ECommerce & Digital Marketing Vice President

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Christopher Cruz

Los Angeles, California

310-***-**** www.linkedin.com/in/christopher-cruz-26b768 ********@*****.*** EXECUTIVE PROFILE

• Strategic and results-driven digital executive with 20 years leading digital innovation, eCommerce, mobile application, digital marketing, performance growth, and large-scale technical projects in diverse industries and highly competitive markets. From start-ups to Fortune 500 companies, developed and managed up to $1.2B+ in revenue, advertising spend of $180MM+, and total operating budgets of $400MM+ with annual growth as high as 115% and annual marketing costs consistently at 15% of revenue or less.

CORE COMPETENCIES

Digital Marketing * Performance Growth * Ecommerce * Digital Innovation * Strategic Planning and Budgeting * Omni-Channel * Search Engine Marketing (SEM & SEO) * SMS/Text * Affiliate Marketing * Email Marketing * Social Media Marketing * Display Advertising * Media Buys * Retargeting * Mobile Marketing * In-App Advertising * Digital Raffles/Sweepstakes * Loyalty/Rewards

* Gift Card Program * Comparison Shopping Engines & Portals * Third Party Marketplaces * Web Analytics/Reporting * Team Leadership/Staff Development * Web Design/Usability/Merchandising * Mobile App Development * Digital Shop-in-Shops EXPERIENCE

Home Organizers, Inc.

Vice President of Digital Marketing January 2024 – Present

• Spearheading lead generation and conversion initiatives for home improvement acquisition and retention at closetworld.com. Responsible for growth strategies and overseeing campaign execution across various channels, such as paid search, paid social, direct mail, affiliates, email, and programmatic ads. Directly reporting to President of company, I provide strategic guidance to the Director of Performance Growth and digital team.

• Crafting comprehensive full-funnel strategies and deploying cross-channel segmentation campaigns from recruitment to retention, using audience scoring, lifecycle analysis, and touchpoint optimization. YTD, increased lead generation by 15% and reduced cost-per-lead (CPL) by 22%, thereby enhancing both lifetime value (LTV) and revenue production.

• Increased email click-through rates by 47%, landing page sessions/duration rose by 14%, and improved retention by 10%. WSS/Eurostar, Inc. a division of Foot Locker, Inc. Vice President of Digital & eCommerce December 2016 – June 2023

• Ownership and management of the digital P&L, including eCommerce, mobile app, digital marketing, and omni-channel.

• Since 2017, increased eCommerce revenue by 8625%, conversion by 257%, AOV by 47% and Gross Margin by 46%.

• Increased website traffic by 214% and Unique Users by 226%.

• Redesigned website to refine mobile-first UX and attract millennial audience. Mobile traffic accounts for 80% of total.

• Negotiated with vendors for $100K+ savings along with increased functionality.

• Established all digital marketing for the online store, including SEM, SEO, display, retargeting, affiliates, email, and other performance marketing initiatives, monitoring monthly spending, and achieving triple-digit increases in generated revenue and decreases in cost year-over-year.

• Drove eCommerce operations to achieve and surpass efficiency, profitability, and business goals. Created and maintained fulfillment and customer service policies and procedures, monitored DTC operations, including inventory management, shipping and return policies, fraud monitoring and chargeback reconciliation as well as customer expectation and feedback.

• Collaborated with key cross-functional teams to develop and implement brand consistency, as well as the operational infrastructure of systems, processes, and personnel.

• Fostered a tight-knit, success-oriented, and accountable eCommerce team while establishing the UI/UX, merchandising, content, marketing, operations, and customer service functions. 2

• Responsible for on-site, front-end development, creative design, site-functionality, and implementation of third-party vendors, including the customer rating and review platform, recommendation engine, mobile site, live-chat, user-generated content/social platform, and upgraded fraud protection initiatives.

• Lead the conception and execution of the US omni-channel pilot, including ship-to-store functionality, online retail availability, online endless aisle capability and other digital drive-to-store initiatives, as well as developing internal omni- channel support.

Bolder Road LLC (Entertainment Agency for Studios incl. Warner Bros.) Vice President of eCommerce & Digital Marketing March 2015 – October 2016

• 2016 up 45% year-over-year and 15% over goal.

• Reduced marketing expenditure by 44% and reduced returns/credits by 25%.

• Optimized website and shopping cart reducing overall bounce rate by 41% and increased conversion by 27%.

• Teamed with Buyer to integrate customer data into new products that increased revenue and customer satisfaction.

• Directed comprehensive Call Center RFP process to select new third-party vendor, negotiate contract, and relocate all customer service operations reducing expenses by 64%.

• Facilitated complete warehouse move reducing warehouse costs by approximately 32%. Warner Bros. Entertainment (brands incl: DC Comics, Harry Potter, and Cartoon Network) Director of eCommerce: Digital Marketing, Merchandising, and Operations April 2011 – March 2015

• Selling both consumer products and home entertainment, established, and executed digital marketing and sales directives for direct to consumer and wholesale business. Developed strategic marketing and promotional plans, forecasts, and budgets to grow revenue and build brand awareness through online and integrated marketing efforts with the direct sales divisions.

• Increased online sales 329% with visitor traffic growing 179% in a two-year period.

• Directed Search Engine Marketing program increasing sales 414%.

• Identified Search Engine Optimization improvements to content and architecture increasing sales by 340%.

• Improved Email sales 197% from revamped layout, message, merchandising and promotions.

• Increased Social marketing revenue by 627%.

TOOLS/PLATFORMS/MARKETPLACES

Shopify Plus, Salesforce, Demandware, MarketLive/KIBO, Zen Cart, Aptos/ShopVisible/ADC, WordPress, Webflow, Blue Martini, Trapezo, Fluid Retail, Amazon Marketplace Top Seller, eBay Stores – Platinum PowerSeller, SAP, Basecamp, JIRA, Bluecore, Klaviyo, Harte-Hanks Postfuture, Yesmail, Bronto Software/Oracle NetSuite, Google PPC & Organic, Google Analytics, Omniture, Coremetrics, Hitwise, SpyFu, Google AdWords, Google Product Listing Ads, Bing/MSN Ads, Comparison Shopping Engines, Mercent, Channel Advisor, Commission Junction, Linkshare, LinkConnector, Amazon Sponsored Product Ads, Curalate, Meta PPC & Organic, Facebook, Twitter, Instagram, Pinterest, Tumblr, YouTube, DART, 24*7 RealMedia, Fetchback/Magnetic, Google Retargeting, Dotomi, Optimizely, MyBuys, Certona, Bazaarvoice, PowerReviews, Evergage, Adobe Scene7, Givex, Woobox, Kount, PayPal, Klarna, Apple Plus, Bill Me Later/PayPal Credit, AccessiBe, OneTrust, McAfee Secure, Better Business Bureau Online Reliability Program, VeriSign, Microsoft Office (Word, Excel, Outlook, PowerPoint, Access), and RetailPro - POS. EDUCATION: University of Southern California Los Angeles, CA 1985 – 1988 REFERENCES: Available upon request

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