Hogan Burrell: Marketing Director in San Diego, CA

San Diego, California 08/2021 - PRESENT Beachy apparel and accessories brand focused on supporting artisans in Thailand. Marketing Director Direct all Ecom and digital marketing channels to grow revenue, customer retention and overall engagement. Developed and managed campaigns across all channels. Implement and optimize new marketing channels for the company (SMS, TikTok Ads, Google Ads, Ambassador programs, etc). ? E-Commerce Data o Restructured the entire E-Commerce strategy from email segmentation, launching SMS, implementing TikTok and Google Ads, and creating a new Instagram mission to be more community focused. Using all data metrics and Google analytics to meet goals and create further strategy. * 2021 6x increase in revenue YoY - $3.5M * 2022 Well on pace for a 45% increase YoY - $5M ? Management Role o Managed and directed the entire E-Commerce team consisting of 17 employees. I work directly under the CEO and handle all things E-Com and Marketing. * Trained and grew multiple employees to learn and take over high level email and SMS marketing tasks. * Held weekly and bi-weekly data meetings with each department so the entire team can stay on the same page and work collaboratively. * Implemented a new KPI structure for employees to measure their performance and growth more accurately. Each employee has their own personalized evaluation based on their role. ? Email o Developed and implemented email strategy, unique and segmented flows, creative direction and campaign marketing. My strategy with email is to turn the inbox into another form of social media. I truly believe email is not dead, we just need to make it exciting again. * 2.5x Increase in Open Rate YoY - 43% open rate * 3x Increase in Email Revenue YoY - $1.9M in Revenue * Optimized email to become over 30% of the company's revenue per month ? Leveraged Email flows to compliment SMS flows in order to maximize conversion across both channels without making them compete. ? SMS o Implemented and launched SMS marketing for the company, using Postscript. I was featured in a case study from Postscript evaluating the big success we had with SMS right off the bat, * 60% conversion rate on a flow bringing in $85k, while only having 6,000 subs at the time * Surpassed May 2022 revenue goal by 35% solely due to SMS * 90% conversion rate on a unique abandoned cart flow o See case study here to read further about my experience with SMS and Postscript. * https://postscript.io/case-study-lotus-luna