VP Growth

Executive

Digital Innovation & eCommerce Growth Executive

eCommerce executive with 24 years experience leading growth marketing, search, website, CRM, mobile & development for brands of all sizes. Expertise in growth marketing, affiliate marketing, social media, eCommerce, influencer marketing, & digital innovation.

LUUM Precision Lash, Oakland, CA • April 2021 - current
Digital Advisor
Digital Advisor to a high growth beauty tech startup that is revolutionizing beauty services through robotics and artificial intelligence
focused on eyelash extensions. LUUM is currently running a pilot program in partnership with Ulta Beauty.

Advisor

DTC & Amazon lead for a 15M+ men's grooming & wellness brand. Primary focuses: Shopify Plus site redesign & 2.0 migration,
first-party data analytics & AI/ML via Northbeam, Amazon agency management & 3P expansion, paid social, paid search, & affiliate
agency management, web development, on-site & off-site AI, SEO, influencer marketing & content, SMS via Attentive, in-house
sustainability lead, subscription via Ordergroove, on-demand delivery via Ohi, CTV & Linear TV, & video commerce via Firework.

●   Created winning partnership with Rakuten Rewards & Stephen Curry supporting black-owned brands via a podcast-like
social media interview which lead to 2.7M+ IG views in Nov '22
●   Selected as launch partner for Amazon's Buy with Prime Pilot in July '22 and worked directly with Amazon's BwP product
team as a best practice for the program in advance of AMZ launching to US Sellers in Feb '23
●   Increased Amazon revenue +464% over PY

Ran all acquisition & retention marketing for a 200M+ luxury blow dry bar with 141 US locations while transitioning Drybar Holdings
through the Wellbiz Brands, Inc acquisition in February 2021. Primary focuses: CDP management & real-time audience builds/syncs
via mParticle to external MarTech partners, in-app & push marketing via Braze, geofence targeting and location-based app
experiences via Radar.io, CRM & email marketing strategy/execution via Emarsys, domain warming, SEO, digital agency
management for paid social & paid search, headless CMS management via Contentful, UX/UI, & analytics/business intelligence.

●   Spearheaded and executed strategic local digital customer acquisition & retention programs for the reopening of Drybar's
key US market shop closures due to the Covid-19 pandemic in 2020
●   Worked directly with Facebook on a closed beta for a dynamic ads for local product to amplify Drybar's shop reopenings
in 2021
●   Launched https://www.drybarshops.com PWA in Jan 2021 & strategic integral UAT team member for Drybar's new react
native iOS app launched in late April 2021

Digital Marketing Manager Consultant

Led all DTC growth for a multi-channel 100M+ #1 men's naturally-derived grooming brand in the natural channel for the US.
Primary focuses: acquisition marketing, affiliate marketing, paid influencer marketing, KOL chinese influencers, social media, paid
search, SEO, paid social, display & retargeting, digital payment products, business intelligence, DTC international expansion &
optimization, website redesign & Magento eCommerce platform upgrade, subscription program, artificial intelligence on-site & off-site strategies, digital agency management, online PR, email marketing platform migration/IP warming & strategy via Retention
Science, product & packaging eco-friendly best practices, & men's natural grooming sustainability UGC content creation.

●   Spearheaded eCommerce site redesign & platform upgrade for https://www.everymanjack.com while launching EMJ's
first-ever subscription program in November 2019
●   Built Every Man Jack's affiliate program via Rakuten with focus on loyalty publishers & rewardStyle influencers which
attributed to 25% of total eCommerce monthly revenue
●   Increased web traffic 124% over LY & mobile traffic 150% over LY driving new customer acquisition growth by 191% over
LY and eCommerce revenue by 162% over LY

Acquisition Marketing Manager

Responsible for US DTC eCommerce growth and brand awareness for a 200M+ global multi-channel women's & men's
activewear/athleisure brand headquartered in Montréal. Led the charge in making Lolë a leader in the sustainable
lifestyle/activewear/athleisure space with an emphasis on cruelty-free vegan insulation in replacement of natural down for SS2018 & FW2018 outerwear collections and beyond. Primary focuses: affiliate marketing, paid influencer networks, KOL chinese influencers,
paid social, social media, on-site AI strategies, paid influencer strategy & influencer relations, analytics, SEO, SEM, retargeting,
on-site and off-site content enhancements. Magento platform migration to Shopify +, UX/UI, email marketing strategy, UGC content
creation, digital payment products, mobile strategy, & UGC & on-site eco-conscious sustainable fashion content strategy for products made from recycled plastic bottles, recycled fishing nets, ECONYL® regenerated nylon, beechwood, cork, modal, UPF
50+, LOFTECH(TM), bluesign®, & OEKO-TEX® certified fabrics.

