Customer Service Sales

BARBARA COLE

*** *.**** ****** #**

New York, NY 10022

Email: *******@******.*** ; Cell: 917-***-****

EXECUTIVE SUMMARY

E-commerce (B2B and B2C) and Marketing Executive with over 15 years

experience building, launching and operating sites and generating

incremental revenue and profit for #1&3 Internet Retailer List companies

(Amazon, Office Depot), AutoNation, and The Sports Authority.

Demonstrated strength in:

Marketing E-Commerce Strategic

Customer acquisition SEO, SEM, email, Social Media

Identifying incremental revenue

Customer retention Front and back end site management

Developing strategic vision and plan

Segmentation Site launch and redesign Negotiating

and build partnerships

Lifetime value analysis Metrics, ROI, and P&L accountability Cross

functional leadership

PROFESSIONAL EXPERIENCE

Acadaca Internet Solutions, New York (B2B e-commerce platform and marketing

company) 2006 - Present

Executive Director (strategic role working with CEO/Founder)

Key Accomplishments:

. Revenue growth exceeded 25% year-over-year while maintaining

profitability

. Grew client base by 30% after creating client profile criteria

. Increased annual implementations yearly, leading to staff expansion

from 7 to 30 members.

Provide unique perspective to CEO including a deep understanding of e-

commerce corporate internal goals, performance metrics, and pressures

(client-side point of view). Acadaca and personal clients include:

Havianias, Spyder, Victoria Secret Pink, Alice and Olivia, Milly NY,

Betsey Johnson, Judith Ripka, Chanel, NY Yankees, Steiner Sports, GMAC,

WeSeed and PracticePrep social networks.

. Provide e-commerce business assessment with data analysis(marketing,

customer, web metrics, and financials) and identify areas of growth

and improvement and strategic partners

. Develop cross-functional execution plan with ROI analysis to increase

qualified visitors, AOV, and conversion (marketing, usability,

merchandising, searchability)

. Create and execute social media strategy (social commerce, awareness,

blogs, search, social search, Facebook and Twitter campaigns,

community sites and forums, and reputation management).

Office Depot, Delray Beach, Florida and New York (online $3 billion

revenue; 1,100 retail locations) 2001 - 2006

Division Head of E-Commerce (VP level; reported to EVP)

Key Accomplishments:

. Generated over $50 million in incremental revenue from new customers

and $20 million from existing customers.

. Metrics Gains: Increased customer ratings by 4%; improved sales

conversion by 3%; sales growth over 25%.

. Negotiated deal with Amazon.com and took business from zero to $25

million in 18 months integrating 90k skus and managed catalog,

product, price, distribution and inventory directly.

GM role for several B2C interactive projects with P&L accountability and

led cross functional teams including marketing, web development, IT,

merchandising, customer service, and fulfillment with 75 team members and 5

direct reports.

. Wrote and executed customer acquisition and retention strategy

leveraging SEO, online media, affiliates, partnerships, viral

campaigns, and email to drive qualified traffic and improve

conversion.

. Executed strategy for segmentation and messaging utilizing site

analytics and lifetime customer value metrics.

. Spearheaded web development initiatives to improve usability, customer

experience, and sales conversion.

. Rolled out 3k internet kiosks to over 900 stores capturing incremental

revenue from existing customers.

. Led partner negotiations with Google, Amazon.com, EBay, QVC, Yahoo,

HSN, other online companies in the U.S. and internationally.

AutoNation.com, Ft. Lauderdale, FL (online $2 billion revenue; 300 retail

locations) 1999 - 2001

E-Commerce and Marketing Director (VP level; reported to EVP)

Key Accomplishments:

. Sales growth over 30% resulting from initiatives to improve site

functionality and usability.

. Increased sales conversion by 3% and average order value by 15%.

. Renegotiated partnerships saving $3 million in one year.

. Rated highest customer satisfaction (CSI) rating by JD Powers through

providing superlative customer service.

Led all online and offline marketing initiatives including customer

acquisition and retention, usability, web development, and site redesign

for functionality and conversion. Managed 12 direct reports including

outside agencies.

. Developed and executed online media strategy including SEO, media

buying, email, and affiliates.

. Created a custom tracking and analytics system on customer behavior

used for segmentation gaining improved response rates, cross sell,

and conversion.

. Negotiated partnerships with Google, Yahoo, MSN, and AOL and

strategic alliance with finance and insurance companies and managed

3rd party feeds.

. Led the site redesign to improve features, functionality, look and

feel, and usability.

Virtual Sports Village, Ft. Lauderdale, FL (start up)

1997-1999

Vice President Marketing

Key Accomplishments:

. Negotiated content deal with CBS Sportsline and sponsorship deal with

Sprint.

. Raised $1.5 million in capital.

Led all business development and marketing initiatives for early stage

online sports marketing start-up. Created multi-channel marketing plan,

developed revenue sponsorship and online advertising model.

. Identified revenue opportunities and negotiated partnership and

advertising deals.

. Developed marketing and messaging plan including email, media buying,

affiliates, and viral campaigns.

. Initiated negotiations with retail distribution partners and online

partnerships with CBS Sportsline and Sprint.

The Sports Authority, Ft. Lauderdale, FL ($2 billion revenue; 450 retail

locations) 1994 -1997

National Marketing Director

Key Accomplishments:

. Generated over 25% sales growth for footwear and licensed merchandise

and exceeded 10% in other categories.

. Renegotiated existing deals: sports sponsorship deals saving 10% and

ad agency saving $5 million.

Led national marketing team of 6 direct reports and national field staff

with a $50 million budget. Managed all national, local, and grass roots

marketing initiatives including radio, television, outdoor, sponsorships,

and retail marketing.

. Created and executed the marketing plan including media buying and

creative.

. Negotiated over 100 sports sponsorship deals with major leagues and

teams and over 250 outdoor contracts.

. Identified key merchandise categories for promotion and advertising

and increased store traffic.

EDUCATION and TRAINING

MBA, Finance and Economics, University of Detroit.

BA, Political Science, University of Michigan/Oakland University.

Training and Other: Leadership Development, Conflict Resolution,

Negotiation, Diversity, Junior Achievement Classroom Teacher; Women in

Communications member.

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