Digital Marketing Manager

Carolina Pinheiro

678-***-**** *************@**.*** https://www.linkedin.com/in/pinheirocarolina/

DIGITAL MARKETING AND ECOMMERCE MANAGER

Hands-on eCommerce and digital marketing manager with extensive experience in B2C, D2C and B2B. Experience in Search Engine Marketing (SEM), Customer Acquisition, User Experience, Integrated Marketing, and Digital Advertising. Experienced in developing new businesses and increasing sales in slow markets. Ability to identify innovative and unique opportunities to increase revenue and profits. Experience with Facebook and Google Shopping ads.

Amazon Seller and Vendor Central

eCommerce Management

Digital Marketing

Customer Acquisition

Merchandising

Data Analysis

Advertising Campaign Budget Management

Google Ads & Analytics

SEO/PPC/SEM

WordPress/Shopify/Magento

Overstock/Wayfair

B2C/B2B/D2C

PROFESSIONAL EXPERIENCE

ECOMMERCE MARKETING MANAGER, Central Garden and Pets – February 2022 to May 2024

Responsible for development and execution of $2.5M advertising budget for Walmart, Amazon, Lowe’s and Home Depot. Coordinated with agencies and brand managers all promotional plans, new launches and retail strategies. Managed paid search and display ads budget.

ECOMMERCE and DIGITAL MARKETING CONSULTANT, FG Clean Wipes, January to December 2021

Responsible for product data and content for Amazon Seller and Vendor Central. Management of Shopify website development. Responsible for Amazon Ads, A+ Content, SEO, Pricing, Merchandising, Competitive Pricing, and P&L. Increased Amazon SKUs by 4X.

ECOMMERCE AND DIGITAL MARKETING CONSULTANT, Atlanta, GA, 2015-2020

Consultant for all eCommerce aspects including digital marketing plans, email campaigns, social media, and campaigns calendar, Google Ads, website creation and optimization. Marketplaces: Wayfair, Overstock, Amazon Seller Central and Vendor Central. Marketing/Ad Agency management and website development. Management of product pricing and marketing strategy. PPC, SEM/SEO, paid digital media, social media management, customer acquisition, retargeting, data analysis, content management and reporting. Shopify and Magento.

Clients: Chuice.com, YourKitchenFurniture.com, KNZ Technology, Ariana Furniture, Pillow Perfect and others.

Pillow Perfect: Increased Amazon conversion by 2.5% in 4 months and 2% Google Ads conversion

DIGITAL OPTIMIZATION CONSULTANT, Cox Media and National Vision 2017-2018 (contractor)

Responsible for new customers acquisition, retention and improvement of the long-term effectiveness of websites executing A/B and multivariate tests. Analyzed test results and site performance to make recommendations for continual improvements across all areas of the sites. Tools used: Optimizely, Clicktail, Conext, MG2.

National Vision: Increased conversion rate 40% in 4 months

SENIOR ECOMMERCE PROJECT MANAGER, AT&T, Atlanta, GA, 2014-2015 (contractor)

Project management for the consolidation and optimization of the online Home Solutions shopping cart. Led a team working on Agile and Waterfall solution projects to improve customer shopping experience on myAT&T. Responsible for creating and executing strategy and optimization roadmap, QA testing’s, audience segmentation, content & visuals and site placement.

ECOMMERCE CONTENT SPECIALIST, Cox Communications, Atlanta, GA, 2011-2014 (contractor)

Maintained and monitored live web content integrity, developed solutions to content issues, tested content in different browsers. Helped pricing and presentation communication between sales and marketing teams. Implemented and maintained changes to products descriptions, prices, images and specifications using CMS and HTML. Developed A/B tests and daily reports to VP. Performed Legal Audits per Customer Legal and Regulatory Guidelines as well as FCC/FTC Regulations. Tools used: Adobe Omniture, Interwoven Teamsite.

Key Accomplishment:

• Maintained 100% websites accuracy

ECOMMERCE MARKETING and MERCHANDISING MANAGER, Division Six, Austell, GA, 2008 to 2011

Managed sales channels using Channel Advisor: Overstock, Amazon Marketplace, eBay. Ensured profitability by maintaining pricing standards, inventory, and movement of goods. Responsible for daily operations including promotions, customer service, payroll, orders flow process, P&L. Analyzed website and campaigns performance by conducting site analysis and providing weekly metrics reporting to SVP.

Managed, implemented and tracked email marketing programs and promotions. Managed digital agency relationship and monitor campaigns. Annual budget: $150k. Responsible for all business workflow process and reporting. Managed websites developments and redesign. Screened, interviewed, and hired qualified employment candidates and facilitated training programs. Managed a team of 7.

Key Accomplishments:

• Successfully doubled the company’s monthly sales within the first six months.

• Developed a successful email marketing program which increased sales and customer retention.

• Met all quarterly sales goals established by CMO. Sales volume: $2.2 Million/year. Sales increase was backed by Google ads and email campaigns

• Created strategies to improve site statistics which significantly increased online sales.

ECOMMERCE and MERCHANDISING MANAGER (BUSINESS OWNER), Casca Grossa, Inc, GA, 2002 to 2009

Responsible for P&L, merchandising and pricing management, print material. Developed and implemented marketing campaigns to increase brand identity. Managed PPC, SEO, SEM and email marketing strategies. Developed a network of distributors of our products. Partnered with designer teams from manufacturers on sample development, approval and order placement for merchandise annual collections and events t-shirts.

Key Accomplishments:

• Created business from ground up to become the largest distributor of Brazilian Martial arts apparel in the US.

• Designed Google Ads (PPC) campaigns to help increase traffic and conversion. Increased by 15%

• Increased store inventory and expanded merchandise purchases, increasing sales by 50%.

• Organized and directed semi-annual martial arts events with participation of more than 600 athletes.

EDUCATION

MASTER OF BUSINESS ADMINISTRATION – MARKETING AND INTERNATIONAL BUSINESS

Kennesaw State University – Kennesaw, Georgia

BACHELORS DEGREE IN COMMUNICATION – MAJOR: ADVERTISING – MINOR: MARKETING

Faculdades Integradas Hélio Alonso – Rio de Janeiro, Brazil

LANGUAGES

Portuguese: Native English: Fluent Spanish: Advanced

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