MARKETING LEADERSHIP PHILOSOPHY
Listen first, sell second. Words spoken by Dale Carnegie sixty years ago that couldn’t be more relevant today. In the digital age, we’re constantly bombarded by messages and content that demand our time and focus. Many marketers try to stand out by being pushy, in person or on message. Let’s be different. Let’s start by understanding what resonates with our customers, and delivering an experience which delights. To create sustainable value and ongoing success, marketing cannot be a silo—it must be a practice which permeates the entire organization.
PROFESSIONAL EXPERIENCE
Nanoleaf, Toronto, Canada — Director, Digital Strategy
NOV/2016 – JAN/2021
Led the strategic development and implementation of digital marketing and sales programs—with a specific focus on adaptive budgeting based on channel ROI measurement. Led solution procurement and implementation of the Nanoleaf Shop (a global, customer-centric eCommerce property). Staff complement : 5 FTE at global HQ in Toronto, Canada.
- Grew first-party eCommerce revenues an average of 30% annually through 2021 ;
- Directly managed an aggregate paid media budget of six figures and consistently improved RoAS and MER each year ;
Professional experience abridged for brevity. Full chronology available at https://www.linkedin.com/in/pwamenear/.
NOTABLE PROJECTS
Headless eCommerce Implementation — Shopify Plus (2019)
Architected and led the implementation of a headless eCommerce stack leveraging Shopify Plus (Enterprise) as the underlying order management system for the global group. The implementation featured a serverless application (static html node) for marketing and commerce UX, custom integrations for global 3PL sites, and a mix of custom-built and customized off-the-shelf integrations for marketplace selling and programmatic advertising. Revenue increased 12% in the quarter after launch (on a normalized for seasonality basis).