Karla J Email & Phone Number

Miami, Florida , Us

Vancouver, Wa, Us

• Lead a high-performing team of 10 direct reports to drive Netrush into a data intelligent organization focused on: profitably growing sales, forecasting demand, planning inventory, and managing orders for about 40 partner brands across different categories (Vitamins/Minerals/Supplements, Sports & Outdoors) in the e-commerce/Amazon space• Shape the annual corporate budget with the Chief Retail Officer and CFO; and direct the company’s quarterly forecasting process, working cross-functionally to review performance and future forecasts• Provide technical leadership, career development, and mentorship to analysts; created a template for the company’s first ever competency matrix that was used as an example for other teams to follow• Managed the technical delivery of Stitch, an analytics and insights platform using Power BI, now used internally and by external partners as the “source of truth” for all data and KPIs

Vancouver, Wa, Us

• Advised Executive Leadership Team on business development for ecomm retailer focused on Amazon• Launched a new business model from start to finish; produced business development materials to close the deal; once hired, analyzed the brand’s business and produced data-driven recommendations• Redesigned internal profitability and growth modeling tool using Excel macros to assess current and potential partners; this tool was used for ~3 years as the basis for business development analytics• Integrated Salesforce workflow and implemented changes to Opportunities object and layout to fit org needs• Led project to re-imagine Business Development materials, including the company's main introduction presentation and proposal

• Created TectonicCrossFit.com website, including sections of custom HTML code, generating 30% of membership growth; managed web content, SEO, and Google Analytics; shot action photography used on web and social media• Collaborate with entrepreneurs to bring their visions to life, building brands and integrated communications strategies for budding brands; design print and digital marketing assets with target-appropriate messaging

Katy, Texas, Us

• Developed and delivered data-driven recommendations to CMO of $4.5B company to improve sales and margin during crucial sales periods on advertised items in $30M+ print circular• Customized R code to analyze weekly performance of advertised items, reporting key metrics and calculating ROI• Managed two direct reports, promoting one after coaching her through improvements needed• Presented opportunity and led implementation of a successful print advertising versioning strategy for the Team Sports category• Analyzed annual ad performance of $30M+ vehicle to inform the ad page count, timing, frequency, and distribution plan for 2016 and 2017

Orlando, Fl, Us

• Led creation of new Ollie & Friends kids menu system from inception to launch, forecasting cost and selling-in $3.8M project to Brand President to target Families with Kids segment and build engagement by improving the in-restaurant experience• Developed national merchandising strategy for 830+ restaurants through the use of promotional menus, coupons, FSIs, and digital tools, while working with cross-functional partners to align insights, culinary, operations, and finance goals• Managed the Spanish language media communication strategy, including TV advertising and network integrations• Directed multiple agency partners through focused brand briefs and cognizant project management• Local marketing liaison for all 830+ locations

New Brunswick, Nj, Us

• Developed strategic recommendations for the re-launch of RoC Multi Correxion platform by analyzing consumer research, the existing brand landscape, and IRI sales data• Instituted new metrics for calculating first solo free standing insert (FSI) ROI using weekly incremental sales data and estimated redemption rate• Conceptualized and led creative process for FSI with national reach for September 2012 roll out

Austin, Texas, Us

• Developed recommendation for new loyalty program using cost-effective perks to drive incremental spend, based on primary and secondary research

Minneapolis, Minnesota, Us

• Improved consumer experience and bilingual digital strategy for QueRicaVida.com, General Mills’ Hispanic digital platform, by utilizing cultural understanding to influence use of proprietary methods versus external services • Managed parallel path development between developers on NatureValley.com to push website updates, significant ‘Preserve the Parks’ promotion, and major ‘Explora’ Hispanic initiative within days as opposed to weeks• Directed creation of PFPChallenge.com, promotional site supporting integration with The Biggest Loser, by negotiating functionality and providing alternative solutions to short deadline requests, saving $22K in development costs; innovative project won company Champion’s Award in 2009 and PR News’ top public relations award.• Shaped creative, resourceful website development for largest city-wide MLK celebration breakfast in Twin Cities resulting in 27% savings

Minneapolis, Minnesota, Us

• Designed and implemented financial cockpit increasing new hire and casual user productivity 20%• Provided technical support for SAP within Finance and Controlling modules such as Project Systems, Internal Orders, Asset Accounting, Data Retention Tool• Evaluated SAP testing tools and made recommendation to purchase Quick Test Professional to significantly reduce hours spent on testing for upgrades and SAP hotpacks

Minneapolis, Minnesota, Us

• Managed information downloads and maintained ACNielsen Nitro infrastructure to preserve data integrity used for sales, marketing, and consumer insights research and reporting• Provided technical support to over 500 users for custom and third party applications• Created documentation to be used by help desk to reduce technical support calls by approximately 80%• Maintained and enhanced two intranet websites written in VB.NET leveraging an Oracle and SQL database

• Choreographed and performed salsa dance routine for the 2011 San Francisco Salsa Rueda Festival• Instructed beginner dancers and was integral part in combining the Miami "sabor" with Minneapolis to promote joy and community at MinneAmi's lessons & events• Performed at various community events

Minneapolis, Minnesota, Us

• Developed nine reports and an online reporting site for annual United Way drive

New York, Ny, Us

• Collaborated in operating system migration to Microsoft XP and provided end user support

Mba, Marketing, Entrepreneurship

Education record

Bs, Computer Engineering

Education record