Michael Edwards Email & Phone Number

Palmetto, FL, US

• Led digital transformation for Amway’s $9B global organization (60 countries & territories) including a lifestyle and passion driven digital vision, maturity roadmap, organizational redesign, agile methodologies.
• Responsibilities included global efforts in sales and marketing digital experiences, digital channels (web, mobile, social), platforms, digital operations, IoT, emerging technologies, SEO, CRM, and customer services.
• Led the modern replatforming of legacy technologies including CMS, eCommerce engine, web/mobile analytics, OMS, identity management, mobile applications, account management, business center, CRM, and customer services.
• Transformed website into a customer centric experience resulting in a 94% increase in direct customer order revenue, 56% increase in order frequency, 24% increase in AOV, 45% decrease in cart abandonment.
• Advanced business, training, social media compliance, and selling tools to enable distributors to manage and grow their businesses with data-driven analytics, insights, and smart recommendations.
• Delivered comprehensive loyalty rewards program and platform resulting in 91% increase in purchases from enrolled customers.

Ada, Michigan, US

• Led the development of new digital marketing channels and cross-brand sales enablement tools.
• Created Social Media Business Council and networking platform to align strategy and global priorities, ensure brand consistency in programs and create new forums to engage with customers.
• Established enterprise-wide digital marketing planning process, which streamlined and optimized the workflow to ensure better execution of projects and programs.
• Managed the acquisition and activation of Amway and product brand spokespeople, sponsorships and brand ambassadors including AC Milan, Ronaldinho, Brand influencers/experts.
• Managed the development and delivery of global CRM brand and distributor campaigns.
• Developed an integrated campaign to support the weight management program.

Ada, Michigan, US

• Launched first viral mass consumer awareness campaign called EveryKickCounts.com, in 13 languages, designed to showcase Nutrilite brand and increase global brand awareness.
• Introduced and delivered a global marketing community, the next generation of internal corporate communications standards.
• Supported the Global Web 2.0 initiative with creative development for new and compelling digital web brand experiences, targeted merchandising business requirements, and on-site community strategy and priorities.
• Identified corporate translation challenges/situation analysis and implemented a global localization solution to maximize efficiencies at both the corporate and market level providing over a $4M annual savings.

Ada, Michigan, US

• Initiated complete revamp of the Artistry skin care and cosmetics brand, including repositioning the products in the marketplace, redesigning packaging, and introducing a new tag line: True Beauty, True Science.
• Developed communication vehicle, called Vision, to facilitate global understanding of the brand and future direction.
• Developed and executed the first Artistry Scientific Advisory Board consisting of world-renowned experts to aid in product development and build credibility.
• Implemented enhancements to the Eddie Funkhouser New York brand including changes to pricing, product portfolio, communications, and transformational growth opportunities such as Studio Sessions.
• Developed an integrated marketing strategy for Creme L/X, Artistry’s most prestige product, to create sustainable excitement for the brand, including securing celebrity endorsement (Sandra Bullock), sampling plans, new.
• Identified over $13MM in opportunities to reduce cost of goods sold.

Ada, Michigan, US

• Developed optimum, market customized launch plans for prioritized markets based on best practices and analysis.
• Led the team in the development of long-term business strategies for all key Artistry sub-brands.
• Developed a comprehensive communication plan with markets to drive open and ongoing dialogue ensuring key initiatives move forward.
• Worked with key stakeholders to create an Artistry guidance team to facilitate open communication and eliminate silos eventually becoming the 'model' for the other teams.
• Developed strategy to reduce time-to-market and costs associated with implementation of product launches.

• Assumed full P&L accountability for the Asian skin care and cosmetics direct marketing brand.
• Reviewed the performance of marketing and operational initiatives and executed corrective action and growth strategies where necessary while maintaining the approved operating income target.
• Managed implementation of e-commerce web site, which included multiple product browsing and shopping options, lead-generating skin health evaluation module, referral rewards program, and innovative “Never Run Out”.

• As part of the business incubation organization, developed and collaborated on multiple go-to-market models and business opportunities.
• Led the team in the creation of the business plan, achieved approval, and funding for the first start-up business.

Ada, Michigan, US

• Spearheaded a locally sourced sampling strategy to increase full size product sales, maximize profits and enable corporate resource efficiencies.
• Created and executed new branding strategy to redefine the mature Household Cleaners product line category.
• Identified over $13MM in opportunities to reduce cost of goods sold.
• Developed strategy to reduce time-to-market and costs associated with implementation of product launches.