Tracy Grogan Email & Phone Number

Wilmington, Nc, Us

Carrboro, Nc, Us

• Led the digital strategy and drove revenue for Fleet Feet, delivered $90+ million in revenue, an 11% increase to the prior year. • Drove the Amazon FBA & FBM sales growth across 20+ vendors and two storefronts on Amazon. Instrumental in managing fulfillment costs. On pace to deliver a 25% increase in top-line revenue. • Led the RFP selection process and onboarding for a new digital advertising agency to drive our brand awareness and social media strategy.• Demonstrated strong financial acumen by owning the Profit and Loss (P&L) responsibility for two strategic business units, FleetFeet.com and Amazon, effectively driving growth and cost management.• Spearheaded the development and implementation of a Vendor Partnership Program with a budget of $1.4 million, delivering a $10+ ROAS for each of our vendor partners.• Onboarded a new product reviews platform, BazaarVoice, to syndicate our vendor partner reviews on FleetFeet.com, improving conversion by 18%.• The Digital Advertising team acts as an in-house agency on behalf of our franchisees and company-owned stores and leads the strategy for the Google PPC program to drive traffic and revenue for 250+ stores.

Chippenham, Wiltshire, Gb

• Drive the digital marketing strategy across the Alliance Pharmaceuticals portfolio of brands to include: Amberen, Vamousse, Kelo-Cote and ScarAway.• Responsible for managing a $12million budget and oversight of the paid media agencies to drive brand awareness.• Develop a best-in-class digital program to include: CTV, SEM, Ad Display, Paid Social, and emerging paid channels.• Develop influencer campaigns for the brand portfolio to drive awareness and engagement.• Drive the ecommerce platform transition across all brands.

Winston-Salem, North Carolina, Us

• Develop and bring to life the digital marketing strategy via email, digital display, paid search, social and content on LowesFoods.com.• Project lead to develop the new design and architecture for LowesFoods.com alongside our digital and technical agencies.• Develop digital dashboard, along with finance team, to help measure program effectiveness, drive KPIs, measure ROAS and identify opportunities to improve performance.• Develop and execute the email program incorporating welcome series, promotional, inspirational and nurturing campaigns supporting the marketing and merchandising initiatives without losing sight of the ideal customer journey.• Create and maintain promotional calendar for all digital initiatives as a communication vehicle to inform all parties involved to include creative, merchandising and ecommerce teams as well as our external vendors and partners.• Develop and execute persona-based, primarily digital guest journeys to drive consumer engagement and deepen the relationship throughout each phase of the lifecycle.• Led the launch of a direct-to-consumer website featuring Lowes Foods Cheer Box, generating over $100K in just six weeks. Long-term goal is to sell subscription and gift boxes all year long.• Selected to the 2019 Enterprise Leadership Program.

Winston-Salem, Nc, Us

• Responsible for driving the brand strategy and revenue for O•H•P, OneHanesPlace.com, across digital and traditional marketing channels leveraging our great family of brands to include Playtex, Bali, Maidenform, Hanes, L’eggs. • Develop and execute fresh, compelling marketing strategies for traditional and digital platforms to include direct mail, Paid Search, SEO, email marketing, affiliates, social marketing and web site content strategy.• Develop and manage annual marketing budget; responsible for financial planning assumptions for marketing events along with any necessary cost savings measures.• Lead a cross functional strategy team to include Marketing, Merchandising, Ecommerce, and Brand teams to drive online events to maximize sales, profit and file size growth opportunities.• Lead discovery process around incremental analytics needed to drive sales, ROI and profit through website optimization, pricing and promotions optimization, and channel performance.• Manage database growth and responsible for developing successful segmentation and targeting strategies. • Selected by senior management to serve on pricing and promotions task force with a goal to better understand competitive pricing promotions, identify new opportunities to drive sales and optimize profits.• Responsible for hiring, managing, developing and training new team members. Instrumental in motivation, development, and coaching/mentoring of marketing team.

