Reunite Apparel – Memphis, TN                        July 2017 - July 2019   

                          

Director of Marketing

I am the creator/owner of this start-up company; which is on hold until I receive an investor. Thus, no revenue information is available at this time.

 

Created a unique eCommerce platform (Shopify) for customers to create customized t-shirts for group events that leverages the power of on-line technology/wizards to eliminate the need for traditional order forms that saves customers time and money.

• Initiated product vision and managed all aspects of the business concept from inception to customer relations; including identification of market opportunities – which ultimately dictated the final product.

• Developed business case to determine ROI and an implementation road map.

• Designed and executed development of eCommerce site using Shopify platform in conjunction with a t-shirt designer software application. www.reuniteapparel.com

• Partnered with local t-shirt distributor and t-shirt printer.

• Developed digital marketing strategy and all marketing content/collateral.

 

Kele, Inc.– Memphis, TN          

January 2015 - December 2016

A building automation parts and services distribution company with 180 employees and annual revenues of $100MM - $25MM delivered via eCommerce channel 
                                         

DIGITAL MARKETING MANAGER

 

Responsible for delivering $4.3MM additional revenue by creating and executing marketing strategies. Designed and executed actionable growth strategies that integrated Digital throughout all Sales & Marketing efforts. Worked closely with the executive team in formulating company vision, strategic plans, marketing and sales plans, product development, roadmaps and execution plans to achieve revenue and profit objectives.

• Created the first Marketing/Sales integrated, personalized account-based marketing campaign that generated 168 additional quotes, representing a 20% increase in number of quotes and an additional $1.5MM

• Created and executed the first customer on-boarding campaign by leveraging marketing automation tools such as Eloqua and Sales Force. Reduced customer retention loss from 25% to 23% in the first quarter resulting in additional revenue of $255K.

• “Pick Kele Pick Your Prize” Campaign focused on general contractors generated additional revenue of $135K

• Delivered a yearly $2MM in Pay-Per-Click (PPC) and Search Engine Optimization (SEO) revenue: $133 cost-per-acquisition and 25 keyword-assisted organic strategy that had an average 2.36% conversion rate resulting in an additional $294K.

  • Developed a three-year SEM strategy to increase revenue from $6MM to 20MM

• Evangelized, developed and led a retargeting display ad pilot that generated $474K in the first two months.

• Managed a $500K budget for personnel, marketing programs, partnerships and software development.

• Managed vendor relationships and trade shows such as ASHRAE to ensure return on investments

 

INTERNATIONAL PAPER (IP)                             

2000 – 2013

One of the world’s leading producers of fiber-based packaging, pulp and paper with 52,000 employees and annual revenues of $21B                                                                                                                                                                 

GROUP E-BUSINESS MANAGER (XPEDX – CLIFTON, NJ)           

(2008 – 2013)

 

Developed and managed programs that drove adoption of eBusiness solutions with key internal stakeholders and customers for nine xpedx facilities within the Metro NY and Northeast groups.  Served as eBusiness consultant; providing customized solutions to external customers, across multiple product segments, while ensuring customer profitability  

• Developed and managed programs that drove adoption of eBusiness solutions with key internal stakeholders and customers. Responsible for delivery $112MM sales via ePortal, 140,000+Orders

• Project Manager for multiple B2B integration projects  

• Key Subject Matter Expert for 24-month B2B redesign project

• Created and implemented targeted email campaigns that generated an 81% increase in the electronic transmission of invoices to customers.

• Developed a new business model for the support infrastructure of eBusiness Managers that was adopted by other Divisions, which resulted in increased efficiency and accountability.

• Responsible for educating customer service and implementing any new procurement software solution required by customers

 

E-BUSINESS ANALYST  (IP)                                   (2006 – 2008)

 

Led the go-to-market strategy of a newly developed transactional website (OrderIP) with a business goal of decreasing the number of routine inquiries to customer service.

• Delivered a 75% call substitution growth by executing a multi-channel, cross-enterprise, targeted and mass marketing approach using printed collateral in conjunction with targeted email campaigns and incentive-based programs to drive awareness and adoption of OrderIP.

• Served as eBusiness expert and liaison between key strategic customers and IT to create customized solutions – increased annual revenue by 39% / $737K by improving purchase order submission via direct integration  

• Evangelized and developed the company’s first social media project through a series that features videos and content geared toward educating end-users on a wide array of printing topics.

• Developed an Electronic Catalog enabling customers to import product information to reduce time and errors while increasing speed to market for updated and new product information.

• Restructured the administrative support of OrderIP by moving it from the Business to Customer Service in Poland; creating efficiencies and enhancing the customer experience.

  • Developed and executed international training for the on-going administrative customer support of OrderIP.

 

WEB SPECIALIST   

(2000 – 2006)

 

Managed the development and production delivery of a new transactional B2B website (OrderIP) for the CP&IP division.

• Led overall strategy and spearheaded the prototype development, user experience (UX) design and production delivery for the Division’s first B2B transactional website.

• Translated user requirements into functional requirements document for internal IT to develop all aspects of the website.

• Created and executed the communication and go-to-market strategy with a realized adoption rate of 35% of targeted customers and a transactional cost savings of 120K in the first year’s release - 2005.

• Member of a team tasked with developing a three-year eBusiness strategy for a newly-realigned business.