eCommerce Director, Digial Product Management

FERNANDO MONFORT

*** ******* ***, *******, ** ***81 c: 973-***-**** ********.*******@*****.*** www.linkedin.com/in/fernandomonfort

SUMMARY

International eCommerce Senior Executive

Bilingual Omnichannel & eCommerce Product and Operations expert. Implemented and managed the online channel and digital transformation strategies for Retail Corporations, with experience gained in the United States, United Kingdom, and continental Europe. Achieved multiple platform deployments and operational successes with Omnichannel retailers. Core Skills:

eBusiness & Digital Marketing SEO / PPC / Display / Programmatic Payment / Fulfillment / Warehouse

Web store and OMS implementations Usability/Conversion/Personalization Pricing / Promotion / Loyalty

Digital & Mobile Strategy Analytics, A/B-Multivariate Testing CRM / Email / Retention PROFESSIONAL EXPERIENCE

TOYS “R” US – New Jersey, USA Feb. 2014 – Present

Director, Digital Product Management

Product Owner for the international eCommerce business, reporting to the VP of Digital Product, and responsible for:

Re-platform the eCommerce business for Toys “R” Us in the UK and Poland, powered by Oracle Commerce ATG and IBM-Sterling OMS, to align with U.S. eCommerce strategy. o Annual operating cost reduction of $3M.

o Achieved 25% revenue uplift post-launch.

Lead the Digital Product team, managing the product backlog prioritization process.

Collaborate with the technology development team to source profitable functionality, with strategic focus on enhancing the overall customer journey, UX and conversion rate within the middle and lower part of the funnel.

Implement global functionality and integrate vendors across all international Toys “R” Us eCommerce units, maximizing Toys “R” Us Omnichannel capabilities.

Drive the development of the operating and business model for the international eCommerce businesses, with a focus on transitioning to a Global Solution.

TOYS “R” US – Madrid, Spain Aug. 2010 – Feb. 2014

Senior Director, eCommerce – Spain and Portugal

Implemented the strategic framework and change-management program to support the launch of the new eCommerce platform, hosted in the U.S. under a SaaS model by eBay for Spain and Portugal.

Owned the P&L for the online business unit.

o Attained positive EBITDA in the second year of operations. o Reached 40% annual growth rate.

Created the eCommerce operational model, with a focus on an Omnichannel execution by integrating our retail stores through In-Store Pickup and Ship-From-Store.

Managed outsourcing of the Fulfillment Center and Logistics for the online orders.

Implemented and managed a customer service and telephone sales team of 20.

Designed and executed the customer acquisition and retention strategy through Performance Marketing, including, SEO, PPC, affiliates, retargeting, display ads and programmatic buying. THE PHONE HOUSE – BESTBUY Group – Madrid Dec. 2004 – Aug. 2010 Director, Multichannel & eCommerce

Successfully launched the first transactional website and built the Direct Sales team for the telecommunications and electronics retail company.

Selected the technology partner using a rigorous RFP process.

Maintained positive EBITDA for the business unit, defining the strategic plan and business case.

Defined and implemented new functionality, design, development and site usability.

Controlled site merchandising, logistics, online payment processes, online marketing (SEO, PPC, affiliate and email campaigns).

Owned the CRM/Single-Customer-View program and campaign management solution, targeting different customer clusters.

Built and managed a customer service and telephone sales team of 15. THE CARPHONE WAREHOUSE – London, UK Jun. 2003 – Dec. 2004 Online and Direct Marketing Manager for Europe

Led the global support team for 9 European markets:

Supported the implementation of new transactional websites.

Guided the execution of customer retention strategies. THE PHONE HOUSE – Madrid May 2000 – Jun. 2003

Marketing Manager

Successfully established a new operations model for the brick and mortar marketing team.

Initiated the weekly performance dashboards for 400 stores, defining the operational KPIs.

Maintained website merchandising.

Created and supervised a customer service team of 22.

Executed SMS customer retention strategies.

SITEL IBERICA – Madrid Jun. 1999 – May 2000

Customer Services Executive (CSE)

Led the call center operations for Hewlett-Packard.

Managed the customer service program with a team of 200 technical support agents. EDUCATION

E.S.I.C. Madrid, Spain: Bachelor’s degree in Sales and Marketing E.S.I.C. Madrid, Spain: Economic and financial Management course OTHER

Languages: Fluent in English and Spanish

Technology: Advanced user in Microsoft Office and database tools Adobe Analytics, Google Analytics, A/B testing tools, tag management solutions Business Objects, QlikView

Basic Photoshop, HTML and Visual Basic

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