Sarah Perkinson Email & Phone Number

Newton, Ma, Us

Chicago, Illinois, Us

Brought on to stabilize and upgrade the company’s e-commerce businesses (Mystery Tackle Box, Karl's Fishing & Outdoors), improve sales forecasting accuracy, optimize ad spend, drive improvements in revenue, margin, profitability, and customer acquisition costs, level up internal talent, and prepare the company for a sale.• Drove a 40% increase in ROAS while simultaneously boosting revenue and reducing costs by 50%.• Redesigned and rebuilt the MysteryTackleBox.com website on a new platform, delivering an improved site experience, a more secure checkout, and enhanced internal operational efficiencies.• Implemented a more sophisticated approach to planning and KPI tracking & analysis, enabling teams to make data-driven decisions on promotions, margins, and profitability.• Streamlined the tech stack by eliminating redundant or unnecessary software vendors, and trained the team on best practices in site merchandising, resulting in improved conversion rates.• Developed revenue and spend models to help potential buyers understand the subscription business, ultimately leading to two successful sales and transitions.

San Rafael, California, Us

Engaged to turn-around this home and apparel linen company and teach the existing team how to better run their business.• Managed all marketing, analytics, forecasting, merchandising, and inventory planning. • Designed and implemented product planning, merchandise flow, email marketing, site merchandising, and promotions, training the team with a focus on understanding margins to improve bottom-line profitability. • Increased net sales 43% in one year by boosting advertising, improving the return on ad spend, optimizing the merchandise mix to focus on high volume and profitable categories, and launching 50% new products.• Assisted with the pitch deck and due diligence process, helping the founder and external advisors successfully explore and complete the sale of the business.

Served as remote Head of E-commerce for a resort apparel retailer, collaborating with the owners and internal teams to restructure their online business for a high-growth future.• Reversed a double-digit decline in online sales, driving a 70% increase in sales over four years. • Created and managed the operating budget, consistently exceeding revenue targets and reducing expenses, resulting in significant improvements to the P&L. • Advised on inventory levels, product forecasts, and seasonal buys, aligning them with overall growth targets; also providing guidance to the merchandising team on style counts, markdown strategy, execution, and pricing adjustments.• Managed all online advertising, including recruiting and onboarding new agencies and contractors to deliver key services. Developed email marketing strategies and promotions, driving substantial gains through improved pacing, merchandising, relevancy, and storytelling.• Increased site conversion by 78% through improved product merchandising, site taxonomy updates, UI redesigns, and better timing of new product launches.

Recruited to help a private-equity-backed crowdfunding startup (since purchased by GoFundme) with a company rebrand and repositioning, complete site redesign, marketing team build-out, and creation of comprehensive content marketing, email marketing, paid search, SEO, PR and social programs. • Redesigned the company logo, style guide, brand voice, tagline, company videos, and over 40 sites pages for a site relaunch within the first 60 days. • Hired a team of 6, plus flexible freelancers to address resource gaps. Delivered a significantly improved site browsing experience through a new third-party vendor and established a new merchandising model. • Developed a social media strategy and content marketing program, driving fan growth, engagement, organic traffic, campaign starts and donations. • Created a new email marketing program on a new platform, redesigned the blog, and assisted with the selection of a new analytics vendor. • Achieved record monthly revenue during my tenure with the company.

St. Petersburg, Fl, Us

Directed all e-commerce and online marketing strategies and operations, including site merchandising, creative and development, promotion planning, online advertising (SEM, SEO, email marketing, affiliates, comparison shopping, remarketing), social/content/community, analytics, A/B testing, and forecasting/budgeting. • Reversed a two-year company-wide sales decline within one month, driving positive YOY growth in the online channel. Increased overall web sales 7% in 2013 and 12% in 2014. • Drove record site traffic with a 28% YOY increase in 2013 and a 19% YOY increase in the first half of 2014, despite a double-digit decrease in catalog circulation. Achieved this growth through successful restructuring and execution of online marketing campaigns, the launch of new online advertising channels, and the development of SEO-rich content site.• Increased e-commerce’s share of total company sales from 60% to 68%, while boosting company profitability by 200%. Introduced new organizational processes to improve visibility and understanding of the e-commerce channel across the company. Educated stakeholders on best practices and secured support to increase e-commerce headcount, further scaling growth in this channel.

Assisted private equity firms with due diligence on e-commerce acquisitions, advising companies on both short and long-term roadmaps aimed at increasing site conversion and bottom-line profitability. Developed site merchandising strategies to enhance the site experience, strengthen brand proposition, and improve overall usability in a cost-effective manner. Supported agencies with pitches for new clients in the e-commerce space. Built e-commerce websites for companies to expand their businesses.

