Dan***yan

Google Ads, Data Analysis, Amazon Seller Central, User Experience (UX)

Director of Ecommerce at Arcade Belt Co.

• Location: Hailey, Idaho, United States
• Duration: 2023-01 to Present
• Description: • Established the Ecommerce Department and assisted in reorganizing company structure. • Accountable for all ecommerce channels P&L, including individual and omni channel contribution. • Created an ecommerce omnichannel growth road map using data driven decision making to inform strategy. Adjusted product assortment between channels, changing forecasts and unit demand to work cohesively between the website and Amazon storefront. • Worked with the CEO & CFO to redefine profitability targets supporting growth with an omnichannel focus. • Redesigned the site and catalog structure launching a Shopify 2.0 theme which consolidated US & CA websites under arcadebelts.com for better site performance and CX. • Tracked, reported, optimized site performance with A/B and multivariant testing CX for both desktop and mobile customers targeting CRO on both arcadebelts.com and Amazon. • Implemented new customer journey, education, and path to purchase both on site and on Amazon with support from the Marketing, Creative, Operations, and Product teams. • Increased channel profitability by implementing LTV strategy. Using customer data and shopping habits to increase AOV and extend customer lifespan which better informed target audiences and CaC. • Led cross departmental projects to achieve ecommerce goals with support and cooperation from Product, Brand, Marketing, Finance, and Operations. • Collaborated in developing more efficient cross departmental communication removing previous bottlenecks. • Expanded SEO execution on and off-site balancing customer acquisition sources and supporting path to purchase. • Platforms– Shopify Plus, Klaviyo, Asana, Seller Central, Avantlink, Netsuite

Head Of Ecommerce at Arcade Belt Co.

• Location: Hailey, Idaho, United States
• Duration: 2022-01 to 2022-09
• Description: • Led ecommerce on arcadebelts.com, arcadebelts.ca, and the Amazon sales channel. Collaborated with arcadebelts.eu, arcadebelts.uk, arcadebelts.nz, and arcadebelts.au. • Accountable for all ecommerce sales targets and revenue ownership. • Reimagined ecommerce strategy and reporting for the VP of Sales to build into omnichannel brand growth. • Leveraged customer research and implemented customer journey tracking tools to inform opportunities to improve site structure. Organized and led site development with support from Marketing, Creative, & Operations departments. • Oversaw all performance marketing, redesigned customer acquisition channels and KPI’s for changing customer behavior. • Worked cooperatively with Marketing to revamp the marketing calendar to support ecommerce seasonality and ongoing growth needs. • Collaborated with marketing to create and implement a new email strategy, subscriber management, and lead generation. • Introduced A/B and multivariant testing on site focused on CRO and AOV. • Launched SEO strategy and led site structure improvements to support customer acquisition targets. • Created new cross departmental processes to unlock execution efficiencies with each department at Arcade. • Trained junior staff on Shopify and ecommerce fundamentals. • Implemented a continuous improvement mindset for Arcade Ecommerce. • Platforms– Shopify Plus, Klaviyo, Asana, Seller Central, Avantlink, Netsuite

Ecommerce & Marketing Manager at Club Ride Apparel

• Location: Ketchum, Idaho, United States
• Duration: 2020-03 to 2022-01
• Description: • Ecommerce Sales Manager – Placed in charge of the DTC transition for Club Ride Apparel’s online presence during the COVID pandemic. • Customer Segmentation – Championed further customer segmentation focusing on communicating with customers based on their engagement with the brand and customer journey. Implemented live segmented experiences on the website and in email campaigns. Expanded segmentation into marketing and digital ads for a holistic user journey. • CRM – Established a new CRM platform for Club Ride with automated workflows via the live site, email, and sms messaging. Categorized user attributes and began collecting 1P data to create future segmented & tailored experiences. • Digital Marketing – Transitioned Club Ride’s digital marketing to a holistic approach connecting digital marketing with segmentation and user journey from our CRM. Expanded to new platforms and changed KPI’s to CLV in cohorts. • Extend Customer Lifetime Value – Used CLV as a KPI to extend users engagement with the brand and move customers through their lifecycle then extend their lifetime engagement. • Customer Acquisition Cost – Focused KPI’s into customer cost and returned value. Increased CaC targeting quality customers with longer CLV. By segmenting cohorts of customers, we were able to identify more valuable customers and their attributes to define new audiences from.

Ecommerce Manager at Club Ride Apparel

• Location: Ketchum, Idaho, United States
• Duration: 2018-01 to 2020-03
• Description: • Sales Manager – Managed Club Ride Apparel’s online sales channels. • Website Structure – Managed Shopify Platform including operations, content, assortment, and maintenance. • User Journey - Implemented on site functionality, brand storytelling, product photography and presentation, and SEO structure for the D2C experience. • Digital Marketing - Oversaw strategy and execution for go to market, retargeting, brand awareness, and customer lifetime value expansion. Segmenting and moving consumers through the user journey from awareness to conversion. • Ongoing review and reporting of B2C performance, KPI’s, and any gaps to target. Implemented strategic and tactical changes to meet goals. • Email Marketing – Aligned email marketing to brand voice and storytelling. Grew and segmented mailing list moving subscribers strategically through the customer journey to conversion and extended lifetime value with reengagement. • Pro Program – Planned and executed Club Ride’s Pro Program from conception to market creating a sustainable category and direct relationship with industry professionals. • Affiliate Marketing – Launched Club Ride’s Affiliate Marketing Program to compliment traditional advertising and reinforce SEO.

Sales Analyst at Smith Optics

• Location: Portland, Oregon Area
• Duration: 2017-03 to 2018-02
• Description: • Responsible for the monthly forecast process, sales planning, and improvement of services to customers while ensuring control of inventories. • Ongoing review of performance, KPIs and actual vs forecast expectations. Converted sales data into AOR information for leadership to assist in identifying gaps to target. Communication of key drivers in forecast performance and potential impact on future forecast to Regional Sales Planners. • Manage the sales analysis templates with actuals/future forecast data and conduct top-down validation of forecast. • Review current business intelligence/business drivers, expected impact on future forecast, Trade Marketing promotions actual performance and Trade Marketing plans. • Evaluate future forecast building blocks for feasibility, benchmarking vs. historical similarities. • Align forecasts by working in conjunction with the Commercial Manager, Finance Manager and Sales Managers. • Support the commercial team with past performance data; Support Demand Planners with feedback and recommendations from the commercial team on SKU forecasting changes. • Manage B2B catalog, tools, rep and retailer access to the business catalog.