Digital Marketing Customer Experience

Kari A. Loftus

** ********* *****, *******, ** **850 Email: ad5dwh@r.postjobfree.com Mobile: 203-***-**** https://www.linkedin.com/in/kariloftus/

Expertise

Highly analytical, ambitious, and data driven eCommerce leader with proven success driving double digit growth across all eCommerce accounts. Laser focused on revenue generating initiatives using data and creating a frictionless consumer brand experience with precise go-to-market strategies. Adept in forging key business relationships and inspiring team members. Passionate about flawless customer experience and exceeding consumer’s expectations.

eCommerce expert: DTC, Amazon 1&3P, Walmart, Target+, Pure Play, Domestic & International Marketplaces, Omnichannel etc.

3PL Management

Systematic Strategy/Testing

Data Analytics, Forecasting and reporting.

Digital Shelf strategy

Digital Marketing expert

FP&A, P&L management

Consumer Insights and Segmentation

Agency Relationship Management

CRM/Loyalty

Shopify +, SFDC, Amazon Ads, FBA, DSPs, Google Analytics, PIMs, ERPs, eStoreMedia, DataWeave, Site Lucent, WooCommerce, Wordpress, Yotpo etc.

Syndicated data: IRI, SPINS, Jungle Scout, Helium 10 etc.

Experience

Natural Immunogenics: Sarasota, FL (Remote) 11/22-Present

Director, eCommerce: DTC, Amazon, All Marketplaces, 1P, 3P, Pure Play, retail.coms

Brands: Sovereign Silver, Sovereign Silver Beauty, Sovereign Silver Pets, Sovereign Silver Kids, Sovereign Copper, Argentyn 23, Argentyn 23 Beauty, Argentyn 23 Apothecary Beauty

Responsible for defining and executing eCommerce/DTC strategy to achieve 20% growth YoY and 20% EBITA

Member of executive leadership team, reporting to CEO

Mentored, inspired, and empowered 3 direct reports.

Grew overall eCommerce revenue 41% in first year ($50MM) while maintaining 20% EBITA through optimization, A/B testing, operational efficiencies and eCommerce best practices influenced by deep analytics and data.

Increased market share of all brands 10% while maintain #1 position in immunity category.

Lead complete re-build and optimization of DTC site to eliminate consumer friction points increasing revenue 26% and conversion from 1.9% to 3.8%.

Directed the development and execution of digital marketing strategies, campaigns and promotions to drive traffic, increase conversion, sales and enhance brand visibility.

Launched 8 beauty care products on all eCommerce sites seamlessly.

Successfully added new eCommerce accounts resulting in +10$MM: Domestic: Sephora, Chewy.com, Macy’s, Sprouts, Whole Foods, Thrive Markets, Vitamin Shop, GNC, Kroger, Walmart.com, Target+, InstaCart, GoPuff, DoorDash International: Mercado Libre, T-Mall, Amazon.ca, Amazon.co,uk

Brought management of Amazon in-house from 3rd party, inclusive of set-up of Seller Central account, FBA and introduction of the company’s first 3PL partner and PIM to achieve consistency across all accounts.

Oversee external vendors and technical requirements for the eCommerce platform and technology stack.

Owned Digital Shelf strategy for all eCommerce accounts and directed marketing on impactful digital tactics and assets to drive traffic and velocity.

Drove loyalty and LTV via subscribe and save, CRM journeys, loyalty rewards programs, and increased reviews.

Owned FP&A and P&L for all eCommerce accounts to support major business decisions and objectives.

Weekly reporting on pacing to budget with insights and future actions.

Led joint business planning with all accounts to achieve coordinated objectives, product launches etc.

Lock-step collaboration with cross functional teams inclusive of finance, marketing, operations, supply chain, customer care

Leader of pricing committee and in charge of company SKU rationalization based on sales data.

PepsiCo: Purchase, NY 9/20-11/22

Sr. eCommerce Manager: DTC, Amazon, All Marketplaces, 1P, 3P, Pure Play, retail.coms

Increased Net Revenue for all SodaStream eCommerce accounts 70% since 2020. Net Revenue $140MM.

Launched a new 3PL to improve inventory management, shipping timelines and drive efficiencies for eCommerce.

Strict monitoring of site traffic and sources, user paths, conversion funnels to eliminate consumer friction points to grow both legacy and new customer sales.

Increased site conversion 35% in 3 years. 2022 site conversion: 6.83%, Shopify best-in-class benchmark: 3.3%

Owned FP&A for all eCommerce accounts that supported Pepsi’s major business decisions and objectives.

Develop, test, measure new demand creating initiatives that generate maximum response and conversion.

Manage the day-to-day sales growth and digital marketing to maximize revenue and conversion.

Conduct financial analyses/Proformas of business opportunities to meet and exceed revenue and profitability.

Build and organize presentations to internal and external customers including Joint Business Planning.

Continuously monitor industry, eCommerce, and competitor landscape.

Led internal product team to build and execute new initiatives around site personalization and AI capabilities.

