Kristina Smith

Kristina Smith Email and Phone Number

eCommerce | Digital Marketing | DTC | Acquisition | SEM/PPC| SEO | Affiliate | Email | Growth | Performance
Kristina Smith's Location
Las Vegas, Nevada, United States, United States
Kristina Smith's Contact Details
About Kristina Smith

Results-oriented marketing leader with in depth knowledge of US and International markets. Demonstrated experience leveraging technology and process to build scalable solutions to help grow businesses and generate revenue. Highly analytical and action-oriented with a methodical, data-driven approach to decision-making in ambiguous, rapidly changing environments. Passionate about the customer experience-and the customer-and doing right by them as a company. 15+ years of experience building teams with expertise in eCommerce/DTC, growth, digital marketing, demand generation, and customer acquisition.Experienced working in and with both blue-chip and start-up business environments.Seeking senior-level leadership and strategic roles.Frequent speaker at Industry events: * https://www.catalystdigital.com/events/women-in-ecommerce-virtual-event/* https://www.mediapost.com/brandmarketerssummit/speaker/14016/* https://www.mediapost.com/searchinsidersummit/526/* https://www.mediapost.com/searchinsidersummit/489/Thought leader in the industry: * https://www.catalystdigital.com/wp-content/uploads/The-State-of-eCommerce-2021.pdf* https://ecommercemasterplan.com/keen-footwear/LinkedIn Keywords: PPC, SEM, Paid Search, Search Marketing, Display, Social Media, Email, CRM, Acquisition, Affiliate, Paid Media, Digital Marketing, Online Marketing, Growth Marketing, Performance Marketing, SEO, eCommerce, DTC, International Markets, Creative and Media Strategy, Marketing, Brand, Change Management, Sales and Operations Team Management, Mobile, Site Optimization, Testing, International Media Planning, Project Management, Analytics and Reporting, Loyalty, Retention Program, Premium Direct Response and Branded Environments.

