Brandy Grady

PO Box ***, Winterville, NC ***** M: 252-***-**** Email: adhidp@r.postjobfree.com

Education: Bachelor of Science in Marketing, East Carolina University, 2000 Graduate Certificate in Business Analytics (in progress), East Carolina University SUMMARY:

Marketing professional with over fifteen years of experience in multichannel marketing programs utilizing management and analytical skills to drive traffic, revenue and new customer acquisition. HIGHLIGHTS:

• Key strengths - Analytics, budgeting and forecasting, logistic management, as well as department and vendor relations

• Analytic Databases Systems - Adobe and Google Analytics

• CRM Database Systems - Ecometry and Merkle IMS databases as well as familiarity with Salesforce

• Vendor Database Management:

Customer Experience (CX) - Foresee, Bizrate and Bazaarvoice

Internet Marketing - LinkShare Affiliate Network, Google AdWords, Kenshoo Paid Search, Steelhouse Display Advertising, Singlefeed and Channel Advisor Product Feed Optimization as well as Tealium Tag Management

• Computer skills including Microsoft Office Suite (Word, Excel, PowerPoint and Outlook) as well as familiarity with Access EXPERIENCE:

Senior Marketing Manager June 2010 – March 2020

Overton’s/Gander Outdoors/Camping World

Responsibilities:

• Utilize various CX platforms to analyze e-commerce customers through the purchase cycle to identify improvements for increasing customer satisfaction and help influence business decisions.

• Budget, manage and analyze digital marketing programs (SEM, Display Advertising, Affiliates and Comparison-Shopping Engines) to improve return on investment.

• Collaborate with management and vendors to execute e-commerce marketing strategies.

• Implemented 3rd party tag management to optimize vendor analysis and performance.

• Research and implement new initiatives to improve conversion and new customer acquisition.

• Establish key performance indicators/benchmarks to track and report progress towards customer satisfaction.

• Execute and analyze catalog and various direct mail projects. Accomplishments:

• Customer Experience team was established to bring various departments together for collaboration. Projects influenced were online product content/images, website internal search and navigation with overall Customer Satisfaction increasing for Gander (74 to 77) and Overton’s (80 to 82) as well as Net Promoter Scores.

• Managed annual $10 million e-commerce marketing budget which contributed to $200 million combined revenue for Gander and Overton’s as well as decreases in ad to sales ratio (-36% for Gander and -30% for Overton’s).

• Participated in various Beta programs (Remarketing Lists for Search Ads drove 55% increase in conversion rate with -63% decreases in ad to sales ratio).

• Initiated video and dynamic display advertising (150% conversion lift, 191% revenue per visit and 16% average order value increases) as well look-a-like ads for new customer acquisition (drove $7.55 return on ad spend). Circulation Manager March 2004 - May 2010

Overton’s

Responsibilities:

• Executed direct mail marketing initiatives including house file segmentation, new customer acquisition, predictive modeling, customer reactivation, merge/purge, and backend analysis.

• Conducted various cover, size, promotional and mail stream testing to maximize efficiencies as well as understand direct mail influence on Internet revenue.

• Tracked and analyzed direct mail purchase behavior to categorize customers into segments for optimizing campaigns to increase return on investment.

Accomplishments:

• Forecast and implemented direct mail budget up to $10 million in annual spend for direct mail campaigns which contributed to $40 million in annual revenue.

• Mail Stream testing saw 20% increase in sales for segments that purchased online and received a catalog. Annual Giving & Prospect Research January 2001 - November 2003 The Medical Foundation at ECU

Manage funding events and programs to increase donations through direct mail solicitation and annual phone-a-thon with students. Researched donor past giving histories, wealth indicators and philanthropic motivations to evaluate a prospect’s ability to donate.

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