Digital Marketing Team Member

WILLIAM C. SULLIVAN

Digital and Native Marketing Ecosystem Ethos

Leading Teams To Execute Data-Driven Insights Connecting Consumers to Products with a Purposeful Strategy Utilizing Analytics For Targeted Actions Resulting In An Incredible Customer Journey And Organizational Goals. OVERVIEW OF QUALIFICATIONS

Career Milestones

Digital & Native Marketing

B2B, B2C, B2G, CPG, FinTech, HealthTech, automotive, DTC, MarTech, and GreenTech. Managing spends of 1mm - 55mm with a strong focus on ROI/ROAS, P&L ownership Digital channel platform expertise covering SEO/PPC/Affiliate/Display/Push/OTT Marketing/Mobile/Social/DR(Direct-Response) Email /Analytics, UX/UI. Increasing ROAS, sales, user acquisition, user retention, and incremental sales. Elevating customer engagement with deeply connected customer loyalty. Strong analytical skills, analyzing large enterprise datasets in Fortune 100 environments, creating actionable strategies to drive increased ROI. Management functions

Group and Organizational leadership, Cross-functional channel leadership & relationship building have had reports of up to 49. Guiding cross-channel, and external partner collaboration teams including

(Marketing/Finance/BI/Developers/C-suite) to ensure alignment of strategy and execution according to ongoing business plans.

Digital Marketing Toolbox

Adobe and Google Analytics certified, Google Webmaster, Google AdWords/BingAds certified, Moz, HTML, CSS, Javascript, Kenshoo or SearchCenter, SEO Technical, on-page/off-page, Programmatic buying, OTT, CTV, SEM Google/Bing ad editors, Social Media, Display, Retargeting, DSP, Datarama, Tableaux, Jira, Monday, Smartsheets, Creative/Digital suites, Instapage, SEMrush, Spyfu, Html 5, Javascript, JSON, SQL, Java, Object C/IOS, MS Office, CRM Salesforce Admin/Mining/Optimization, (DR) email marketing with open rates leading to significantly increased conversions in multi-language markets including English and Spanish. DACI environments

Roles include working as Authorizer for Driver/s, Authorizer/s, and Product Owner/s on sets of key customer journey experiences attaining and exceeding KPIs. Agile environments

Defining and managing product backlogs (PBL) meeting compressed timelines for multiple scrum teams. Scrum master of various team sizes with wide-ranging technical capabilities, re-platform technologies, web integrations, conversation optimization, revenue management, WMS, ERP, 3rd party software integration with on-time or early delivery. Entrepreneurial

A unique blend of implementation through a structured organizational mindset that brings teams together for dynamic tangible results, yet has the vision to see what is over the next horizon. William Sullivan 858-***-**** ***************@*****.*** https://www.linkedin.com/in/william-s-4634b43/

Curriculum Vitae

Repedio Del Mar, CA Sept 2017 - Sept 2021 Sept 2022 - Present VP Marketing / Sr Dir. Digital Marketing Strategist

• Industries - FinTech, Healthcare, GreenTech, CPG, B2B/B2C/B2G.

•Clients of note TurboTax b2b, Sirona b2b, WD b2b, Sephora b2b, LVMC b2c, CashCall b2c/b2b, Trident Mortgage b2c/b2b, Intuit, SunCity/Tesla b2c/b2b/b2g, web.com b2b,

• Growth Optimization - conversion optimization/customer journey, SEO/PPC, Paid, Social, Display, Programmatic, OTT, CRM Data Mining, Email/Direct, affiliate, and native marketing while increasing

• Data-based decision modeling - hypotheses-based, performance analytics, a/b testing, optimization

• Wins - ROAS jumped from 1.66 to 11.87, via large set data-based models, ROI acceleration

• Mobile e-commerce/ App user acquisition, IOS/Google/Amazon, free, freemium, and SaaS apps. Scotts Miracle-Gro Columbus, Ohio Oct 2021 - July 2022 Senior Manager, Media Strategy and Affiliate

• Markets Served B2c and B2b,

• Lead internal and external teams, plus multiple agency partners. Built all media strategies for the digital and linear media mix, consisting of paid search, paid social, OTT, DSP, content, audio, and affiliate.

• Reengineering customer journeys w/focus on ROAS with actionable KPI targets, ROAS plus 239.

• Crafted, implemented, and executed new customer journey in 3 brands with a 4x increase in revenue

• Paid media MMX ROAS +16x social MMX ROAS increases 5x

• Affiliate became the 2nd largest revenue generator for multiple owned brands

• Created a full range of marketing assets generated with decision-driven data decisions that detail pathways to attain measurable goals and KPIs that our teams utilize. Sunfood Inc. El Cajon, Ca Dec 2015 – Aug 2016 Director of Internet Sales and Marketing

• Markets served B2C and B2B

• Generated 37% sales increase in digital channels, resulting in revenue increases of 17% in both English and Spanish markets.

• Cross-functional team Owner/Driver of marketing and affiliate teams.

• Led large-scale Magento platform migration resulting in significant Org savings, CRO, plus a beautiful user experience.

• Created a beautiful omnichannel customer journey experience, building solid brand trust and loyalty.

• Instituted a Cart Abandonment initiative that drove a +1200 index on revenue-increasing key KPIs.

• Solved a negative performing PPC portfolio of -253 index to +800 on/off-brand. Google shopping turnaround from -1000 to 165 index, B2C, B2B PPC portfolio wins with indexes of 175 - 899

• Marketplace strategy implemented increasing revenue + units - rev/units 2x over a 12mo period.

