MacPherson’s is a leader in fine art supplies and creativity products.
THE ART OF DIGITAL REINVENTION: MACPHERSON’S
As Head of Marketing, Digital and E-Commerce (2017 to Present), I drove all aspects of the marketing, growth and customer experience strategy for the leading retail and E-Commerce supplier of creativity products for consumers, students and artists – a $160M employee-owned company serving 230 brands and 5,000+ retail customers worldwide.
Spearheaded trade and consumer marketing strategy, digital experience, E-Commerce sales and operations, retail activation, brand and content marketing, PR & events and long-term digital transformation strategy.
Lead a high performing cross-discipline team, drive strategic alignment and change management with internal business partners and manage vendor, agency and digital partnerships. Report directly to the CEO.
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Architected company’s first integrated digital strategy, adapting the entire organization to dramatically expand the E-Commerce business and optimize the end-to-end customer experience.
Unlocked hyper growth in E-Commerce by redefining marketplace and direct-to-consumer channel strategy, resulting in 40% revenue lift, 125% margin increase and 300%+ Amazon growth.
Implemented new content strategy, enhanced digital & lifecycle marketing and digital product strategy, deploying SaaS solutions to optimize SEO, CRM, support and asset management.
Lead brand and customer journey strategy for proprietary brand portfolio, translating 2000% consumer engagement increase into 21% overall revenue growth and 105% surge in E-Commerce.
Transformed creative services team by building out content, digital and social marketing disciplines to fuel omni-channel business, B2B & B2C engagement and corporate communications initiatives.
Launched audience engagement and social media capabilities to deliver 15x lift in engagement with trade and consumer audiences in first year of implementation.
Created in-house corporate communications discipline, driving thought leadership position through multiple audience channels, including public relations, blog, social and live & virtual industry events.
Developed new company event strategy, driving consecutive years of record-breaking results for sales, attendance and audience engagement.
Served as Acting Director of Sales (2017-18), managing strategy and national account management team focused on channel penetration and business growth across retail and E-Commerce segments.
BUILDING A DIGITAL CENTER OF EXCELLENCE: dolby
As Director of Digital Marketing (2013-2016), I defined global digital vision and strategy for Dolby, one of the most respected and innovative brands in the world.
Built and managed 7-person, cross-functional team, responsible for customer experience & engagement, multi-channel campaigns, search, product launch, site design & development, analytics, E-Commerce, social integration and A/B testing.
Directed campaign planning, media budget, department operations, annual planning, application development and new platform implementation. Evaluated, onboarded and managed multiple agencies and technology partners.
Served as internal digital ambassador for emerging trends, best practices and global digital brand standards.
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Transformed tactical web team into a digital center of excellence, architecting new org structure and service orientation.
Built team of experts and implemented strategic planning, performance marketing, content marketing, rapid experimentation, regional deployment and digital asset management practices.
Launched Webby Award-winning global site redesign for Dolby.com, lifting organic traffic by 52%, engagement by 48% and user satisfaction by 12%.
Built campaign management engine using display, search, retargeting and social to drive awareness and engagement with cinema, home, mobile and VR products, beating annual targets in two quarters and surpassing engagement goals by 25% and lifting paid/organic traffic by 153%.
Shattered metrics with 2016 digital brand campaign, using original content, paid media, mobile, social and immersive site experiences, eclipsing user engagement goals by 30% and boosting paid/organic visits by 633%.
Reinvented customer support experience, transforming disparate sites and pages into an efficient self-service experience.
Created engagement model to improve global efficiency with product marketing, field marketing, support and IT partners.
Deployed company’s first digital asset management platform, adopted by 60% of employee users within 90 days of launch.
Led customer experience strategy and go-to-market plan for premium online store and consumer product launch.
2015 Webby Award Honoree (Best Practices, Website Features and Design)
Communication Arts' Webpick of the Day (9/11/2014)
Launching the third trilogy on Dolby.com
LEADING SITE EVOLUTION AND INNOVATION FOR DELL.COM
As Director of Global Digital Experience (2011 - 2013), I led strategy and project management for Dell’s in-house digital agency responsible for Dell.com, one of the most successful eCommerce sites on the planet.
Managed 20-person team responsible for customer experience, customer lifecycle, site evolution, enforcement of site standards, content strategy, UX & design, A/B testing and activations for consumer and enterprise campaigns.
At the time, Dell.com was responsible for generating over $1 billion in annual revenue and reaching over 165 million visitors.
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Directed customer experience and commerce strategy for award-winning site transformation and redesign for Dell.com (US), increasing revenue per visit by 22% and lifting conversion by 20%
Drove site strategy and campaign planning supporting consumer site merchandising and 200 annual product launches.
Led aggressive Adobe Target testing practice, guiding strategy, planning, design and implementation for 80 tests per month.
Reduced organization's agency costs by creating in-house service model supporting global consumer marketing
Business and operational planning lead, establishing strategy, budget, resource allocation and measurement goals.
2013 Webby Award Honoree (Consumer Electronics)
BUILDING AN AGENCY AND MANAGING A $90M GLOBAL ACCOUNT (AUSTIN, TX)
As Global Account Director (2008-2010), I helped build the agency office for Y&R Austin and established the strategy & client services organization supporting the $1.5B Dell global account. Led high performing, cross-functional global account team and managed 16-agency global network supporting Dell’s consumer business worldwide.
Global integrated marketing lead, responsible for agency P&L, management of 24-person account services team, global client relationships, agency partnerships, vendor management, research and strategic planning.
Managed strategic and creative development for client’s $500M annual marketing budget, delivering on revenue targets with semi-annual, multichannel brand campaigns, up to 100 consumer product launches per year and weekly promotional and sales events.
Led integration of client’s CRM, digital and merchandising process, contributing to 35% annual increase in marketing effectiveness.
Developed and negotiated $40M agency service agreement, streamlining digital and offline campaign globalization process.
HELPING THE CHALLENGERS TAKE ON THE CHAMPIONS (SAN FRANCISCO, CA)
As Management Supervisor (2006 - 2008), I managed client services for Y&R San Francisco, the West Coast office for one of the world's most distinguished full-service advertising agencies. Managed six-person account management team and regional cross-functional agency teams.
Directed Palm, Inc.'s global smartphone launch, surpassing awareness and sales goals by blending traditional media channels with innovative digital and social experiences.
Led agency team supporting the Advanced Micro Devices, Inc. business, overseeing the largest global campaign in company history, tactical product launches and the development of AMD's global brand identity rollout.
Oversaw planning, creative development and go-to-market activation for AMD's strategic marketing initiatives with DreamWorks Animation, Austin City Limits and the Livestrong Foundation.