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Katie Bettridge

Director of Digital Marketing and eCommerce At Western Fasteners Inc.

Portfolio

Work History

Jan 2013Present

Director of Digital Marketing and eCommerce

Western Fasteners Inc.
  • Department leader responsible for revenue growth through both traditional and digital Marketing; including Media, PR, eCommerce, brand strategy, segmentation, and merchandising of both retail (B2C) and wholesale channels (B2B)
  • Managed the design of new multi-channel eCommerce website and affiliated channels including all digital marketing campaigns to drive new segment revenue growth
  • Created innovative eCommerce and digital marketing initiatives across social media channels to garner new traffic and increase conversions
  • Oversaw P&L, forecasting, pricing models and managing KPI analytics to ensure success and ROI of strategic initiatives
  • Managed digital marketing metrics including SEO and SEM campaign management, ecommerce website analytics, and PR
  • Analyzed web analytics and KPIs to create recommendations for improving user experience, brand exposure and conversions 
Feb 2012Jan 2013

eCommerce Manager

Kidrobot
Consumer Goods, Retail
  • Strategic and operational channel leader responsible for growing the eCommerce channel by managing P&L, driving revenue through utilizing best practice user experience methods, KPI insight and analysis, as well as implementing innovative digital strategies to drive web revenue of of multi-channel, global eCommerce website and related microsites
  • Managed and executed eCommerce strategy to drive revenue for new product launch leading to a 165% increase in revenue
  • Led and implemented day-to-day site updates in an extremely product release-centric channel to ensure fresh content weekly, including all product preparation for both Kidrobot-produced items and 3rd party goods by gathering all product assets, confirming accuracy, setting up products in custom CMS, ensuring appropriate inventory levels, and deploying site
  • Adept at gleaning consumer behavior insights from analytics and formally presenting recommendations for optimized user experience (UX) to upper management while working with Wholesale and Retail channels to ensure channel alignment of initiatives
  • Championed eCommerce and digital marketing initiatives to garner new traffic and increase conversions through SEO, SEM and PPC management, email marketing, landing page optimization, site merchandising, and online distribution channels
  • Developed and executed cross-sell/upsell strategy leading to a 17% increase in average order value (AOV)
  • Oversaw digital Marketing initiatives including SEO, SEM, PPC, social media, newsletter, affiliate networks and VIP programs
  • Analyzed web analytics and KPIs to create recommendations for improving user experience, brand exposure and conversions
  • Project managed the digital sales, marketing, and branding campaigns across channels between both internal teams and external 3rd party partners to ensure accurate and timely cohesion of digital initiatives and branding strategies
  • Aligned with Operations to forecast web traffic, anticipate web sales and allocate inventory to sales channels accordingly
  • Directed forward-thinking eCommerce strategies to deliver innovative online experiences for promotions that grew conversion rates (CR) from 0.5% to 1.12% that resulted in a 40% increase in revenue
20082012

Director of Sales and Marketing

Grind

Consumer Goods, Retail

  • Directed the launch and execution of multi-channel eCommerce site leading to an 147% increase in sales
  • Championed eCommerce site marketing initiatives to garner new traffic, grow sales and increase conversions through SEM and PPC management, email marketing, landing pages, site merchandising, and online distribution channels
  • Developed digital marketing campaigns via SEO, newsletter, Blog, and Social Media attaining over 40k new subscribers 

  • Served as a highly cross-functional leader across internal and external groups to ensure the successful execution of all e-commerce related projects including managing product launch calendar, pricing new products, order management, managing promotions, overseeing returns and writing new copy and content for blog and website updates
  • Managed all aspects of online and eCommerce site-specific promotional campaigns including customer service management, monitoring performance analytics, maintaining inventory levels and creating new web collateral including emails, landing pages, photography, press releases, Blog posts, copy, etc.
  • Responsible for managing P&L, sales forecasting and creating budgetary guidelines to ensure the success and payback of all strategic marketing and sales initiatives 
  • Initiated and formed strong strategic relationships with key Media contacts leading to the placement of products on popular TV shows and in prominent magazines and publications
20062008

