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GLOBAL VICE PRESIDENT, DTC DIGITAL & ECOMMERCE

Executive

Accomplished leader in global e-Commerce, DTC and digital marketing – forecasting, P&L, program management, OmniChannel operations, platform implementation, IT integrations, global strategy, UX/UI, merchandising, mobile, social. Executive Team experience. Acute understanding of the digital space.

ACHIEVEMENT HIGHLIGHTS
•	Skilled Executive: Drives top & bottom line growth for major brands. Graduate of the Columbia Sportswear Executive Development program / winner of the action project annual contest.
•	Team Builder: Built scalable web and ecommerce teams at four global brands from scratch. Awarded “Employee of the Year MVP” at prAna in 2016 for the entire company.
•	Program Manager: Experienced Director of nine (9) international B2C e-Commerce deployments / re-platforms – the “whole package” – Budget, UX, UI, Platform and Integration.
•	Solution Provider: Directed the architecture, development and deployment of a global CMS and eCatalog system coordinating content authors for over a dozen domains in six languages.  
•	International Leader: Managed the operations of an international consumer goods company to provide global B2C and B2B presences, unified branding, high availability and analytics.
•	Experienced public speaker in e-commerce, social & mobile; contributing writer on LinkedIn.


Responsible for the digital/online operations of the company. Reporting to the CEO as a member of the Executive Team oversaw the operations and P&L management for both the Nixon.com and AdidasWatches.com (global licensee) direct to consumer sites globally. This includes 48 total websites in four regions (Americas, EU, AU, JP) translated into six languages. Directed global digital marketing, user experience, full-stack development and strategy.

As marketplace leader for global marketplaces (including Amazon in four (4) regions and T-Mall in China) directed the strategy and execution of bringing the brand to consumers where they search and shop. Worked with Amazon on a hybrid sales methodology involving both 1P / 3P businesses working in parallel.

Team leader, reporting to CMO, for a cross-functional team of 30+ employees overseeing digital marketing, customer service, operations, creative and development. Strategized and hired a team of e-Commerce professionals to ramp the direct to consumer business from ~$18mm in 2014 to forecast ~$40mm in 2017. Accelerated direct to consumer growth by partnering across catalog, store and online consumer channels. Directed the expansion of the digital marketing team and strategic investments therein. Drove strategy and expansion of a Magento-platform in-house agile development team and web-focused creative team handling all aspects of the customer journey.  Direct a high-performing Customer Service team and call center. Directed implementation of global digital DTC expansion. Active member of prAna’s Strategic Leadership Forum (SLF) and sole 2016 representative and graduate of Columbia’s executive management training program. Selected as sole recipient, company-wide of prAna Employee of the Year MVP, 2016.

SR. DIRECTOR, GLOBAL E-COMMERCE

Reported to CEO & CMO as the leader of e-Commerce. Drove double-digit growth by instituting new workflow, building an A-team and managing the P&L for consumer direct online.  Implemented or improved mobile and desktop flow to raise online conversion.  Determined long-term organizational structure.  Developed a comprehensive enterprise social strategy, commerce platform strategy and expanded channels to increase revenue. Grew the direct to consumer business from $12mm in 2012 to $22+mm in 2015.

Team & Platform - Implemented Demandware platform to reduce costs, add agility and improve merchandising online.  Built an A-level team of core subject matter experts to drive sustainable growth.

Omnichannel - Lead digital, warehouse and brick & mortar multi-channel sales initiatives including the planning and development of reserve-in-store and ship-from-anywhere.

Digital Marketing - Provided the core strategy to rebuild the digital marketing program from the ground up. Directed marketing campaigns across channels (SEM, SEO, Display/Retargeting, Affiliate, Email).

Mobile - Lead teams in development of a mobile strategy and design. Identified opportunities for new mobile initiatives, features, and business requirements for m-commerce and A/B testing.

Business - Managed the e-Commerce budget and formed partnerships to exceed revenue and company-wide profit targets. Initiated best practices for e-business opportunities.

DIRECTOR, GLOBAL E-COMMERCE / DIGITAL

(ALL BRANDS)
Founded a new department to direct Quiksilver's web strategy across all brands.  Worked under CIO to align e-Commerce and interactive teams.  Directed seven B2C e-Commerce launches in a multi-million-dollar partnership with eBay Enterprise (GSI) for Quiksilver, Roxy and DC Shoes.  Led campaign development and UI generating $50MM+/annum in B2C revenue within the Americas region.  Led best practices "Center of Excellence" for Asia Pac and Eurozone regions ($100mm/annum).

Program Manager for an international B2C implementation of Oracle ATG Commerce and led interaction and information design to drive a single code base across brands. End-to-end capital budget responsibility.  Coordinated Enterprise Architects, Art Directors and Developers in high-visibility capital project spanning 50+ resources with board-level oversight.  Led SEO strategy, domain claiming, Omniture analytics, email segmentation and Google tools strategy. E-Commerce leader for $10mm B2B system chartered by BOD.

DIRECTOR OF WEB, E-COMMERCE AND UX/INTERACTIVE

Directed the expansion of Shimano's global web presence building a redundant, mission-critical 24x7 eBusiness environment.  Managed the coordination and centralization of all web assets worldwide into a secure architecture.  Project lead for domain trademark acquisition obtaining 150+ domains in over 40 countries.  Architected and implemented a global B2B (Blue Martini) and CMS (Communiqué) solution and deployed instances in 5 countries. Managed secure servers, domains, security, databases and backup.

MANAGER OF OPERATIONS, E-BUSINESS WORLDWIDE

Reporting to the President, directed all technology within Phillips subsidiary, Fabian Investments.  Business owner and project lead for all web development, email and direct to consumer efforts.

GRAPHIC DESIGN & WEB OPERATIONS MANAGER

Find out detailed information about Gary Penn, GLOBAL VICE PRESIDENT, DTC DIGITAL & ECOMMERCE in Encinitas, CA

Gary Penn: GLOBAL VICE PRESIDENT, DTC DIGITAL & ECOMMERCE in Encinitas, CA

Gary Penn

University of Colorado