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eCommerce and Digital Marketing Manager

Greensboro, North Carolina, United States
September 08, 2018

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Mark S. Johnson

Greensboro, NC


Summary of Qualifications:

~20 years of eCommerce and Digital Marketing Management experience

~15 years of B2B/B2C Lead Generation and Lifecycle Nurturing for multiple product lines

~15 years of Mobile, Video & Social Media Marketing Management experience

~ 10 years of experience managing web development teams (UX/UI) for large scale e-commerce projects, including for mobile/app development projects

~Strong CRM & marketing automation/analytics experience utilizing Hubspot, Infusionsoft, Magento, Hootsuite & Google Analytics tools across multiple channels

~Manage multiple E-mail Marketing Campaigns and Promotions with ExactTarget & Mailchimp platforms

~Proven experience developing co-op advertising agreements (B2B/B2C) and marketing alliances

~Effective supervisory oversight of digital advertising agencies, vendors and internal marketing teams

Professional Achievements:

~Developed and managed multiple channel marketing campaigns and e-commerce promotions which resulted in increased sales revenues and co-op advertising agreements (B2B & B2C)

~Increased overall revenues of product lines & services by up to 40% per quarter

~Managed the development and distribution of new mobile apps and marketing campaigns to increase brand awareness and new revenue channels

~Produced award-winning digital marketing and brand advertising content viewed by national audiences

~Effectively managed company’s budgets and resources that resulted in significant cost savings

Employment History:

PICK-N-PULL.COM, eCommerce & Digital Marketing Manager/Greensboro, North Carolina, October 2013-Present

Responsible for managing e-commerce, digital marketing and social media strategies, content and analytics across multiple marketing channels to increase lead generation activities and sales conversion results.

Manage social media, digital marketing and loyalty programs (Toolkit Rewards) and lead generation projects with Hubspot, Magento, Infusionsoft, Google Analytics and Hootsuite marketing automation & analytics tools.

Manage the development and reporting of ongoing KPI metrics & ROI analysis to manage multi-channel marketing budgets & expenditures.

Manage software & web development teams for large scale e-commerce projects.

Responsible for managing the development of customer user experience profiles (UX/UI analysis) to improve e-commerce performance and revenues.

Manage the brand marketing content and channel distribution of radio and television advertising, print marketing, special event & trade shows, direct mail promotions, in-store promotion collateral and signage, press releases & media relations activities.

Responsible for hiring and managing internal digital marketing teams, marketing agencies, vendors and suppliers.

MADRONA MEDICAL GROUP, Digital & Social Media Marketing Manager/Bellingham, Washington, April 2003-October 2013

Managed social media & e-mail marketing campaigns, corporate video productions, direct mail promotions, product catalogs and brochures, special event and trade shows and radio & television advertising content to support the multi-specialty healthcare provider’s brand initiatives, direct response and lead generation activities.

Managed lead generation campaigns and reporting utilizing Hootsuite & Marketo marketing automation and SalesForce CRM tools.

Managed multiple SEO and remarketing campaigns and analytics via Google Analytics & Adobe Analytics (Omniture).

Managed KPI’s & ROI analysis and responsible for marketing budgets & expenditures.

Responsible for significantly increasing website page views and click through rates (CTR’s) for Madrona’s website and for increasing overall brand awareness and patient feedback by implementing specific online customer surveys & questionnaires.

Served as a spokesperson to the media & press.

SAFECO LIFE INSURANCE CORPORATION, Lead Generation Marketing Manager/Redmond, Washington,

March 2000-April 2003

Responsible for developing multiple direct response and channel marketing campaigns for numerous product lines to increase brand awareness and lead generation activities.

Managed SEO content, SEM campaigns and ongoing analytics reports via IBM Coremetrics.

Managed multiple e-mail campaigns and cross-channel promotion efforts for numerous product lines utilizing SalesForce CRM tools.

Produced KPI’s & ROI analysis and managed marketing budgets & expenditures.

Responsible for monitoring product lifecycles, budgets and campaign results. Responsible for hiring and managing internal staff, advertising agencies, marketing vendors, and suppliers.

Managed special event promotions, including sport-related events (Seattle Mariners/Major League Baseball) at SAFECO field.

UNITED WAY OF KING COUNTY, Publications & Brand Marketing Manager/Seattle, Washington, March 1999-March 2000

Wrote and managed the content, production, and strategic distribution of non-profit’s marketing and advertising campaigns, events, and collateral including catalogs and brochures, newsletters, radio and television advertising, direct mail promotions, billboard advertising, special event promotions, press releases, press conferences, and annual reports.

Developed and managed multiple e-mail blast campaigns and promotions. Tracked and reported analytics on a weekly and monthly basis.

Developed and managed the re-design and re-launch of website. Responsible for tracking and reporting of all website analytics. Modified meta tag and website content on an ongoing basis.

Served as a spokesperson to the local and national media. Hired and supervised freelance photographers, video and audio production staff, print vendors, and graphic designers.

EGGHEAD.COM, National Media Buyer & Corporate Copywriter/Seattle & Spokane, Washington,

August 1996-March 1999

Developed & project managed the production and distribution of numerous national advertising campaigns and collateral including web and e-commerce content, product catalogs and brochures, direct mail campaigns, special event and store promotions, and radio & television advertising.

Developed new go-to-market strategies and direct response marketing campaigns for newly developed website.

Responsible for tracking and reporting CTR analytics and in-store traffic volumes during e-mail and banner ad campaigns

Managed external advertising agency and was responsible for national online media buying and co-op radio campaigns.

Served as a spokesperson to the national media and trade press.

Responsible for print and online legal and compliance review.

WXMI-TV (FOX Affiliate), Promotion Writer and Producer/Grand Rapids, Michigan, May 1994-August 1996

Responsible for designing and launching new FOX 17 website.

Wrote, edited, and produced award-winning radio and television advertising and promotions for Fox affiliate, including the NFL, MLB, and NHL sport’s brands and related promotions.

Supervised production staff. Responsible for budgets and timelines. Conducted focus-groups and research projects.

WWTV-TV 9 &10 (CBS Affiliate), Promotion Manager/Grand Rapids & Traverse City, Michigan,

November 1992-May 1994

Wrote, edited, and produced award-winning radio and television advertising and promotions for CBS affiliate, including the NFL, MLB and college football sport’s brands and related promotions.

Supervised production staff. Coordinated special event and trade show promotions. Responsible for timelines and budgets. Managed co-op radio advertising efforts.

KJUD-TV 8 (ABC/NBC Affiliate), Producer and Newscast Director/Juneau, Alaska, August 1990-May 1992

Directed newscast staff during 6 o’clock newscast. Developed and fostered advertising relationships with outside clients.

Wrote and produced radio and television advertising campaigns.

Responsible for budgets and timelines. Streamlined production department’s workflow and operations.

Education: Northern Michigan University, Marquette, Michigan, Bachelor of Science.

Major: Mass Communications; Minor: Broadcast Arts Graduated 1990

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