Michael is Sr. Director of Ecommerce at ITG Brands, and is responsible for the digital strategy of our flagship FMC, Cigar and E-Vapor brands and sites in the USA including:blu.comBackwoodscigars.comDutchmasters.comWinstoncigarettes.comKool.comMember of the Marketing Leadership Team, and reporting to the SVP of Consumer Marketing, Michael is responsible for leading Ecommerce revenue growth and Digital Engagement across our portfolio of brands.Responsible for leading our team of Product managers who manage various aspects of the digital customer journey to create a positive, optimizing product portfolio and UX, collaborating with UX designers and developers, launching new customer-centric digital products, and collecting and engaging with customers and their feedback to enhance the user experience.

Michael led JR Cigar's eCommerce team for 5 years delivering +𝟒𝟎% 𝐜𝐮𝐦𝐮𝐥𝐚𝐭𝐢𝐯𝐞 𝐠𝐫𝐨𝐰𝐭𝐡 and was responsible for 2 D2C divisions in the US - Ecommerce and Direct Mail Catalog.𝐊𝐞𝐲 𝐀𝐜𝐜𝐨𝐦𝐩𝐥𝐢𝐬𝐡𝐦𝐞𝐧𝐭𝐬 - 𝐉𝐑 𝐂𝐢𝐠𝐚𝐫- Led JR Cigar eCommerce team for the last 5 years delivering +𝟒𝟎% 𝐜𝐮𝐦𝐮𝐥𝐚𝐭𝐢𝐯𝐞 𝐨𝐧𝐥𝐢𝐧𝐞 𝐠𝐫𝐨𝐰𝐭𝐡.- Launched a new successful affiliate partnership program, delivering +𝟑𝟓𝟓% 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐫𝐨𝐰𝐭𝐡 when comparing year 1 (Fiscal 2015) against Fiscal 2019. - Launched a comprehensive Lifecycle predictive marketing program to nurture customers across various steps in the purchase funnel Michael was responsible for developing a Revenue Growth-centered e-Commerce strategy at the national level to see that all departments are optimized to ensure online revenue growth and profitability. Reporting to the CEO; Michael was a member of the Executive Leadership Team.4 company brands include:JR CigarCigars.comSerious CigarsSanta Clara CigarsResponsibilities included:• Ensuring JR Cigar offers the most personalized Cigar shopping experience for our customers. • Organizing multi-department groups to operate as efficiently as possible, minimizing complexity and improving inter-departmental cooperation.• Reaching new customers through all digital channels including social media, search engine (SEO) marketing, Content Marketing, Affiliate partnerships, Programmatic Advertising and Predictive Marketing.• Increasing customer retention - ensuring customers come back time and again. Creating a holistic omni-channel experience across ecommerce through real-time optimization, customer contact (call) center, fast shipping (operations), and follow-up with personalized life-cycle marketing. •Ensuring best ROI possible on Marketing spend• Delivering continued profitable P&L growth YOY. JR Cigar is a global retail leader in the premium cigar category.

Interim Head of Business for JR Cigar, an Imperial Brands company. JR Cigar is a U.S. retail leader in the premium cigar business. Established in 1971, JR Cigar is the place for an extraordinary smoking experience offering unrivaled inventory of fine cigars & accessories.JR Cigar operates multiple online e-commerce websites, direct mail and wholesale business-to-business brands.Promoted after 4 months in role to lead Ecommerce team at blu.com (Fontem Ventures, an Imperial Brands Subsidiary)

