PASSIONATE MARKETER
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Repeated success in developing custom market strategies to drive business performance & increased market penetration
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Effectively utilizing data, analyzing trends, and creating business models to increase visibility
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Ability to lead cross-functional projects and forge solid relationships with partners and vendors
CAREER TIMELINE
PREFERRED MEALS
2004-2006
SEARS HOLDINGS
2007-2019
M.A.W.
Est. 2015
DISPARK
2019
AMAZON
2019-CURRENT
Conducted focus groups which provided additional customer insights to marketing teams
Optimized company website in HTML/JAVA
Managed creative direction for both print/eNewsletter
Pioneered the 1st UGC casting call featured in Ad Age (CBS Survivor)
Lead Kenmore's Food/Cooking Network activations to increase brand trust
Project managed the 1st Kmart online /mobile video series en Espanol
Designed multi-channel Wheel of Fortune campaign which drove one of the biggest spikes on Sears.com
Lead the way on unique Sears/Craftsman sponsorship marketing across: ESPN, NBA, NFL, MLB multi-
On-boarded new eMail vendor: Ogilvy Mather
Founder, M.A.W. Charity Events
Technical Consultant
Pioneered Warner Bros. sponsorship, media budget of: $20,000,000+ (MAN OF STEEL)
Responsible for the P&L Sears Moving Assistant
On-boarded 100+ business partners for Shop Your Way
Spearheaded the 1st triggered eMail campaign powered by dynamic creative, data & insights
Transformed B2B CRM Process, as a Certified Scrum Master
Reversed unprofitable quarter for Kmart in the baby category using data/insights
Marketing lead for the for the
Consumer Electronics
(Office Category)
Marketing Specialist
Marketing Analyst
Marketing Manager
Sr, Marketing Manager
Director of Marketing
Sr, Marketing Mgr
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YEAR
Amazon, Seattle WA
June 2019 - Current
Senior Marketing Manager - L6
Consumer Electronics - Brand Planning Lead
Office Category
EXPERIENCE
Strategically design & execute annual marketing opportunities on Amazon.com which excite/delight Amazon customers as well as meet the business goals/objectives of the Amazon office category and the largest external office vendors in the US.
CONSUMER ELECTRONICS: MARKETING LEAD FOR THE LARGEST INTERNATIONAL OFFICE VENDORS
Providing Strategic Marketing opportunities for Large Office Vendors
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Spearhead new digital marketing initiatives across cross functional teams
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Optimizing the marketing process to improve: speed, quality, and accuracy of execution
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Establish new category benchmarks based on customer data, trends, & insights
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Manage vendor budgets and provide recommendations for the best ROI
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Design fresh vendor marketing opportunities available Amazon's B2C | B2B customers
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Lead quarterly business reviews for vendors' external senior leadership team
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Improve in-flight campaigns to meet Amazon's benchmark with heavy optimization during COVID-19
*Based on online product sales for 2019 - 2020 | Actual Amazon KPIs are confidential
EXPERIENCE
Diaspark, Edison NJ
February 2019 - June 2019
Marketing Consultant | Certified Scrum Master
Contract
Delivered project management, analytics, IT, BI and predictive modeling, using SCRUM and AGILE methodologies.
CERTIFIED SCRUM MASTER, MANAGING BUSINESS INTELLIGENCE
Technical Consultant for Clients with Heavy Data Security Requirements
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Defined business goals, road-map requirements, release plans & assigned tasks using Agile methodologies
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Led daily SCRUMs across clients' Marketing, Engineering, Business Intelligence and Analytics teams
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Oversaw the construction of a revised CRM tool reporting directly to the VP/CEO
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Results
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Collaborated with the Business Analyst to document/automate the process
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Integrated a new CRM tool powered by SAAS (Microsoft/Teams)
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Executed 500+ BI projects which met/exceeded Six Sigma standards which enabled:
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A large health insurance firm* to market to Americans 65+ in real time for 2020/2021 Medicare benefits
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A national bank* to transform unstructured data to structured information to reach potential mortgage customers
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A popular rental company* to apply denormalized data for a clean list to use for future marketing efforts
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*Actual company names can be shared upon request
EXPERIENCE
Sears Holdings, Chicago IL
February 2007 - February 2019
Marketing Analyst - Director of Marketing
Analytics| Multi-Channel Marketing
Sears | Kmart | Kenmore | Craftsman | Shop Your Way
A 12 year marketing veteran who lead multiple high profile campaigns designed to drive immediate sales and engagement to under performing categories.
