Lifestyle

Moto & Powersports

Outdoor

Snow

Sr. Director of Performance & Brand Marketing

Builder. Builder of brands. Builder of teams. Builder of culture. I construct brands by digging out the foundation to first understand the competitive landscape and consumer. With a framework of analytical thinking, a paint can of creativity and by nailing the strategy, I take brands and create a solid foundation for structural success. I assemble intelligent teams, adding them carefully, brick by brick to create the best mix and culture to drive digital strategy, ROI and brand promise. And when online, I use a megaphone to spread the word clearly and creatively leading to conversion. I'm a builder.

     Head of the digital marketing team for vacation rental start-up, Oasis, who partnered with Hyatt for an industry first integration into their loyalty program. Primarily responsible for building the performance strategy and turning B2C leisure segment into a profitable channel. Right away, brought in new data driven agency and started on major projects including implementing closed loop tracking, building CRM platform, laying out the consumer journey and cleaning up customer data. Within four months given responsibility over entire marketing department including brand team as CMO focused efforts on Guest Experience. *Company is going out of business. 

     Leader of the digital marketing department with strategic oversight of a $14M+ paid media budget (PPC, Social, Display, and Video). Responsible for bringing a 40-year-old direct-response company into the 21st century through performance initiatives including mobile optimization, rebuilding online reputation, and rebalancing of channels: mid-and-high funnel nurturing. Launched company’s first client retention program, the Hair Club VIP experience, along with the company’s first ecommerce platform allowing consumers to buy direct for the first time. Also responsible for implementation of CRM platform (Salesforce) and Hair Club’s complete rebrand. Built digital department from the ground-up: strategy, processes, budget, tools, and team.

Director of Digital Marketing

     Provided leadership, strategic direction and management of the CafePress.com website and international domains averaging 15M visits a month (30M during peak) and $250M in revenue. Leader of the ecommerce department including merchandise, content, international team members. Responsible for preserving the balance between maximizing customer conversion and revenue while maintaining gross margin. Oversight of web analytics, A/B testing and optimization, pricing and promotional strategy, taxonomy, user experience and content plus paid performance budget of $1M a month. Served as the business lead on the site foundation project including implementation of CMS, analytics package, and website redesign.

Sr. Ecommerce Manager

     In charge of digital marketing and web development for motorcycle, ATV, snowmobile, watercraft, and other Yamaha Parts & Accessories (YPAD) products. Built the first digital marketing department: devised initial strategy, oversaw multi-million-dollar budget, and led team. Managed all paid, earned and owned channels.	
     Project lead for ecommerce phase of website (ShopYamaha.com) which enables consumers to shop directly from Yamaha to purchase apparel and accessories. Also created dealer facing version of site that allows dealers to purchase wholesale items and for Yamaha field representatives to use as a sales tool. All facets of operation had to be created including checkout process, inventory management, dealer integration, shipping/returns, customer service practices, product taxonomy and CMS platform. These direct-to-consumer capabilities were an international first for Yamaha, reporting to the VP.


Digital Marketing & Web Planner

Find out detailed information about Whitney French, Sr. Director of Performance & Brand Marketing in Miami, FL

Whitney French: Sr. Director of Performance & Brand Marketing in Miami, FL

Whitney French

Oasis

Hair Club

CafePress.com

Yamaha Motor Corp.

University of Georgia

University of Kentucky