Senior Online Marketing/ E-commerce professional for Dell & Microsoft

OBJECTIVE

To attain a senior digital marketing position where I can contribute to innovative marketing campaigns that cost effectively increase online revenue, expand market share and optimize overall corporate on-line presence.

HIGHLIGHTS OF QUALIFICATIONS

Over 14 years’ in a leadership role to drive business growth and revenue with emphasis on data driven marketing

Advanced analytical skills to define KPIs, identify performance gap and enhance marketing and site operation.

Increased revenue to as high as 5x y/y through digital acquisition campaigns for Dell and Microsoft within the first month of employment

Experienced in search (SEO & SEM), affiliate, display, performance display, email, CRM, Social media, site operation

Experience optimizing Online shopping cart and checkout experience

Working knowledge on Omniture for cross channel performance reporting at Dell Canada

CAREER PROGRESSION

Arvato Digital Services, www.arvato-na.com/en.html 2013 – 2015

Online Marketing Lead for Microsoft

Planned & managed online marketing activities with a clear focus on traffic and sales generation for Microsoft.

Key Achievement:

Set up weekly and monthly report format, defined and reported on important KPIs

Drove 5x y/y growth in online revenue within first month of employment

Exceed revenue target, delivered a 83% y/y growth in online revenue, 13% y/y increase in ROAS for FY15

Key Responsibilities:

Developed annual online marketing plans including search/display retargeting, affiliate and HIP display with focus on high growth in revenue and ROI in marketing cost

Shared insight and managed action plans with key advertising partners to enhance online marketing results

Managed demand forecast to call center and Microsoft Store site

Researched and implemented new online traffic and customer acquisition campaign to meet Microsoft’s objectives

DELL INC., www.dell.ca 2008 - 2013

Sr. Online Marketing Manager, Dell Canada Consumer Division (2011 – 2013)

Oversee marketing activities relating to Dell’s on-line marketing strategy and affiliate marketing objectives. Spearhead activities to support on-line initiatives and thereby meet corporate objectives relating to revenue and demand forecasting. Review, assess and analyze detailed reports and recommend corrective action to modify marketing initiatives as needed.

Key Achievement:

Drove growth in High/Mid price band LOB while defending Low Price LOB.

Improved user experience (UX): Decreased abandon cart rate by 23% within 2 quarters through the implementation of simplified shopping cart.

Enabled tracking of offline media’s impact on core site traffic.

Maintained average ROAS of $22 for affiliate operation under aggressive competition and market pressures.

Key Responsibilities:

Developed promotional roadmap for online marketing channels, managed online media plan, generated demand forecast to call center and website.

Developed creative briefs to ensure consistent brand presence for all digital and offline marketing touch points

Evaluated online marketing activities; defined campaign KPI, identified gaps and developed enhancements plans

Managed content updates of marketing landing pages for Dell.ca to provide relevant landing experience

Regional Online Marketing Manager, Dell Asian Pacific+Japan (APJ) (2010 – 2011)

In recognition of superior performance in Canada and willingness to share on-line marketing best practices globally, requested to relocate to Beijing to lead the regional Consumer and SMB Online Marketing Team.

Key Achievements:

Implemented Media Mix Model to increase effectiveness of all online marketing operation in Asian Pacific Region

Successfully migrated China affiliate operations from less profitable reseller model to end user programs in FY12Q1. Achieved 1 million sales in first quarter, double the affiliate sales within 2 quarters.

Key Responsibilities:

Developed the go-to-market online growth plan for emerging markets. Ensured implementation of online best practices across all Dell web sites in APJ markets and shared best practices both within and cross-region.

Managed advertising agency relationship, including weekly performance calls, and quarterly business reviews to deliver on quarterly and yearly revenue plans.

Coordinated with IT team to prepare the infrastructure to support the implementation of the Media Mix Model

Acted as functional Subject Matter Expert by monetizing and recommending local initiatives to deliver quarter on quarter/year-on-year, and in-quarter performance improvements.

Led the APJ regional RFP process; negotiated and drafted the APJ affiliate agency contract.

Digital Marketing Manager, Dell Canada SMB (2008 – 2010)

Managed a $1.2m quarterly budget to drive demand in all online channels for Dell.ca (Affiliate, search, banner, email, product listing and social media).

