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A digital commerce executive with extensive experience in growth management of multi-channel, content-rich eCommerce businesses. Expert in digital marketing/merchandising, SEO/SEM, CRM-based segmentation, analytic analysis, and site conversion optimization. A multi-company founder also skilled in growing businesses within larger organizations. Strong team builder/motivator with deep P&L management experience.Other Proficiencies: Business development, planning and budgeting, Agency management, Mobile commerce optimization, Persona-based marketing, Email/social marketing, UI/UX design, Digital product management, Visual merchandising
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Head Of EcommerceSkiessentials May 2022 - PresentStowe, Vermont, UsEnjoying re-crafting the eCommerce tech-stack and business of this omnichannel sporting goods company. Executed a headless Shopify Plus redesign and introduced supporting data-management and marketing platforms/apps. The resulting data-driven marketing strategies/tactics led to a 25% increase in annual revenue. Being in Stowe, VT doesn't hurt either. "If you enjoy what you do you'll never work a day in your life"! -
Director, Ecommerce And Digital PropertiesValvoline Inc. 2018 - 2022Lexington, Kentucky, UsLead all aspects of Valvoline's multi-channel (direct, marketplace, and retail-partner-based) expansion into digital commerce. This includes strategy setting, budget forecasting, enterprise-grade resource acquisition, agency partnering, staff growth and mentoring, complete funnel marketing planning and execution, Amazon 1st/3rd-party and DTC storefront and fulfillment operations management. Also managing Valvoline’s multiple corporate and marketing web properties. -
Client Services ConsultantFitforcommerce Llc 2016 - 2018As a Client Services Consultant specializing in eCommerce tech stack design and re-platforming, I evaluated clients’ goals and defined business strategies and technical solutions to achieve them. Among other projects, I lead a B2C bedding client’s Adobe ECP re-platforming being hands-on throughout all stages of the project. This included redesigning the consumer experience, hiring core support staff, and ongoing management of the eCommerce website. I optimized the marketing mix and agency relationships, initiated CRM-based customer segmentation, dramatically increased ROAS, increased CVR 40%, and grew revenue 5X within one year. -
Vp, EcommerceTime Inc. 2013 - 2016New York, Ny, UsWorked with Time Inc's individual brands and lifestyle categories to discover, develop, and deploy eCommerce opportunities. Launched Company's affiliate-based content monetization business and expanded it to over 300 direct brand relationships. Quadrupled affiliate revenue by expanding program participation to 10 of TI's top publishing brands. Designed and launched a new shoppable fashion merchandising service called “Fashion Drop”. Led eCommerce-related M&A activities resulting in corporate investment. Led an extensive re-platforming evaluation addressing core platform, OMS, CMS, and WMS. -
Vp, Mobile CommerceLodgenet Interactive Corporation 2009 - 2013Sioux Falls, Sd, UsFounded LodgeNet's Mobile Services group in early 2011. While there I pioneered new customer acquisition channels, opened new market segments, and secured both B2C and B2B customers and partners. I defined product strategy and feature roadmap, led app design and development efforts, hired and managed internal and external business and engineering resources, crafted both consumer and hotelier revenue models, and designed and executed all marketing plans. The resulting integrated in-room TV/Mobile hospitality experience was successfully deployed to over 500,000 NA hotel rooms and is now found in over 7,000 hotel properties including every major brand/flag. Our user base exceeded 500,000 travelers generating upwards of 1.5M user sessions/month. These spanned pre-stay, on-property, and in-area applicability and were enhanced with location and time-of-day-specific real-time content/services delivery. The service is available for iPhone, iPad (custom UI), and Android devices. -
Founder And General ManagerDada Usa 2004 - 2008Founded a subscription-based B2C mobile media business. Early initiatives included sourcing and executing record label, music publisher, and game developer content licensing agreements and wireless carrier and major media partner distribution deals. Implemented sales and marketing programs employing SEM, affiliate networks, email, and viral social networking techniques. Managed P&L and grew company revenue from $0 to $50M in under two years. Spearheaded acquisition and integration of mobile social community service UPOC. Executed mobile marketing programs and led ad sales for UPOC’s mobile inventory of approximately 30M page views per month.
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Vp, Business DevelopmentZingy 2002 - 2004UsKey member of founding management team for North America’s first third-party mobile media company. Secured revenue generating distribution agreements with AOL, MTV, MSN, Sprint, and others. Zingy was sold to a Japanese company For-Side. -
CooMobilespring 2000 - 2002Member of founding management team. MobileSpring designed, developed, and marketed an inter-carrier SMS gateway service using a SaaS business model. Among other responsibilities I led the sales and marketing team responsible for winning major message handling business from Sprint and Cingular. MobileSpring is now owned and operated by Real Networks.
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Co-Founder And Evp Sales & MarketingSingletrac Entertainment Technologies, (Gt Interactive) 1994 - 2000SingleTrac was one of the first PlayStation game development companies. Initially funded by Sony and later by Microsoft, the company designed, developed, and released key PlayStation launch titles “Twisted Metal” and “WarHawk” within 12 months of its formation. Both IPs have gone on to become major game franchises generating well in excess of $200M at retail. Over the course of its five years the company grew to 75 employees, added PC games to its product offerings, and was ultimately sold to a public company, GT Interactive, in 1998.
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Program Manager/Business Development ManagerEvans & Sutherland 1988 - 1994Salt Lake City, Utah, UsManaged program execution and delivery, including full P&L responsibility, for visual system simulation business representing over $45 million of total company sales. Responsible for identification and development of new market applications for company’s proprietary, real-time computer graphics hardware and software based products.
Todd Kelly Skills
Todd Kelly Education Details
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University Of Virginia Darden School Of BusinessMaster Of Business Administration (Mba) -
University Of DaytonElectronic Engineering
Frequently Asked Questions about Todd Kelly
What company does Todd Kelly work for?
Todd Kelly works for Skiessentials
What is Todd Kelly's role at the current company?
Todd Kelly's current role is Omnichannel Digital Commerce Business Builder.
What is Todd Kelly's email address?
Todd Kelly's email address is tj****@****mac.com
What is Todd Kelly's direct phone number?
Todd Kelly's direct phone number is +121252*****
What schools did Todd Kelly attend?
Todd Kelly attended University Of Virginia Darden School Of Business, University Of Dayton.
What skills is Todd Kelly known for?
Todd Kelly has skills like Mobile Devices, Strategic Partnerships, Mobile Marketing, Product Management, Mobile Applications, Start Ups, Analytics, Strategy, Saas, Direct Marketing, Digital Strategy, Product Development.
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