Amanda Nelson

VP, Director Ecommerce, Digital Marketing

503-***-**** • adz69f@r.postjobfree.com

LinkedIn • Orlando, FL

Summary Forward-looking leader with career-long success in digital marketing space and history of driving revenue results for enterprises across industries. Proven track record of championing innovative strategies to improve ecommerce operations, leveraging consumer, market, and business analytics to ensure sharp decision making. Strong background in product merchandising and building out high impact collateral reaching consumers across channels. Highly engaged, collaborative leader drawing together cross-functional teams and partners.

• Ecommerce Planning & Operations

• Omni-Channel Marketing Campaigns

• User-Driven Site Optimization

• Cross-Team Coordination & Leadership

• Digital Marketing Strategies

• Cross-Category Product Merchandising

• Consumer & Market Insights

• Performance Tracking & Analysis

Experience Corkcicle, Orlando, FL

VP, Ecommerce DTC, 2019 – Present

Own results for DTC ecommerce operations within specialty retail product enterprise, controlling $7M digital media budget and fostering collaboration among developers, content and analytics specialists, media services teams, influencers, and other partners to achieve ambitious revenue objectives.

• Played pivotal role in growing DTC business from $5M to $25M despite challenging pandemic market; spurred $9M in Amazon sales alone while overcoming inventory restrictions and high fees.

• Guided project involving full-scale relaunch of DTC site, driving boost in consumer total value metrics from

$70 to $140 per month and from $60 to $89 for lifetime.

• Navigated testing and launch of programs spanning social, influencer, affiliate, paid search, and other channels to expand consumer base.

• Presented insights to board and leadership teams key to continued developing of customer base; solicited to provide thought leadership in digital space, serving as advisory member at partner companies. TinMen Agency, Orlando, FL

Director of Media & Digital Assets, 2018 – 2019

Joined boutique agency to lead production and distribution of branded commercial/promotional videos for key client, Carnival Corp., delivering omni-channel content to promote company’s nine distinct brands.

• Successfully produced hundreds of media deliverables distributed across digital channels, including social media, mobile apps, and on-ship platforms.

• Captured high-value customer testimonials to effectively convey cruise ship experience and highlight new features, experiences, and technologies rolled out across ships.

• Led build out and launch of new content management system to better plan, approve, and launch media. Nike, Beaverton, OR

Digital Merchandising & Production Director, 2015 – 2017 Engaged as member of North America leadership team, directing teams of 25+ in planning and managing digital merchandising operations to include developing and launching seasonal retail campaigns.

• Partnered with merchant teams to develop collections aligned with consumer profiles and to devise effective merchandising strategies.

• Leveraged analytics to boost conversion outcomes and drive sales opportunities across customer journey; spurred 10% conversion increase on product walls through enhanced category pages, site searches, and filtering.

• Effectively scaled team to better position department for scalable growth, exceeding both traffic and demand budgets at $1.5B.

Digital Buyer – Men’s Running, 2015

Led digital buying decisions for men’s running apparel to drive traffic and budget targets for Nike.com site.

• Drove 296% increase in traffic to position team to attain $8.5M digital apparel goal.

• Headed launch of elevated consumer experience for view of running apparel collections. Cross-Category Digital Manager, 2014 – 2015

Collaborated with digital merchandising teams to align brand strategies, marketing campaigns, and consumer experience to maximize revenue opportunities for key holiday gifting season.

• Praised for role in spurring 158% year-over-year growth in holiday gifting revenue generation, realizing 50% increase in clock-throughs for top category pages.

• Created new automated reporting on internal searches leveraged to refine strategies across global markets. Digital Merchandising Manager – Running, 2012 – 2014 Led digital commerce strategies for running category on Nike.com North America, heading product launches across franchises, executing digital marketing and branding campaigns, and utilizing analytics and data pulls to refine approach.

• Effectively improved exposure of running products across all channels, exceeding budget at $76M and gaining 40% year-over-year growth.

• Positioned company for first-ever sellout of Flyknit tech products through on-point digital merchandising. Global Digital Commerce Producer - Running, 2011 – 2012 Onboarded to manage production of digital content driving ecommerce results for Nike.com running category, working closely with agencies to develop briefs and produce 100+ content deliverables per season.

• Selected as lead producer for seasonal cross-category women’s look book for spring, managing multiple on- location shoots to include casting and scouting and driving high sell-through.

• Tapped as leader of strategy for all 2012 Olympics onsite brand content and activation activities. Additional Experience

Digital Marketing Programs Specialist, Norm Thompson Outfitters, Hillsboro, OR Promotions Coordinator, Idea Lab, Pasadena, CA

Digital Marketing Intern, NBC Universal, Burbank, CA Education Azusa Pacific University, Azusa, CA

Bachelor of Science, Marketing

Technical Adobe Omniture Oracle Endeca Tableau SAP Basecamp Jira Prodigy Widen Xevo Slack AirTable Asana Shopify Impact Monday Google (Docs, AdWords, Analytics, Sheets, Slides) MS 365 (Excel, Word, Outlook, PowerPoint)

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