Thomas Coover

Thomas Coover

Senior Director Digital Marketing & Athlete Management
Currently: Director - Digital & Athlete Management at Pro-Tec
Location: San Diego CA
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Jul. 14-Pres. PRO-TEC / Dye Precision Inc San Diego, Ca Founded in 1973, Pro-Tec is the original skateboard protective gear brand, featuring the market’s most recognizable style of helmets. Pro-Tec designs are often imitated but never truly duplicated; that's because no other action sports brand has 40-years of heritage producing the most stylish and technologically advanced protective gear... Director – Digital Marketing/Ecommerce, Athlete Management • Responsible for all reporting with web analytics and marketing results. • Leading a growth of 280% month over month in gross revenue increase and highest grossing revenue increase in the history of the company • Developed an affiliate program with management partner Linkshare. • Responsible for the social marketing strategy which resulted in a 370% growth in Facebook likes in less than 30 days. • Leading a new implementation of a paid search program with Digital Operative on Google. • New customer acquisition has grown by over 300% in less than 4 months. • Directly responsible for the re-creation of the new Pro-Tec website. • Responsible for leading a team of 7 including 2 creative managers, 1 Customer Service Manager, and 4 Marketing Managers. • Head of management which includes contract negotiations, event sponsorship, daily management of athlete relationship with the company. Jul. 13-Jul. 14. ViX Paula Hermanny (vixpaulahermanny.com) San Diego, Ca A leader in the luxury resortwear sector, ViX Paula Hermanny is a lifestyle brand that combines the beauty and soul of Brazilian beach culture with the active spirit of Southern California. Senior E-Commerce/Digital Marketing Director • Heading up the entire E-Commerce division for ViX Paula Hermanny. • Responsible for a 94% month over month gross revenue increase and highest grossing revenue increase in the history of the company • Optimized affiliate program to a growth of over 23% in gross revenue in 3 months. • Responsible for the social marketing strategy which resulted in a 532% growth in Facebook likes. • A re-organization of the paid search strategy has resulted in a 47% increase in 3 months. • New customer acquisition has grown by over 54% in less than 6 months. • Responsible for increasing conversion for the website from 1.82% to over 3.5% in 3 months. • Directly responsible to the re-creation of the new ViXPaulaHermanny.com website launching in mid-February. • Responsible for all reporting with web analytics and marketing results. • Responsible for leading a team of 5 including 2 creative managers, 1 Customer Service Manager, and 3 Marketing Managers. Apr. 11-Jul. 13 GameFly Inc. (Formerly IGN) Costa Mesa, Ca GameFly is the #1 Video Game Rental Service on the internet today. With over 8,000 titles to choose from, GameFly is the leader in the gaming industry. Director Digital Marketing/Merchandising • Increased email revenue by 24% in 4 months. Increased open rate by 52%. • Optimized affiliate program to a growth of over 37% in gross revenue in 8 months. • Developed social marketing strategy which resulted in a 40% growth in Facebook likes. • Optimized paid search strategy which resulted in a 27% increase in first time buyers. • Increased customer retention by 48% with marketing segmentation programs. • Responsible for increasing conversion through merchandising by 26% in 9 months. • Directly responsible for merchandising for US and UK markets. • Manage all aspects of creative for marketing department and user experience • Responsible for all reporting with web analytics and marketing results. • Currently leading a team responsible for all search engine optimization for all websites. • Responsible for leading a team of 8 including 4 creative managers, 1 Project Manager and 3 Marketing Managers. Nov.09-Apr 11 Direct2Drive - IGN Entertainment (Fox News Corp.) Costa Mesa, Ca IGN Entertainment, a division of News Corporation, is a global leader in three business verticals: media, digital distribution, and game technology. Director Digital Marketing/Merchandising • Responsible for managing all aspects of Online Marketing and E-Commerce including email, merchandising, SEM, Affiliates, Strategic Partnerships across 4 different websites • Responsible for gauging success using all metrics including visits, conversion, gross revenue, referral sources, path analysis • Lead team for all merchandising efforts across, US, UK and EU platforms • Responsible for managing all aspects of creative for marketing department and user experience • Responsible for all reporting with web analytics and marketing results. • Responsible for all site user experience across all channels and websites. • In the process of creating affiliate program to increase new customer segment of online business. • Responsible for leading a team of 5 including 2 creative managers. Apr. 07-Apr. 09 Roadrunnersports.com San Diego, Ca In business for over 25 years, Road Runner Sports has become the “World’s Largest Running Store. Roadrunnersports.com has now officially been online for 6 years with sales now in excess of $60,000,000 and is proud to excellent quality service and the top brands to the consumer. Senior Online Marketing Manager • Responsible for all promotional marketing and merchandising across the website. • Specialized in segmenting sales and customers to determine effective merchandising strategy • Responsible for all aspects of the internet channel including site performance, design, user experience, strategic partnerships, web acquisition, email marketing, and business development. • Responsible for creating and maintaining monthly fiscal budget for the internet department. • Successfully increased net revenue and customer database in web acquisition including paid search and affiliate marketing by 142% within 12 months. • Established and implemented new text mobile campaign to offer promotions via text messaging. • Increased email revenue and retention by 11%. • Responsible for successful implementation and management of web analysis and “site psychology” using Coremetrics web analytics package. • Successful in using key findings in site metrics to optimize key areas within the website. • Successfully increased our presence within the Amazon Marketplace and have increased net revenue by 212%. • Responsible for all site wide promotions. • Responsible for leading a team of 3 employees. Military: United States Navy NAS Alameda, California Operations Specialist Petty Officer 3rd Class-Honorable Discharge 1989-1994 Education: Riverside Community College Riverside, California Major: Administration of Justice 1987-1988 Northern Arizona University Flagstaff, Arizona Major: Criminology Minor: Business 1994-1996 Technical: Highly proficient in the following areas: Magento, Photoshop, Microsoft Excel, Word, PowerPoint, web analytics (Omniture, Coremetrics), site psychology, paid search, affiliate programs, email campaigns, strategic partnerships, search engine optimization, and overall site performance and optimization.

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