Stephen Mcneill Email & Phone Number

Raleigh, Nc, Us

Basel, Baselstadt, Ch

Us

Currently, I advance eCommerce sales / profitability growth, oversee P&L, and amplify Average Order Value (AOV), Conversion Rate, Subscriber Count, and Attach Rate. I own 13 direct reports and lead team of 20.My key contributions so far…- 550% profitability in 6 months through strategic increase in AOV and profit per order. - Boost in AOV by 113% by instituting test & learn and continuous optimization and executing A/B and multivariant tests on high traffic and crucial conversion pages. - Applied Any Second Ad Principles that increased effectiveness of paid traffic and decreased 900% spend with minimal impact to channel revenue attribution. - A data-driven approach that boosted conversion, customer lifetime value, ROI, and profitability.

Us

Previously, I directed team of 30+ staff and drove successful execution of fully integrated consumer marketing plan and data-driven, consumer first integrated marketing campaigns. My key contributions included:- New global marketing process, breaking down silos, delivering integrated, insight-driven omni-channel marketing initiatives, and driving drives deep collaboration with key internal / external stakeholders. - Vuse® became fastest-growing and #1 vapor brand across the country with 9% increase in market-share through new marketing process that I created and implemented. - Maximum brand reach through innovative partnership strategy, resulting in 950% increase in campaign impressions vs previous activations.

I was in charge of Consumer Integrated Marketing for three largest snack brands. I led capabilities and effectiveness of $100MM+ US integrated media investment and conducted integrated marketing for media effectiveness. I also steered execution of media strategy, media optimization, and integrated marketing strategy. My key contributions included:- A process overhaul resulting in boosting ROI on media investment by 27% and GSV/$ Spent by 130%. - First ever eCommerce enabled Super Bowl ad with Pringles “Sad Device” on digital stream of game. - Integrated media plans that accounted for largest YoY revenue growth for Pringles and largest percent share increase on Rice Krispies Treats in 10 years. - Adaption of programmatic media buying best practices across Australia, France, New Zealand, and UK, resulting in increasing $2M additional media value and decreasing CPM (costs per thousand impressions) by 250%. - Optimizations in global capabilities and media effectiveness, resulting in 200-1000% increase in ROI across every country.

Manage creative and cross-channel integrated marketing strategy to drive ROI and shape the overall consumer experience for our brands, resulting in behavior change that drive more sales.Lead Experience Marketing Strategy for Kellogg's three largest snack brands: Cheez-It, Pringles, and Rice Krispies Treats.

Consumer-first content and media strategy. Analyze barriers to growth, define audiences at scale, engage consumers, measure success, optimize, & repeat. Responsible for media effectiveness of $35 Million annual media budget for Pringles® and Rice Krispies Treats® brands

• Integrating marketing communications for the company's largest brands which constitute annual revenue in excess of $10 billion• Enhance Kellogg's global digital marketing capabilities by providing strategic guidance to global and regional marketing leaders• Improve the efficiency and effectiveness of the company's global digital marketing investments

Morrisville, Nc, Us

At Lenovo Group, I directed 18 cross-functional team members across different countries to achieve organization’s objectives and key performance indicators. I was in chage of eCommerce & Retail strategy from conception to completion for $30M per year Software, Services, Accessory, and Network Attached Storage (NAS) businesses across North America. My key contributions included:- YoY growth of revenue by 10%, attach rate by 15%, and percentage of PC Revenue by 25% through implementation of eCommerce best practices. - 7% increased conversion and 53% increased search engine optimization (SEO) value by proposing and selling comprehensive product video campaign. - Introduction of up-sell and cross-sell merchandising strategy that accounted for 20% increase in customer conversion and 28% increase in average order revenue for ThinkPad® laptops. - Five most successful promotions in Lenovo.com history, increasing revenue by 65% for each promotional period.