• Affiliate channel plus up views to 1mm+/6mo period/5k additional users per month with increased revenue sling with eBay and Amazon integrations. William Sullivan 858-***-**** ***************@*****.*** https://www.linkedin.com/in/william-s-4634b43/

Intuit, San Diego, CA. Dec 2012– July 2013 Search Marketing Manager SEO/SEM

•Recalibration of SEO efforts and optimization of SEM portfolio utilizing Agile project management methodology, developed and led multiple complex initiatives from conception to deployment with terrific ROI wins.

• Go-To-Market projects based upon a recipe testing methodology of analytically based projects. Testing against hypotheses that provide data-driven decisions, selecting the largest positive ROI. Along with gaining valuable learning through long-term completion, performed value engineering analysis of project feasibility and cost to complete, delivering projects on time and under budget with a focus on P&L statement, with increased positive ROI

• Revived a legacy enterprise brand's paid media portfolio. Including SEO/PPC/Paid Social, Display, and Programmatic, doubling 2X ROAS in 45 days with strategic implementation.

• Designed a sticky customer journey by synthesizing insights from customer research, competitive

& market analysis, and functional partners to provide planning inputs and set prioritized user and business requirements with clear success criteria

• Increasing profitability via PPC/SEO/CRM/Social, Managed due diligence, prioritized requirements, coordinated and obtained data through deep dives in both horizontal and vertical markets

• Implemented website/mobile platforms – SEO/SEM, layout, defined design criteria, and implementation of best practices to create increased web, higher revenue and unit sales.

• Oversight of multiple agency relationships and agency reviews that manifested into cost savings. DCH Autogroup Lemon Grove, CA/Newark, NJ. 2009-2012 E-Commerce Director

• Developed and implemented multiple pages with page 1 rank 1-4 SEO, SEA, and SEM programs for lead generation website portal/s with significant lead increased results for a start-up business in the competitive automotive ecosystem with the use of these tools – Coremetrics, Omniture, Google Analytics, HTML, CSS, Javascript, Kenshoo or SearchCenter, Seomoz

• Digital media marketing covering fixed and mobile platforms, SEO/PPC/Social.

• Brand management in both the native and digital spaces with positive results.

• CRM administration and data mining for increased sales and utilization of resources.

• Deep awareness of MARTECH stack - Google Analytics, Google Webmaster, Seomoz, HTML, CSS, Javascript, Kenshoo or SearchCenter, SEO on-page/off-page, SEM Google/Bing, SEA, Display digital advertising, Adobe Creative and Digital master suite, Semrush, Spyfu, Html/5, Javascript, Java, Object C/IOS, MS Office 10, CRM Admin/Mining/Optimization.

• Direct response email campaigns with 20% + open rates, creative delivering increased direct sales.

• Defined and managed product backlog (PBL) for the web scrum team – the focus of the scrum team ranged from personalization capabilities, conversion optimization, or revenue management

• Designed, deployed, and managed e-commerce channels including eBay, Amazon, Magento, and eCart.

William Sullivan 858-***-**** ***************@*****.*** https://www.linkedin.com/in/william-s-4634b4

BELLA PACIFICA San Diego, CA. 1999 – 2009 VP/CMO/Regional Director

• Planned, developed, and led complex projects from inception through completion; performed value engineering analysis of project feasibility and cost to complete, delivering projects on time and under budget with a central focus on P&L statement with project values from 20k to 2m+.

• Managed due diligence requirements, coordinated and obtained governmental land-use approvals/permits, potential funding sourcing, and project exit plan strategies.

• Managed all estimation phases, take-off, material purchase, and subcontractor contracts.

• Handled projects in multi-state territories with site selection, layout, defined design criteria, completed initial planning, cost estimates, and the securing of construction funds. • Interfaced with local planning, operating, finance, and legal organizations to meet local requirements and create positive relationships with community and civic leaders.

• Negotiated real estate, subcontractor, and labor contracts in the USA with significant cost savings.

• Managed the design and construction of multiple new ground-up projects and renovations. • Supervised numerous projects to early completion & increased profitability. Rent-a-Chap San Diego, CA 1997 – 2000 Founder/Director of Operations

• Defined business model, marketing go-to-market plan, digital platform advertising thought leader

• User base increased from 0 to 12000 in 12 months through successful SEO/PPC/Social campaigns.

• Determined market demographics, marketing, and sales campaigns, and financial projections.

• Managed procurement of proposals; designed and provided cost estimates for potential projects.

• Led multiple teams on single and multiple web/developer/creative projects with high profitability.

• Concluded the successful migration of the franchisor agreement business model. • After multiple upstream acquisitions, Service Magic was the final landing. E-Headshot.com San Diego, CA 1996 – 2000 Founder/CMO/CTO

• Created an online digital industry disruption in the delivery and consumption of entertainment talent for casting directors in the entertainment industry on a global stage.

• New paradigm created a new market for the consumption of marketing, both established and aspiring talent to vetted and credentialed casting agents and talent agents.

• Led digital media marketing customer experience for SEO/AOL, sem, email marketing, and all phases of the digital market, including guerrilla marketing, which increased the user base increase 0 – 22000 in a short 18 months. • Concluded successful disposition to the upstream firm.

• Became an internal tool for major international entertainment companies. FURTHER INFORMATION

• Education: University of N'Alabama, Florence, AL. School of Finance

• Education, University of Villanova, Philadelphia, PA. Six Sigma cert

• Played semi-pro baseball - Southern League - San Diego Padres baseball club

• Ironman triathlete, SADD mentor, Make-A-Wish, and MS Walk S.D. team member. William Sullivan 858-***-**** ***************@*****.*** https://www.linkedin.com/in/william-s-4634b43/

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