E-Commerce / Internet / Online and Direct Marketing Executive
cdnitram@gmail.com
Strategic Innovator adept at finding a better way; deconstructs vision into simple yet effective customer-centric plans and then passionately leads and inspires high-performance teams to deliver bottom-line results.
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SELECT CAREER ACCOMPLISHMENTS
E-Commerce General Manager and E-Marketer with full P&L responsibility for $1.5B in private-label credit card sales on world-class, Top 5, B2C, e-commerce website. Increased sales by $107M (13.9% YOY) in 6 months.
CRM Data-Driven Marketing Technologist skilled at marrying information technology and marketing analytics designed to optimize segmentation strategies. Increased online up sell services revenue by $46M (170% YOY) in 1 yr.
E-Commerce Thought Leader and National Speaker that developed strategy and roadmap for world-class, Top 5, B2B, $5B e-commerce website.
Retail Product Manager and Business Development Manager that increased retail-customer credit card volume 25% (100,000 accounts) in six months. Signed $4.6 billion TruServ -- largest national account in company history.
E-Support General Manager that launched award-winning, world-class, Top 10, B2B, e-support website that delivered call center savings of $25M per yr.
Natural Leader with unique business and technology experience combined with strong academic background BSEE and MBA.
Six Sigma Black Belt skilled in applying the DMAIC model and statistical tools using SAS. Delivered #1 Business Process Improvement (BPI) project in Americas and increased sales by $70M.
Consummate Customer Experience Advocate that leverages newer technologies (click-to-talk and online chat) to optimize online customer interactions. Runs frequent surveys, usability tests, and path analyses used to improve CE satisfaction ratings and reach 85%.
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CAREER EXPERIENCE
LEADING WORLD-CLASS E-COMMERCE COMPANY 1999-Pres
DIRECTOR
Consumer Online Sales & Marketing, Financial Services E-Commerce
2005-2006
Leads Sales and Marketing Team that manages Online Private Label Credit Card Business with P&L responsibility for approximately $1.5 B in annual Online Sales (Originations).
Developed and implemented organizational design thats delivering competency advancement in e-Marketing, Customer Experience, Business Intelligence, Product Management, and Content Management. Recruited and staffed critical roles.
Launched onsite merchandising, online demand generation (email, affiliate marketing, online advertising, SEM, SEO) and product initiatives to optimize user experience, increase conversion, and drive repeat purchases. Increased sales by $107M (13.9% YOY) in 6 months.
Developing Email Strategy across the customer lifecycle. Launched new (open-to-buy) and improved (Winback and credit line increase) email campaigns to drive additional demand. Drove 600% increase in Winback ROI resulting in incremental $5M per yr.
Driving A/B and Market Cell testing methodologies and requirements into processes to improve performance with the end state being Multivariate testing.
Spearheading linkage of clickstream (Visual Sciences / WebSideStory), financial, and customer data to track, analyze, and report on merchandising and campaign initiatives to maximize customer lifetime value (CLV).
SENIOR MANAGER
Online Brand, Americas Marketing E-Commerce 2004-2005
Established Online Product/Services Brand Team by casting vision and implementing successful sales & marketing strategies and plans that maximized e-commerce sales growth and profitability through up selling and cross-selling. Delivered margin-rich up sell revenue of $15M in FY05.
Launched cross-functional Americas Black Belt BPI for optimizing online up selling of hardware, services, and accessories that reversed declining client (desktops and laptops) revenue and margin per unit. Produced up sell revenue and margin of $6.2M and $2.7M, respectively.
Online Services Brand, Americas Marketing E-Commerce 2002-2004
Founded Online Services Brand Team that successfully created and built marketing systems and processes delivering up sell revenue of $46M (170% YOY) in 1 yr.
Selected to lead Corporate Services Online Center of Competency that improved marketing, features, and functionality for effective selling of services through the online channel.
Managed large cross-functional Green-Belt BPI for optimize online up selling of services that turned around underperforming client sales. Produced up sell margin of $12.7M.
Online Strategy & Globalization, Americas Marketing E-Business 2001-2002
Formed and directed Strategy Team that steered $5 Billion (+50K custom websites/stores) B2B, e-Commerce, and e-Support channels for the Americas. Spearheaded successful design of thought-leading long-term strategy that was widely recognized by Senior Executives and external e-Business leaders.
