ROBYN E. MOHR
Warrington, Pennsylvania 18976
A dedicated direct marketer with a proven track record of driving online sales growth. Strong knowledge of online acquisition methodologies using SEO, SEM, display and affiliate advertising channels while strengthening customer retention strategies that build brand awareness and increase profits. Retail expert who has increased online and offline volumes for multiple brands including Fingerhut, Lane Bryant, Catherines, Fox River Mills Socks and Lenox China. Streamlines processes and implements innovative tactics to realize extensive cost savings for a company. Collaborates with multiple parties to ensure the completion of common goals. With a solid commitment to excellence, facilitates the long-term success and profitability of an organization.
Standard Merchandising Company Pennsauken, New Jersey
Digital Marketing Director September 2017 - present
Responsible for the digital marketing strategy and campaign execution for the B2B and B2C web presence, directing a team of 4 including 2 web operation managers, a copywriter, and a graphic designer. Manage the branding, merchandising, customer contact strategy, promotional calendar and user experience of 1 B2B, 1 corporate, and 4 B2C websites. Drives increased customer acquisition through paid social, paid search, display and organic search analyzing all results through Google Analytics. Develops and cultivates strategically critical internal relationships with IT, production, manufacturing and customer service stakeholders. Leads high-profile launch for website starting with locating, vetting and hiring key vendor partners and creating positions in house to efficiently and accurately complete projects.
Create and maintain the P&L for the B2B and B2C digital business – websites and marketplaces.
Driving a digital strategy that has increased traffic 38% and revenue by 9% year over year for 2018 to date.
Established and maintain an SEM program for all B2C and B2B brands managing daily bids through Google Ad Words to increase traffic to the sites while maximizing ROI.
Maintain a display program through Ad Roll that builds brand awareness and drives incremental traffic while providing conversions. Traffic up triple digits while conversion rate has doubled year over year.
Manage a customer contact strategy through email that keeps customers engaged and conversion rates strong while lowering unsubscribe and attrition rates. Traffic from email up 110% while sales are up 37% year to date.
Currently building a new Magento platform for all websites that improves user experience through improved taxonomy, merchandising presence, and checkout process.
Developed the strategy, branding, and merchandising for a consolidated website plan under the new greatsocks.com domain. Completion planned for Q3 2018.
Maintain the marketplace channel on Amazon with a focus on increasing volumes for existing brands while adding additional skus and marketplaces. Focus is on increasing bids through sponsored ads and adding Channel Advisor to assist with marketplace best practices, just in time inventory forecasts for FBA, product feed improvements and expansion to additional marketplaces.
Assist the wholesale division with all online and offline marketing efforts which includes catalog production, email support and tradeshow booth design to name a few.
Project lead for transition to a new ERP system for the entire company that effects all vital areas of the business – IT, production & manufacturing and pick, pack and ship.
Bluestem Brands, Inc. Eden Prairie, Minnesota
Digital Marketing Manager September 2014 – September 2017
Managed the digital acquisition programs for 14 brands of Bluestem Brands, Inc. – Appleseed’s, Bedford Fair, Blair, Draper’s & Damon's, Gold Violin, Haband, LinenSource, Norm Thompson, Old Pueblo Traders, Sahalie, The Tog Shop, WinterSilks, Fingerhut, and Gettington. Maintained the strategic direction and execution of the SEM, SEO, Comparison Shopping Engine, PLA, Affiliate and digital display programs for all brands with a primary focus of driving incremental traffic and conversions while acquiring new customers.
Managed a team of two analysts to run day to day execution of display, SEM, SEO and affiliate channels across all 14 brands by directing multiple vendors while maintaining internal brand partner’s expectations. Improved overall performance and return by leveraging learnings across brands.
Oversaw the paid search programs that drove a 49% increase in traffic and a 19% increase in sales across the Brands. Increased conversion rates of the organic search programs across the brands by 7%
Built performance reporting for all digital programs on an ad hoc and weekly basis through Adobe Site Catalyst, Linkshare affiliate network, Google and Bing Ad Words, Adobe Optimizer and all display user interface systems.
Successfully conducted a test of a new SEM vendor using Adobe Optimizer bidding tool while testing another vendor for Google Shopping. Managed initial set up, contracts, strategy and day to day execution with each vendor.
Conducted a Paid Search Incrementality test of the non-brand text ad program on three brands simultaneously to verify the incremental sales and new customer lift from the program.
