Lifestyle

Marketing Director

Marketing & Sales

Growth Marketing Leader with 6 years experience in eCommerce, brand/product development, and
community development.

Core competencies include Marketing, E-commerce, Business Development, Brand Development, Digital
Advertising, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Marketing, Email
Marketing, SMS Marketing, Attribution Marketing, Customer Acquisition, Brand Management, Project
Management, Content Strategy, Customer Experience, Leadership, Shopify Plus, Klaviyo, Postscript,
Google Analytics, Facebook Ads, Google Ads, TikTok Ads

Career Highlights

?   Developed and implemented strategies through various paid / owned marketing channels
methodically to increase annual revenue from $1.7mm/yr to $15mm/yr in 3 years.
?   Grew social presence on Instagram from 45k to 525k through Instagram Lives, stories, Instagram
wall, and email cross promotion.
?   Developed a community ambassador program of 1,000+ reps and $500,000 in incremental revenue.
?   Leveraged rigorous A/B testing, audience segmentation, and content experiments to increase email
and SMS revenue to $3mm annually.
?   Implemented and optimized a new SMS channel resulting in over $1M in revenue within the first 6
months of launch

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

Fayetteville, Arkansas	05/2017-08/2021
Gen Z focused outdoor lifestyle apparel brand with global audience, inspiring adventure.

Marketing Manager
Manage and strategize with each marketing channel to grow revenue, customer engagement, and overall retainment. Develop and manage campaigns across all Nature Backs marketing channels.
?   Ambassador Program
o   Restructured existing Ambassador program to become more efficient, profitable, and engaging, resulting in:
*   10x increase in applications submitted
*   12x increase in revenue
?   Social Media
o   Managed and directed the brands Instagram wall, monitored story content, and personally
hosted hundred of LIVE's all have which resulted in:
*   10x follower gain within 3 years
*   Consistent product storytelling across +1,500 posts
?   Email / SMS
o   Developed and implemented email strategy, creative, copy, optimizations and audience
segmentation structure via Klaviyo resulting in:
*   2x Increase in Orders YoY - 50,000+ Orders
*   4.5x Increase in Revenue YoY - $2.25M in Revenue
*   3x Increase in Open Rate YoY - 30% Open Rate
?   Developed and managed in-house, influencer media and marketing plans to raise brand awareness
and grow addressable markets resulting in record revenue growth.
?   Managed digital marketing efforts, from SEO, paid advertising, email and content, etc while working
in extensive collaboration with department heads and senior leadership to build, execute, manage, and report on all digital marketing strategies, to enable deeper penetration into targeted customer
segments, increase lifetime value, and lower acquisition costs.

Marketing Manager

Find out detailed information about Hogan Burrell, Marketing Director in San Diego, CA

Hogan Burrell: Marketing Director in San Diego, CA

Hogan Burrell

UNIVERSITY OF ARKANSAS