Marketing Sales

STEPHEN J. KASSNEL

S**W***** Woodchuck Lane Waukesha, WI 53189

*********@*****.***

H 262-***-**** / C 262-***-****

SUMMARY OF QUALIFICATIONS

A result driven omni-channel marketing professional who has a diversified background in

sales, marketing and management. An experienced leader with expertise in: retail, B to C and

B to B omni-channel marketing. A dedicated and enthusiastic individual who consistently

contributes double digit company growth and increased profitability through vision, strategy, experience and leadership.

SELECTED HIGHLIGHTS

At Blain Supply, re-platformed the website for responsive design and launched a mobile shopping app to enhance the customer BOPIS and in-store experiences. Ranked #258 on the Internet Retailer 1000. Also ranked as the 9th fastest retail chain website by IR. Also, recognized by Google for excellence in paid search.

At Legendary Whitetails, lead a total re-brand including; ecommerce, advertising media, catalog and internal socialization. Established new digital marketing initiatives. annual sales grew by over 35%.

At Foot Locker, created the new Multi-Channel Marketing department by bringing together

associates from 4 departments and creating a cohesive group that provided superior

customer insight and drove double digit demand generation. The department included

CRM, analytics, market research, SEM, SEO, affiliates, UX, display and email marketing. The

department led the organization’s transition from catalog to omni-channel marketing.

At Footlocker, created the first omni-channel CRM that linked 30 million online and retail

shoppers including digital profiles. The CRM provided a single view of the customer across all channels and devices and provided a platform for cross promotions, loyalty communication and customer insights. Resulting in a 140% increase in digital ROI and improvements in customer engagement.

At K+K, built the corporation’s first B2B marketing and prospect databases. The result was a 20% reduction in costs and a 37% increase in customer acquisition. Key leader in launching new catalogs and websites in the US, Canada and Mexico to increase market share and to enter new markets.

Blain Supply, Inc., (Blain’s Farm & Fleet) September 2016 to Present

Managing Director of Ecommerce and Digital Marketing

In charge of ecommerce and digital advertising for a large regional retail chain offering 95,000 items online for delivery or BOPIS. Customers included consumers and business accounts. Products range included: power tools, farm equipment, pet supplies, home goods, apparel, footwear and auto. Responsible for SEO and all paid channels including; email, SEM, display, affiliates and social media. Also responsible for the ecommerce platform along with associated branding, creative, visual merchandising, PIM processing, taxonomy, analytics, user experience. Created sales forecasts and managed the division’s P&L. As a result, annual sales grew by 35% and vendor co-op finds increased by 6,000%.

Legendary Whitetails, Inc., September 2014 to September 2016

Chief Marketing Officer/EVP

In charge of branding, loyalty and marketing, including: television, catalog, email, PR, social and digital marketing. Also responsible for the ecommerce platform along with associated creative, visual merchandising, analytics, user experience, forecasting and managing the P&L. As a result, annual sales grew 35%.

Lands' End, Inc., August 2013 to February 2014

Director of Digital & Catalog Marketing

In charge of global digital & catalog marketing for a premier catalog merchant with over $1 billion

in annual sales. Hired by the CMO to help transform the organization from catalog centric

marketing to omni channel marketing. However, the CMO left 75 days after employment and the

position was eventually eliminated.

Eastbay / Footlocker.com, Inc., July 2007 to July 2013

Director of Multi-Channel Marketing and Advertising

Managed the Multi-Channel Marketing department for a B2C and B2B direct marketing organization, with over $850 million in annual sales. The department contained; CRM, catalog circulation planning (for 100M catalogs), operations, market research, quantitative analysis, web analytics, SEM, SEO, affiliates, email, UX, and visual merchandising. Managed a $100 million plus marketing budget, which included catalog and digital marketing for online visits and retail traffic. Also responsible for creating and presenting sales and marketing plans to senior management. Forecasting and P&L responsibility for all of marketing. The overall results were dramatic: sales increased 25% annually, with a 40% reduction in the cost of sale.

CATALOG VISION / Info Group April 2006 to June 2007

Vice President Marketing Strategies

In-house marketing consultant supporting direct marketing clientele and the sales team regarding

Multi-channel marketing and advertising. Created and trained a new B2B sales team. Areas of expertise included; database marketing, customer retention and acquisition, multi-channel marketing, list marketing and data strategies. Led a corporate level initiative to create and launch new data and list product offerings for the B2B and B2C markets. Additionally, participated in strategic planning, company branding and advertising. Results were increased brand awareness and new customer growth.

C&H DISTRIBUTORS, LLC (K+K AMERICA)

Director of Address Marketing, 1999-2006

Managed corporate planning, analysis and catalog circulation for 400 million dollar direct

marketing company. Also responsible for managing the corporate marketing database comprised

of nine business units. Catalog offers included MRO, material handling, safety, office furniture and packaging supplies. Other responsibilities included catalog operations, e-commerce initiatives, forecasting sales and orders, business intelligence, contacts strategies and strategic planning.

Various direct marketing positions prior to 1999

EDUCATION

BA/History

De Paul University/Chicago, Illinois,

Dean’s List

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