Implemented cost-effective Marketing Technology and campaigns across Magento, Shopify, WordPress, and Wix. Led growth initiatives focused on profitability, including recency and LTV analyses, product marketing on search engines, Amazon, eBay, and Walmart. Built and managed Amazon Affiliate programs and social media development (Reddit, Facebook, Instagram, Pinterest, YouTube). Executed GA4 migrations and established standard KPI dashboards for data-driven decision making.

VP Ecommerce and Digital Marketing at Eckler’s Automotive

July 1, 2016 - July 1, 2022

Full P&L responsibility for Ecommerce and Digital Marketing. Led marketing plan, forecasting, and budgeting including Martech. Managed Ecommerce team across Product Management, IT, Sales, Customer Service, Operations, Accounting, and Finance. Migrated 13 sites to a single Magento codebase; hosted on AWS with Aurora DB and CDN upgrade for speed. Implemented ROI-driven improvements using Agile and Waterfall; designed workflows for product advertising during supply chain interruptions; built online/offline marketing attribution model to optimize media mix; standardized KPIs for program reviews; prepared board level reports and led digital evolution investments. Built and managed digital marketing acquisition and retention programs; SEO/organic, paid product ads; Affiliate and influencer programs; conversion optimization; AI/ML enhancements to site search and product discovery; integration with email, content testing, and browse abandonment strategies.

VP Marketing and IT at Ultimate Office: Specialty Office Organizing

September 1, 1994 - April 1, 2009

Led digital transformation of a niche catalog business into a data-driven omni-channel ecommerce marketing organization. Early adopter of SaaS with significant cost benefits and scale. Managed marketing plan, forecasting, budgeting; developed KPIs and BI via data warehouse; expanded distribution channels with Marketplace; produced monthly investor reporting; negotiated third-party partnerships to drive growth and profitability.

Senior Consultant, B2B Direct Marketing Intelligence at Self Employed

May 1, 2009 - June 1, 2016

Collaborated with CEOs and owners to accelerate growth and profitability; assessed customer base health using RFM; supported due diligence for PE, M&A opportunities. Engaged across industries including Healthcare Supply, Pharmaceutical, Aluminum Extrusion, Electronic Components, and others. Led engagements covering platform upgrades, marketplace capability, Magento migration/version upgrades, Netsuite to Shopify migration, paid search optimization, marketplace expansion, email reactivation, and inventory disposition.