Lawrence Touhill

Lawrence Touhill * *** S. Andrews Avenue * Glenolden, PA 19036 * 215-***-**** * ac5yo8@r.postjobfree.com

OBJECTIVE

To obtain a position in E-Commerce where I can utilize my skills and expertise to oversee site development and strategies in marketing.

EDUCATION

Upper Darby High School- Academics (1992)

Delaware County Community College, Major – Liberal Arts

Temple University, Major – Radio, Television, & Film

PROFESSIONAL EXPERIENCE

Director, User Experience (March 2017 – March 2018) Apple Vacations, Newtown Square, PA 19073

Oversaw A/B Testing of AppleVacations.com website

Worked with development team to integrate winning A/B Tests

Implemented features that would improve the user experience and increase conversion

Tested and Implemented a mobile version of website resulting in a 30% increase in conversion

Increased desktop conversion from .14%-.17% to .24%-.34%

Strategized on new experiences for both desktop and mobile

Developed roadmap for A/B tests and new website features

Led testing to ensure quality of features were being implemented

Results in 1 year lead to tens of millions of dollars in incremental revenue

Director, Ecommerce (July, 2006-March 2017) Apple Vacations, Newtown Square, PA 19073

Managed a $4 Million dollar annual budget for digital media purchases

Oversaw Interactive Marketing Agency efforts include SEM, SEO, and Display Advertising

Provided Monthly and Quarterly Reports to Company Board including Revenue and Passengers

Managed Affiliate Partner Relationships

Managed and oversaw the day to day efforts of Ecommerce Marketing teams in the areas of Social Media, Email Marketing and Landing Page creation

Oversaw IT Development efforts as it relates to enhancements of corporate B2C and B2B websites

Established annual Ecommerce goals and provided regular updates on tasks executed to achieve goals

Coordinated with User Experience Manager and Director of Creative Services to conduct multivariate tests on landing page to ensure best overall ROI

Oversaw implementation of Atlas (3rd party ad server) to measure latent conversions and provide depth in overall reporting in regards to online marketing

Negotiated marketing agreements with aggregator sites to draw additional traffic to website

Conducted presentations, training sessions and executive summaries at Executive Management Meetings

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Manager, Ecommerce (February 2003 – July 2006) Apple Vacations, Newtown Square, PA 19073

Assisted Director, Internet Marketing with company’s first implementation of robust analytics platform (Hitbox by Visual Sciences now owned by Adobe)

Managed 2nd and 3rd generation versions of B2B Platform

Managed the development and launch of the company’s first B2C transaction platform

Assisted the Director, Internet Marketing with company’s first fully integrated B2C website

Led implementation project for company’s first Email Marketing Platform (Epsilon Interactive)

Supervisor, Ecommerce (June 1998 – February 2003) Apple Vacations, Newtown Square, PA 19073

Assisted in launch of company’s first UNIX based dial-up Booking Engine

Assisted in the development and launch of the first B2B web based booking engine

Provided direction to MIS team for enhancements needed to UNIX based booking engine post launch

Developed Marketing Plan to encourage greater usage of B2B platform

Compiled ad copy for Yahoo and Google marketing campaigns working in tandem with marketing departments of clients.

Reservations Sales Agent (December 1995 – June 1998) Apple Vacations, Newtown Square, PA 19073

Provided customer service to company’s B2B customers

Learned the operations side of the business

Developed an accurate appreciation for what our B2B and B2C customers are looking for as it relates to marketing strategies

Q102 Radio (April 1992 – August 1995) Bala Cynwyd, PA 19004

Promotions Coordinator, Asst. Music Director, Board Operator, Remote Broadcast Engineer (April 1992 – August 1995)

Provided input into ways to grow stations overall listener base by engaging the listeners at a grass roots level

Assisted Music Director in strategic decisions which would help increase the stations time spent per listener

Executed campaigns at the stations to increase listenership

Set up electrical audio equipment for live broadcasts at remote venues

Aired pre-recorded music, commercials and announcements at pre-set times

SKILLS / SOFTWARE COMPETENCIES

MS Office, Google Analytics, Hitbox Analytics, Coremetrics, Atlas, Double-click (DFA), Basecamp, Jira SoftwareProgram

REFERENCES

Available Upon Request

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