded the creation of the Samsung Brand Store on Amazon resulting in 35+ product pages and the improvement of Samsung’s brand presence across 13 categories. Managed Samsung’s vendor relationship and established project support from Sales, Product Marketing, Demand Generation and Leadership teams. Amazon has recognized the Samsung brand store as Best in Class and features it as an example to any brand looking to create their own store• Launched and negotiated the Samsung partnership with Amazon Bookstores, resulting in bookstore presence across 6 Samsung categories in US bookstore locations• Partnered with Amazon to beta test Enhanced A+ content. Oversaw the Enhanced A+ content creation across Samsung product detail pages. Managed vendor relationships to ensure efficiency and brand compliance• Launched and managed the Amazon Ad Console strategy with selected agency, as well as the DSP strategy thru Amazon’s Managed Service across 13 categories• Identified and resolved Andon cords and pricing blocks, actively participated in weekly CPFR (collaborative planning and forecast review) calls, and closely monitored LBB & OOS on key ASINs

Gladstone, Or

• Managed and inspired 30 students using leadership, communication, research and planning skills. • Led our team in data analysis, curriculum development and delivery, and assessment creation. • Designed instruction and increased student performance outcomes to meet annual goals. • Created positive, meaningful partnerships between school and home through strong and consistent communication.• Owned and managed the annual curriculum calendar to ensure all 115+ standards were taught effectively, and all students met or exceeded benchmark requirements by the year end.• Created and managed systems for tracking large amounts of data consisting of 4-5 assessments for 30 students across each of the 115+ academic standards.• Utilized effective presentation skills to deliver complex material to audiences of varying levels.

Tillamook, Or

• Managed and inspired 30 students using leadership, communication, research and planning skills. • Led our team in data analysis, curriculum development and delivery, and assessment creation. • Designed instruction and increased student performance outcomes to meet annual goals. • Created positive, meaningful partnerships between school and home through strong and consistent communication.• Owned and managed the annual curriculum calendar to ensure all 115+ standards were taught effectively, and all students met or exceeded benchmark requirements by the year end.• Created and managed systems for tracking large amounts of data consisting of 4-5 assessments for 30 students across each of the 115+ academic standards.• Utilized effective presentation skills to deliver complex material to audiences of varying levels.

Ashland, Or

Administered specialized training in CPR, first aid, lifeguard skills, and water safety instruction for all company employees and potential employees.

Ashland, Or

Supervised all pool operations. Functioned as primary liaison to customers and vendors, and ensured a consistently positive customer experience. Earned a reputation for maintaining a positive attitude and producing high-quality work. • Recruited and trained all company employees. • Developed, organized, and implemented all company events, and coordinated daily schedules.• Worked closely with the Parks and Recreation Coordinator and Director.

Master Of Education (M.Ed.), Curriculum And Teaching, Esol, 4.06 Gpa

Bachelor Of Science (B.S.), Elementary Education And Teaching, Magna Cum Laude

Activities and Societies: CTL Reading Clinic Tutor, Golden Key National Honor Society, National Society of Leadership and Success