Key Achievements:

Launched behavioral targeting banners and produce higher ROI for ad spend.

Led initiatives that increased paid search revenue by 37% YoY from 2008 to 2009 in the SMB segment.

Initiated the Social Media program for Dell SMB Canada, including Twitter (@JuneAtDell and @DellSmbCA), Facebook and Youtube.

Key Responsibilities:

Responsible for content updates and optimizations of all marketing landing pages for Dell.ca

Scheduled social media posts with Hootsuite

Managed social media channel (Facebook, Twitter, Youtube) and performed social listening

Developed email strategy and managed weekly e-newsletter deployment.

Managed and executed branded and non branded SEM campaigns to drive traffic and conversion

Managed affiliate partner relationship, developed new partners and drove high quality and low cost leads

Oversaw day-to-day agency management and ownership of reporting and analytics for all online vehicles

Responsible for overseeing all activities executed by the marketing coordinator

NEOPOST CANADA, www.neopost.ca 2004 - 2008

Marketing Data/Web Manager

Managed web site content and digital marketing; Developed consumer segmentation in Siebel CRM, segmentation strategy and executed targeted B2B programs.

Key Achievements:

Re-brand company web site, with coordination of brand manager, web designers and product managers. Updated with new branding, new features, new product information and a user friendly interface. This has increased web lead generation by 200% in 3 months.

Established CRM usage guideline for sales and achieved a clean database with useable data for marketing

Increased number of web visitors by 300% in 6 months by improving meta-tag, utilizing paid inclusion (Google AdWord), search engine optimization and e-newsletter correspondence to customers and subscribed base.

Contributed to the success of marketing campaigns through identifying and targeting the right FSA (geographic) and SIC (Industry) for direct marketing campaigns has increased lead generation by 150% in 3 months.

Key Responsibilities:

Led Canadian online marketing and site operations. Managed and maintained Neopost.ca corporate website

Managed email, search and banner campaigns to drive web traffic to Neopost.ca.

Evaluated marketing activities and identified gaps with customer insights and performance analysis.

Supported marketing needs for Canadian dealer network.

Represented CA in global online marketing committee and applied online marketing best practices in Canada.

SOFTWARE LOGISTICS INC., www.slicanada.com 2000 - 2004

Coordinator, Marketing and Graphics

Planned development, content update and quality testing for company website. Tracked online campaign results and made improvement plans. Coordinated marketing design projects with designers and suppliers. Maintained corporate website using Adobe Contribute. Created direct marketing materials using Adobe Illustrator, Photoshop, QuarkXpress and Coreldraw.

Key Achievements:

Increased web traffic by 200% after optimizing the use of meta-tag, implementing Google AdWord and utilizing search engine friendly web design.

EDUCATION & PROFESSIONAL DEVELOPMENT

Education:

Bachelor of Commerce, B.Com., IT Management– Knowledge and Database Management, Minor in Marketing 2007

Ryerson University, Toronto, Ontario, completed concurrent with full-time employment

Core Courses: Internet Marketing, Web Architecture, E-Commerce, Marketing Research, Marketing Communication

Bachelor of Science, B.Sc., - Psychology 2000

McMaster University, Hamilton, Ontario

Core courses: Research design and statistics, Measuring the mind, Psychological Measurement

Professional Development:

Bullet Proof Manager Training 2007

Crestcom, Toronto, Ontario

Excel Data List Management Course 2004

CDI College, Toronto, Ontario

Access Advanced Course 2004

CDI College, Toronto, Ontario

TECHNICAL SKILL SUMMARY

Advanced computer skills for:

-Productivity software: MS Word, Excel, Access, PowerPoint, Acrobat

-Graphics/ content management software (both PC and Macintosh platform): Adobe Photoshop, Illustrator; QuarkXpress, CorelDraw; Visio (PC only); Adobe Contribute; working knowledge of html

-CRM software: Siebel, ACT!

-Email tool: Constantcontact

-Web Statistics: SurfStatLive, WebTrend, Omniture, Mediaplex Mojo, Google Analytics

-Expert in data analysis and report using Access (queries) and Excel (pivot tables)

-Social Media listening and management: Hootsuite, Radian6

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