Kevin Metz: Chief Marketing & Chief Digital Officer in Lafayette, LA

Manufacturer, wholesaler & retailer of customized fine jewelry products, services, software and business development programs. BRAND CHALLENGE: I was recruited as the company’s first CMO to consolidate and transform multiple independently-operated, marketing-oriented functions into one holistic team designed to enhance customer experience and accelerate brand revenue growth & profitability. ACHIEVEMENTS: Increased annual revenue by 45% over 5 years from $351M to $510M by successfully consolidating multiple, independently-operating teams into one cohesive marketing organization. Spearheaded corporate rebranding initiative, shifting from a product to a customer experience focus. Optimized marketing & communication strategies for greater engagement. Leveraged deeper customer insights & segmentation. Championed CRM, digital experience transformation & marketing automation. Expanded field sales team while shifting bonus compensation from business drivers to a business results focus. RESULTS HIGHLIGHTS: • Grew online revenue by 111% from $140M to $296M by leading various UI/UX initiatives including SEO/content development, on-site search functionality, automated product suggestions, and mobile website optimization. • Boosted market share and customer engagement by devising company’s first loyalty program. Grew program to over 10K members with an annual retention rate of 95%. • Launched company-wide Salesforce CRM/marketing automation and built CX-focused team that deepened customer insights, improved service quality, and unified relevant and targeted communications across all customer touchpoints. • Created and leveraged content marketing and educational strategies to deliver relevant decision-making information. • Built and led a social media marketing team to increase engagement 41% and social-related revenue 44% annually. • Grew field sales team membership and associated revenue by 50% while reducing operating expenses by 10%.

Omni-channel, lifestyle retailer of fashion apparel and accessories targeting style-conscious, confident women. BRAND CHALLENGE: Company’s online revenue had remained consistently flat year-over-year. I was recruited to significantly revamp the company’s digital footprint with the goal of acquiring new customers and improving online capabilities and experiences for all customers. ACHIEVEMENTS: Grew online sales by over 100% to $40M or 15% of total company revenue in two years through major innovations in digital experience and a significant expansion of digital marketing efforts. RESULTS HIGHLIGHTS: • Garnered $19M in incremental revenue from prior store-only customers by converting them to multi-channel buyers via omni-channel digital innovations including buy online/pick-up in-store and mobile applications with push notifications. • Extended digital marketing to include display advertising, paid search, SEO and affiliates which generated an incremental $5M from new customers. • Deployed improved email technology (Salesforce) with focus on activity-based contacts. Integrated email and retail transactional databases to provide more targeted, personalized offers. • Launched technology improvements and processes to support international currencies and languages, expanding brand to 100+ countries worldwide and generating $1M new revenue in first year.

National multi-channel retailer of premium beauty, skincare, hair and health products as well as salon services. BRAND CHALLENGE: Company objectives were to replace its e-commerce technology, significantly improve digital branding and experiences, and support rapid omni-channel revenue growth by more effectively presenting over 400 unique brand products and stories online. ACHIEVEMENTS: Drove significant e-commerce sales growth from $5M to $60M as a direct result of implementing new web technology (Oracle ATG, Salesforce), integration with store retail operations, and an expanded suite of digital marketing activities. RESULTS HIGHLIGHTS: • Defined the overarching ULTA.com and digital brand essence while supporting the unique brand requirements of 50+ other companies selling products on the website via specific micro-site messaging, merchandising & experiences. • Set customer segmentation and relationship strategies that harnessed marketing technology to automate and personalize email and on-site communications. Measures increased email conversion rate 25% and on-site conversion rate by 15%.

Leading retailer and wholesaler of premium scented candles, home decor and giftware. BRAND CHALLENGE: I was hired to more effectively leverage customer data, CRM technology, and innovative contact strategies to drive greater engagement, increase revenue, reduce discount rates, and improve overall profitability. ACHIEVEMENTS: Generated a 25% increase in revenue ($65M to $81M) affiliated with direct-to-consumer efforts (catalog, e-commerce, store promotional offers) through more effective use of CRM insights and the optimization of customer contact strategies. RESULTS HIGHLIGHTS: • Reduced corporate promotional discount dollars 25% by delivering targeted offers based on customer average purchase. • Improved overall customer contact conversion rates by greater than 10% by reducing and optimizing direct mail circulation and implementing new, brand-relevant printing innovations (inclusion of new fragrance sampling in print pieces).

Specialty retailer of fashion apparel & lifestyle products for “tween” girls sold through the “Justice for Girls” brand. BRAND CHALLENGE: I was recruited to establish a new revenue stream for the organization by providing its target customers with engaging venues (catalog, digital) that would more effectively convey the brand’s lifestyle-oriented value proposition. ACHIEVEMENTS: Started-up a new $40M business channel (10% of total company revenue) by developing a direct-to-consumer catalog and ecommerce business and integrating them into an existing brick-and-mortar retail store chain. Significantly improved brand image and customer engagement by leveraging relevant & creative content, social media and interactive strategies.