Mike Lyons Email & Phone Number

San Diego, California, United States

Winnipeg, Manitoba, Canada

Recruited to lead the omnichannel digital marketing strategies and e-commerce sales growth efforts for two D2C fashion apparel websites (Silver Jeans & JAG Jeans) and support the Amazon businesses. Inspired a mindset of "improvement change” over embracing the “status quo” within the role and cross-functionally. Areas of Focus:• Delivering on all KPIs across digital channels; SEM, SEO, Email, Social, and Affiliate.• Cost-effective paid customer acquisition (Google, Bing, Meta, Amazon) • On-site digital content planning and website marketing• Customer funnel journey/LTV• UX/UI behavior/CRO• P&L ownership, revenue generation, and contribution margin• Go-to-market / seasonal product launches• SOCIAL SELLING• Competitive positioning • Reviews & RatingsPaid Marketing/SEMLed all paid media marketing efforts; directed ad agency, set budgets, accountable for measurement and reporting of channel data, delivering on all KPIs and ROAS targets ResultsYoY sessions +15.5 %, paid revenue +22.9%, ROAS +9.3% new customer acquisition +15.7% EmailDirected email marketing team, set overall channel strategy, oversaw end-to-end channel performance, and ensured team delivered on KPIs and revenue targets. Added 7 new Marketing Cloud email journeysResultsSWOT of email identified issues with data CRM. Worked cross-functional to get a new BU established. Generated increase in database hygiene, email performance opens +10.8%, CTR +32%, website sessions +21.5%, and revenue +13.7%AmazonWorked with internal/external teams to grow the Amazon business. Identified opportunities to optimize advertising strategies; improved content across PDPs and set marketing campaignsResultsNew to brand +14%, +56% view rate of added content, delivered a ROAS of 17.2%, and YoY shipped revenue +29%The company is privately held and unfortunately in my tenure, owners decided to step down and there were changes made in direction and with sales and marketing teams. I enjoyed the challenge.

Carlsbad, California, United States

Director of Digital MarketingHired to lead customer acquisition through the development of SEO and on-page search strategies; strengthen overall marketing channel mix/balance in traffic sources, improve the execution of SEM, grow earned and owned media efforts. Handled day-to-day management of paid search and social media efforts, analytical measurement/reporting of all KPIs from the top-of-the-funnel to customer sales. Efforts led to: • Grew customer SQLs by 74% 2nd Half '19 • Cost Per Lead (CPL) decreased -28.5% • Y.O.Y growth in organic traffic by 86%• Improved bounce rate by 25.11%• Total Conversions in site visits increased by 112%• Total PPC Clicks increased 48.3%Additional projects include: Supported the launch of Seller Central Amazon business; worked on ASIN/product strategies, set up FBA program and directed agencyLed a refresh/redesign of the website based on Google Analytics data-driven analysis, UX/UI heatmaps, competitive analysis, and a need to establish a clearer value proposition and provide the "why work with us" and not just the "what we sell". Accountable for presenting extensive reporting, measurement and ROI of all digital marketing efforts to executive leadership (before and during company acquisition.)Received an appointed position as a member of the Diversity and Inclusion Committee. Committee was newly formed and under the direction of the CEO and executive team to help build a more inclusive and diverse workplace. Directed Electronics was owned by a VC group and the business was sold in the middle of Covid. I was kept as part of the leadership team during the sale and transition period and eventually my role was absorbed by the new ownership Consumer Safety Technologies.

