Michael Fellner Email & Phone Number

Las Vegas, Nv, Us

Supporting brands and organizations to develop and execute outstanding marketing campaigns and tactics.- Digital Marketing Strategy- MarTech and Website Evaluation and Execution (D2C / B2B)- Marketing and Business Analytics development- Build and lead world class marketing and analytics

Costa Mesa, California, Us

* figures obscured to assure organizations confidentiality on public profile.Previously "The Parent Company"Lead a highly motivated team of digital, marketing, and analytics experts, realizing a **% y/y increase in website and store traffic through marketing-mix adjustments. Simultaneously reducing overall marketing and MarTech spend by **% through focusing on data-informed marketing decisions, consolidating marketing technology and prudent buy vs build decisions.• Strategic and operational responsibility (incl. P&L) for various eCommerce websites, brand websites, and native apps. Also, all D2C digital and retail marketing efforts... • Oversee the successful evaluation, launch, and management of four brand websites and three retail (eCommerce) sites. The retail sites, created as headless eCommerce sites with custom frontends, result in a +*% higher conversion rate, better SEO, and enhanced ...• Conduct continuous MarTech and marketing campaign audits, implement new CRM and a new tiered cross-brand loyalty program, leading to a **% y/y improvement of ...• Develop and deliver comprehensive CRM and Loyalty strategies across the organization, resulting in **% month over month ...• Significantly improve the contribution of email marketing ...• Drive remarkable SEO growth, through a combination of a comprehensive content strategy and technical SEO tactics. Resulting in higher search engine rankings (both brand and non-brand) and **% to **% more ...• Provide oversight for all paid performance (acquisition) marketing initiatives, resulting in *% increase in traffic from paid channels programmatic, SEM, paid social, third-party listings, and affiliate marketing while reducing spend by more ...• Responsible for all owned and earned marketing channels, including over 20 social media accounts (brand, retail and corporate) plus successfully execute influencer/ambassador campaigns, leading to an **% average increase in brand reach and **% higher engagement.

* figures obscured to assure organizations confidentiality on public profile.Headed Multi-Channel Marketing for MedMen, lead and coordinated a high-performing team of digital and retail marketers, creatives, and business analysts. Focusing on data driven decisions, optimizing performance marketing campaigns through clear KPI’s, shift to lower cost channels like SEO, organic social, customer lifecycle campaigns, automation, and popular localized marketing events. Drove **% higher site traffic and **% increase in retail traffic y/y, while keeping marketing spend flat.• Drove customer acquisition, retention & reactivation of current customers, increased traffic to the eCommerce site by **%, and **% across 20+ retail locations.• Spearheaded MedMen's transition from the legacy CRM, eCommerce, and loyalty platform to a best-in-class multi-channel CRM platform and customer experience.• Grew the membership and managed MedMen’s loyalty program. Evaluated and refined loyalty benefits increasing membership and engagement resulting in *% higher order frequency and **% higher AOV.• Defined RFM and propensity-based customer personas; driving segmentation used across all marketing activities (Email, SMS, Mobile, Digital contact strategy) to improve message relevancy and increase engagement, conversion, and revenue. Revenue from email +**% y/y.• Facilitated successful retail store openings in highly localized and regulated markets through digital campaigns, social tactics, billboards (OOH / DOOH), PR, and local events.• Managed the evaluation and integration of a new CRM platform (Salesforce and Salesforce Marketing Cloud) and other components of the MarTech stack.

Los Angeles, California, Us

* figures obscured to assure organizations confidentiality on public profile.Consulting Chief Marketing Officer; oversee all aspects of Channel Marketing, eCommerce & Business Strategy and Operations.• Recruited as key member of executive team, developing Bailey Blue’s D2C apparel eCommerce business, driving profitability and growth.• Supported a full rebrand and upgraded UX of the Shopify based eCommerce site.• Built the marketing and content team by recruiting and onboarding a combination of agencies and contractors across digital, social and email. Achieved consistent email list growth by over **%, social follower count by **% month over month. • Developed, rolled-out and managed an integrated marketing framework, awareness, acquisition, and retention.• Managed in house resources, in addition to leading and coordinating various marketing, social, PR, creative agencies, and contractors.

Zürich, Zürich-Altstetten, Ch

Responsible for user acquisition & lead generation for Car For You in Switzerland.• Directed and oversaw all performance marketing initiatives (SEM, Display, Retargeting, Programmatic, Social Paid etc.) – Informed by a Mixed Marketing Model.• Managed a team of in-house talent and a digital agency (in house, parent company service).• Grew active site users by ~ 50%; increased conversions between 25%-30% y/y.• Drove the move from traditional pixel management to server-side tracking in close collaboration with the site analyst.• Successfully grew engagement through digital channels over 100%+ y/y, focusing primarily on lead generation (purchase inquiry).• Managed social media for both the B2C & B2B business units; compiled and disseminated key marketing & site analytics.• Collaborated fluidly cross-functionally, predominantly Product Management and Engineering to develop compelling go-to market strategies.

Austin, Texas, Us

Responsibility for the domestic & international growth of 101- Commerce and its associated direct to consumer (D2C) brands.• Launched with 8 Amazon-centric micro brands and their off-Amazon eCommerce presences, launching 20 - 30 new products across various categories per month.• Successfully grew revenues by 80%+ y/y through SKU & international expansion as well as building out the off-Amazon eCommerce business.• Developed and managed a scalable, data-driven multichannel marketing infrastructure through both off/online marketing channels (Influencer, Social Organic and Paid, SEM, Display, Amazon PPC, Email etc.).• Held P&L responsibility, managed marketing budget to above industry average blended ROI.• Established and launched a new analytics framework. Identified and implemented optimal KPIs to ensure a data-driven approach for all marketing.• Drove innovative and engaging content development (editorial, image, video) to be used on platforms (Amazon), owned and operated websites, UX, marketing channels, customer service and retail partners (B2B).• Directed content, traffic and conversion optimizations of Amazon marketing and sales channels.• Collaborated with product and engineering teams to develop proprietary reporting, CMS and CRM systems.