Marketing Project Manager

Albeo Technologies

LED Technology

  • Directed the design and execution of new corporate website to enhance brand awareness, gain B2B market share, and market positioning
  • Managed the SEO and SEM of new corporate website, developed all photography, copy, case studies, downloadable collateral, downloadable case studies, press releases, etc.
  • Acted as highly cross-functional leader across internal and external groups to ensure the successful execution of online initiatives and high-level marketing strategy
  • Developed high-impact Marketing and Public Relations campaigns including Tradeshow booth design, planning, presenting, and orchestration of Tradeshows
20032006

Director of Marketing

Retreads

Consumer Goods, Retail

  • Increased B2B sales revenue per month by an unprecedented 270%
  • Orchestrated all Public Relations and Media initiatives, including getting products featured in celebrity gift bags for the Critic’s Choice Awards, Golden Globes, and Sundance Film Festival
  • Directed the launch and execution of new eCommerce site in the retail textiles industry, doubling online sales
  • Forged strong partnerships with key Big Box Retailers leading to a 270% increase in sales revenue per month
  • Oversaw the design and implementation of the eCommerce site’s user flow of the shopping cart and branded checkout pages, pioneered up-sell strategy and user-friendly guest login to ensure safe and confident checkout experience
  • Managed cross-functional in-house and 3rd party IT teams to execute e-Commerce site initiatives including managing the overall website calendar, promotional calendar of all media assets, merchandising strategy for the new site, SKU and UPC code creation, PPC management, and site traffic and performance analytics
  • Responsible for managing P&L, sales forecasting and creating budgetary guidelines to ensure the success and payback of all strategic marketing and sales initiatives 

Education

Skills

eCommerce
Digital Marketing
Search Engine Marketing
MS Office Suite
Salesforce.com
Email Marketing and Newsletters
Account Management
Tradeshow Logistics
Project Management
Management
Advertising
Strategic Marketing and Branding
Search Engine Optimization (SEO)
Social Media

Director of Digital Marketing and eCommerce Resume

Resume

Affiliations

Profile

  • Excellent communicator with proven ability to convey complex product information, develop rapport, build strong relationships with customers, and deliver high-impact creative ad and marketing copy
  • Innovative, dynamic achiever committed to assessing customer needs and creating mutually-beneficial partnerships and cutting-edge solutions
  • Driven leader with unsurpassed interpersonal skills and demonstrated ability to develop highly effective solution-based B2B and B2C solutions

Summary

Current Role

eCommerce Manager

Kidrobot

Previous Roles

Director of Sales and Marketing

Grind

Marketing Project Manager

Albeo Technologies

Director of Marketing

Retreads

Marketing Manager

Absolute Performance

Marketing Project Manager

Hewlett-Packard

Experience

Marketing Management (9 yrs) 

Digital Marketing (7 yrs)

eCommerce (6 yrs)

Education

Daniels College of Business, University of Denver

Core Competencies

Digital Marketing Management

eCommerce Channel Leadership

Media and Product Placement 

Website Design and UX

SEO, SEM, and PPC

Campaign Management

Analytics and KPI Analysis

Public Speaking

Press and Public Relations

Professional Excellence

  • Drove new product market strategy and forged partnerships with Big Box Retailers increasing revenue by 270% per month
  • Forged strategic Media and Public Relations relationships with key media contacts that led to products being featured in celebrity gift bags for the Critic’s Choice Awards, Golden Globes, and the Sundance Film Festival
  • Developed eCommerce strategies to deliver online promotions that increased conversion rates from 0.5% to 1.12%
  • Directed the frontend redesign and backend integration of multi-channel eCommerce site leading to a 147% increase in sales
  • Developed digital “Guerilla” marketing campaigns via Social Media channels attaining over 40k new subscribers