RICHARD LENNARTZ

**** ******* ** ** #***

Sandy Springs, Georgia 30328

256-***-****

aculb4@r.postjobfree.com

Overview:

A successful eCommerce and Product Manager / Operations Manager (B2B and B2C) and conventional sales and marketing professional ready to drive additional business and profits to a firm in the greater Atlanta, Georgia, area. Allow my professionalism, organizational and forward thinking skills to benefit your company, as it has to the companies with whom I’ve previously worked, from ideation, through product launches and life cycles, all with the ability to transform product concepts into profitable products.

Accomplishments:

-Directly responsible for managing the design and successful launch of eight websites to attract and convert targeted buyers or consumers. Two sites involved platform upgrades, and seven other sites were startup websites, with quick first and second page organic Google search engine result position, with proper submission to Google using webmaster tools and SEO.

-Utilizing Operations Management experience, successfully set up office procedures, order management and shipping (including product sample and follow-up procedures), negotiate with, select and manage all third party vendors for outsourced services, as well as manage the in-house purchasing, customer service, shipping and site design/graphics personnel. As Operations Manager, I managed the successful conversion of the fully integrated ERP, Accounting, CRM, Email Campaign and shopping cart platform Netsuite, and manage many other day-to-day activities of the business. Familiar with and experience with CMS systems NetSuite, Big Commerce, and Mura, Amber POS and web integration, to add content to website to enhance SEO.

-Able to gather and analyze data to identify market trends and growth opportunities, and then utilize my negotiating skills with prospective and existing third party vendors to add ancillary products to our branded stores, resulting in 25 to 30% increased traffic on our sites as well driven profitable add-on sales volume, accounting for 20% of our revenues.

-Well-versed in website development and integration of WYSIWYG editing, including the successful launch of eight user-friendly and attractive websites with state of the art Search Engine Optimization with plentiful unique and original content. Excellent copy writing skills. Familiar with implementation of mobile and tablet compatibility, using the automated functionality of our WYSIWYG editor. Microsoft Office experience. Some HTML coding capabilities. Successfully launched and maintain ongoing social media presence to increasingly draw additional traffic. Adobe Photoshop and Mura CMS. Experienced with Google Analytics, Webmaster tools, Conversion Rates, Product feeds, Google Shopping feeds and more.

-Implemented successful re-targeting email campaigns to increase conversions of abandoned shopping carts, with approximately 30% success rate at closing sales.

-Successfully implemented a presence on several social media platforms which continues to expand our reach as well as driving efforts to continually keep fresh and unique content about our sites, their products and about the industries in which we participate. Including Facebook, Linked-In, Pinterest and Google+ company pages.

-Implementing successful and above industry-standard email campaign open and click through rates with fresh ideas and intriguing subjects and titles with above average click through rates.

-Implemented on-site registration techniques to grow our prospect lists, which are then targeted in email campaigns that funnel prospects based on page visits, their actions and/or purchase history.

-Able to put expertise with a variety of CRM software platforms (including: Amber POS and web integration, Big Commerce (CMS and CRM), NetSuite (CMS, Sales/Purchasing, CRM; multi-site functionality),Microsoft Dynamics (Great Plains) experience, Mura CMS software, as well as email platforms ( Netsuite, Act-on, I-contact and MailChimp) to work, benefiting ongoing efforts.

-Successful use of CMS for integration of product images and specifications on internal sites as well as for publishing on customer’s and/or related industry sites (e.g., Home Portfolio, TODL)

-Self-motivated, successful, organized, independent worker/project leader with public speaking and excellent communication and inter-personal skills

Education:

-Associates of Arts Degree - Johnson County Community College, Overland Park, Kansas with an emphasis in Computer Science.

-Additional college level courses taken at University Missouri Kansas City, and at Southern Illinois University at Edwardsville, Illinois all toward a Bachelor Science Degree

Experience:

-Sept 2014 to current - E-Commerce Manager

(RDL, Inc) Sandy Springs, Georgia. Responsible for 90+% of on line retail business initially brought on board to finalize implementation of new website that integrated retail store inventory using Cam Commerce POS, and a website hosted and developed by Cam Commerce partner I-Celerant. On this site, we merchandise winter ski-wear, snowboard-wear and winter sports equipment. I also manage a counter-seasonal website www.RockyMountainPatioFurniture.com, on an Open Cart platform. In the Spring of 2015, I lead the implementation of an entirely new POS (Amber) that works in parallel with the new website that was launched ahead of schedule, with increased features and lower month to month and initial, up-front cost vs. the older system.

