Lori Farrow Email & Phone Number

Vancouver, British Columbia, Canada

Responsible for leading digital transformation within marketing and delivering a marketing strategy to build awareness, drive the demand of software and services and increase client satisfaction/retention/upsell while achieving profitability goals.

Vancouver, British Columbia, Canada

Vancouver, Canada Area

Charged with building a responsive eCommerce website and digital marketing strategy to drive new channel revenue and penetrate new global marketplace (North America, Eurasia, Europe) for this multi-million dollar manufacturer of wearable tech.● Launched and managed multi-lingual, multi-currency (10 languages, 5 currencies) responsive eCommerce website to build D2C channel. Key result: +167% growth in online revenue in first year● Developed and implemented online strategy and marketing plan to reposition the brand and rapidly increased market share. Key result: +300% lift in orders● Drove rapid growth in online channel by overseeing optimization of marketing programs including paid search, affiliate program, SEO, website optimization, online advertising, and promotions. Key result: +100% increase in conversion rate within 12 months | +90% lift in traffic● Identified and secured strategic, scalable co-marketing opportunities with complementary brands (Vega, Sugioi, Map My Run, Pear Sports) to develop campaigns and programs that increased brand awareness, grew prospect database, strengthened customer relationships, and activated evangelists. Key result: +60% growth in email database | +2000% increase in social following● Directed agencies and service providers to ensure high levels of service were provided within agreed operating budgets; managed complex projects from concept to completion – on time and within budget● Identified opportunities through quantitative and qualitative data analysis to drive conversion

Richmond, Bc

Drove online SMB strategy for this global B2B software organization. Led local and remote Marketing team as well as contractors and agencies. Charged with bringing online strategy to life, executing online marketing plans and consistently exceeding online revenue and lead targets ● Defined online, search and social strategy for 9 Sage websites across 3 business units in North America ● Developed and drove adoption and implementation of continuous optimization web strategy for Canadian business unit. Key result: +36% growth in YOY channel revenue | +22% increase in conversion rate | +24% shift in product mix to higher value SKU● Drove content strategy to increase new customer acquisition and optimize conversion at each level of the purchase funnel. Key result: +67% increase in new customer revenue● Championed search engine and mobile marketing strategy with focus on testing, optimizing, diversifying, and hyper-targeting. Key result: +16% increase in paid search conversion rate |-14% decrease in cost per acquisition | +62% increase in CTR for key non-branded PPC campaigns ● Optimized customer and prospect online experience based on insight from web analytics KPIs (Webtrends), surveys, usability testing, A/B testing and focus groups. Key result: Exceeded web visitor satisfaction goal improvements by 22% ● Drove creation of Sage Web Marketing Leadership team (cross-functional team comprised of online marketing and IT leaders) which defined Sage North America online KPIs, benchmarks, design and usability best practices, requirements and prioritization of functional website enhancements

Devised and executed web strategy for this aggressively expanding global market leader of children’s footwear. Managed a team of specialists for this high volume global eCommerce website (5 currencies, 4 languages and servicing 34 countries)● Strategized and implemented digital marketing plan and web site enhancement to position Robeez as international market leader. Key result: Consistently drove double digit YOY channel revenue growth | +32% increase in email database● Used web analytics (Omniture), identified site KPIs, and analyzed campaign and site performance to recommend and implement metrics based improvements. Key result: -36% reduction in checkout abandonment | +32% lift in average order value | +13% increase in conversion rate● Oversaw product launches and website merchandising, site development, UAT, builds, and promotions

● Interface with multiple business units to manage communications, content and promotions for consumer, corporate and agency multilingual and multi-currency ecommerce websites● Design and code content and promotion pages● Design and build weekly newsletters for segmented online campaigns● Copyedit articles, communications and marketing materials● Ensure accuracy to corporate standards and branding in all online communications

● Managed Travel, Personals, Horoscopes, Lotteries and Entertainment on regional portals (myBC.com, Alberta.com, myTO.com)● Managed freelance editors and clerical staff/workflow (supervised 3 union staff, 8 freelancers)● Developed content calendar to increase traffic● Managed email marketing calendar for Events & Entertainment

Web Technologies

Fine Art