Digital Marketing Manager

ERICA THOMPSON MORAN PHOENIX, AZ

602-***-**** ******************@*****.***

Professional Summary

Seasoned Marketing Executive with over 20 years of experience providing D2C marketing executive leadership supporting sales growth and surpassing revenue targets through multi-channel initiatives, emerging technologies, and funnel analytics. Extensive experience in all aspects of marketing and customer loyalty leadership including driving marketing strategies and campaigns, overseeing research and analytics, developing and managing loyalty/CRM programs, and overseeing e-commerce and digital marketing. Continually exceeds expectations by building valuable relationships and works well with people at all levels of an organization including stakeholders, senior executives, management, team members, agencies, and customers. Skills

• Digital Marketing & Ecommerce

• Full Project Life Cycle Management

• Media Placement & Engagement

• CRM & Customer Loyalty Initiatives

• Global Brand Management & Awareness

• Paid & Organic Social Media Marketing

• Team Building, Leadership & Development

• Customer Success, Loyalty & Retention

• Creative Briefs & Campaign Development

• SEO/SEM, KPI Monitoring & Reporting

• Strategic Marketing Planning & Roadmaps

• Research, Reporting & Data Analytics

• CRM & Multi-Channel Campaigns

• Budget Creation & Management

• P&L Ownership & Accountability

• Excellent Verbal & Written Communication

Selected Accomplishments

Owned P&L for a $30M+ ecommerce and mobile site and produced negative to positive comps within 5 months.

Served as interim CMO and Head of E-commerce for a $2B+ retailer and led several successful high-profile projects.

Secured contract deals with 5 major retailers, engaged multiple Fortune 100 retail clients, and led retail loyalty practices at Kobie Marketing.

Served as Interim Vice President of Digital, eCommerce, CRM, and Loyalty for a renowned global cosmetics brand.

Named one of the Top Women in Cross Channel Retail and received New York Innovates Award at New York & Co.

Pioneered efforts to regain #1 market share position in children's shoes (aged 0-4) through innovative marketing.

Steered a new spirit of innovation for underperforming ecommerce business to realize 30% average YoY growth rate.

Served as CRMC board member for nearly 20 years and as a frequent speaker and published writer on retail marketing. Work History

Loyalty, CRM & Digital Marketing Consultant – ACIRE Consulting Group – Multiple Locations 08/2012 to Present

• Act as fractional head of marketing, crm and/orr ecommerce for various retailers for long-term engagements of 1+ years

• Conceptualized, developed, and implemented effective marketing and ecommerce strategies and roadmaps for programs.

• Managing flawless delivery of overall user experience, website navigation, content requirements, and transaction funnels.

• Trained and mentored high-performing marketing teams to turn around underperforming retail ecommerce businesses.

• Prioritized and addressed immediate concerns with consideration of company long-term goals and growth plans.

• Developed cost-effective approaches while overseeing multi-million-dollar budgets to meet financial obligations.

• Established and nurtured long-term relationships with in-house teams and external vendors to support loyalty initiatives.

• Shaped strategic direction and vision, vertical loyalty, and CRM practices to achieve attractive ROI for key retail clients.

• Collaborated with cross-functional partners including sales, product, and operations to increase omni-channel sales.

• Authored white papers and articles on retail trends, crafted marketing materials, and developed sponsorship strategies.

• Devised POV on loyalty program development for Fressnapf as well as researched loyalty space in the US and Europe.

• Delivered top-level consulting to drive successful digital engagement strategy for a large national fast-food chain.

• Served as Interim Retail Practice Lead and developed and directed vision, strategic plans, loyalty, and CRM practices.

• Led a 10-member team in researching best practices and developing/executing programs and go-to-market strategies. Retail Marketing & Loyalty Consulting Practice Lead – NCR Retail Transformation Consulting – Remote 12/2021 to 2/2023

• Led end-to-end management of NCR's retail loyalty consulting practice and developed and executed new programs.

• Provided retail thought leadership as well as assessing and upgrading programs to ensure best practices in loyalty.

• Developed and articulated a vision for customer loyalty and identifying needs while gaining stakeholder support.

• Built a retail loyalty strategic consulting practice and delivered thought leadership to build retail loyalty business.

• Led a team in developing and executing new retail loyalty business through strategy, selection, and implementation.

• Established the strategic roadmap as well as key metrics and processes to implement efficiencies and control costs.

• Managed all aspects of the client experience and continuously optimizing to achieve top-line and bottom-line results.

• Developed a strategic methodology based on the different drivers and personas that comprise the customer base.

• Worked cross-functionally with IT, Marketing, and Media to align requirements for end-to-end consumer experiences.

• Designed and built out customer experiences that align with the current maturity model but provides flexibility. Senior Vice President/CMO, Marketing & E-commerce – Stride Rite Children's Group – Lexington, MA 05/2011 to 06/2012

• Conceived and nurtured a long-term ecommerce vision and led CRM, brand loyalty,digital marketing and ecommerce P&L.

• Led the strategy, development, and execution of omnichannel loyalty marketing to optimize and retention.

• Established an innovative and successful marketing engine aligned with business long-term growth goals and strategy.

• Provided program performance analysis to make recommendations based on results to increase sales and loyalty.

• Ensured effective management of ecommerce, advertising, marketing, public relations, and retail/wholesale strategy.

• Oversaw the creation and delivery of all aspects of digital campaigns and experience across paid social media.

• Developed content for social media, website, blog, webinars, podcasts, and email to achieve targeted objectives.

• Partnered with product and experience innovation to provide operational execution and oversight of key initiatives.

• Reshaped, mentored, and effectively managed a high-performing 30-member marketing and ecommerce team.

• Earned double-digit increase in brand awareness within 9 months through execution of value-added initiatives.

• Directed launch of brand architecture, media/advertising strategies, and TV/print/digital campaigns to boost engagement.

• Monitored and optimized a $14M budget while leveraging cost-efficient approaches to meet financial objectives. Previous Work History

Vice President, CRM, E-commerce & Loyalty – PetSmart, Inc., Phoenix, AZ Vice President, Marketing and CRM – Tweeter ($2 Bil consumer electronics retailer) – Canton, MA Vice President, Customer Relationship Marketing – New York & Company, New York, NY Vice President, Customer Relationship Marketing & Digital – HSN/HSN.com, St. Petersburg, FL Director, Business Development/Manager, Sponsorships/Analyst, New Business Development – Walt Disney Company, Burbank, CA Research Analyst – Mercer Management Consulting (now Oliver Wyman) Education

University of Massachusetts – Bachelor of Arts in Communications Hubspot Academy – Digital Marketing Certificate, May, 2023 Digital Marketing Institute – PCM Digital Marketing and CDMP (Certified Digital Marketing Professional), September, 2023 Personal Interests

• Hiking & Adventure Travel (key hikes include Kilimanjaro, Everest Base Camp, Great Wall of China, Dolomites, Torres del Paine), animal welfare, and gourmet cooking

• Certified Zumba Instructor

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