Responsibilities here are running the internet business division of large, small business, locally owned retail store, including implementing strategic marketing plans and marketing plans with outside third party partners, as well as bringing in-house more components of running of a retail website. Introduction of our product mix to multi-channel selling, including a successful launch on Amazon, with profitable sales starting week #1.

-April 2007 to August 2014 - E-Commerce Manager

(American Pacific) Responsible for platform selection(s), directed launch, content, SEO, layout, product mix, maintenance, et al, on these web sites: www.DesignTheSpace.com; www.MantelCraft.com; www.NewEnglandClassic.com; www.CastleDesign.com ; www.JasmineArtGlass.com ; www.ZipLineFun.com ; www.MatchStix.com; www.mirrorframe.com

Responsible for sales and profitability of our web based businesses. Directed a smooth conversion to NetSuite in 2008 and 2009: a very robust and vertically integrated eCommerce, ERP, CMS, Email marketing and CRM package. We utilized NetSuite’s Multi-site configuration which shares one product data base among multiple websites.

To save money on annual licensing fees, successfully directed the re-launch of four websites on current platforms on robust and cost effective platforms.

Through improved SEO with unique content, keyword rich image file names, appropriate alt. Tags, using variety of CMS platforms and more, we were able to reduce our PPC advertising costs dramatically due to increased organic traffic. I have some HTML Coding experience, working with templates and panels to improve and simplify user experiences. Some exposure to working with WordPress, as well.

Initiate and coordinate profitable relationships with outside vendors that manufacture complimentary products that we sell on our sites, averaging net margins between 35 to 35%, on products we never touch!

Have coordinated efforts for submission of Product Feed to Google. Some HTML coding experience, manipulation of panels, templates and software platform themes. Content Management Systems feed/upload experience.

Coordinated email campaigns with MailChimp, I-Contact, NetSuite, and Act-on, which is our current system, that helps funnel traffic via email campaigns based upon page visits and customer actions.

I coordinated a transition from Authorize.net to Paypal Express and PayPal Payflow Pro to handle 100% of our credit card processing in four ‘student’ accounts (one for each site) all tied to one Master account. I have established a good rapport with PayPal folks and our accounting folks are also happy with this clean arrangement. Am now implementing an additional PayPal service known as BillMeLater, which allows shoppers 6 months interest-free financing on purchases over $99. (As a vendor, there is no cost to us for this service and we are paid immediately upon checkout.)

2004 – March, 2007 eCommerce and Operations Manager

Net Direct Merchants – www.MantelsDirect.com and www.ElectricFireplacesDirect.com

Managed the day-to-day operations and sales functions of this home and hearth eCommerce business including the direct management of five customer service representatives.

Negotiated with freight carriers to establish better tariffs, and created a spreadsheet for carrier selections based upon ship from and to addresses.

Coordinated vendor selection of complimentary products to increase profits by drawing more traffic and increasing the average sale with add on business.

2002 – 2004 Territory Sales Manager – Martin Industries

Wanting to gain field sales experience, in 2002 I took a field sales position with Martin Industries and achieved $1,000,000 growth, taking a $14,000,000 territory to a $15,000,000 territory within two years.

1990 – 2002 Sales & Marketing Manager – Martin Industries

I served as the Sales and Marketing Manager, functioning as the Product Manager over three divisions of this home products manufacturing firm, representing over $40,000,000 in annual revenues. I managed new product development and introductions, product improvements and the retirement of certain products. Duties included forecasting, budgeting, pricing, marketing and advertising. I also managed the North American Sales Force (a combination of Independent Manufacturers’ Representatives and company-employed sales people.)

Professional References:

Jim Wilson aculb4@r.postjobfree.com 256-***-**** former President and CEO Martin Industries

Jack Townsend aculb4@r.postjobfree.com 256-***-**** former Vice President Sales & Marketing Martin Industries

Roger Vuillod aculb4@r.postjobfree.com 256-***-**** Owner & CEO Meridian Home Products & former VP Martin Industries

Ray Methvin aculb4@r.postjobfree.com 256-***-****

Ken Horton aculb4@r.postjobfree.com 256-***-**** former VP Sales Martin Industries

Bud Ward aculb4@r.postjobfree.com 256-***-****

Maureen Call aculb4@r.postjobfree.com 303-***-****

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