Scott Tower Email & Phone Number

Tempe, Arizona, United States

Phoenix, Arizona, United States

Scottsdale, Az

Framingham, Ma

• Increased new customers sourced by marketing from 2% of overall wins for Staples Business Advantage per month in 2014 to 12% of overall wins per month in 2016. • Expanded traditional KPIs such as cost per visit and cost per lead and took accountability for revenue marketing metrics like cost per win, return on digital investment, LTV, and profitability per customer. • Created model to disrupt traditional sales approach by building a team of seven Sales Development Reps (SDRs) responsible for qualifying all digitally sourced marketing prospects and seven Inside Business Developers (IBDs) who closed the prospects and helped place their first order by phone vs. in person. • Reduced cost per net new business win from $1,500 per win to $350 per win by managing $3 million online acquisition budget and overseeing all digital traffic to Staples Business Advantage.• Increased the number of net new closed won deals for Staples by 97% in the first six months of 2016 compared to 2015, driving ~$1.3M in monthly revenue largely through the implementation of Marketo marketing automation platform, developing four prospect nurture streams that target key personas, and forging a new partnership with the sales team to convert these new prospects to buyers and then to advocates.• Partnered with internal acquisition experts and external digital agencies to optimize existing sources of traffic acquisition (paid search, organic search, display, retargeting, affiliate, email, etc), test new sources of traffic generation (content syndication, webinars, LinkedIn Lead Accelerator), and track most relevant KPIs.

Waltham, Ma

• Managed P&L statement and made PetSmart.com profitable for the first time ever by 1) reducing expenses from promotions, 2) increasing revenue from shipping, and 3) shifting our product mix to feature items with margins that were large enough to support discounts. • Developed promotional calendar for PetSmart.com and ensured that online offers were profitable for the business, compelling to our customers, and consistent with in-store retail efforts.• Managed a team of three people responsible for driving over half of the revenue for PetSmart.com in 2008 using paid search, natural search, affiliate marketing, comparison shopping engines, and other new business opportunities. • Managed a separate team of three who were responsible for all product setup and online merchandising of PetSmart.com. • Led the selection process for two new search marketing agencies from RFP development through final negotiation.• Initiated margin-based bidding for paid search and comparison shopping engines to improve efficiency in these channels.• Managed external relationships with firms including the major search engines, a paid search agency, a natural search agency, and a third party affiliate marketing partner.

• Managed a team of four direct reports and was responsible for annual Internet marketing budget of $7 million.• Generated $27 MM in demand as a direct result of SEM efforts through sites including Google, Yahoo!, MSN, Ask.com.• Managed search engine marketing to 1:4 Ad:Sales ratio and drove 1 MM visitors to Bloomingdales.com each month.• Initiated new online search marketing efforts including behavioral targeting and internal search term analysis.• Generated $10 MM in online demand from email marketing campaigns in 2006 and drove additional traffic to stores.• Conducted in-depth examination of email marketing efforts including subject line testing, time of day testing, day of week testing, offer analysis, and creative analysis. • Spearheaded the integration of the Bloomingdale’s store and catalog email databases for improved segmenting and targeting based on recency, frequency, monetary value, and products purchased.• Increased monthly demand from affiliate marketing program from $80,000 to $420,000 in 2006.• Acted as catalyst to develop consistent promotional and marketing messages across Internet, store, and catalog. • Managed design, development, and launch of website promoting the opening of a Bloomingdale’s flagship store in San Francisco, CA.

• Developed a new B2C revenue stream on Forrester.com and generated $1 million in incremental profit during 2005.• Created custom reports that tracked daily movement of revenue, profit margin, order size, expenses, and returned items.• Devised online sales strategy that capitalized on the Forrester name, avoided cannibalization of existing sales, and converted online purchases into new leads.• Implemented extensive search engine marketing campaigns to drive new customers to Forrester.com.• Worked with research team to identify target market for online sales and craft appropriate value proposition.• Instituted and advertised an unconditional Money Back Guarantee for all online purchases.• Analyzed competition, determined key differentials, and capitalized on our strengths and their weaknesses. • Managed multiple relationships with external vendors including Google, Filament (design), and Fireclick (analytics).• Developed and implemented plan for the introduction of new products that was compliant with Sarbanes-Oxley.

• Developed marketing/sales recommendations for an online bookseller that resulted in a 15% increase in sales.• Performed target market analysis and strategic competitive analysis of online book clubs.• Tailored marketing and advertising strategies to reach appropriate target market.• Managed external client relationships and successfully managed and executed tactical projects.

• Led a team of six people responsible for analyzing business challenges, diagnosing problems, and implementing solutions for a custom developed software application for our client. • Advised client regarding functional and technical enhancements and suggested best practices that re-engineered business processes and improved overall workflow.• Coordinated testing efforts between the client team and programming team to ensure that the proper versions of all files were thoroughly tested before they could be made available to the client. • Prepared weekly milestone reports and presented results to senior management team.• Managed all aspects of external third party relationship with an interactive media development firm. o Acted as the primary contact from Deloitte Consulting who was responsible for daily management of the project, and ensured that budget and time constraints were met. o Developed the project work plan and ensured that engagement deadlines and budget constraints were met.

Mba, Marketing And Strategy

Bs, Marketing

Activities and Societies: Student government.

Education record