San Diego, Ca

Confirm Biosciences is a global supplier of health and wellness testing products and laboratory solutions to a multitude of industries. Recruited to lead the direct ecommerce growth initiatives of two health & wellness product websites within the company, LiveWellTesting.com and TestCountry.com (Big Commerce & Shopify Plus CMS respectively). Responsible for delivering on KPIs for website sales, consumer engagement (Live Chat, email, sales lead follow-up, etc.), UX / UI metrics, product margin, inventory turns, overall performance of the business and profit contribution to the company. Efforts led to:• Launch of new website for TestCountry.com on Shopify Plus CMS platform.• Led product content planning and site conversation improvement strategies to increase product page conversations by 24%.• Improved customer behavior metrics for all category & collection pages with a shift in content merchandising and “story telling.” Increased the percentage of customers viewing below the fold on the home page from 56% to 100%Additional responsibilities:Performed continual analytical measurement and reporting on the website evaluating engagement, behavior and conversations using Google Analytics, Adwords, Wordstream, Mozseo.com, heat mapping apps, and competitor review sites Spyfu.com. Working directly with the CEO, and in collaboration with the in-house marketing team, working to improve the online store experience and performance, and increase sales.Helped research enormous emerging market for at-home DNA/hormone test products. Supported the product development and innovation of HealthConfirm Hormone test. Product is being sold on Amazon.com and Walmart marketplaces. U.S. market is expected to be $15 billion in 2020.Confirm Biosciences was a privately held biomed company that decided to be purchased. I was LiFo for the change in business strategy and enjoyed leading a great team and working alongside talented folks.

Carlsbad, Ca

Head marketing position in the US for Australian athletic apparel company; reporting directly to the CMO in Australia. Responsible for developing 12-month marketing roadmap, U.S. budgeting, demand creation P&L (e-commerce, retail, wholesale), Go-to-Market strategies/execution, advertising planning/buying, social media, ambassadors, sponsorships, trade marketing, directing agencies and managing staff.Efforts led to:• Achieved a 113% sales growth; 130% increase in unit sales and maintained a 54% margin to the dealer on products (NPD Retail Tracking Data).• Led CRM and customer LTV efforts: added new subscribers to the database, established an annual email marketing calendar, and revised campaign strategies. Email contributed 22% of sessions and converted with the highest rates. • Responsible for the strategic planning, P&L, and creative execution of all SEM. Grew traffic by 90% and revenue by 15%. • Launched ReadyPulse influencer program; signed up 200+ social media influencers. • Supported the launch of a new website leading to peak holidays. For the new site I developed a performance channel growth plan and seasonal campaign strategies; BF through CM DTC increased YoY revenue by +300%.• Led strategy and execution of digital integrated marketing plan to support launch of basketball collection. Campaign was geo-targeted to 10 DMAs and delivered 25.5 MM impressions, 250K video views and 40K MUV.The CEO in Australia elected to move the U.S. headquarters from Carlsbad to Los Angeles and displace the warehouse, sales, CS and marketing staff.CEO of 2XU Recognition of Job Well Done (even after sharing the plan of the Carlsbad office closure)Hi Mike,A huge congratulations for the effort you made around the LA launch. Great execution on so many fronts.For you to be driving this outcome in the manner that you have is the ultimate sign of character.Well done!Best Regards,Paul HigginsChief Executive Officer

Foothill Ranch, Ca

Recruited for head marketing role to lead the global marketing for the tactical/military product group within Oakley and ESS Eyewear. Division annual sales are $100 MM and position is the leadership marketing role reporting directly into the Sr. Vice President. Responsibilities included developing the comprehensive marketing strategy, setting and managing $7M demand creation budget, personally leading the execution of brand communications, digital advertising, social media, digital content strategies and production, sports marketing, trade show marketing, sponsorships, PR, and online strategies. Position is extremely unique within Oakley in that it has ownership to work with the Global Marketing Team to drive the brand and product marketing across multi channels (Ecommerce, retail, wholesale).Efforts led to:• Launched first Google PPC efforts for the division; achieved 986% ROAS, generating an additional $3.8M in sales• Achieved 22% YOY growth in total sessions, lowered bounce rates and maintained a conversation rate of 3.5%.collection. Campaign was geo-targeted to 10 DMAs and delivered 25.5 MM impressions, 250K • Introduced multiple digital content/media partnerships events for new product launches (Prizm, Tombstone, Alpha, etc.) which garnered massive awareness, drove high converting referring traffic and SEO benefits through endemic media placements on more than 10 different high ranking websites. • Directed sponsored athlete program and internal and external social media activities.Additional responsibilities:Worked continuously with sales and product teams; developed an annual marketing calendar, and established Go-to-Market plans for three major product releases annually encompassing more than 180 SKUs .Responsible for setting online database growth strategies and maintaining an active audience of 800,000 members.

