Direct-to-Consumer: Coors Light
Pioneered capability to integrate digital media investment with eCommerce fulfillment (DTC) to drive BIG data capture and incremental sales, while fostering brand CX with owned optimized sites in (2) markets (US, CDN)
.46% CVR YTD, 29k ATCs, $XXM incremental revenue, 80%+ in “Coors Light Delivery” search
Defined Measurement + KPI Framework to drive clearer actions and impact for site and UX optimization
Sites: GetCoorslight.com; GetBlueMoonBeer.com
eCommerce Marketing:
Amazon Media Group
Owned strategic relationship, oversight and planning of Amazon Media Group (AMG) investments ($XXMM), establishing SOPs, process mapping, test and learns and benchmarking resulting in $XXXM in ad-attributed sales
Led best-in-class training for 100+ Marketers to drive organizational understanding of AMG’s tools, capabilities and opportunities by simplifying the complex, resulting in 36% increase in spend
Designed, launched company-first eCommerce cross-category activation across 10 brands; $.70 ROAS
Test + Learn:
Brand Creative v. Amazon Dynamic eCommerce Ads (DEA)
Using a mutually exclusive A/B test methodology, in partnership with the Purina Beggin' brand team, tested Static Brand Creative vs. exclusive Amazon Dynamic eCommerce Ads.
Learning Objective: Determine what Ad-units are most effective at driving Detailed Page Views (DPV) on Amazon
KPI: Detailed Page View Rate (DPVR)
Results:
Native Dynamic eCommerce Ads are 9% more effective at driving Detailed Page Views.
Test + Learn:
User Generated Content vs. Brand Content on Amazon
As part of the annual learning agenda, Video was a platform not yet tested within Amazon's inventory for Nestle Purina. This test compared User Generated Content (UGC) vs. Branded Content. Videos below include the two different UGC videos.
Objective: Drive Detailed Page (PDP) Views
KPI: Detailed Page View Rate
Results: UGC videos drove 30% more Page Views
eCommerce Quick Reference Guides
Amazon Media Group Quick Reference Guide
The eCommerce learning curve is steep and everchanging. Quick Reference Guides (QRG) created an easily shareable format to communicate with internal teams and accelerate eCommerce understanding. The QRG series included information on Media, Search, Promotions, eContent, etc.