KMART: DATA-DRIVEN INSIGHTS APPLIED TO GARNER SALES IN BABY CATEGORY
Reversed an Unprofitable Quarter by Targeting (Baby Boomers)
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Collected, analyzed and interpreted raw data from the Customer Data Warehouse (CDW) to pinpoint root cause
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Integrated CDW key findings with the Data Science/Analytics team to develop a regression analysis with industry trends
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Collaborated hypothesis with Creative Teams, Softlines Business Unit Mangers and Kmart's CMO to develop a creative segmentation test
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Test|Hypothesis: Women 55-74 (Baby Boomers) will purchase at a higher rate than women 27-43 (Millennials)
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Results
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Online sales generated by Baby Boomers exceeded predicted performance by over 4%
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New style guides, offers and channel selection were revised to engage the Sandwich Generation (to increase retention conversion)
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Earned recognition and was selected to lead additional analysis across (beauty, toys, pharmacy, & candy)
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SEARS: LED HIGH PROFILE* MULTI-CHANNEL CAMPAIGN SPONSORSHIPS
Sears Moving Assistant
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Responsible for the business P&L | $4,000,000
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Managed a team of (6)
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Leveraged existing resources to reduce costs
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Weekly reports shared with Eddie Lampert (Owner)
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Results:
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Utilized existing partnerships/data saved $1.2M
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Identified 8.2M customers in the moving journey
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Sales Lift 4% WoW (through program duration)
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Sears Moving Assistant Paid Facebook Video Ads
OOH | PR Sears Moving Trucks
Paid Display (Responsive Ads) across social, .com, & App
Sears High Profile* Sponsorships
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Spearheaded 40+ media sponsorships with a meager team of (3)
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Led Warner Brothers (MAN OF STEEL) sponsorship | media spend $20,000,000+
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Campaign(s) successes featured in Ad Age
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Designed eccentric multi-channel sponsorships across major broadcast networks
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Results:
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Largest UGC video upload on CBS' Survivor | Video Casting Call
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1st (non-celebrity) to present trophy live on TNT during the NBA All Star Game
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Largest traffic spike on Sears.com from a Wheel of Fortune/Sears Sweeps
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Ad-Age Article - CBS Survivor
Warner Brothers|Sears sponsorship MAN OF STEEL movie
Sears Shooting Stars: NBA All Star Game Activation (Cross Platform)
*Media spend of $1,000,000+ and/or impression reach 5,000,000+
CROSS FORMAT: THE DRIVING FORCE BEHIND A RE-DESIGNED EMAIL PROGRAM POWERED BY DATA & MACHINE LEARNING
Tasked to re-work an existing under performing hardlines triggered eMail Program
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Determined the strategic direction to build a new triggered eMail program designed to covert customers in real time
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Led long-range planning with the triggered/transaction, creative, buyers, analytics and data science teams
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Calculated the profit impact, timing, resources & go to market execution and presented to senior leadership
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Deployment counts exceeded 40M across Sears, Kenmore, and Craftsman.com
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Results
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Revised overall creative with data driven, responsive creative across .com, Android and iOS
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Integrated accurate integration of machine learning models for each unique UX across each category
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Increased open rate by 3% , click rate by 1.2%, conversion rate by 2% & online sales by 1% which exceeded the company's benchmarks
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KENMORE: SHEPHERDED THE KENMORE BRAND TO RE-BUILD CUSTOMER TRUST
Designed programs to solve for YoY loss in visits, engagement and sales for Kenmore
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Identified the root cause "customer trust" via focus group results, 3rd party brand studies, social media, & customer service reports
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Designed a myriad of "consideration" campaigns to drive trust focusing on: prioritizing customer service, warranty clarity, & product quality
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Led the partnership strategy with "trusted" talent and brands (i.e Adam Richmond Man vs. Food | Bobby Flay Food Network)
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Conducted local co-branded events in major DMA's with a live streaming social component