Santa Monica, Ca, Us

Spearheaded marketing efforts for Tastemade's newly launched eCommerce business and Tastemade TV subscriptions.• Built the retention and acquisition marketing disciplines; facilitated the expansion from 2 products to over 100 within 6 months.• Led and coordinated internal eCommerce Marketing & Analytics teams as well as external marketing agencies, served as key point of contact for all web and customer analytics questions and reporting.• Conceptualized a cross channel attribution model, identified customer LTV, order frequency churn and managed marketing channel performance to optimal ROAS.• Successfully on-boarded key new technology partners (email service provider, site A/B testing, performance tracking and site analytics).

Spearheaded all advertising and digital marketing initiatives across eCommerce (website), native app and distributed commerce (proprietary shopping technology).• Identified and implemented key marketing technology into existing tech stack (CRM / ESP / Site Analytics / Tag Management).• Created cross-channel marketing tracking and attribution schemas.• Developed new customer contact strategy, dynamic content messaging through broadcast, automated and transactional channels.• Management of daily, weekly, seasonal messaging on website and across marketing channels (promotional calendar / seasonal events).

Los Angeles, Ca, Us

Led and oversaw all retention marketing efforts, marketing (business) analysis (incl. sales, cohort, churn, customer sentiment / NPS).• Designed and launched customer loyalty programs, utilizing predictive customer segments.• Successfully increased purchase frequency by over 15% through real time messaging and dynamic content based on purchase & browse behavior.• Improved engagement and conversion rates through automation and dynamic content in triggered and transactional messages.• Designed and launched eCRM including in-store (retail) customer data capture, enabling a 360° customer view.• Introduced marketing technology to provide predictive customer metrics (LTV, Churn etc.) as well as predictive product preference segmentation.

Las Vegas, Nevada, Us

Senior Marketing Manager (Database - Lifecycle Marketing)Product Manager: EmailProduct Manager: Proprietary Cross Channel Marketing Reporting PlatformRecruited to develop retention marketing channels and customer contact strategy for Zappos.com, 6pm.com and Zappos-Couture. (Email / Mobile App / Direct Mail / SMS).• Conceptualized and rolled-out a cross-channel touch point map and customer lifecycle framework for marketing, including defined KPIs.• Served as business owner of Zappos in-house (proprietary) cross channel marketing reporting and attribution platform.• Launched a direct mail and co-op mail program for Zappos. • Led the Lifecycle Marketing and Email Product Teams, grew email contribution to total company sales by over 30%.

Us

Reported directly to the CMO, responsible for all financial (P&L) & sales reporting (Marketing, eCommerce, Catalog & Creative Divisions).• Oversaw all eCommerce traffic, revenue, and cost projections (monthly / quarterly / yearly), gross revenue through net profit.• Served as thought leader on the development of customer segments (personas) based on RFM and product preference to be utilized for all marketing messaging, catalog circulation, and drove targeted catalog pagination.• Managed catalog circulation of 20+ million mail pieces per year (retention and prospecting), including all store marketing collateral.• Managed Affiliate, Email and SEM channels, drove content and technical SEO improvements.• Conducted and presented comprehensive sales analysis for 200 retail stores.

Us

Recruited as the Sales / Financial Analyst responsible for restructuring and handling financial and sales reporting for Fredericks’ 140 boutiques nationwide. Reported directly to the Senior Vice President of store operations; acted as a liaison to finance, marketing and buying / planning managers.·Implemented an improved purchase order and invoice tracking system for store and department purchases utilizing Microsoft Access.·Evaluate and redesign monthly accrual procedure to more accurately reflect store operations cash flow.·Develop a range of ad hoc pro-forma and new store expenses reports to support senior executives with new store financing decisions.·Actualize budgets monthly for all store operation line items to reflect accurate financial status.·Analyze and evaluate sales contests and payroll bonus eligibility for all store employees.

Keene, Nh, Us

Handled corporate financial reporting for the second largest wholesale grocer in North America with over 17 billion dollars in yearly sales. Promoted to supervisor after one year and given full responsibility over the gross profit group in North Hatfield, one of C&S’s largest facilities.·Assessed net sales and gross profit performance for seven divisions and eight product lines.·Analyzed gross profit figures for approximately $55M in weekly sales and produced detailed reports for managers in procurement and finance. ·Assisted procurement teams with financial modeling, budgeting, strategic planning, cost/price and operations analysis. Charged with improving financial reporting and revenue recognition at corporate level. ·Acted as a liaison between procurement managers and corporate finance. Provided detailed financial data and developed substantive reports for departmental performance forecasting and gross profit budget negotiations.

• Managed all aspects of the gallery and framing business, reporting directly to the owner. Responsible for advertising / marketing, accounting as well as customer support and sales.

Assistant to Promoter and Tour ManagementRunnerStagehandSecurity

Ba, Philosophy

Bridge Program, 5 Week Business Program

Associate Of Arts - Aa, Liberal Arts And Sciences, General Studies And Humanities

Diploma (4 Year), Structural Drafting/Engineering