Kristina Smith's Current Company Details

eCommerce | Digital Marketing | DTC | Acquisition | SEM/PPC| SEO | Affiliate | Email | Growth | Performance
Kristina Smith Work Experience Details
  • Big Ass Bag
    Cmo
    Big Ass Bag Apr 2023 - Mar 2024
    Revenue responsibility for Retail Technology brand reporting to CEO. Additional responsibilities include customer acquisition and retention, growth, partnership development, brand and digital marketing, and PR.
    View
  • Big Island Coffee Roasters
    Head Of Dtc
    Big Island Coffee Roasters May 2022 - Mar 2023
    Mountain View, Hi, Us
    Fully owned all acquisition, conversion, and retention strategy and tactics across DTC, including digital and offline acquisition, site experience and merchandising, and customer lifecycle marketing.• Developed process to evaluate all marketing and ecommerce opportunities to create prioritization of activity by considering level of effort, potential return, risk, and other factors.• Created target audience personas using customer surveys, interviews, and implementation of site technology that provides detailed audience insight. Utilized personas to build ad unit matrix to improve audience targeting, copy and imagery, and evaluate all future acquisition activity against to improve efficiency and prioritize execution.• Designed data driven analysis to identify source, value, and purchase behavior of new customers to refine acquisition channels and methods previously utilized. This resulted in a shift in investment strategy, better understanding of product merchandising, and creation of new landing pages to lower CAC and increase new customer attach rate.
    View
  • Trx Training
    Senior Director, Ecommerce & Digital Marketing
    Trx Training Nov 2020 - Apr 2022
    Delray Beach, Fl, Us
    Owned TRX’s digital acquisition and retention efforts by leading owned and earned digital marketing channels and site planning. Responsible for managing & optimizing customer experiences while partnering with Brand, Commercial, and Education counterparts. • Introduced process improvements and optimized the team across go-to-market, site planning and promotions, and DEV activity resulting in 15% time savings within the team and across multiple partner teams. • Collaborate with Finance and Analytics to introduce data-driven decisions in planning and goal setting process. Created first-ever by-channel, by-month KPIs and dashboard to track weekly and monthly targets.• Transformed Affiliates program by reducing partners from 5 to 1 and expenses by 50% while preserving 2020 revenue trends.
    View
  • The Riveter
    Vp, Digital Marketing
    The Riveter Apr 2020 - Sep 2020
    Seattle, Washington, Us
    Prior to COVID-19-related layoff, responsible for developing and driving digital community member acquisition and retention strategies by building a world-class marketing organization that focuses on performance and growth across all marketing channels.• Directed and enabled strategic and operational efforts across digital marketing, creative, DEV and product teams.• Created strategic roadmap to drive digital marketing and analytical capabilities, enabling bottoms-up efforts across analytics platforms, email marketing automation, and performance media platforms to achieve aggressive member acquisition growth targets.
    View
  • Keen
    Director, Global Digital Marketing
    Keen Apr 2018 - Apr 2020
    Portland, Oregon, Us
    Directed and led all customer acquisition marketing initiatives, 3rd Party Marketplace Marketing activity, Loyalty and Retention program development, and performance optimization for keenfootwear.com. • Rebuilt existing retention program to focus on growth of active member base thru increased acquisition activity at scale, development of strategic partners, and aggressive promotional campaign messaging. Membership increased 24% YoY in 2019, and revenue from program has increased 30% YoY.• Partnered with leadership teams in Canada, Europe, and Japan to develop local digital marketing strategies and bench-marking tools to evaluate opportunities for continued expansion in those markets.• Developed email address acquisition strategy resulting in a road map that doubled active house file size within the two years.• Created go-to-market digital marketing strategy in partnership with retail stores leadership to increase foot traffic by 50% and revenue by 20% YoY.• Led transformation of marketplace marketing (Amazon, Zappos, etc) strategy and tactics. Defined organization, technology ecosystem, and operational approach needed to successfully scale for growth.
    View
  • Keen
    Director, Digital Marketing
    Keen Jul 2017 - Apr 2018
    Portland, Oregon, Us
    Portfolio-level role working across brands. Responsible for leading all direct-response marketing channel initiatives and performance optimization across the KEEN and Chrome web sites.•Led the team to develop bottoms-up channel strategies, forecasting approaches, and a comprehensive and accurate tracking framework to ensure that marketing channels are operating at full potential.•Determined skills, investments, and structural shifts needed to set aggressive trajectory for growth over the firm’s long-range planning time horizon.
    View
  • Phe
    Director, Channel Marketing And Site Optimization
    Phe Jun 2015 - Jun 2017
    Hillsborough, Nc, Us
    Own multi-site, cross-channel (Paid Search, SEO, and Affiliate) strategy along with Mobile product development and site optimization/testing activity.• Built and executed Content Marketing strategy to create, distribute, and measure results of all on-site content efforts to enhance on-site customer experience and SEO traffic.• Managed overhaul of site optimization and testing program to focus on improved testing methodology. This effort improved testing iteration rate, developed relevant KPIs, and increased testing learn rate.• Achieved KPIs from Mobile site redesign thru development of redesign process, identification of primary areas of site to address during redesign, and utilization of customer data to inform design decisions.• Directed implementation of cross-functional trade show strategy to amplify Affiliate and SEO efforts to an acceptable ROI at national conferences to grow Content partnership base.
    View
  • Phe
    Marketing Director, Paid Search And Seo
    Phe Dec 2014 - Jun 2015
    Hillsborough, Nc, Us
    Built multi-site Paid Search and SEO strategic marketing plan, managed and developed internal staff, and growth initiative ideation to achieve revenue and profit targets.• Responsible for managing SEM Agency RFP process. Duties included sourcing of Agency participants, selection of RFP committee members, development of RFP evaluation matrix and selection criteria.
    View
  • Getty Images
    Marketing Director, Paid Search And Display
    Getty Images Sep 2012 - May 2014
    Seattle, Washington, Us
    Developed global, multi-property Paid Media strategy to drive customer acquisition for eCommerce websites; managed growing, global 8-member team.• Developed annual $XXM budget and ROI goals to achieve revenue targets; managed department operating budget and other financial operatives. Achieved 120% revenue targets.• Identified key international markets and created cross-channel, strategic plan for expansion of Paid Media to support strategic business initiatives for growth. • Developed customer segments, messaging, and key product features during corporate re-branding initiative.• Partnered with UX teams to drive multivariate landing page tests to optimize user experience and conversion rate.• Directed generation and presentation of insightful weekly, monthly, quarterly, and ad hoc reports for executives.• Built and managed relationships with vendors, global search agency, and Top/Second-Tier Search Engines; prior experience and contacts at Google enabled organization of first Google/Getty Executive Summit which radically transformed key strategic digital initiatives and plan.• Hired and developed global staff using supportive and collaborative approach. Managed performance to annual goals and objectives via establishing priorities and monitoring/evaluating results.
