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Manager Digital Marketing

New York City, New York, United States
November 06, 2018

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Mindie Adler

P: 917-***-****; E:

Senior Digital & eCommerce Professional

Results-oriented digital eCommerce marketer with a proven track record for delivering growth for multi-channel retailers. Strategic thinker and tactical planner developing initiatives from concept to execution meeting the larger business objectives of global fashion and beauty brands. Expertise in the below: SEM,SEO, Affiliate, Display,Paid Social,Email Global Experience, EMEIA, APAC P&L Management (multi-million dollar budgets) Analytics (Creating actions from data) Growth Marketing and Demand Generation Supervisory and leadership Web Re-platform (Salesforce; ATG) Agency Management and Contract Negotiation Professional Experience

Crabtree and Evelyn, London 02/16 – 06/18

Global Head of eCommerce and Performance (reported into CXO) 02/17 - 06/18 Key stakeholder on team that delivered new global web platform in multiple markets. Sourced vendors, negotiated contracts, and spearheaded technical integrations for new global platform. Shadow accountability for global performance for .com and Amazon. Direct reports: Regional eCommerce Leads for US, EMEIA, Asia, and Australia.

• Promoted to Global eCommerce lead within one year of hire: included sponsorship and relocation by company to London HQ.

• Established business operation processes on new web platform, and educated markets accordingly.

• Devised local digital performance KPIs, and reporting dashboards for markets. Sr. Manager, Digital Marketing (2016)

• Led paid media activities for the U.S.

• Partnered with EMEIA Marketing Director to assess and develop EMEIA digital performance growth strategy.

Bliss, NY

Sr. Manager, Digital Marketing (reported into VP Integrated Marketing) 8/14 – 2/16 Provided integrated management of direct-to-consumer initiatives across customer acquisition and retention activities with commerce and engagement objectives, inclusive of paid, owned and earned media spanning affiliate, paid search, SEO, remarketing display, email, and catalog. Owned and responsible for 10MM annual sales with 2MM expense budget. Participated in re-platform and led agency RFP processes. Supervised and mentored direct report. Accomplishments include:

• Grew paid search revenue YOY by 7% while improving ROAS by 26% via optimization efforts and employing best practices.

• Improved email open rates in Q3 from 11% to 16.8% and conversion from 3% to 5.6% due to segmentation and a/b testing.

• Created digital budget and forecasting model which led to smarter planning of digital investments.

• Built company-wide KPI reporting dashboard to identify wins and areas of opportunities by channel.

• Partnered with e-commerce team to optimize landing page testing and optimization activities. New York & Company, NY

E-Commerce Marketing Manager (reported into SVP, eCommerce) 12/10 – 6/14 Responsible for multi-million digital marketing budget included forecasting on a quarterly, monthly and weekly basis for e-commerce marketing channels resulting in over 50% of dot-com sales. Formulated and managed traffic and revenue-driving initiatives for e-commerce including affiliate, paid and SEO, and remarketing. Owned vendor relationships. Devised cost benefit analysis for new programs and led RFP processes. Partnered with cross-functional teams to execute digital programs. Supervised junior staff.

• Grew online revenue from 66MM – 100MM from 2010 - 2014 with flat YOY investment of 5MM via implementation of digital best practices and optimization techniques, as well as partnering with best-in- class vendors, and negotiating favorable contracts and renewals. o Transformed paid search brand campaign from $9 to $25 ROAS, non-brand traffic per $ spent improved from .0.30 - 1.50 via optimizations including account restructure, adding negatives that yielded $25K in savings per month

o Improved remarketing program traffic per $ spent from 0.16 to 1.77 o In partnership with agency, executed SEO strategy to ensure pre-and-post site launch adhered to best practices.

• Contributed to Quarterly board and hindsight presentations; plus, a key member of multiple company business imperatives, including website re-platform. Mindie Adler

P: 917-***-****; E:

SWATCH Group (U.S.) Inc., NJ

E-Commerce Marketing Manager (reported into Brand Manager) 7/07 – 7/10 Established online acquisition and retention programs from the ground-up for multiple SWATCH U.S. brands including paid search, email, remarketing, behavioral advertising, online display and social media.

• Achieved 2010 budget; surpassed 2008 revenue goals by 8%.

• After six months of hire, elevated to advise multiple brands with online strategy.

• On task force that built U.S. and global best practices for digital marketing and ecommerce.

• Built email marketing program into viable retention channel supporting online and retail.

• Turned around paid search program into profitable channel; doubled sales via optimization and testing. Online Marketing Consultant 2006 – 2007

Managed paid search, affiliate programs, email marketing; spearheaded creative development and testing. Vertrue (Consumer Membership Company), CT 7/04 – 11/05 Director, Online Marketing

Established affiliate and paid search into sizable profit centers for online division. Managed multi-million-dollar P&L, forecasting; analyses, contract negotiation, creative development, testing, in addition to vendor and staff management.

• In less than a year, built affiliate and paid search into viable profit centers, represented 15% of total online budget; affiliate top 5 monthly contributor and experienced double-digit growth. Sure Fit, Inc. (Home Furnishing Retailer), NY 9/02 – 7/04 Director, Online Marketing (1/04 – 7/04)

Promoted to drive annual e-commerce marketing plan (represented 40% of total revenue for direct division); included acquisition programs with additional responsibility for website promotions and merchandising initiatives. Sr. Manager, Online Marketing (9/02 –1/04)

Managed multi-million-dollar online budget including management of affiliate, paid and SEO programs, as well as portal. Supervised and mentored online marketing staff.

• Built online arm representing 20% of total revenue for division; increased YOY profitability by 10%.

• Expanded paid search and rolled out SEO campaign, which led to a 50% increase in sales. Foote, Cone & Belding Interactive (FCBi), NY 6/00 – 3/02 Account Manager, Online Marketing, NY 5/99 - 5/00

Online Marketing Coordinator, Client Services


Syracuse University

Bachelor of Arts

Major: Psychology Minor: Marketing


• Microsoft Word, Excel, PowerPoint

• Website Analytics: Google Analytics; Omniture

• Social Media: Facebook, Twitter, Instagram, Linkedin

• Affiliate Management Software: Commission Junction, LinkShare

• Email Vendors: SFCC: Digital Impact, CheetahMail; Listrak

• Web Platforms: Salesforce Commerce Cloud; ATG

• A/B Testing Tool: Monetate and Optimizely

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