Northwestern University - Kellogg School of Management

Wirtschaftsschule KV Baden

Marketing & Digital/E-commerce Strategy Consulting

San Diego, California, United States

Providing Marketing & Digital/E-commerce consulting services within the direct-to-consumer (DTC) space. Key areas of focus include:🗹 Organizational structure assessment and development🗹 Digital Performance Marketing - incl. Paid Search (SEM), Organic Search (SEO), Paid Social🗹 Marketing ROI framework (ROAS, CPO, CAC/LTV, channel attribution)🗹 Data & Analytics (incl. Marketing/Customer/Web Analytics and Data Visualization)🗹 E-commerce Conversion Rate Optimization (CRO)🗹 Site experience (UX/UI) and Personalization🗹 Email/retention/loyalty strategy🗹 Brand strategy development and implementation

Marketing & Digital Strategy

Independent Consultant

Heading up the 30+ person Marketing & Digital organization, including ownership of the $xxx million e-commerce P&L.Then COVID happened.

Lucky Brand

SVP, Marketing & E-commerce

Member of the company's Senior Leadership Team. Leading development and implementation of new corporate brand strategy, digital performance strategy, media strategy, and demand generation across multi-brand portfolio (incl. <a href="http://FTD.com">FTD.com</a>, ProFlowers, Shari's Berries, and Personal Creations).Leading 20+ person marketing organization generating $xxx million annual revenues through cutting-edge digital and traditional strategies. Developing new multi-year strategic marketing plan to deliver both short-term EBITDA and long-term sustainable revenue growth.

FTD Companies

Senior Vice President, Brand & Acquisition Marketing

Brought on board to restructure and lead 20+ person performance marketing team, driving customer acquisition and generating $xxx million annual revenues across multi-brand portfolio (incl. <a href="http://FTD.com">FTD.com</a>, ProFlowers, Shari's Berries, and Personal Creations). Leveraging sophisticated attribution modeling, audience targeting, and digital analytics to maximize ROI and cost per order across high $xx million marketing budget. Key focus areas include digital performance marketing (SEM, SEO, Display), social media (organic and paid), traditional advertising (TV, Radio, OOH), and public relations.Driving innovation across the organization, including initiatives such as predictive personalized content at scale (leveraging artificial intelligence and machine learning), fully transactional Facebook Messenger Bot, and social influencer campaigns.

Vice President, Acquisition Marketing

Hired to build and lead ElliptiGO's global marketing & communications strategy, reporting directly to the CEO. Oversee all aspects of marketing, including brand, digital, social, content, PR, email, eCommerce, events & trade shows, to name a few.In this role, I lead the marketing organization and work closely with external agencies (digital marketing, PR, web development). I’ve created ElliptiGO's first integrated brand and marketing strategy and have set up a comprehensive marketing automation, digital analytics and reporting infrastructure (i.e. Google Analytics, Salesfusion, Tableau, Quantcast). In addition, I have developed and implemented the company's first digital marketing campaign focused on demand generation and conversion. This includes upper and lower funnel campaigns such as paid search (Google AdWords, Bing), retargeting, paid & organic social media, shopping ads, display advertising (programmatic and manual buying), and Amazon marketing (have set up Amazon storefront as a strong new distribution channel).We’re making good progress and already seeing great results. In fact, 2016 is shaping up to be a record year for ElliptiGO, with Q2 sales up 52.5% year-over-year. http: <a href="https://goo.gl/jQKWzFAbout">https://goo.gl/jQKWzFAbout</a> ElliptiGO:ElliptiGO created the world’s first elliptical bicycle. Combining the best of running, cycling and the elliptical trainer, ElliptiGO elliptical bikes provide a comfortable, fun and effective way to exercise outdoors. To learn more about ElliptiGO elliptical bikes, visit <a href="http://www.elliptigo.com">www.elliptigo.com</a>.

ElliptiGO Inc.

Vice President Global Marketing

Relocated from Switzerland to the U.S. to lead Qualcomm's brand & consumer marketing strategy for the EMEA region, and to launch the Qualcomm Snapdragon brand. In this function, I developed, implemented, and continuously optimized Qualcomm's first consumer marketing and retail programs in close collaboration with local teams and agencies. These programs consisted of 360° integrated marketing communications campaigns, focusing on digital marketing (PPC, SEO, display, email, video), offline advertising, mobile, social media, PR, and in-store initiatives.Another area of focus was to create consumer awareness & loyalty through mobile app marketing. Snapdragon BatteryGuru (over 3 million app downloads to date) was launched to alleviate battery life issues of modern smartphones. In addition to driving acquisition through digital campaigns, I implemented a mobile marketing automation infrastructure to analyze user behavior, and to develop communication plans that create consumer engagement past the initial download.In 2014, I advanced to assume the new global responsibility of creating consumer marketing programs in partnership with global smartphone OEMs and mobile operators. Focus regions include North America, Europe, and China.

Qualcomm

Director, Global Marketing (Consumer)   -   Director, Marketing EMEA

I joined eBay as the Head of European Loyalty Programs, leading a team in driving all consumer loyalty and retention initiatives - including ownership of the eBay Rewards program.In January of 2011, I was promoted to build and lead a team in developing and implementing a European consumer electronics category strategy (acquisition, conversion, retention) as well as spearheading eBay’s number one marketing priority for the year, which was creating the first retail marketing strategic plan. Key focus was the creation of fully integrated brand advertising campaigns (TV, Print, Online, Mobile, and Social Media) to transform the eBay brand as a major consumer electronics destination.

eBay Inc.

Head of European Loyalty Programs   -   Head of Consumer Electronics & Retail Marketing Europe

Brought on board to establish a new Market Intelligence infrastructure and to introduce the customer loyalty methodology ‘Net Promoter Score’ (NPS). In 2007, I was promoted by the CMO to lead the overall Consumer Marketing team, consisting of Brand, Digital Marketing, CRM, and e-commerce. In this role, I managed and controlled a multi-million dollar marketing budget, developed powerful advertising and digital marketing campaigns to raise the company's market profile, implemented and led a multi-year sports sponsorship program, ensured consistent brand communication across all channels, and provided strategic direction to the e-commerce team (including web design, analytics, usability, SEM, SEO, and affiliate partnerships).

GE Capital

Director, Brand & Consumer Marketing

The key focus of my role was to develop a group-wide online brand & corporate design portal, and to provide strategic brand guidance to group companies. Additionally, I supported senior management in brand strategy development, refined corporate identity and positioning, and developed brand personalities and corporate design guidelines for new group companies.

Raphael Weishaupt