San Diego Area

Supporting clients in the development and hands-on execution of digital marketing strategies for full-funnel customer acquisition, CRM direct marketing, e-commerce site conversion, loyalty & retention campaigns across various Ecommerce and Amazon channels and with products from health & wellness, sports apparel, and CPG items. Provide specific strategic insights, SWOT of current efforts, management, and the execution of digital marketing to help businesses improve their ROAS and deliver profitable revenue growth and become the thought-leader in their category.Accomplishments:• Led improvement strategies for SEM acquisition ROAS, site SEO optimization, and website CRO performance for Shopify Plus CPG e-commerce site for nutrition supplement company. • Served as director of marketing for online retail site, which sells lifestyle apparel. Led customer acquisition for SEM and native advertising, content development, SEO, CRM / email marketing, and social channels• Created Google Search optimization strategy for outdoor product manufacturer. Led in the addition of Google Merchant Center listings, improvements in PDP content, reviews, and shared UGC marketing all of which delivered immediate 9 X improvements in searchability, impressions, and clicks to the DTC site. • Helped launch nutraceutical skin product line and established product connections at U.S. Open of Surfing, US Lifeguards, endemic media endorsements, content stories with influencers, retail marketing, and tradeshow @ Outdoor Retailer

Carlsbad, Ca

Directed activities for 11 staff members, set overall strategy, successfully managed $2.5 million marketing and product distribution budget and developed individual marketing plans to grow consumer audience.• Promoted twice during six-year tenure with digital & print media company ($33 M annual revenue).• Involved with the early stages of digital content marketing efforts and utilizing consumer online behavioral data to optimize brand messaging to improve response rates. • Led the development of custom integrated programs, which ran across digital media, social media, email and traditional media.• Responsible to lead strategies for expanding paid subscriber audience. Created annual marketing plan and executing monthly online grew audience by 36% to 520,000 subscribers.• Launched segmented and personalized email marketing campaigns that increased open rates by 7%• Negotiated all vendor programs, led focus groups, ran annual trade shows and creation of loyalty program.

Carlsbad, California, United States

Carlsbad, California, United States

Worked directly with all the professional sports organizations and player associations (NFL, NFLPA, MLB, MLBPA, NBA, NHL,) and other sports (PGA, MLS, FIFA) to design, create and execute trade, consumer, and GTM promotions for corporate sponsors. I had a great time pulling together unique campaigns such as Tiger Woods / Amex rewards program, Post Cereals national in-pack GWP with MLBPA, David Beckham mini-bobble heads, NBA All-Star Game experiential event,, and others.

Irvine, California, United States

Led advertising, event marketing, promotions, partnerships, and in-venue campaigns to drive consumer engagement and LTV of a target audience segment of 21-35-year-olds. Venues are an entertainment/bar & restaurant chain.

San Diego

Reported to Vice President. Held the most senior position responsible for creating and implementing consumer, trade and channel promotions for national corporations.Activities and Clients Included:• Supported product introductions/launches and advanced competitive positioning through PR, media relations, cause-marketing, loyalty programs, entertainment tie-ins, sweepstakes, and special events. • Clients included Taylor Made-adidas, USO, Sara Lee Foods, Coca-Cola, Coors Brewing, Yahoo!, Hunter's Steak House, and McDonald House. Handled day-to-day project management from concept through final implementation.• Accredited by Brandweek for creating first ever private label entertainment promotion with A&P Stores / Warner Bros. • Negotiated national campaigns for Sara Lee, Gillette, Coors, ICEE Beverage, Southwest Airlines, adidas & Yahoo.com.• Led national product launch promotions for Taylor Made-adidas golf (Firesole Clubs, Super Steel, Rescue Club, Integer Ball, Nubbins Putter, and other products).

Master'S, Business

Political Science

Activities and Societies: Sigma Chi Fraternity

Ba, Marketing / Political Science