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Director, eCommerce

Marketing & Sales

Strategic eCommerce and marketing leader with extensive experience steering the development and execution of initiatives and campaigns that drive customer engagement and revenue growth. Adept at leveraging creativity and actionable data insights to position brands and products competitively within the eCommerce space while cultivating an authentic relationship with audiences. Dynamic communicator who can activate best practices among all stakeholders and drive teams to produce results that elevate brand identity and establish a culture of innovation. 

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.


Manager, eCommerce

•	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.


Manager, Direct to Consumer

Find out detailed information about Clayton Vasquez, Director, eCommerce in Santa Monica, CA

Clayton Vasquez: Director, eCommerce in Santa Monica, CA

Clayton Vasquez

UCLA