Donnamarie Mazzola

Donnamarie Mazzola

Work History

Work History
2008 - 2009

Marketing Director

Developed, implemented and managed P&L for all online and direct marketing initiatives for large, multi-channel, multi-site online retailer.  Responsible for driving qualified traffic to 10 ecommerce websites and converting website visitors into buyers, through  search engine marketing (paid and organic); comparison shopping engines; advertising and sponsorships; affiliate program; opt-in email campaigns; catalog/ direct marketing campaigns; online social communities; video; site redesign; brand development, and integration of  third party ecommerce technologies.

Key Accomplishments

  • Restructured the Marketing department, hired a team and developed cross-functional and inter-departmental processes and communication to break down silos and facilitate project management and relationships across the organization. Initiated a project prioritization process and developed a strategic plan.
  • Outsourced paid search to accelerate new customer acquisition: weekly campaigns produced $150k -$200k at a COM of 16.7%.
  • Oversaw internally driven SEO, which resulted in 25-60% of weekly revenues being driven through organic search.
  • Segmented email marketing improved YOY channel performance by over 20%.
  • Launched library of over 1000 how-to and product videos; Outcome: In 6 months since launch, over 1M video visits have occurred.
2003 - 2008

Director of Marketing & Operations

Cyberswim, Inc

Developed, directed and implemented integrated marketing, operational and merchandising strategies to support the aggressive growth and development of Cyberswim, a multi-channel retailer of women's apparel, and maximize eCommerce and direct marketing revenues.

Key Accomplishments:

  • Achieved 243% net revenue growth over 4 years, beginning at $1.7MM and leaving at $6MM; grew 2007 net revenues 64% over prior year and 14% above plan.
  • Sold in, sourced and managed complete overhaul of front end web systems, (including design and branding, merchandising and marketing, transaction processing and customer service) backend business systems/technical infrastructure (operations and fulfillment).
  • Sourced and integrated call center operations to dramatically expand call volume capabilities and improve conversion rate from 30% to 53% over 4 year period.
  • Increased annual site visitor-buyer conversion rate from 2.6% to 4.8%.
  • Directly managed an online PPC, comparison shopping engine and email marketing programs with a blended $14 Return on Ad Spend.
  • Profitably directed 2MM catalog circulation, consisting of a 160k name house file and prospect lists.
  • Developed RFM segmentation strategy, circulation plans, automated data transfers, real time match back process and reporting.
  • Established the editorial voice for the brand, by developing all catalog and web content, delivering PR/media interviews, writing and producing a short form infomercial, and editing catalog copy.
1999 - 2002

Sr Business Analyst/Sr. Product Manager/Sr. Marketing Manager

CDnow, Inc./BMG

Grew affiliate and partnership marketing revenues through direct management of marketing programs and promotions.  Managed custom development, technology integration and co-marketing promotions on behalf of major marketing partners (e.g. Yahoo, AOL, Netscape) and affiliates. Documented as-built functionality, including underlying business rules, user interface design and use cases, and operational processes for, as the basis for integration with BMG and development of a new integrated BeMusic platform.

Key Accomplishments

  • Initiated development of a new self-service online campaign production tool that enabled marketing to create promotions with minimal use of IT resources. (Approx $10k/campaign in resource savings).
  • Integrated Visa payer authentication technology (Verified by Visa) into retail website.
  • Defined requirements, sourced and negotiated contract to migrate affiliate marketing platform to a 3rd party solution to achieve improved contribution.
  • Served on the steering committee that developed business processes and project lifecycle documentation to guide project prioritization and technical development.
1994 - 1999

Senior Product Manager, eCommerce/Sr Marketing Manager, New Product Development

Initiated, sold-in, and developed Ceridian's "LifeBalance Online" service, the company's first foray into online service delivery, information and referral. Reporting to the President and VP of Marketing, defined and directed development, launch and marketing of a highly strategic online service delivery channel which launched on time and on budget. Client adoption and usage levels surpassed projections.

Key Accomplishments:

  • Negotiated $1MM in web development contracts and licensing agreements, documented functional requirements for integration, and managed internal and external cross-functional teams.
  • Redesigned and relaunched Ceridian's "" service: managed all subsequent product line extensions and functional enhancements, including the merging of two competing sites, analysis of best practices, re-branding, and technology platform migration to provide “better than the best of both” functionality.

Previously, asthe Sr. Marketing Manager for New Product Development and Marketing, I developed and launched many first-to-market products, services and promotions targeted to employees of our client companies, which were designed to promote work-life balance and ultimately improve employee productivity and retention.

  • Extended the childcare/eldercare service model to encompass other work-life balance issues, including financial and legal issues, health and wellness, and concierge services.
  • Communicated product and market requirements; managed development and product roadmaps; created alliances and negotiated contracts and licensing agreements with 3rd party content and software developers. Trained field sales staff and presented demos as the subject matter expert to strategic prospects and clients (e.g. Microsoft, Motorola, GE, Marriott, Coopers & Lybrand, Bayer.)
  • Managed development of educational materials (books, audiotapes, videos, kits) and promotions to support product/service launches, promote utilization and support client acquisition and retention.




University of York

Fully funded Graduate Scholarship as an Ambassadorial Scholar for Rotary International Foundation


  • Online Marketing (PPC, SEO, Email, UX, Online Merchandising)
  • Marketing Strategy
  • eCommerce Leadership
  • New Product Development
  • Web Product Management
  • Product Marketing
  • Catalog/Print
  • Staff Management
  • Presentations & Training
  • Microsoft Office
  • Copy Writing
  • Graphic Design
  • PhotoShop


Wharton-educated initiator and driver of strategic, ROI-driven online development and marketing initiatives from concept through execution, for consumer retailers with up to $100 million in sales.  Excel at providing clear vision and focus, working cross functionally with technology and marketing, and developing staff and business processes to enrich and enhance the user experience, drive site traffic, manage and expand strategic partnerships and maximize revenue and profitability.

  • Interactive online marketing, including online merchandising; web analytics (Omniture); search engine optimization and paid search marketing; email/affiliate/CSE marketing; partnerships and promotions, online social communities, navigation, and online video.
  • Extensive experience in site re/design and re/platforming, requirements definition, feature development, vendor/agency sourcing, business systems documentation and new technology integration.
  • 20+ years experience with product development, copywriting, brand and creative management.
  • Strong people management and coaching skills that enhance performance, and provide clear direction that motivates and inspires others.