    View
  • Google
    Industry Manager-Retail
    Google Feb 2011 - Jul 2012
    Mountain View, Ca, Us
    Owned strategic development and revenue generation of portfolio of Global Online Retailers. Clients included pure-play retailers and comparison shopping engines• Worked with multi-national clients to provide digital solutions for Brand and Direct Response objectives. Developed understanding of business needs and challenges, determined joint plan of action to implement Search, Display, YouTube and Mobile products to solve for issues, and monitor results for performance.• Responsible for quarterly revenue targets via exploration of additional strategic growth opportunities with Google products. Achieved 102% on $59M targets.• Collaborated and consulted with senior level client contacts with the goal of extending relationships, creating and supporting roadmaps, and increasing client and agency engagement base contacts.• Managed and mentored Account Managers and Industry Analysts to further their development and achieve team goals.
    View
  • Vccp Media
    Senior Search Strategist
    Vccp Media Apr 2010 - Jan 2011
    London, Gb
    Created PPC and SEO strategy for multi-property News International websites.Sites under remit included The Times, The Sunday Times, Sun Bingo, Dream Team, News of the World, and The Sun.• Managed junior staff members on account structure, bid management, landing page and creative testing, meeting the goal to efficiently acquire customers within CPA targets.• Developed strategies to reduce CPC by 18%, increase average Google Quality Score by 25%, and meet acquisition targets at 70% of CPA across all managed websites.• Advised clients on technical, content and link building opportunities to improve SEO, with focus on a managed, programmatic approach with quantifiable results.
    View
  • Amazon.Com
    Uk Search Marketing Manager
    Amazon.Com Feb 2008 - Mar 2010
    Owned P&L of Amazon UK SEO and PPC.• Owned bid management, landing page and creative testing. Liaised with Search Engines to improve program efficiencies. Efforts resulted in 2008 YoY revenue growth of over 70%, and 2009 YoY growth over 100%.• Created program to provide ‘SEO Audit Certification’ to all UK categories over 18 month period. Program introduced to all Amazon EU domains and ensured all technical and content areas were evaluated.• Developed co-op program for vendors to fund Amazon SEM. UK results netted over £150k of vendor funding, and resulted in incremental sales of over £400k; due to success, UK program implemented EU-wide.• Provided SEO and PPC consultation to business stake-holders during launches of new categories, major products, and major marketing initiatives.
  • Amazon.Com
    Senior Product Manager, Seo
    Amazon.Com Jan 2007 - Feb 2008
    Owned P&L of global SEO performance, and leadership of SEO team.• Pitched and received buy-off from senior leaders to create first Amazon Black Friday website. Liaised with category and acquisition channel leaders to develop promotions and messaging strategy. Efforts resulted in 10% YoY increase in sales for Black Friday, and led to development of full time Black Friday team.• Quantified business impact for SEO technical changes and roadmap prioritization; directed development of internal dashboard to monitor KPIs.• Managed World Wide SEO forecast process. Researched Search Engine and retail industry trends to determine run-rate for forecasts; consulted with category leaders to understand business-level trends that impact SEO and coordinated with financial teams to articulate impacts on resulting financial estimates.
  • Safeco
    Director, Online Consumer Experience
    Safeco Jul 2004 - Dec 2006
    Seattle, Wa, Us
    *Creator of Online Self Service Program Strategy. Efforts included proposal to senior leadership defining scope/vision and cost/benefit of program, strategic roadmap, budget and resource organization, and vendor relationship management. This program, through a $75M, four year spend, was designed to reduce contact call center volume to 10% of current year volume by 2011, increase online self service activity by 800% percent, reduce cost to service by over $500M, and facilitate increased consumer retention and satisfaction.*Consumer experience evangelist developing the latest consumer communication for revised online billing system and strategy. Created billing brochure and inserts to proactively inform consumers of billing changes and provide call to action on how to resolve billing inquiries on Safeco.com. Projected results include a 10% reduction in call center volume from billing-related consumer inquiries, and a 5% increase in online Self Service activity.
    View
  • Nancy Chandler Graphics
    International Sales And Marketing Intern
    Nancy Chandler Graphics May 2003 - Aug 2003
    *Integrated and analyzed company, competitor, and consumer data from multiple sources to develop a comprehensive three-year strategic marketing plan. Plan focused on increasing consumer awareness through integrated marketing and advertising communication, and reach through an improved management of distribution channels. *Assessed business potential for creation of new products through customer and competitor analysis and profiling of company production capabilities and brand image. Assessment resulted in development of 3 new products since August, 2003; profitability of new products by EOY 2004 was 50% greater than previously existing products.*Utilized financial modeling skills to analyze product and channel profitability. Analysis led to profit improvement through reallocation of resources among distribution channels, discontinuing one channel, and increased prices for existing products.
  • Andersen, Llp
    Business Unit Manager, State And Local Tax (Salt)
    Andersen, Llp May 2000 - May 2002
    Bayport, Minnesota, Us
    *Member of business plan team responsible for developing operating strategy which maximized company assets and lead the business unit to meet financial goals for the fiscal year. Strategy resulted in SALT business segment meeting budget and posting highest revenue of all SALT groups in the US for 2000-2001 fiscal year. *Redesigned and executed new business process to reduce inventory and accounts receivable turns. New process led to 20% reduction in time from project completion to final client billing and 30% reduction in time to collect outstanding client invoices.*Managed cross-functional business process redesign team that created, tested, and implemented new scheduling system for the Southeast Regional Tax Practice. Resulted in reduction of employee overtime by 10%.
    View
  • Andersen, Llp
    Tax Consulting Senior, Federal Business Tax Practice
    Andersen, Llp Sep 1996 - May 2000
    Pl
    *Designed new key account management system for largest client in Carolinas region by increasing frequency of communication with client and re-engineering the client work approval process. New system shortened time required to provide client required taxation services by two months and reduced inputs required by over 300 team hours.
    View