San Francisco, Ca, Us

Directed all e-commerce strategies and operations for the PBteen brand, including site merchandising, online marketing, analytics and A/B testing, forecasting/budgeting, creative, and site development. Held financially responsibility for the profit and loss of the brand’s online operations.• Drove record revenue growth for PBteen’s e-commerce business, achieving a 34% YOY increase in 2010; flat annual sales growth in 2009 amidst a depressed economic climate; and a 15% YOY increase in 2008. These growth rates were the highest among all brands in the company’s portfolio. • Delivered the highest profitability in the company, including a 36% YOY increase in 2010, a 12% increase in 2009 vs. 2008 (despite flat net sales), and a 16% increase in profit in 2008 over 2007. Profitability was maximized through margin improvement via strategic merchandising and promotion planning, efficient ad spend, and lean staffing and operations. • Achieved record site traffic, with a 20% YOY increase in 2010 (while also delivering a 22% increase in conversion rates during the same period), a 16% increase in unique visitors in 2009 vs. 2008, and a 26% YOY increase in traffic in 2008. Traffic growth was driven by the successful management of online marketing programs, including paid search, natural search, shopping engines, affiliates, email marketing, and behavioral targeting.• Launched new social initiatives to build community around the brand, including a Facebook page, Twitter account, Design Your Own contest apps, a shoppable Lookbook for PBdorm on Facebook, a YouTube video strategy, and product reviews on the PBteen site.

San Diego, Ca, Us

Managed team of 25 across all departments in this ecommerce pure-play including marketing, merchandising, site development, and sales/customer service. Responsible for all financial planning, revenues, expenses, and profit and loss. Reported directly to the President and Board of Directors.• Led company to break-even with Blindsgalore.com brand within one year in a highly competitive industry with limited budget and thin staffing. Wrote business plan for the newly acquired company and helped the owners bring on additional investors. Individually handled all marketing and merchandising initiatives while also directing and managing all site development efforts and call center operations. Recruited and trained a brand new team in site design, development, and marketing support roles.• Conceived and launched Jupiter Wells, a new brand and ecommerce site for the company that targeted a more affluent market. Directed all aspects of the launch while simultaneously driving record revenue on Blindsgalore.com. • Generated an 80% increase in Blindsgalore.com quarterly sales in 2005 and improved gross margins 28% during the same period with a more strategic pricing and promotion plan, refined product mix, and launch of new private label products on the site. Drove a 30% YOY increase in Blindsgalore.com monthly sales in 2006 and a 20% increase in 2007 while also reducing marketing expenses 19% and 16% respectively.• Increased the Blindsgalore.com site conversion rate 43% in less than one year via a site redesign and continuous improvements to page design and functionality, stronger product merchandising, and a more targeted marketing plan.• Decreased Blindsgalore.com customer acquisition costs 30% and increased visitor revenues 49% through the development, implementation and management of cost-effective advertising vehicles including: paid search, natural search, email, product feeds, affiliate marketing, direct mail, and targeted online advertising.

Us

Assisted the GM Planworks team with the launch of Google paid search campaigns for all GM brands.

San Francisco, California, Us

Directed all marketing, research, product development, and website operations for the company. Financial responsibility for three business lines: online, print supplements, and live events. Reported directly to the President.• Developed a new corporate identity campaign to integrate the company’s five business lines and allow flexibility for growth. Key tactics included: a new naming strategy; logo and identity redesign; a branding campaign; and the launch of a corporate website. Redesigned and produced all advertising and sales promotion collateral including media kits, tradeshow banners, promotional giveaways, monthly flyers, postcards, and email campaigns.• Launched MeetingsFocus.com, an advertising-based business-to-business website for the meeting planning industry, which won the 2004 and 2005 Best Overall Online Design award by the Western Publications Association. Directed all aspects of the design, development, marketing, and management of the site and bimonthly email newsletters. Strengthened site revenue via the generation of more unique visitors, longer visitor sessions, higher page views, and an increase in qualified leads to advertisers as a result of an easier user-interface, original content, award-winning presentation, and enhanced functionality.• Launched Meetings Ideas, a new publication, which earned Finalist for Best Supplement in the Western Publications Association 2004 Maggie Awards. Directed all aspects of the launch including the development of the business plan, hiring and managing of a supplements editor, creation of an editorial calendar, development of an advertising rate card, definition and naming of all publication departments, assignment of stories, editing of copy, and selection of art.

Managed internal and external team in the development of a corporate website and marketing program for a leading San Francisco boutique commercial real estate firm.

Chicago, Il, Us

Supervised the development of digital strategies and marketing communication plans for 10+ clients while delivering accountability and ROI; prepared and presented new business pitches; recruited, trained and managed team of nine; handled client billings/budgets and reported on profit and loss.

Chicago, Il, Us

Led team of five to plan and maintain $180 million of national television inventory; developed offline media plan recommendations, managed and coordinated relationships with six local agencies delivering superior service and national/local plan consistency.