Laughlin M. Email & Phone Number

Burlington, Vt, Us

Peabody, Massachusetts, Us

Frisco, Texas, Us

Wiley X is a leader in protective eyewear and sunglasses. I was brought in to build and implement the online strategy for the direct-to-consumer business, as well as build a team to support it. Responsible for strategic direction, revenue, profitability, user experience, and continual improvement of the company’s B2C and B2B sites (Magento) and Marketplaces (Amazon). This was a remote position and team.Responsibilities and Accomplishments:• Rebranded primary site: restructured the homepage and primary landing pages to better align the site with the brand and its customers. Updated site navigation based on performance.• Expanded the digital marketing footprint through PPC (Google Ad Words / Bing), SEO, Email (Klaviyo), and Paid Social (Facebook, Instagram) with a focus on new customer acquisition.• Amazon advertising revenue grew from $12K to $18K per week through A+ and A++ content, testing and ongoing optimization. Organic revenue followed suit.• Ecommerce site revenue grew 90% from 2021 to 2022 with a forecast (which was on target) to increase revenue in 2023 by 40%.• Expanded the team from 2 to 6 to support web merchandising, paid media, and email / SMS.• Built a growth roadmap for the team, as well as a process for prioritizing and managing resources which leveraged Jira and Confluence.• Worked with a web development partner to enhance site functionality: virtual-try-on, try-on-at-home, site speed and PDP enhancements.• Upgraded to Magento version 2.4 for B2B and B2C, as well as built an Rx engine to enable ordering prescription eyewear online.• Collaborated with European partners to ensure efficiency and parallel approaches.• Worked with Accounting to update and fine tune the ecommerce P&L. Managed budgets, forecasting and KPI reporting.

Bowling Green, Ky, Us

Reporting to the Senior Vice-President for the Fruit of the Loom Activewear Division, which sells “blank” apparel to the screen printing and novelty industries, I lead the cross-functional marketing and ecommerce teams for B2B US, B2B Europe, and Russell Athletic B2C. Primary responsibilities were to build and then improve revenue and lead generation programs.Responsibilities and Accomplishments:• Responsible for the strategic direction and overall experience for each property, including site look-and-feel, new functionality, acquisition, conversion, and analytics.• Lead revenue growth and lead generation through email (Salesforce Marketing Cloud), social media (Salesforce Social Studio), and organic search (SEO).• Built a ”New Partner” process in conjunction with IT, finance, tax, marketing and customer service, which brought in new customers and enabled them to buy from the sites.• Analyzed existing functionality to build a roadmap for future site functionality and development.• Scoped and prototyped new functionality, then worked through JIRA and Confluence with the IT department to build, test and launch new features.• Built and managed budgets, forecasting and KPI reporting.• Since ecommerce on the site was new, year-over-year revenue comparison is hard. Growth was exponential, but largely due to channel shift. We were able to calculate a 9% increase in overall revenue from partners once they started using the online channel.

West Bridgewater, Ma, Us

The leading retailer of wigs and hair extensions in the US, Specialty Commerce sells wigs and women’s apparel through four brands: Paula Young, Especially Yours, Wig.com and Beyond. As the head of Ecommerce and Digital Marketing, I managed and coached a team of eight digital professionals focused on site management, new functionality, A/B and multi-variant testing, and digital marketing.Responsibilities and Accomplishments:• Oversaw website operations team (5) that managed site merchandising, product availability, pricing, promotions, navigation, site search and content.• Optimized the mobile experience and saw a 20% increase in mobile conversion rate.• Implement testing and personalization regiment using Monetate then Evergage, which improved conversion by 8% - 12%.• Directed the digital marketing team (3) that managed SEO, SEM, email marketing, affiliate marketing, re-targeting, marketplaces, Facebook advertising and content marketing. • Collaborate with the IT department to build a roadmap for new functionality and improve the current ecommerce functionality.• Averaged 8% in revenue growth per year from 2017 to 2019.

Reported to the President/Owner selling flower bulbs to the commercial landscaping industry (B2B) with some bleed over into the B2C market. Responsible for digital strategy, project management, catalog distribution and overall operations. Reduced acquisition costs by 10% and increased revenue by an average of 4% per year.Responsibilities and Accomplishments:• Oversaw ecommerce merchandising, design, and functionality for B2B and B2C sites.• Manage online marketing, including PPC, SEO, PLA’s, banner advertising, email and content.• Created a mobile-friendly version of the ecommerce sites. • Focused marketing program to better target the commercial market, the company’s primary customer base, with less focus on residential markets.• Built reporting to improved analysis for marketing, inventory, and expected run-out dates.• Reduced catalog cost by better list targeting and defined list cleaning process.• Completed a full analysis of the company’s ground and freight shipping costs. Ensuing contract renegotiations resulted in an 8% decrease in shipping cost per box.

Shelburne, Vermont, Us

Member of the Executive Team and leader of the digital and technology functions. Stabilize the newly launched americanmeadows.com through rapid assessment and fix prioritization. Assessed ROI of the acquisition of High Country Gardens. Post-sale, migrated highcountrygardens.com to Magento. Responsibilities and Accomplishments:• Team Leader for web producers and designers that managed website and digital advertising.• Managed the launch of seedimpressions.com, a fully responsive site, onto Magento platform.• Optimized the American Meadows site for mobile, doubling mobile conversion rates• Oversaw group that managed daily ecommerce functions including promotions, merchandising, • Through Channel Advisor, launched on Amazon and laid groundwork to expand to Ebay and Sears.• Built custom analytics reports to better use paid search and email to alleviate product inventory.

South Burlington, Vt, Us

Hired as the first leader of the direct digital sales and lead generation channel for drpower.com. Built a team of seven to manage ecommerce operations, including website content, site conversion, lead generation, analytics (HitBox, Coremetrices, Google Analytics) and online marketing. Responsibilities and Accomplishments:• Worked as part of a cross-departmental Brand team that ensured that the web and other channels represent DR and Neuton brand ideals.• Partnered with the IT department to enhance the ecommerce platform, Microsoft Commerce Server and integrate it with our fulfillment program, Ecometry and our Oracle database. • Launched Neuton.com and GoSunward.com to support additional businesses.• Used a custom A/B testing program and Google Optimizer to test lead generation landing pages. Saw a 50% increase in lead generation.• Oversaw Organic Search (SEO), Paid Search (SEM): $700K budget, and Email Marketing.

Burlington, Vt, Us

Taught 5 semesters of “Internet, Information, and Business”, an entry-level class focused on the business use of information technology and the Internet. Introduced basics of email marketing, SEO, SEM, web infrastructure and web development.Taught 2 semesters of “Internet-Based Marketing”, an upper-level class on the implementation and use of Internet tools for Onliner Marketing.

Ba, English And Media Studies

Film Certificate, Summer Film Program

Education record