Dana Klubertanz: in Portland, OR

Managed the North American Digital Marketing strategy for POC interim until a permanent resource onboarded.

Manage the eCommerce North American channel (US + CA) for the Sportswear and Workwear apparel lines for Helly Hansen • Manage a team of 4 • Positive Double-Digit Channel Growth

Arena Water Instinct (www.arenawaterinstinct.com/en_us). Manage all aspects of arena's ecommerce business including ownership of P&L and creation of yearly budgets; Owning all eCommerce initiatives. • Defined a merchandise strategy, promotional calendars, brand marketing execution and success metrics. • I co-own the digital strategy with Marketing/Sales across all digital channels: online, mobile, emails, social, SEM to align our strategy and brand vision. • Manage e- commerce incremental revenue through the management of PPC and SEO / SEM activities (Google AdWords, etc.) • Manage the e-commerce business reporting and ROI reporting including web analytics, monitor competitors and ad hoc reports for analysis to NA General Manager. • Manage ongoing website UX improvement to the website including product descriptions, images, order hierarchy of products, products. I partner with Global Support teams to execute site changes, if needed. • I own decisions for a buy plan and mark down strategy with Sales to create a profitable business. Role Accomplishments to be noted: • Moved all product launch activities inhouse cut launch time needed by more than half • Established an eMarketing calendar & list for North America, including a MailChimp account to manage list • Established a customer service/support role (2 North American roles) • Refined the returns process (RTS) and crediting process to move product back into stock; increase efficiency and product restocking times w/fulfillment partner • Established a working relationship with Global support team positioned in Italy • Established a merchandising strategy calendar for EOL (end-of-life) seasonal swimwear and products • Developed a channel OUTLET for moving older; end-of-life products through; keeping a pulse on margin and brand equity • eCommerce Channel Growth 2-3x Past/Relevant Experience(s):

Primary Responsibility: Manage the day-to-day operations of a Specialty Cycling Retailer in Portland, OR with annual revenue of $1.8M. Daily responsibilities include, but are not limited to: • Coaching Responsibility for Sales and Service Staff • Product and Inventory control Management • Reporting: Daily Business financial health • Customer Relationship Management • Product Mix Management • Retail Margin Control/Management • Retail Environment Management: Look, Feel and "20 Feet" Appeal • Merchandising of Product • Liquid Cash Management • Social Media Management • Daily Sales Goal Monitoring

Responsible for the business management, enhancements, and evolution of Eagle Creek's e- Commerce operations and presence within an Omni-Channel of e-Commerce and brick & mortar retailers • Managed and presented the sales channel reporting against trending key channel performance metrics • Managed aggressive sales forecasting for Eagle Creek's B2C business to over $2M in revenue resulting in the doubling of sales for the full fiscal year • Led SEO & PPC agency strategy for our digital marketing spend • Measured the optimization of site page tagging in developing geo-targeting and retargeting cart abandonments and bounces. • Managed the forecasting and budget spend planning for P&L • Conducted and led QA efforts to evaluate the front-end consumer shopping experience in the areas of UI experience, navigation and performance optimization • Managed the creative digital resources for both internal and external contracted agencies assigned to different Marketing functions (Web, E-Marketing, & Creative) • Led and conducted all internal cross-functional meetings: Finance, Sales, Marketing, Supply Chain, Product depts.

Through collaborative teamwork and directional leadership, played a key role in the Financial Risk audit process to provide a qualified audit opinion over the financially significant applications in scope. • Conducted client-serving interviews and follow-ups with members of the client Senior IT Management in determining and understanding the financial system applications in scope for the audit. • Identified and assessed significant deficiencies in client internal application controls that could have significant influence on material misstatements in the financial reporting process. • By following a proprietary Global Auditing Methodology process, collected and documented client evidence necessary to support our concluding financial systems audit reliance opinion. • Managed the client-to-client team communication serving as an extension or face of the Deloitte brand while in the field on client sites. • Managed the project from initiation to close, including status monitoring and communication from up and down the chain, budget development, closing and findings. • Contributed to the Knowledge Sharing model with peers in service lines and across where applicable • Managed through ambiguity on a daily basis

Responsible for the successful orchestration of the management, enhancements, and launch of Yakima's e- Commerce business initiatives in a challenging; conflicting channel of e-Commerce and brick and mortar retailers. • Managed the launch of Yakima's B2C sales channel for over 200+ SKUs • Set an aggressive 2011 sales goal for Yakima's B2C business at $500K for the first full fiscal year • Implemented a P2P (Partner -2- Partner) service to achieve 100% fulfillment of consumer online order demand • Managed the digital marketplace of Yakima's key retailers' business: Amazon.com, REI, MooseJaw • Conducted training for Yakima's B2C and B2B websites to Customer Service and Sales Force • Coordinated several process improvement/automation projects to implement increased automated efficiencies • Conducted and led optimizing/troubleshooting sessions for the consumer shopping experience in the areas of security, UI experience, and payment process flow (for www.yakima.com) • Initiated, managed and led the direction for Yakima's outside agencies assigned to different Digital Marketing functions (Web, E-Marketing, & Creative) • Led and conducted several internal cross-functional e-Commerce meetings and projects for Finance, Sales, Marketing, Supply Chain, Product depts.

Member of an autonomous agile web development team accountable for the development of Trek's websites, both internal and external content. • Managed content updates to the Homepage and Product detail pages for Trek's on-line store, store.trekbikes.com/. • Maintained content updates for Trek's B2C websites in a multi-language content environment. • Administered data updates and imports to a MySQL database using phpMyAdmin • Created Entity Relationship Diagrams (ERD) to populate the above website. • Developed, tested, and coordinated monthly HTML/CSS website email campaigns and website modules updates. • Generated website statistical reports for Marketing to evaluate web campaign efforts. • Acting customer liaison to the team for evaluating the focus on for IT projects.

Responsible for the management of Trek's Business to Business (b2b) Extranet site, Dexter (https://www.dexdealer.com) as well as the b2c sales channel at Trek. Dexter is responsible for over 50% of Trek's worldwide b2b business. • Gathered requirements for and managed testing for a new Content Management System (CMS) platform that would have to meet Global needs for Trek's b2b business. • Directed a multilingual; trans national team of global language translators in the creation of Dexter 's Global content. • Conducted CMS training for Dexter 's European support team. • Managed the b2b customer communication and customer service processes. • Monitored & Enforced, Measured and Maintained the distribution of Trek products for digital sales violations. • Assisted General Counsel and Sales org in communication deliveries of Trek Retail Partners' digital retail violations. • Managed the b2c business within an IBD (brick and mortar bike dealers) dominant category of cycling.