Kristina Smith Skills

E Commerce Digital Marketing Ppc Online Marketing Seo Sem Analytics Online Advertising Search Strategy Marketing Strategy Competitive Analysis Product Management Project Management Integrated Marketing Lead Generation Consumer Behavior Cross Functional Team Leadership Marketing Management Market Research Consumer Behaviour Management Client Development Pay Per Click Search Engine Marketing Search Engine Optimization Marketing Digital Strategy

Kristina Smith Education Details

  • University Of North Carolina At Chapel Hill
    University Of North Carolina At Chapel Hill
    Marketing
  • University Of North Carolina At Charlotte
    University Of North Carolina At Charlotte
    Accounting

Frequently Asked Questions about Kristina Smith

What is Kristina Smith's role at the current company?

Kristina Smith's current role is eCommerce | Digital Marketing | DTC | Acquisition | SEM/PPC| SEO | Affiliate | Email | Growth | Performance.

What is Kristina Smith's email address?

Kristina Smith's email address is ks****@****inc.com

What is Kristina Smith's direct phone number?

Kristina Smith's direct phone number is +191964*****

What schools did Kristina Smith attend?

Kristina Smith attended University Of North Carolina At Chapel Hill, University Of North Carolina At Charlotte.

What are some of Kristina Smith's interests?

Kristina Smith has interest in Casinos, Collecting Antiques, Exercise, Sweepstakes, Home Improvement, Reading, The Arts, Home Decoration, Cooking, Cruises.

What skills is Kristina Smith known for?

Kristina Smith has skills like E Commerce, Digital Marketing, Ppc, Online Marketing, Seo, Sem, Analytics, Online Advertising, Search, Strategy, Marketing Strategy, Competitive Analysis.

Free Chrome Extension

Find emails, phones & company data instantly

Find verified emails from LinkedIn profiles
Get direct phone numbers & mobile contacts
Access company data & employee information
Works directly on LinkedIn - no copy/paste needed
Get Chrome Extension - Free

Aero Online

Your AI prospecting assistant

Download 750 million emails and 100 million phone numbers

Access emails and phone numbers of over 750 million business users. Instantly download verified profiles using 20+ filters, including location, job title, company, function, and industry.