Us

Responsible for the strategic development of email programs and analyses for key clients to include target audience recommendations, timing/scheduling strategy, email address acquisition efforts, and campaign/challenger testing. •Responsible for comprehensive management of assigned accounts within the email department to include the management of industry/category knowledge, marketing planning, campaign, implementation/execution, performance tracking and analysis and various associated projects for several major retailers such as RadioShack, Charlotte Russe, Levi’s, Dockers and Kate Spade.•Drove 50% increase in email address acquisition efforts for client base through optimization of strategic efforts to include: sweepstakes, in-store, co-registration and online email signups.•Collaborate with key clients’ CRM and loyalty partners to ensure strategic initiatives are integrated within the email program.•Responsible for making strategic recommendations to the account and business development teams to pitch and/or grow the business, and cross-sell services based on client needs.

Us

Responsible for all facets of partnership and affiliate marketing, driving attributed sales from $297 million to over $367 million. Lead strategy, planning, budgeting, and forecasting efforts for multiple programs to include affiliate marketing, comparison shopping, B2B accommodations and manufacturers. •Generated over $367 million in annual sales, representing 23% of overall website sales. •Developed unique, integrated, promotional strategies to drive traffic contributing 10% of the website’s revenue growth.•Increased affiliate sales by 50% and traffic by 56% by developing strategic programs with existing partners and growing the network of partners by 57%. •Led the TrueTag pixel maintenance project to provide more accurate tracking for our partners and provide cost savings benefit of $150 thousand•Promoted to Manager, Partnership & Affiliate Marketing, September 2008

Us

Responsible for all facets of digital retention marketing, growing attributed sales from $89 million to over $150 million. Led strategy, planning, budgeting, and forecasting efforts for multiple programs including email and lead generation. •Drove over $150 million in annual sales, representing 14% of overall website sales. •Contributed 13% of the website’s revenue growth in the last three years with unique, integrated, promotional strategies to drive traffic •Increased email sales by 76% and traffic by 74% by optimizing existing and launching new programs. Used remarketing strategies, web browser based targeting, and segmentation to increase relevancy.•Grew active email database by 53% and sales contribution per email by 15% by ongoing evaluation of sources and introduction of early engagement and inactive programs.•Selected by senior marketing leadership to participate in an intensive review of customer loyalty and rewards program.

Sarasota, Fl, Us

Responsible for developing and executing direct marketing campaigns for non-profit clients. •Developed and managed all budget aspects, analyzed campaign effectiveness, built awareness, developed membership and increased funding for clients. •Grew subscriptions and membership for non-profit clients by 26%.•Developed and managed annual budget to include program costs, projected gross revenue, projected average gift and projected response rates, ROI, and projected net revenue. •Led creative team to develop winning direct mail campaigns, advised and directed creative team regarding strategy for copy and branding. •Responsible for developing ask strategy to maximize fund raising opportunities and worked with clients to develop their annual direct marketing plan to optimize their programs. •Provided campaign summary report analytics to the client to include gross revenue generated, ROI, actual cost, net revenue, average gift and response rates, etc.

Newport News, Virginia, Us

Responsible for developing and executing direct marketing campaigns, trade shows and promotions.•Increased sales by 24% with the launch of the vendor supported direct marketing program.•Coached and trained over management for 100 locations about trade show implementation; increased attendance and sales by 52%.•Developed incentive programs within the customer loyalty program that increased membership and participation by 24%.•Collaborated with merchandising teams to generate buy-in for the customer loyalty program that was funded with 100% vendor co-op funds.•Managed and maintained the customer relationship process to increase brand awareness, generate more revenue, and create customer loyalty for the organization and its partnering vendors. •Responsible for managing special events marketing to include NASCAR hospitality events, PGA golf tournaments, customer loyalty reward trips which included sporting events and tournaments for business-to-business customers.