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Director Ecommerce

Kissimmee, FL
April 30, 2014

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Jeff Braswell

Rockledge, FL ***** 321-***-****


PresentK&N Engineering (,

Diretor of Ecommerce and Online Marketing

Management of multi-brand Ecommerce and online marketing including web development, SEO,

SEM, social media, email marketing, affiliate program development, creative design, site

optimization, conversion optimization and online customer service activities. Developed

international online sales activities in South America, Australia, Eurpoe and Asia. Online sales

increases of 25% year over year achieved through conversion rate improvement, strong focus on

return on ad spend metric, and expansion of marketing efforts to include targeted email campaigns

and affiliate network development. Expanded ecommerce activities internationally.

2011-2012 Leland Management

Director Technology and Marketing

Responsible for online technology and marketing initiatives for Florida Real Estate Management

firm. Activities included web site redesign to include full integration of customer account

management with web site. Deployment of CRM package, development of email marketing program,

management of direct mail campaign, social media program development, SEO and SEM


2010-2011 Healthy Back, Inc (,

Vice President, Ecommerce and Marketing

Responsibility included turn-around management and redevelopment of company’s 10 year old

ecommerce initiatives between, a specialty provider of back-care products with

brick-and-mortar and online presence, and, an online-only provider of specialty office

seating and accessories.

Key Responsibilities

P&L responsibility for $10MM ecommerce sales channel with a year over year revenue increase

of 18% on mature brands that had been online for more than 10 years.

Direct management of 4 person marketing team, 10 seat sales/customer support call center, and 4

person ecommerce site merchandising and design team.

Developed strategy and budget for $3 MM corporate marketing budget including catalog and

direct mail for 500,000 name list, radio, email campaigns, affiliate programs and pay-per-click

(PPC) campaigns – a reduction of approximately 20% to prior year.

Ecommerce marketing initiatives included significant focus on organic search results (SEO) and

intensive analytical review of ROI on existing marketing campaigns to reduce underperforming



Increased revenue by 15%.

Reduced marketing spend 20%.

Developed successful affiliate program targeting back related health care providers.

Added live chat tools to ecommerce sites, developed social media programs, redesigned site user


Raised customer satisfaction (as validated through surveys and reviews), and improved brand


netCentrix, llc, Stratford, CT (sold equity interest in company and left for other interests)


Managing Partner, CoFounder, Business Development, Marketing, General Manager

netCentrix was founded as a full-service ecommerce solutions provider offering a full-featured

ecommerce engine in a managed SaaS platform as well as support services in ecommerce marketing,

analytics, and fulfillment process review.

Key Responsibilities

Developed and managed internal business development efforts and marketing initiatives

including PPC campaigns, SEO, and email program to take netCentrix from start-up to multi-

million dollar, recognized brand within our targeted market.

Worked with clients to develop or improve ecommerce marketing campaigns including reviewing

existing or developing new PPC campaigns, developing SEO goals, analyzing catalog

performance, developing and managing email marketing and affiliate programs.

Worked with clients to develop or redevelop site user interface and user experience, implement

new, revenue generating features including recommendation engines, social media integration and

customer reviews.

Key Accounts

Launched KitchenAid’s initial direct to consumer online initiatives from site design and

development to SEO strategy and coordination with corporate marketing in online marketing

strategy. Sales went from startup to $1 mm/month.

Won WWE from IBM e-services division and reduced their operating costs by more than 50%

while helping them develop features and strategies to improve customer engagement and achieve

sales gains increase of more than 20%.

Launched numerous sites for apparel and related items under the MLB Advanced Media banner

including Major League Soccer ( Marley and Guns ‘n Roses. Developed the

site features and functions, SEO strategy, and managed PPC and email programs.

2002-2003 SureSource, Inc., Trumbull, CT, August 2002 – August 2003 – On Line Retail.

Director, Technology. reporting to CEO.

Provide leadership in ecommerce platform development, ERP systems and corporate infrastructure

and plan a corporate relocation.

Key Responsibilities

Managed ecommerce development team of 4, responsible for design and development of more

than 50 ecommerce stores operated by SureSource for national brand name manufacturers

including Black and Decker, Orange County Choppers, Conair and others.

Lead implementation of Ecometry ERP system and warehouse management system.

Project Manager for Corporate relocation to new facility for all IT systems.

1999-2002 e-Media, New Canaan, CT

Vice President of Operations

Senior level role to provide strategic and tactical planning for technology systems and application

development in a large scale, high volume ecommerce and video content service provider. Managed

global resources. Managed $15 million budget. Managed staff of 40.

Key Achievements

Global ecommerce network deployment

Developed key strategic vendor partnerships resulting in early access to key technologies prior to

general market release.

Lead development of ecommerce integration with video streaming content.

Recruited staff of 40 for systems engineering, application development, application management

and media production.

Developed Network Operations Center (NOC) for globally distributed network

Member of executive management team, providing technical guidance to company direction and

extensive involvement in business development activities with partner development.

1997 -1999 INDATA - Gordon, Haskett & Co., Greenwich, CT

Director of Technical Services.

Key Achievements

Provided technology review and direction for the company’s Trading and Portfolio Accounting

application product.

Recruited and managed staff to provide customer technical support and training.

Developed and managed $1.2 million operating and capital budgets.

Lead team to define scope for and to develop the online, web based platform for the

Portfolio management product including system architecture for the site, provided process

oversight for the development effort and managed developers to launch as scheduled within

budget constraints.

1992-1997 Early career experiences include technology management and sales support roles in technology

consulting firms and in an engineering/manufacturing firm.


Master of Business Administration, Information Systems

1993 magna cum laude

Auburn University, Auburn, Alabama

Bachelor of Science in Finance, 1992

Auburn University, Auburn, Alabama

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