Established a targeted display ad program for Haband and Draper’s & Damon’s using Quantcast & My Things. Managed the strategy, spend, creative design, and ROI performance across the display programs.
Directed IT on all projects associated with the digital acquisition programs. Includes tagging, product feed updates for CSE and PLA management and SEO adjustments involving canonicals, robot.txt files and HTML sitemaps.
Drove RFP process for new digital agencies across Bluestem including management of internal brand partner’s expectations.
Ascena Retail Group, Inc.(formerly CHARMING SHOPPES, Inc.), Bensalem, Pennsylvania
Online Marketing Manager, Digital Acquisition August 2012 – September 2014 October 2010 - Present
Maintained the digital acquisition programs for the Lane Bryant, Catherines and Sonsi brands from strategy development through implementation with the goal of increasing traffic, conversion and customer acquisition. Managed the natural search optimizations for all of our websites including keyword development and approval of all title tag and meta tag description updates. Monitored all SEM efforts through Google AdWords. Responsible for the Affiliate programs of the through Linkshare network.
Implemented efficiencies in SEO, Paid Search, PLAs, Comparison Shopping and Affiliate programs which drove a 45% increase in traffic.
Handled the P&L process for the digital acquisition programs by managing spend compared to budget for each channel and providing invoice approval.
Managed all digital acquisition vendors on a daily basis providing strategic direction and approval on all aspects of each account for targeted display ads on the web and social media, paid search and affiliate programs.
Managed the Ratings and Review process for all our sites. Revised the appearance of the customer review input pages to improve customer experience. Provided customer review reporting.
Vetted all new acquisition vendors and programs to determine if they would be a fit for each brand. Worked with brands to determine best course of action and best ROI when testing new initiatives.
Online Marketing Manager, Fashion Bug Brand August 2010 – August 2012
Directed the development, implementation and evaluation of the online marketing strategy and plans for all digital channels of the Fashion Bug Online business. Managed planning, creative design and execution of entire email marketing program. Monitored ecommerce budget by day, week, month and year for all traffic sources for the brand. Developed the online marketing strategy and plan, which resulted in a 40% revenue increase. Established the online customer contact strategy across channels which optimized the database, takes advantage of efficiencies and increases revenue and traffic to the site.
Conducted website and email a/b tests, performed analysis and implemented results that drove more volume, dollars, and EBITDA.
Managed website P&L and constantly adjusted promotional plan to achieve budget.
Developed the SEO, affiliate and paid search plans that created visibility, traffic, as well as leads for the online business.
Produced online social media strategies specifically designed to increase traffic and revenue from Facebook, Twitter, and Pinterest.
Attended regular meetings with executives to discuss ecommerce performance, strategy and provide suggestions for improving volume and market share.
Attended all merchandising and store marketing meetings to maintain consistency across the web and brick and mortar in terms of promotions and product focus.
Led ecommerce team through strategy changes which lead to promotional shifts, updates and increased ROI.
Directed and approved all web and email creative updates and changes with designers.
Maintained the entire email program for the Fashion Bug brand including creative design, promotional cadence and customer segmentation. Directed CRM and creative teams on all needs.
Generated daily sales analysis for brands which highlighted performance of key KPI metrics, including conversion, revenue, UPT, AOV and traffic using Adobe Site Catalyst.
LENOX CORPORATION Bristol, Pennsylvania
Marketing Manager, Associate Marketing Manager, Marketing Assistant June 1999 – August 2010
Managed circulation plans for all B2C catalog mailings providing pre- and post-analysis and setting segmentation and circulation strategies. Developed list acquisition strategy for each catalog mailing from initiating and managing relationships between vendors, including ABACUS, Wiland Direct, Datalogix and Brokers, to deciding on lists to mail and modeling techniques to use. Managed and reconciled marketing and merchandising P&L for catalog channel successfully reducing ad costs by 12%.
DUDNYK ADVERTISING AND PUBLIC RELATIONS Horsham, Pennsylvania
Senior Account Coordinator June 1997 - June 1999
Oversaw day-to-day management of agency’s largest consumer and business-to-business accounts. Managed account team initiatives, including billing and proofing of advertising copy for over four major pesticide and forestry product lines. Completed daily contact with clients. Contributed to new business initiatives, including successful addition of large produce company to business. Attending client meetings and brainstorm sessions for new product ventures.
KUTZTOWN UNIVERSITY, Kutztown, Pennsylvania
Bachelor of Science in Business Administration, 1997 Majors: Marketing and Management