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Repurposed content to "food" influencer community for additional impressions across digital, social and print channels
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Results
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Visits +220% on Kenmore's social channels (during campaign duration)
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90 day post campaign Qualtrics brand study showed a 15% increase in brand consideration, favorability and purchase intent
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Online/In-Store sales grew 2.3% YoY (through campaign duration)
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Adam Richmond (TOP)
Bobby Flay (BOTTOM)
Kenmore Live Studio
Kenmore Chicago Event - Featuring Adam Richmond Kerry
SHOP YOUR WAY: ON-BOARDED B2B LOYALTY EFFORTS + TRANSFORMED THE CRM PROCESS
Championed Shop Your Way Loyalty B2B Acquisition Efforts
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Built solid relationships with 100+ corporate partners including: General Motors, Volvo of America and Nissan Motor Corporation
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Established the initial CRM construct in Excel to quantify progress
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Designed/Presented best practices, project plan and RACI strategy to senior leadership to garner project funding
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Results
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Obtained 450%+ budget (compared to the previous quarter) for CRM software build and additional manpower
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Trained 100+ Business Development |Customer Service Teams across the US, Puerto Rico and Guam
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Led 5 software engineers through the Agile process to transform an Excel file of CRM attributes to a robust internal Oracle CRM tool
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Volvo of America| Partnership
NBA | TNT Partnership
Nissan Motor Corporation | Partnership
NOVICE
QUALIFICATIONS
COMPETENT
PROFICIENT
EXPERT
ADVANCED BEGINNER
Business Planning | Forecasting
Paid, Owned, Earned Media Strategy
Cross Functional Team Collboration
Advertising Strategy | Management
CRM | Web and Digital Analytics
Project Management (PMI | CSM)
Entrepreneurial Insights
B2B (Vendor/Partner) Relationships
UX | Graphic Design & Dynamic Segmentation
Staff Development/Leadership
NOVICE
TOOLS | TECH
COMPETENT
PROFICIENT
EXPERT
ADVANCED BEGINNER
HTML | HTML 5 | JAVA
Adobe Illustrator | Photoshop
Tableau | Looker
Google Ads
SQL | Python
SAAS (Adobe Marketing Cloud, Basecamp, Quip)
Microsoft Teams | Skype | Chime | Zoom
Microsoft Office Suite
Asana | Trello | Microsoft Project
FOUNDER
M.A.W.
CHARITY EVENTS
Established in 2015
In loving memory of Manu Ajamu Williams
M.A.W. is a Christian organization which provides education about the dangers of blood clots through events. All proceeds benefit official
501 (3) C charities focusing on blood clotting disorders.
STOP THE CLOT 5K VOLUNTEER MANAGEMENT
In 2015, M.A.W. hosted the Stop the Clot 5K run/walk at Montrose Beach in Chicago.
Volunteers were critical to the success of the operations. As the founder of M.A.W. I was fully responsible to:
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Register for Volunteers (County, Colleges, Local Networks)
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Screen | Background Checks
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Draft Legal Agreements | Release Forms
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Assign Tasks
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Volunteer Training
Volunteer Roster: Physicians, Students, Retail Associates, Community Residents, 5K Enthusiasts, Family /Friends Impacted by Blood Clots & Blood Clot Survivors
The Stop the Clot 5K had 60+ volunteers from the Chicagoland area.
Stop the Clot 5K (Montrose Beach) - 300 racers
Teaser Video Stop the Clot 5K
GAMER ENGAGEMENT - STREET FIGHTER V EVENT
According to the Center for Disease Control (CDC), every (6) minutes an American passes away from a blood clot. More so, men aged 18-44 have a propensity to ignore symptoms and are at a higher risk.
The Street Fighter V video game tournament was designed to engage men 18-44 by:
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Partnering with ComicCon|Twitch influencers for credibility
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Drafting an agreement with Capcom for licensing rights
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Optimizing a meager multi-channel media budget of $1,500
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Results
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3,200,000 Impressions (Chicago-land) area
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140 Event Participants (SOLD OUT EVENT)
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1,500 Online Participants (Twitch)
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500 Twitter Followers
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15+ Sponsors (Funding, Marketing and Content)
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Street Fighter V Video Game - Event (SOLD OUT)
Street Fighter V Tournament - Twitch
EDUCATION
Colorado Tech University, Colorado Springs, CO MBA
Marketing, Executive Management
University of Illinois, Chicago, IL
BS
Marketing, Management
College of DuPage, Glen Ellyn, IL
AA
Multi-Media, Graphic Design
CERTIFICATIONS
Coursera/University of Michigan 2020
Successful Negotiation
Udemy, 2020
Critical Thinking
Coursea, 2020
Data Driven Decision Making
Scrum Alliance, 2017
Certified Scrum Master
Project Management Institute, 2006
Change| Business Management
Quality International, 2006
Six Sigma | White Belt