Responsible for new revenue growth and development of Ecommerce and Digital Marketing initiatives for 3 Ecommerce retail sites.Manage full ecommerce division including:Online Revenue GrowthComparison Shopping / MarketplacesEmail Marketing SegmentationProduct MerchandisingSearch Engine Marketing (SEM) / PPCSocial MediaWeb AnalyticsWeb Design / User Experience / Backend PlatformingRemarketing & Cart Abandonment RecoveryAmazon Merchant and Fulfillment managementAffiliate Marketing ManagementDirectly managed strategies for ecommerce revenue growth and development of ecommerce and online marketing initiatives for our portfolio of 3 retail storesCategories include Apparel, Jewelry, Books, Home Furnishings, and Consumer Product Goods (CPG) Developed retail brands and launched TheWeek.com and Slate.com ecommerce stores from a startup incubator into two profitable ecommerce portals, grew ecommerce team to 10 direct reports Grew affiliate program with focus on increased ROI and new customer acquisition metrics by over 30% YOYResponsible for overseeing all 3rd party Marketing and Operations vendor relationshipsProvide solutions to our digital growth challenges including marketing trends, continually analyzing and leveraging the opportunities for growing organic trafficCreated Engagement strategy for social media channels to increase new customer acquisition, retention, and customer service effectiveness. Develop engagement targeting mentalfloss.com 4MM+ unique readers to store buyersCreating and reporting on marketing budget, with ROI justification based on direct analyticsImplemented use of Big Data sets in driving new customer acquisition modelsAggressive Growth in Comparison Shopping segment - Nextag, PriceGrabber, Google Shopping & Product Listing Ads, Amazon Product Ads, Shopping.com (eBay Commerce Network), Shopzilla, Become, Pronto, Rakuten Shopping (Buy.com)

Developed and implemented the E-commerce strategy for Luxottica USA. My position reported to the SVP Sales for North America. Responsibilities & Achievements include:Developed E-commerce Authorized Retailer Program. Included our T&C's for Sales, Brand Image Management, & Distribution policies. Manage Luxottica's brand portfolio strategies with e-commerce partners. Conduct frequent market visits to assess in market sales and marketing programs. Oversee pure e-commerce accounts in addition to digital operations of Local, Regional, National, Key, Department Store, and Specialty/Boutique accounts with web retail presences and supporting all ecommerce accounts by providing e-commerce strategy programs across all COT's.Evaluate/develop account plans through constant interaction with owned accounts – marketing & sales tools, on-line merchandising, product, inventory data feeds, EDI, training needs, merchandising, web events, etc. Work with Brand Managers to ensure product lines are distributed through properly aligned web partners and brands are represented appropriately.Construct and monitor account budgets by product vertical – revenue and required budget with monthly and quarterly forecasts to SVP of Sales.Work with Channel heads to identify best sales practices while leveraging marketing & sales efforts.Identify training needs for each COT and communicate to SVP Sales. Provide input to the training team for store training.Evaluate competitive landscape and provide information to SVP Sales along with developing a suggested strategic response. Collaborate with Asset Protection, Legal, and Distribution teams to reduce amount of counterfeit product sold online as well as trademark infringement. Reduce internet product diversion by tracking product from manufacture source to originating account. SAP, Cognos, IBM SterlingBrands include: Ray-Ban, Oakley, Chanel, Dolce & Gabbana, Prada, Coach, Chanel, Burberry, Polo Ralph Lauren.

Reported to the CMO and was responsible for creating and managing marketing initiatives while maintaining a hands-on level of involvement in day-to-day operations. I developed short, medium and long term plans for growth and was responsible for staying on budget to achieve planned goals within a specified time line.Responsibilities involved multichannel online marketing and advertising campaigns.Primary focus was on implementing marketing automation and lead generation systems. Additional responsibilities included ensuring online marketing efforts worked in concert with offline marketing efforts.Worked closely with CMO for strategic direction, and was responsible for planning and leading the implementation of marketing automation and analytics systems. Success was measured by the systems’ ability to help the company rapidly launch and manage campaigns; build profiles of our site visitors and prospects and market to them over time; and analyze performance to improve efficiency.Managed multiple Pay Per Click campaigns with a focus to increase ROI across Google Adwords, Microsoft Advertising's Bing, Yahoo Search Marketing and Display Advertising, and the AdBrite ad network.Created analytics tracking dashboard to give senior management full transparency of the website's performance.Added new markets and new customers through active, hands-on execution. Responsibilities included social media, search engine optimization, online advertising, web analytics, web site usability, content testing and e-mail marketing. Also utilized business research tools such as Hoovers.Recommended and managed external partners relevant to ecommerce and marketing initiatives and negotiated media buys across multiple channels.Updated senior management on the progress of online marketing campaigns.

