As the Director of E-commerce I led the company through the process of opening up a direct to consumer channel. For the first time in the history of the brand, consumers would be able to purchase online directly from a B2C shopping site. The scope of the project was multi-tiered involving Operations, Sales, Finance and Marketing department preparation internally while simultaneously working with an outside contractor to define site functionality, design and build. The ultimate project goals were to create an additional revenue stream for products not carried by the existing dealer base and provide an online shopping experience for consumers that was user friendly, responsive, and allowed customers to purchase multiple brands in one shopping cart. View ShopRFE

My role: Wrote a comprehensive Go To Market (GTM) strategy, researched various e-commerce platforms to select the best option, worked with each department in discovery to define milestones required with follow up meetings to check off defined tasks keeping the project on track, liaised with outside contractor through design and build defining functionality and optimal UX, worked with e-comm coordinator to define product specs for CSV upload, developed promotions with partners to tap into 3rd party lists to bolster our existing mailing lists, created promotions calendar for social posts and direct mailings, researched apps to improve site functionality (i.e. back in stock alerts), developed a more robust accessories program to be in stock leading into the holiday season (i.e. stocking stuffers), researched affiliate marketing partners to drive traffic.

Credits: Key Staff from each department (input and execution of specified tasks), Daniel White (e-comm coordinator), Matt Hornland (thumbnail photo gallery page).