Selected to be a member of Global e-Business COC that worked to drive Globalization of e-Business. Led Organizational Structure Task Force to define best-in-class e-Business Organization and recommend optimal Global structure.
Online Support, Services Marketing & Call Center Ops E-Support 1999-2001
Built Relationship Support Technology Online Organization responsible for Strategy, Business Intelligence, Marketing, Customer Experience, Operations, IT Development, and Product Management. Team envisioned, planned, and launched web sites Premier Support Sep-00 and Premier Enterprise Support Apr-01 both on time and under budget. Site reduced warranty costs by +$25 million per year. Served more than a half million customers with initial 80% ratings in both customer satisfaction and problem resolution.
Directed Marketing Team that delivered successful internal / external marketing & branding campaigns through Direct Mail, Print Ads, Sales Brochures, Site Tutorial, Banner Ads, Email, Training, Executive Briefings, and Conferences (e.g. Comdex). Initiatives propelled web penetration to 65% far exceeding goal of 30% support transactions conducted online.
KEANE, INC Cincinnati, OH 1999
STRATEGY PRACTICE LEADER, e-Business Consulting
Formed e-Business practice and developed e-Business Strategic Go-to-Market Plan for Branch that included market analysis, product/service planning, C-level engagement plans, pricing strategies, targeting strategies, resource planning, partnership strategies, and P&L projections. Clients included Corning, Proctor & Gamble and Meyers Supermarkets.
PINNACLE COMPUTERS (Value Added Reseller) Evansville, IN 1997-1998
DIRECTOR, Internet Services
Launched e-Synergy Division that achieved 300% YoY revenue growth to $2M. Targeted business customers for Internet connectivity, hosting, training, and web development. Team completed and branded more than fifteen web sites including an electronic mall and designed, built and delivered relational, client/server databases for such clients as Toyota.
AMERICAN GENERAL FINANCE Evansville, IN 1993-1997
RETAIL PRODUCT MANAGER, Marketing (promoted 2 times within 2 years)
1994-1997
Led Sales and Marketing Team responsible for growing and managing $1 Billion credit card (including private label) & retail installment loan portfolio with 15k merchants and 1M customers supporting 1300 branch network
Prepared and implemented marketing plan that increased retail-customer credit card volume 25% (100,000 accounts) in six months through sales contests, telemarketing campaigns, tradeshows, national training programs, and product enhancements. Utilized Claritas demographic database to perform target marketing and profile customers.
HONEYWELL (Aerospace Solutions) Phoenix, AZ 1984-1993
SENIOR PROJECT MANAGER (promoted 3 times within 5 years) 1989-1993
Directed 15-member software development team that integrated common software functionality into the BOEING 777 Airplane Information Management System. Obtained extensive software development experience by programming in seven different languages.
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EDUCATION
MBA, Management Northern Arizona University, Flagstaff, AZ 1991
BS, Electrical Engineering Purdue, West Lafayette, IN 1984
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CERTIFICATIONS
Certified Black Belt (Six Sigma) 2005
Certified Green Belt (Six Sigma) 2003
Dale Carnegie Public Speaking Evansville, IN 1997
Management Instructor, Main Event Management Institute, Houston, TX 1996
Consulting Associate, Main Event Management Institute, Houston, TX 1993
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INDUSTRY RECOGNITION
National Speaker - presented at: 1) The Wharton Forum on E-Commerce, 2) Web-Based Customer Service Summit, 3) eCustomer Care Summit, 4) Call Center Measurement Summit, 5) Call Center Week, 6) Online Customer Self-Service, 7) DCIs CRM Conference and 8) Patricia Seybolds Visionaries (author of Customers.Com and The Customer Revolution).
Quoted Media Expert for e-Business -- PC World, PC Magazine, Gartner, IDC, Call Center Review, Computerworld, CRM News, and IT Support News.
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AWARDS
2004
#2 Corporate Business Group BPI
Round of Applause - World-Wide Marketing Town Hall Newsletter (Q4)
2003
#1 Americas BPI
#1 Public Group BPI
Americas Business Unit finalist at World Quality Day
Worldwide semifinalist at World Quality Day
Recognition at CEO BPI Rally
Public Services Excellence Award (Q1)
Public Newsletter (Q2 & Q3)
Round of Applause - World-Wide Marketing Town Hall Newsletter (Q3)
2001
WINNER -- Top Ten Best Support Sites for 2001 -- Association of Support Professionals.
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EXCELLENT REFERENCES AVAILABLE UPON REQUEST |
