Vice President E-Commerce

Samantha Fein

San Jose, CA • +1-408-***-**** • *************@*****.*** • linkedin.com/in/samanthafein Chief Marketing Officer

Building iconic brands and fueling double-digit growth. With 15+ years in tech, retail, and e-commerce, I've led successful digital transformations and strategic marketing initiatives in B2B, B2C and marketplace sectors, delivering measurable results including an 88% brand awareness increase at Samsung, a 22% category growth to $1.3B GMV at eBay and accelerated multiple growth startups to successful acquisitions. As a data-driven hands-on leader, I excel at change management, building and mentoring agile, high-performing teams. My approach is deeply collaborative, fostering environments that leverage diverse perspectives to surpass operational objectives, building a culture of innovation to create brands and products that make the world a better place. SKILLS

WORK EXPERIENCE

ON • 10/2022 - 03/2024

Executive Vice President of Marketing & Strategy

Samsung Electronics • 10/2019 - 10/2022

Vice President of Marketing & Business Development Vice President of Marketing & Business Operations

• Marketing Strategy & Innovation

Brand Recognition &

Communications

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• Product Marketing & PLG

• E-Commerce & Digital Marketing

• Digital Transformation

• Go-To-Market Strategy

• Strategic Vision & Planning

Communications & Stakeholder

Management

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• Data-Driven Decision Making

Customer Experiences and

Engagement

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• Revenue Growth & ROI

Executive Leadership &

Mentorship

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Strategic Marketing and Brand: Orchestrated a brand overhaul for a B2B SaaS Conversational AI startup and strategic marketing plan leading to a 60% growth in ARR to a reported $100M. Managed high-profile brands like the New York Yankees and Armani.

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Sales Programs and Retention: Expanded market reach into retail and e-commerce verticals, developed robust sales enablement programs and customer acquisition strategies. Led GTM and product-market-fit initiatives with a focus on retention and product engagement, achieving an 85% retention rate.

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Executive Leadership and Change Management: Led company-wide change management initiatives, establishing a clear vision and mission. Implemented process improvements, company goals and KPIs, effectively enhancing operational efficiency and stakeholder alignment.

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Digital Transformation and B2B Marketing: Led the transformation of the SmartThings brand to a successful SaaS platform, resulting in an 88% increase in brand recognition and a 40% growth in market share. Managed the global team focused on cross-functional alignment, ensuring continuity with the global Samsung brand.

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Strategic Partnerships and Industry Leadership: Managed strategic partnerships team with over 20 key partners and 200 accounts, including Amazon, Google and Mercedes. Achieved 93% of goals for five consecutive quarters.

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Spearheaded Samsung's participation in global development of the "Matter" brand, setting a new IoT industry standard, managing and negotiating complex deal terms, driving competition and expanding market reach.

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Executive Leadership and Cross-Functional Collaboration: Fostered a collaborative environment within the executive leadership team, aligning business plans with corporate goals, securing Samsung’s prestigious

'President's Award' for innovative marketing leadership.

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Global Brand Management: Led collaboration between SmartThings brand teams across mobile, television and appliances divisions with key stakeholders and synchronizing messaging globally. Created new brand playbook, content strategies and sales programs, significantly amplifying brand visibility and market presence, resulting in improved alignment and strategic positioning.

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Google • 05/2019 - 10/2019

Senior Category Management

eBay • 02/2017 - 02/2019

Senior Category Management

Shopwell (Acquired By Innit) • 01/2016 - 02/2017

Vice President of Marketing

Totspot (Acquired by Poshmark) • 01/2014 - 01/2016 Vice President of Marketing

EDUCATION

Syracuse University • Syracuse, NY

VOLUNTEERING & BOARD ROLES

UC Berkeley Haas School of Business • 01/2023 - Present Mentor, MBA 295

Coaching for MBA candidates in start-ups, entrepreneurialism, growth strategies. Connectivity Standards Alliance • 01/2020 - 10/2022 Board of Directors, Marketing Lead

AWARDS & SCHOLARSHIPS

President's Award for Innovation (Samsung)

National Sales Award for Innovation (Procter & Gamble) Operational Leadership and Customer Success: Directed business operations and customer success teams, achieving a 97% customer SLA rate. Implemented Salesforce CRM across the organization to enhance customer efficiency. Co-authored the company's first Diversity, Inclusion, Equity & Belonging program and launched a career upskilling program for CS team.

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New Vertical Expansion and Revenue Growth: In an interim role, directed the launch of a new vertical on Google Shopping. Developed an e-commerce strategy, assortment mix and developed partnerships with top sellers, achieving a 60% increase in 1P and 3P brands. Worked cross-functionally to target new audience segments and buyer profiles.

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Revenue Growth and Strategic Partnerships: In a GM role, managed a $1.3B e-commerce vertical, enhancing engagement with retailers, sellers, and buyers. Forged strategic partnerships with Fortune 500 brands like Dyson and Kitchen-Aid, resulting in 22%+ YoY growth for emerging verticals and double-digit growth for the vertical business.

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Innovation and Market Expansion: Initiated an experimental companywide targeted campaign aimed at attracting and retaining Millennial and Gen Z consumers. Through detailed use cases and competitive analysis, boosted acquisition, engagement, and retention rates for the new buyer personas.

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Sales Programs and Category Management: Applied category management techniques to boost demand and retention, aligning products with market trends and consumer behaviors. Spearheaded a pilot program to improve seller attributions, leading to a 14% increase in conversion rates.

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User Growth and Market Penetration: Drove user growth from 100k to 2.5 million in 6 months for a high-growth nutrition app.

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Product-Market-Fit: Guided the brand transformation to a B2B2C platform through product marketing and content strategies, improving brand engagement and customer value proposition resulting in a successful acquisition by Innit.

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User Acquisition and Growth Marketing: Built marketing functions from scratch, developed brand playbook and consumer trust, scaling the user base from 0 to over 1M in less than 2 years for the fashion marketplace.

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Content and Influencer Marketing: Built buy/sell flywheel with focus on consumer acquisition, engagement and retention through influence, affiliates, PR strategies and digital campaigns across all channels, leading to Totspot’s successful acquisition by Poshmark.

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Contact this candidate