University of North Carolina at Greensboro

Director Ecommerce Operations and Marketing

Winston Salem, North Carolina, United States

Lead digital marketing and website operation functions for e-commerce sites.   Managed online marketing budgets and developed digital marketing strategy to drive customer traffic and conversion.   Accountable for double digit growth and P&L of digital marketing for B2C e-commerce  sales.  Responsibilities include sales  forecasting, budget planning, analytics, and delivery of ROI goals.  Set strategies and budgets for acquisition and retention marketing campaigns. 	Lead execution and analysis of multi-channel marketing campaigns. In partnership with 3rd party agencies implemented  campaigns for email marketing, PPC ads, SEO optimization, affiliate marketing, and social marketing.	Collaborated with marketing teams, product owners, and IT leadership to develop a Customer Journey mapping for each customer persona and define user experiences and  website functionality requirements 	Researched and tracked changing in e-commerce technologies and competitive market conditions to insure timely adjustment of marketing strategies.	Developed and maintained strategic partnerships with  partners and suppliers to support digital marketing campaigns, consumer research, and business development opportunities.Developed vision and strategy for reconstruction and revitalization of E-Commerce Customer Contact Center to support sales for B2C, B2B, Retail partners.  Reconstruction included consolidation of multiple contact centers into new location, redefinition of leadership and agent job descriptions/skill requirements, standardization of processes, development of metric, and ‘voice of customer’ reporting to product owners and C-level executives.

Hanesbrands

Director E-Commerce

Directed direct to consumer digital marketing and website operation functions for  e-commerce sites.   Defined marketing strategies budgets and ROI goals for digital channels.  Lead 13-member team to provide web analytics, optimize customer web experience and drive sales via email marketing, paid search marketing, SEO optimization, affiliate marketing, shopping portals, digital ad campaigns, and digital catalogs.

Digital Marketing Director

Defined strategy and implemented technology solutions to meet needs of $10MM e-commerce business. Lead development team to build e-commerce websites, implement content development solutions, and CRM solutions to drive digital sales.

Donna Edden