Morrisville, Nc, Us

• Research and develop new functionality to increase conversion and traffic on eCommerce platform• Drive portfolio, promotional, and pricing strategy for lenovo.com• Manage partner relationships• Ensure all customer satisfaction metrics are met or exceeded

Morrisville, Nc, Us

• Lead the web merchandising team on a daily basis to help achieve the sales objectives of the North American eCommerce organization• Provide guidance and prioritization of all merchandising related tasks• Drive a monthly global interlock with GEO counterparts to share learning from current promotions/merchandising best practices• Manage ThinkPad and ThinkCentre brand merchandising• Optimize cross-sell and up-sell tactics and shopping flow• Increase conversion, AUR and AOR for all merchandising tactics• Manage relationship with third-party partners• Manage external sweepstakes and promotions

Morrisville, Nc, Us

Manage ThinkPad and ThinkCentre brand merchandising, optimize cross-sell and up-sell tactics, optimize shopping flow. Increase conversion, AUR and AOR for all merchandising tactics, manage relationship with third-party partners, manage external sweepstakes and promotions.Manage ThinkPad promotions project manager.• Recommended and implemented up-sell / cross-sell merchandising strategy which has increased conversion by 20%, generating 28% increase in average order revenue on ThinkPad laptops.• Proposed and sold a comprehensive product video campaign which is expected to increase conversion by 30%, decreased returns by 15% and increased SEO value by 53%.• Increased revenue associated with internal search by 66% with targeted merchandising. • Provided strategy for and project management of the five most successful promotions in Lenovo.com history, increasing revenue from same time last year by an average of over 65%.• Created a comprehensive marketing strategy to increase customer interaction with the review portion of the website, resulting in a 650% increase in customer reviews.

Morrisville, Nc, Us

Chapel Hill, Nc, Us

Concentration in Strategy & Leadership

Winnipeg, Mb, Ca

At iC Group, I was responsible for the day-to-day client relationship and actively participated in the strategic development and execution of integrated interactive promotions for the companies key clients. In addition, I was tasked with ensuring budgets were managed to client and agency expectations, and managing the internal process to provide quality work to the clients.Managed key corporate clients, Del Monte Foods®, American Express®, and Kimberly-Clark®; drove 20% improvement in-store usage for American Express. Redesigned Kimberly-Clark’s “Huggies® Baby Network” e-newsletter reaching 2M households through 10-month, 40-touchpoint campaign, resulting in brand affinity, product sales, and lifetime value.

Managed entire multi-million dollar point-of-purchase/merchandising production process, from concept to finished production, supporting monthly national promotions at 8,000+ Burger King restaurants nationwide.Managed and executed on-site nationwide tour sponsorship for the band Green Day• Increased same store sales by 12% year-over-year for Burger King with the development of a $1.5 million Star Wars in-restaurant “Choose Your Destiny” promotion and sweepstakes.• Suggested first-of-its-kind rooftop inflatable promotions for Burger King, increasing restaurant sales by 16% with a Shrek promotion, 12% with SpongeBob Square Pants and 12% with Darth Vader.• Developed and executed onsite promotions during the Xbox sponsorship of the Green Day concert tour, driving 72% of promotion participants to register online at xbox.com.• Achieved 1.5 million website registrations for Burger King with a text to win marketing campaign.• Directed a multi-million-dollar point-of-purchase and merchandising process from concept to finished production, supporting monthly promotions at more than 8,000 Burger King locations nationwide.

New York, New York, Us

Managed development and production of point-of-sale promotional merchandising for Sprint PCS retail stores, and Burger King restaurants.• Led strategy development and implementation for Burger King’s first 2-month promotion featuring “The Simpsons,” achieving a 16% year-over-year increase in store visits.• Designed 25 in-store POP elements to successfully launch Sprint’s “3G Technology” in more than 2,500 retail stores nationwide.• Established the “Sprint Store at RadioShack” concept and launched it at 7,000 stores.• Received successive promotions of increasing authority, including Associate Project Manager and Assistant Account Executive.

Master Of Business Administration (Mba), Strategic Leadership

Bachelor Of Arts & Letters, Psychology

Bachelors Of Arts And Letters, Behavioral Psychology