Clayton Vasquez: Director, eCommerce in Santa Monica, CA

Director, Direct to Consumer Marketing • Establish a new holistic approach to developing and implementing a direct-to-consumer strategy (Shopify and Merchbar), ensuring effective go-to-market strategies with products ready for every artist and album release based on demographics. • Collaborate with teams across UK, Europe, Canada, and Australia to drive all direct-to-consumer marketing activities. • Oversee paid digital advertising campaigns, working with a digital ad agency to buy and book promotional media spends to promote music and merchandise products while maximizing impressions, ROAS, and other metrics. • Champion sale of signed and limited edition and exclusive products through direct-to-consumer channel, increasing revenues. • Collaborate with design teams to create both recorded music and merchandise products, developing graphics, images, and other assets using different materials and printing techniques based on album artwork and title. • Work with digital marketing team to establish KPIs and metrics (AOV) to enable visibility and monitor performance. • Review audience size metrics and past sales data to determine revenue and unit forecasting for each album campaign. • Manage creative processes, including product design and exclusive offerings, campaign direction, and strategy. • Source, hire, and manage vendors, including merchandise, garment, photographs in alignment with marketing vision. • Support ongoing development of CRM databases to create audience email acquisition campaigns and leverage past purchaser data to increase reach; currently creating Abandon Cart and Abandon Browse emails. • Oversee order management, inventory procurement, vendor relationships to ensure customer satisfaction. • Drove migration of all company’s eCommerce front-end storefronts from Limited Run to Shopify to create four standalone artist storefronts and one label storefront, increasing revenues, conversions, and AOV. • Implemented major calendar tentpole events for stores, including Memorial Day, 4th of July, Labor Day, Black Friday, increasing engagement on social media and album sales. • Artists include Allison Russell, Lukas Nelson, Nathaniel Rateliff, Tedeschi Trucks, Seether, Andrea von Kampen, Switchfoot, Natalie Hemby, Steve Perry, Gov’t Mule, Seether, and Steve Perry.

• Directed eCommerce and direct-to-consumer (D2C) strategy for catalog division across storefronts on Magento platform. • Oversaw migration of Drupal to Magento front end to streamline eCommerce process and back-end operations, rebuilding hundreds of SKUs and adding dynamic functionality to enable regular merchandising rotation on homepage. • Trained and supervised eCommerce team members, including eCommerce managers and senior managers. • Drove product development and D2C merchandising initiatives for catalog division, including limited edition, high-end, high SRP music products, as well as merchandising seasonal and capsule collections. • Led collaboration with Nike on a highly-limited shoe for Grateful Dead, resulting in an unprecedented level of traffic. • Partnered with a retailer to drive strategic product release for Notorious BIG within rap marketplace. • Led implementation of merchandising on storefronts, product keyword SEO tagging, proper product launch timeframes, high-traffic protocols, optimal product inventory, and store marketing calendars to align with eCommerce best practices. • Grew revenue and maintained P&L's for catalog division for D2C channel based on releases, ranging from $200K to $3M. • Maintained retail marketing calendar for announcing dates, pre-order dates, email schedules, releases, and events to maintain an ongoing marketing presence in eCommerce space; oversaw high-end box set releases per year. • Facilitated subscription growth of Dave’s Picks, increasing sales from 15K units to 25K units per year. • Created initiatives to grow weekly online sales and become a consistent revenue generator. • Incorporated regular inventory obsolescence sales and “Gift With Purchase” promotions to maintain proper sell-through. • Established free shipping feature based on order to maintain proper margins. • Organized and coordinated product photoshoots along with art director for Grateful Dead store and company’s social and email content; created “lookbooks” for merchandise and product lines to be hosted on artist website to increase visibility. • Worked with graphic designers to develop assets for web stores, including banner ads, product shots, ads, and design look. • Compiled reporting to track metrics, such as sales by units, sales by revenue, sales by product on a regular basis. • Leveraged Magento to provide best user experience, depending on operations and order management functionality. • Major client: Grateful Dead – a property with $10M+/year of revenue (largest in company).

• Drove all direct-to-consumer marketing activities for active artists to align with brands, releases, and tours. • Worked with label, artist manager, and tour promoter to set up “pre-sale access” campaigns and incentivize fans to pre-order an album or merchandise item from artist’s online store to purchase tickets for an upcoming tour or show. • Assisted, trained, and onboarded other eCommerce managers on direct-to-consumer strategies based on artist’s roster. • Artists include Green Day, Linkin Park, Tom Petty, Eric Clapton, Tegan and Sara, Blur, Deftones, Red Hot Chili Peppers.

• Owned direct-to-consumer online stores for an average of 12 artists at any given time, including Foo Fighters, The Mars Volta, Beck, Beastie Boys, Queens of the Stone Age, Jimmy Eat World; generated $2M+ of annual sales. • Managed store products, sales and promotions, social and email campaigns, product mix and bundles, inventory, procurement, warehouse and fulfillment process, shipping, and customer service; supervised two employees. • Developed marketing strategy based on artist demographics, age group, social profile size/following, engagement metrics, email list size, past sales data, upcoming touring activity, album releases, and catalog releases. • Generated yearly inventory reports and calculated COGS and P&L’s to submit to respective business managers. • Maintained and updated online storefronts, including images and layouts of all products to ensure brand consistency.