MICHAEL KARSTENS

Alpharetta, Georgia acvet5@r.postjobfree.com 678-***-**** LinkedIn

PROFESSIONAL PROFILE

Results driven Web Portal and Ecommerce Product Owner, Strategist and Internal Consultant with expertise developing breakthrough strategies, successfully leading all aspects of the online experience including e-commerce and leveraging technology to build advantaged capabilities transforming how buyers and sellers all verticals connect, interact and transact. Business side of technology and fearless change agent, with zeal for metrics/ analysis and talent for identifying cross functional leaders and change agents to execute against difficult objectives, create value and disrupt the status quo. An Innovation Specialist creating a successful digital footprint in correlation with an evolving marketplace, business objectives and profitably anticipating and satisfying customer needs in order to succeed in tomorrow’s business environment.

EXPERTISE

Value Creating Disruption

E-commerce Business Development

Business Transformation

Digital Strategy and Ecosystem

Digital Marketing and Online Merchandising

Digital Footprint

Breakthrough Strategies

Digital Business Visionary

Fearless Change Agent

PROFESSIONAL EXPERIENCE

GEORGIA-PACIFIC CONSUMER PRODUCTS LLC, Atlanta, GA 2001-2016

Senior Manager eBusiness Development (Digital Business, Marketing, E-commerce and Strategy)

Served as the Digital Business Product and Strategy Owner and inside consultant for key web sites and customer facing Sales, Marketing, Service and Technology digital capabilities all channels US, CA, MX merchandising to Businesses all sizes & segments influencing revenue in excess of $2 billion per year and contributing to the overall Business plan.

Created an exceedingly challenging digital strategy and led cross functional teams which executed the digital product roadmap, P&L, feature ROI and all aspects of the customer facing online experience including e-commerce that consistently exceeded plan by over 200%.

Developed a unique B2B winning e-commerce strategy and product roadmap to market and sell products online at up to 6% higher gross margin through process efficiencies while complementing traditional efforts.

Engineered from vision to execution the key web sites/ domain, online presence, brand and digital footprint that evolved into the new Business identity.

Enabled Sales through Account Based sub sites to sell and close over 150 premier accounts annually across all verticals which contributed to initiating up to 40% of new business revenue.

Developed online messaging, programs and campaigns that extended across social, web, mobile, affiliates, direct mail, search marketing, events and loyalty which generated measurable ROI and up to 10 thousand new customer transactional relationships annually.

Developed and executed loyalty programs and campaigns that provided up to 200% lift.

Led the applications and processes including Pardot marketing automation and Salesforce CRM activity integration to execute and experiment various online campaigns and programs which generated immediate ROI.

Implemented an account re-targeting program which increased category penetration that drove up to 60% campaign conversion rates.

Developed an award winning interactive calculator and proposal tool that quantified benefits of key brand conversions which generated estimated $40 million in annual revenue.

Reduced new product commercialization and campaign cycle times to same day with enriched, real-time analytics.

Developed strategy and processes which identified and won early new business models that reduced timing by over half commercialization of acquired brands/categories.

Set KPIs and developed scorecards, success benchmarks and generated real-time data driven analytics which measured, evaluated, accelerated product features and program/campaign results.

MICHAEL KARSTENS Page Two

GEORGIA-PACIFIC CONSUMER PRODUCTS LLC (Continued)

Streamlined the online purchase process that increased conversions at over four times industry rates.

Monetized site traffic and sold virtual inventory through referrals with up to 8% fees and 35% conversion rates.

Developed and implemented a portfolio of interactive tools, where to buy services and solutions that generated over 40 thousand leads annually.

Developed location and role based communication capabilities which delivered timely, personally relevant information - how and when targeted constituents want it.

Established a Sale Activated Settlement prototype which allowed real-time transaction reconciliation and reduced order to cash processing costs up to 90% per transaction.

Developed a Virtual Agent strategy for automated customer service, pre and post-sale product support which enabled three times call volume.

Created a Syndication Hub which allowed for efficient content and services sharing partner sites and reduced resources required by over half.

Initiated enterprise wide Fulfillment Exchange which optimized fulfillment activities.

ADDITIONAL RELEVANT EXPERIENCE PRIOR TO 2001

FORT JAMES CORP, Chicago, IL

Principal eBusiness

Hand-picked to lead the Corporate digital strategy across all business functions with focus on sell side strategies and new business models for away-from-home categories.

Influenced and consulted highly complex deals, business models and new relationships.

Consultant for the CPG Company selling through B2B channels.

JAMES RIVER CORP., Los Angeles, Las Vegas

Senior Account Manager

Initiated new customer interaction models and e-commerce that grew B2B local market share from 5% to 85% in 2.5 years

EDUCATION/AWARDS

Bachelor of Business Administration, Marketing, Texas A&M University

President’s Award 2006 and 2009. Koch Industries 2011 Environmental Award Winner

TECHNOLOGY, COMPUTER AND SOFTWARE COMPETENCIES

Agile Product Management with diverse groups, specifying/ hiring contractors across multiple customer facing projects

Domain benchmarking, SEO/ SEM

Proficient Google Analytics/ Google suite; Knowledgeable Tableau for data visualization

Multi-channel Campaign Management, Pardot Marketing Automation, Salesforce CRM integrated marketing

Amazon/ Amazon Business, Marketplace, Vendor Central, Associates, Advanced Analytics, 3rd Party

B2B Pricing, Order Management, Payment and Fulfillment services

SAP ERP connectivity, Product/ PIM and Customer Master Data Management

Marketplace, Channel content syndication and integration, GS1 Data Synch Phase I and 2

Project Owner Responsive Design conversions; mobile first, App in Google and Apple stores

Expert MS Office; Proficient Visio, Portals, Content Management Systems and Digital Asset Management

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