Leah Baker Email & Phone Number

Scottsdale, Arizona, Us

• Drove significant revenue growth, achieving 137% year-over-year increase for four consumer e-commerce sites and 32% improvement in conversion rate across direct-to-consumer channels through influencing fast-track to early launch of a new product in our exclusive insurance partner stores, adding product page flag feature, and launching new payment options at checkout• Boosted Black Friday/Cyber Monday 2023 revenue and conversion performance, with increases of 104% and 14% over 2022 by negotiating more aggressive promotions and extending timeframe of sale in direct channel• Optimized retention and upsells through addition of new post-purchase and social commerce tools acquired through presenting business case to executive leaders; gained budget and support for this tool from executives by creating and presenting business plan showing a 60% ROI over the first year of activation• Evaluated legacy tech stack and led RFP exercise to migrate and adopt tools better suited for our growing business, in addition to cutting costs associated with digital activities• Spearheaded the development of new Software as a Service (SaaS) experiences through collaborating with engineers and developers, resulting in an on-time launch of first RMR business• Planned 3-year digital roadmap to increase site speed, add new features to increase engagement, and optimize checkout experience for higher conversion rates Managed PIM team side project using Salsify and Syndigo to syndicate below-the-fold product content to retail channel for 200+ SKUs• Grew B2B online business, driving +5% Y/Y revenue growth through marketing content served to distributor shoppers and planned enhancements to platform through migration to SAP Commerce• People manager to team of sixteen resources (3 managers, 13 individual contributors)

Round Rock, Texas, Us

• Established innovative training program for new sales representatives by creating train-the-trainer curriculum, resulting in a 10% year-over-year revenue lift.• Negotiated home page positioning for the Software category by leveraging data points and A/B testing results for buy-in on strategic placement.• Managed comprehensive go-to-market strategies, product launches, and promotional pricing negotiations through partner relationship management, resulting in revenue growth of 5-7% each year. • Collaborated with sales teams, ensuring thorough training and appropriate compensation by launching MDF driven program for sales reps.

Round Rock, Texas, Us

• Engaged in cross-functional projects aimed at optimizing customer shopping paths and promotion execution through monthly syncs with UX and online teams • Drove product growth through strategic quarterly initiatives by creating an MDF playbook for partners to participate in. • Developed and implemented new training program for sales representatives, leading to 10% year-over-year revenue increase.• Contributed to marketing initiatives, optimizing customer shopping experiences and promotion implementations.• Maintained transparent communication with executive leadership through regular financial reporting.• Directed all aspects of marketing operations for third-party software products across retail and direct online and offline channels in the consumer and small business segments through roadmap planning and execution guided by national promotional contracts. • Oversaw the successful launch of new products and maintained the market presence of existing ones. Fostered strong relationships with partners through frequent communication and reporting, ensuring collaborative success.Utilized proprietary PIM system to ensure syndication of product data and quality of the same throughout version updates and new launches for use on internal sites

Round Rock, Texas, Us

• Led strategic migration of the Alienware site from legacy platform to Dell hosted platform and successfully launched new Dell Gaming website through collaboration with UX, IT, CMS, and product teams.• Identified lack of ownership of the Bazaarvoice UGC platform and recruited a cross-functional team to organize ownership of social listening. Built and presented business case to executive sponsor to gain approval for budget to re-launch platform with dedicated headcount for management. Won a President’s award from our BU for taking initiative and improving customer experience.• Innovated online promotions and A/B testing strategies while managing product features, category content, and campaign execution.• Analyzed financial data and site metrics using advanced tools like pivot tables and Omniture, guiding data-driven decision-making.• Conducted detailed financial reporting and analysis, providing critical insights that guided ongoing site performance optimization. Improved accessories business categories with these results by launching comparison data to help customers choose the correct model product for their needs.

Round Rock, Texas, Us

• produced +45% conversion rate, +80% RPV, and +25% AOV through implementation of page design for printer business with comparison chartsonline project management for electronics and accessories categories on dell.com • create and implement assets (banner ads, deep links, product comparison pages, etc), place weekly sales and promotions, A/ B testing, product features, and deals• monitor financial reporting & site metrics with pivot tables and Omniture• manage category content; campaign planning and execution• work directly with product management and merchandising teams to plan and execute marketing strategies online for consumer and small business segments

Round Rock, Texas, Us

manage production and relationships for OEM partner marketing for consumer and small business segments of dell.com (ad serving through AppNexus, asset creation through creative agency, CMS editing, legal compliance, new & sustaining product launches, reporting campaign metrics to partners & making recommendations for future advertising spend based on financial results)

• troubleshoot issues with online product listings/website for B2B and B2C channels (approx. 15000 SKUs)• upload and maintain products online through Amazon, Channel Advisor & Magento Enterprise (completed Managing Your Magento Store training) for B2C channel - including maintaining keywords/navigation settings, category management/creation & content layout with WordPress• work with retail operations team on third party vendor listings• work with marketing team on new content launches and merchandising; oversee promotion codes - including set-up and testing; asset management for B2B and B2C sites• manage daily product data and attribute updates, including copywriting, for SEO with use of importing and exporting Excel workbooks/text files; online merchandising• managed inventory against product listings in our marketplace and on our site

• coordinate and style web and lifestyle photo shoots that align with brand image, including securing talent, photographers, and studio space• maintain digital asset management system; edit and prepare raw image files for web and print materials; coordinate capture of imagery for internal social media, and partner sites • gather and research information for company blog stories

Atlanta, Ga, Us

reporting to the VP and General Tax Counsel•managed R&D Tax Credit project by initiating, planning, executing, and monitoring timelines to their completion, interviewing internal employees, compiling data into written reports, presenting to IRS in audit cycle, exporting and auditing expenses from SAP for credit consideration, and managing external accounting team; main goal was implementing more efficient and productive processes for internal employees• developmental role in strategic planning for international business units using market value and volume share information• developmental role working with change management and process improvement on customer relationship side through strategic business plan alignment initiative• continuously assist finance team surrounding new technology and software in order to produce more efficient practices through operational excellence• developmental role with brand activation team

Atlanta, Ga, Us

• created database of all current and closed legal cases• planned travel for executives; filed expense reports• researched international cases; paid property bills and updated assessment records• trained attorneys to use Microsoft Office software, in addition to transitioning the team to use Blackberry devices

Atlanta, Ga, Us

Interviewed local artists and wrote promotional articles about upcoming events.

taught Microsoft applications and marketing principles to grades 9-12; sponsored FBLA club and Freshman Class; created instruction and training plans on a weekly basis guided by the state curriculum; facilitated exercises and projects through real world application of MS Office software

Mba, Marketing

Bsed., Business Education