Experience

Orion Telescopes & Binoculars

• United States
• Retail
• 1 - 100 Employee

• Director of eMarketing (current)

  • Oct 2002 - Present

  ♦ Initially hired as Orion's Website Marketing Administrator; promoted three times; currently Director of eMarketing and manage a staff of three in a fast-paced B2C ecommerce environment. ♦ Directed launch of company's first four multilingual, multi-currency European ecommerce websites, resulting in a 51% increase in international channel revenue over 36 months ♦ Developed content development, curation, marketing and distribution strategy to provide website visitors with educational material tied to different personas and stages of the buyer's journey ♦ Employed advanced Excel skills to devise spreadsheet system to create HTML for product-centric website pages and email blast templates, reducing required employee hours and dramatically improving error rate ♦ Utilized customer acquisition, conversion, and retention strategies (affiliate, Amazon, comparison shopping, ecatalog, display, email marketing, pay-per-click, retargeting, search engine optimization, and social channels) to drive 9.25% YOY annual online revenue growth over five years ♦ Collaborated with Operations to create 159 wireframes for replatforming telescope.com, featuring a forward-looking integration of commerce, content, and community. Participated in comprehensive quality assurance and regression testing to ensure site functionality ♦ Co-created an innovative online product configurator, resulting in $170K in incremental revenue during its first year of availability ♦ Managed search engine marketing (SEM) program to an estimated 513% increase in revenue and an estimated 2,730% increase in profitability over a 5-year period. Background in maintaining Google Adwords, BingAds, Yahoo! Gemini, Amazon Sponsored Products, and Amazon Marketing Services accounts ♦ Designed dashboards for identifying website issues, reporting to fellow executive team members, and coaching staff to make data-centric decisions. Trained team in pro forma analysis to evaluate channel and promotional opportunities



E-mu Systems, Inc.

• Internet Strategist & Webmaster

  • 1999 - 2002

  ♦ Initiated relaunch of long-dormant SoundFont.com website (no longer available online) and then implemented an effective online marketing plan which led to ongoing profitability 4.5 months after launch♦ Developed and executed a complete redesign of the emu.com online shopping section, dramatically improving website usability and customer experience and facilitating an upward trend in ecommerce revenue♦ Without previous technical writing experience, took initiative and wrote 69-page user manual for a new software application which was received with great acclaim by technical team, became the core component of SoundFont.com's ongoing product strategy, and significantly reduced the volume of associated support requests♦ Launched a pre-release product website (sun.emu.com - no longer available online) in 24 hours after an outside contractor failed to deliver a finished website♦ Established and implemented a set of comprehensive customer service policies and procedures for the MuVo.com division, including preparation of a 390-page support manual for front-line support staff♦ Coordinated MuVo.com pilot phase, gathering useful feedback for evaluating user experience and website interface design

• Manager, Legal & Administrative Services

  • 1995 - 1999

  ♦ Managed company’s relationships with several outside law firms – communicating requirements, monitoring progress, implementing recommendations, and reviewing invoices♦ Administered contracts, including computerization of filing system to allow quick retrieval of documentation♦ Oversaw trademark and copyright programs, redirecting efforts to more strategic focus and making expenditures more cost-effective♦ Coordinated company incubation program, including completion of convertible subordinated debenture after over one year of difficult negotiations♦ Initiated and implemented government sales program, culminating in presentation to STRICOM (the U.S. Army’s Simulation, Training and Instrumentation Command) Chief Scientist’s technical staff after approximately one year of intensive research and networking through several layers of contacts♦ Managed 10-person office staff and 2-person legal staff (including one attorney), earning consistent positive feedback from subordinates on my management style♦ Carefully researched legal invoices from three different law firms due to discrepancies, found several mistakes, and negotiated reduced settlements, resulting in approximately $50,000 in savings to company

• Executive Assistant, Office of the President

  • 1992 - 1995

  ♦ Oversaw board of directors and shareholder relations, contributing to investors’ satisfaction with company’s progress♦ Coordinated extensive due diligence response to acquiring company’s attorneys in preparation for subsequent acquisition♦ Provided ongoing administrative support to CEO, COO, and financial staff of 14♦ Initiated and developed extensive automation of travel authorization form to ensure cost-savings and policy compliance♦ Created automated management practices questionnaire in Excel to enable rapid compilation of feedback on individual management performance