Strict adherence to A/B site testing to continually drive site optimization and growth.

Lock-step collaboration with operations to ensure proper inventory levels to support forecasts.

Omni-Channel expansion into retailer.coms. Walmart.com, Target.com, Wegmans.com, Kroger.com, Costco.com etc. including BOPIS strategy.

Additional expansion via BOPIS, Instacart, Uber Eats, Doordash, Snappy.com, Go-Puff etc.

Lead all site commercialization and yearly promotion calendar to drive sales and maintain financial contributions.

Responsible for eCommerce merchandising, SKU rationalization, product positioning and offerings.

Coordination with Bazaar voice and Yotpo to collect and publish consumer reviews, UGC

Lock-step collaboration with cross functional teams inclusive of finance, marketing, operations, supply chain, customer care

Pitney Bowes, Stamford, CT

Sr. Global Demand Generation Manager: E-Commerce 5/14-8/20

Led integrated Omni-Channel and Digital media strategy for SMB, SaaS Shipping Solutions, and E-Commerce driving $27MM in won pipeline annually. Achieved 138% of plan.

Responsible for updates to website content and supplies E-Commerce site based on analytics and consumer UX.

Launched supplies on third party sites such as Amaazon.com and Staples.com generating $10MM in annual sales.

Increased MQLs for SaaS shipping products 149% in one year. Lead conversion-to-close increased 35% YOY.

Led all Digital integrated marketing campaigns inclusive of asset creation to drive base growth and deal velocity leveraging: SEM, SEO, Display, Affiliate, Email, Content Syndication, Paid Social, Native and Influencer.

Analysis, reporting and strategic recommendations based on page/asset engagement, ad copy testing, keyword performance, CTRs and conversion.

Lockstep collaboration with Brand, Product Marketing, Field and Inside Sales organizations focusing on driving acquisitions through segmentation and vertically targeted CRM journeys.

Spearheaded all demand efforts for events: Webinars, Conferences, Trade Shows and Employee Advocacy programs.

Consistent reporting to Senior Management and Stakeholders on key KPIs.

Continuously monitoring the ever-changing digital landscape to test emerging tools and tactics.

Supported and led numerous product launches with consumer communications, thought leadership and sales collateral.

Manage, negotiate, and cultivate multiple agency relationships to meet business objectives. Inspired agency creative (both internal and external), while keeping them on brand and focused on business priorities.

Guide external agencies and internal IT through technical Website audits. Project manage Web Development execution of findings and best practices to enhance UX and Organic Search rankings.

Nestle Waters North America, Stamford, CT

Sr. Channel Marketing Manager: DTC and eCommerce 1/06-10/13

Brands: Poland Spring, Deer Park, Ozarka, Ice Mountain, Arrowhead, Zephyrhills, Perrier, San Pellegrino, Nestea, Sweet Leaf Iced Teas, ReadyRefresh

Commanded annual Direct Channel $25MM Activation Media Plan, inclusive of Digital and traditional offline.

Led Omni-Channel strategy (Amazon, Walmart.com etc.) including SKU rationalization to drive $150MM revenue.

Daily interaction with Finance Department to report and analyze sales results and analysis of P&L, pricing and promotions.

Surpassed acquisition plan in a competitive landscape year over year through channel optimization, improved targeting, testing and solid conversion performance on the website and through Telesales.

Managed the relationship between Marketing and robust sales team to educate and train on current promotions, new products and salesmanship techniques to achieve higher conversion rates and increased average order amounts.

Manage, negotiate, and cultivate multiple agency relationships to meet acquisition plans. Lead and inspire agencies, while keeping them on brand and focused on business priorities.

Integration of plans and brand across sales organization to ensure alignment.

Optimize the paid search program with 200K keywords and grew acquisitions by 109% in three years. Oversaw the display channel and affiliate networks with over 3 Billion impressions annually.

Assisted with creating a consumer portrait, which identified the key target and established brand identity.

Constant Channel testing to determine most optimized and successful media mix to drive consumer growth.

Education

Fordham University, Bronx, NY

BA: Marketing/Communications and Media Management

Education Scholarship, Communications Honor Society

Continuing Executive Education: Yale School of Management, Harvard Business School

Achievements and Awards

Awards: IBWA (International Bottle Water Association) Gold for Direct to Consumer Ecommerce Site

Training and Certifications: Building Brands the Nestle Way, Media Math, TradeDesk, SFDC, Google AdWords, AEM, Google Academy, New Marketing Institute (Programmatic and Audience Management), Amazon Expert

Proficiencies: PowerPoint, Excel, Word, Outlook, and interpreting digital analytics

Participant and Leader: IAB Member, Direct Marketing Association, NY Women in Communications, Captain - Nestle Indoor and Beach Volleyball Teams, Fordham University Alumni Association, Intern Mentor (PB)

Volunteer work: Stamford Chamber of Commerce, DOMUS House, Hole in the Wall Gang Camp, National MS Society Animal Rescue: Barc CT, PitStop NY, PAWS Norwalk

Contact this candidate