●   Built Lolë's affiliate channel for US & Canada via Rakuten with emphasis on loyalty, influencers and Chinese-American
affiliate partnerships which drove 90% new customers
●   Launched affiliate key blogger/influencer network partnerships: rewardStyle, ShopStyle, CMG, & MagicLinks, etc with focus on fashion/lifestyle, sustainable fashion, and mommy bloggers/influencers/creators
●   Increased US web traffic YoY by 32%, US mobile traffic YoY by 62% & affiliate channel revenue YOY by 96%

USA Digital Marketing Manager

Managed all acquisition marketing which represented +70% of monthly digital sales for a multi-channel 75M+ women's organic
beauty & skincare brand. Primary focuses: affiliate marketing, social media, paid social, email marketing & strategy, eco-friendly
content creation, blogger/vlogger influencer networks, SEO, SEM, visual commerce, display, mobile strategy, & UX/UI.

●   Increased digital sales +30% over LY, visitors +80% over LY, mobile conversion rate +250% over LY
●   Oversaw site redesign of key internal pages and launched Phyto-Pigments makeup collection in partnership with Gwyneth

Group Digital Manager

Built affiliate key blogger/influencer network partnerships

Co-founded MC2 Smart Design, online design, web development, & digital marketing agency in 2009. Responsible for driving new
business and client management. Managed all project aspects including marketing strategy, development and deployment plan,
budget, KPI's, training, QA testing, digital marketing, affiliate marketing, & eCommerce best practices. Key clients: Treasury Wine
Estates, DeBeers, Volkswagen, TRX, Emporio Armani, Dreamworks, Visa, HALL Wines, L'Oréal, Hallmark Channel, Rosetta Stone,
Juice Shop, Kara's Cupcakes, Liftopia.com, Sony, Videolicious, Blink,12th Street by Cynthia Vincent, SteelHouse, & INHABIT NY

●   VISA- https://checkout.visa.com/ MC2 team responsible for UX/UI & wireframes for Visa Checkout. Parallax scrolling,
web development & creative management
●   Hallmark Channel- http://www.hallmarkchannel.com Managed the development and design for 2 custom Facebook
applications for Hallmark Channel. Managed all project management, development, and responsive design. UAT/QA
testing on cross browsers and mobile devices.
●   Liftopia - www.liftopia.com Managed design and client relationship for over 200 cloud stores for North American ski
resorts which included Squaw Valley/Alpine Meadows and Aspen

Co Founder AND Lead Digital Expert

Online consultant for World Market's first eCommerce team. Created social channels: Facebook & Twitter. Launched and migrated
World Market from Fry's eCommerce platform to GSI's Commerce platform. Launched World Market's first affiliate program via
Rakuten/LinkShare. Established processes for the online programs including SEM, SEO, email, social, affiliate marketing, and all
online customer journey touch-points.

●   Grew Facebook fan base from 750 fans to 25k in 5 months
●   Doubled paid search revenue at ½ cost with AdWords suite of products
●   Created social media & content plan, increasing traffic +16% over LY

Online Marketing Consultant

Developed and managed all online and offline marketing initiatives for a 100M+ LVMH Moët Hennessy Louis Vuitton-owned
subsidiary & first-ever DTC multi-brand fashion/beauty/lifestyle etailer (formerly) eLUXURY.com. Built DTC eCommerce & digital
presences for over 200+ women's & men's luxury fashion, contemporary fashion, beauty, home, and lifestyle brands which included:


Louis Vuitton, Dior, Fendi, Guerlain, Tarte, Versace, & Marc Jacobs. Primary focuses: affiliate partnerships, search engine
marketing, search engine optimization, online & offline public relations, digital innovation, vendor contract negotiations, print
advertising agency management via Goodby Silverstein & Partners, web analytics, shopping comparison engines, business
intelligence, & social media strategy.

●   Built & managed eLUXURY's search engine marketing channel in 2001 in addition to being one of the first companies in the world to incorporate SEO best practice strategies in 2004. Increased overall site traffic YoY by 25%. SEM attributed
sales represented 10% of 2008 revenue. SEO attributed sales represented 17% of total online revenue in 2008.
●   Launched Facebook & Twitter for the company in early 2008. eLUXURY was the first DTC company in the luxury vertical
to build an online social media presence. Created the social voice for the company.
●   Created eLUXURY's affiliate program via LinkShare/Rakuten in 2001. Managed growth strategy, creative development,
affiliate communications, strategic partnerships, & promotions. Affiliate sales represented 15% of total 2008 revenue.

Find out detailed information about Carel Hearon, VP Growth in San Francisco, California

Carel Hearon: VP Growth in San Francisco, California

Carel Hearon

University of Arizona

Institute for American Universities