Supervised all Ecommerce marketing efforts for two luxury goods sites - www.Ashford.com & www.TheWatchery.com - with placement on the Internet Retailer 500 list. Primary Responsibilities include: Driving Increased Relevant Traffic to site, Increasing On-Site Conversion, Increasing Average Order Value.Managed creative teams to develop and implement marketing communication programs aimed at delivering specific marketing messages to the right person at the right time. Included both Email marketing efforts, as well as Run-of-Site and Off-Site banner creative.Managed affiliate marketing managers and participants in affiliate marketing program to maximize exposure to Ashford.com and TheWatchery.com, including creation and approval of exclusive promotional programs for high performing affiliates to drive affiliate loyalty programs and increased revenue. Managed online analytics team to develop segmented email promotions,and develop marketing promotions based on previous buyer behavior, customer loyalty, and demographic data, and work to ensure highest level of customer win-backs, based on data from abandoned shopping habits and other analytics data. Implemented an email subscription and preference management center for efficient opt-in preferences including CAN-SPAM compliance.

Managed the development and implementation of in-house online retail web sites, including up-sell/cross-sell strategies, brand image building, and customer loyalty programs. Developed User Interface, User Email triggers and content, as well as on-site content, and initiate into practice marketing strategies for multiple Luxury Retail sites. Collaborated with agency development teams to constantly update user interface based on analytics to increase user acquisition and retention.Implemented Search Engine Optimization and Search Engine Marketing strategies for company’s various online brands, including all keyword analysis, META Tag generation and analysis, and Email Marketing campaigns. Grew site traffic through non-paid organic/viral means such as SEO, email marketing initiatives, as well as Social Networking and Social Bookmarking with Digg, Facebook, and MySpace.Directed development, implementation and measurement of marketing programs for ongoing customer acquisition through online verticals and other channels. Web site metrics and measurements analyzed through use of online analytics tools, with extensive use of Google Analytics, Omniture Site Catalyst, and Nielsen SiteCensus. Key metrics analyses included site visitor patterns, search engine traffic page views, bounce rates, site traffic sources and goal conversions. Analyzed site visitor and usage patterns and developed reporting to support growth initiatives, editorial and sales decisions. Built subscriber databases through newsletter signup initiatives and social networking sites to build subscriber lists to form ongoing email marketing campaigns using multiple Email Service Providers (ESP's). Created and implemented social networking based viral marketing programs and guerrilla marketing programs related to online projects.Promoted after 1.5 years in role.

Conceptualized online promotions, merchandising opportunities, up-sell processes and experiences to engage customers on different consumer goods sites, increasing order sizes and repeat purchases.Authored content-driven emails to repeat buyers and customer loyalty program members as well as e-newsletter opt-in members. Developed customer response surveys for customers of our online brands to identify positive qualities as well as areas in need of improvement.Executed direct marketing strategies for integrated approach to marketing acquisition and retention, and teamed with Sales and Business Development to plan overall marketing strategies.Monitored web site visitor patterns, analytics, and metrics utilizing Omniture Web Analytics and Google Analytics, adjusting strategies as appropriate based on relevant reported data and metrics.

Established all financial and merchant account programs for the website, including all relevant infrastructure for the successful operation of the website.Created all marketing strategies for web site development, helping to facilitate driving more traffic to Metro-Jewelry.com.Designed the systems for processing all internet orders placed on the website.Worked with President to develop new, dynamic and effective marketing campaigns targeted to both large scale and smaller retailers.Devised new business to business programs to facilitate stronger customer loyalty and retention.Responsible for communication, sales, and follow up with chain store retailers and merchandising managers, as well as respective industry sales organizations.Assisted in training new employees, specifically in marketing and administrative capacities.Promoted after 2.75 years in role.