Bachelor of Science in Business Administration

Director of Digital Marketing

Digital & Media

Currently shifting the way USANA thinks about digital and customer acquisition - from a
traditional distributor-driven business to one augmented by social and digital.

• Leads a 16 person department, including UX, Email, Content Strategy, Performance
Marketing, SEO, Analytics, WeChat and CMS teams, with goals to acquire new
customers, drive retention and build brand advocates. Presently focused on introducing,
establishing or redefining roles.

• Leads a cross-functional team across brand, copy, creative, digital, social and technology to produce a retail-focused redesign of www.usana.com, due in early
February 2018.

Sets and delivers a full-funnel digital strategy for Jaybird, a digital-first audio brand,
focusing on:

? building brand awareness via relationships, content creation and distribution

? creating a first-class destination for our brand and product

? delivering high-margin revenue contribution

• Manages and distributes a multi-million dollar annual digital budget, while defining KPIs
and growth targets for the department.

• P&L responsibility for the DTC business, growing revenue >80% and increasing
contribution from 5% of business to >20% while remaining the most profitable channel.

• Executed a complete redesign and replatform of Jaybirdsport.com to Adobe AEM, focusing on a components-based and business user-friendly approach.

• Oversees site design and UX, feature development, vendor selection, testing and conversion rate optimization.

• Responsible for Jaybird's full-funnel performance marketing program, delivering cost-
effective and precise brand and product awareness across Facebook, Instagram,
Youtube, OTT and programmatic. Operates a >$3M annual budget while increasing
ROAS by 3x.

• Built and defined Jaybird's first influencer marketing program, now activating over 200
creators and influencers, and focusing on reach, relationships, critical selection process and ROAS calculation.

• Drives Jaybird's social program as the epicenter of content creation, brand
amplification, product discovery and athlete integration. Community growth >55% with continuous contribution to brand conversation and Facebook/Instagram Shop traffic.

• Manages PR agency for continuous always-on coverage, amplification during product
launches, earned opportunities with athletes and earned influencer outreach.

Head of E-commerce and Digital Marketing

Brand Experience
• Headed the Brand Experience team whose focus was to create a modern digital experience that showed consumers what's new and took the pressure out of decision-
making. Led discovery, design, implementation and measurement.

• With cross-departmental stakeholders (Marketing, Merchandising and Brand), set vision,
defined principles, established KPIs and informed go-to-market plans for:

•   storytelling experiences that blended editorial and commerce, drove emotional
connection and inspired discovery

• visual shopping experiences that surfaced opinion and curated product assortment

• 1:1 personalized shopping that leveraged Backcountry's core differentiator
(Gearheads) and guided consumers to the best product for them

•   Storytelling experiences drove 58% higher engagement, 154% higher traffic and 156%
higher revenue vs. standard promotions.

•   Curated shopping experiences drove 31% more product views and increased add to carts by 12%.

•   1:1 personalized shopping drove up to 10x the conversion vs standard shopping funnel.

•   A/B tested new experiences to show value, including taxonomy, search bar, testing on-
model photography, shop the look experiences and content integration.

•   Led customer research through user testing, surveying, analytics and qualitative KPIs
(NPS and Foresee). Also responsible for communication of learnings and creation of actionable tasks.

Senior Product Manager

Brought creative digital ideas into a full marketing planning process, produced briefs and
ensured integration of Digital team into overarching Tier 1 marketing initiatives and
campaigns. Included were the release of Skullcandy's flagship headphone, Crusher, and first entry into the gaming, sports and women's markets.

• Implemented and maintained a master marketing calendar for the Digital team, acting as
the glue and proxy for Digital within the Brand, Retail and Sports Marketing teams. The
calendar created visibility, ensured alignment and established bandwidth.

• With the Creative team, drove the digital content engine, ensuring that creative engaged
consumers, was relevant and was refreshed often. Specifically, briefed in the Creative
team, set priority, set deadlines and approved work. Scope included blog, social, web,
landing page experiences, display and email.

• Developed strategy and playbook for all Skullcandy social channels. Introduced scheduling, calendaring and briefing process to ensure assets and voice were on brand
and the channels were hitting follower and engagement goals. Drove a 4x increase on
Instagram, doubled Facebook fans and grew Twitter following by nearly 50%.

• Responsible for the development and optimization of consumer-focused Tier 2 marketing programs across blog, social, web, display and email. Programs covered
quarterly product refreshes, holidays and key selling periods.

• Developed social and digital campaigns with several key brand partners, Skullcandy
athlete team and ambassadors to drive social awareness, social engagement and web
traffic.

• Accountable for creation and publication of engaging branded content on the Skullcandy blog. Readers were nearly 50% more likely to repeat visit vs. non-readers
and they spent almost 30% more dollars than non-readers.

• Led the copy, creative and experience initiatives for the redesign and replatform of the new Skullcandy.com - a modern, responsive site that blends brand and commerce.
Launched in October 2014.

Senior Digital Marketing Manager

Responsible for the Organic channel across 5 flagship sites (Backcountry.com,
Dogfunk.com, HucknRoll.com, RealCyclist.com and Backcountryoutlet.com/
DepartmentofGoods.com) and 6 One Deal at a Time sites (SteepandCheap.com, WhiskeyMilitia.com, Chainlove.com, Brociety.com, Bonktown.com and Tramdock.com).

• Acted as Product Manager for The SEO Project, an ongoing endeavor to grow the Organic channel. Included on the team were a dedicated SEO developer, an SEO
agency and a Project Manager.

•   As Product Manager for SEO, was responsible for SEO products from start to end,
including requirements building, user story prioritization, QA, release and future
iterations. Released products in an Agile-based environment. Also responsible for roadmap building, budgeting and forecasting the Organic channel.

•   Acted as SEO stakeholder across every major customer-facing release, including
community, new site releases, site transfers, site redesigns and new site products.

•   Over 4 years, grew Organic traffic by 156% and revenue by 111%.

•   Grew Organic share of overall online revenue from 12% - 19% and traffic from 19% to
27%.

•   Grew Organic share of search revenue from 37% to 55% and traffic from 40% to 60%.

•   Responsible for continuous education across all departments, including Marketing,
Merchandising, Engineering, Content, Product and CS. Developed department-based
SEO Best Practices, an overall set of "SEO Laws" and a cross-functional "SEO Task Force" which included members of each department to act as SEO evangelists.

•   Introduced new content page types such as Permanently Out of Stock, Temporarily Out
of Stock and Unique Content Page per UGC. These pages numbered over 100k and averaged over 200k visits/month and over $40k/month. Over 90% of the keywords that
drove traffic to these pages were new.

•   Revamped the URL structure across all 5 flagship sites with the goal of creating a
permanent URL per page that remained within search engine indices achieved.

Organic Search Manager

• Responsible for the organic search engine optimization, paid search optimization and web analytics reporting for 20 websites - 3 commerce, 15 editorial, and 2 job boards.

• Played a pivotal role in bringing back a major site from Yahoo!'s "blacklist." The site's
subsequent organic high rankings in the Yahoo! index resulted in tens of thousands of dollars in paid search cost savings.

• Integral in setting SEO requirements for new site launches and site redesigns, including
the ability to meta tag pages, optimize site content, redirect pages, optimize URL
structure, develop XML site maps and design effective navigation. Results of these
efforts have increased keyword visibility by up to 100% and produced numerous high
rankings, including top 5 rankings for 88% of Hanley Wood's flagship site's main
keywords.

• Managed a relationship with an external SEO agency/consultant.

• Created and managed a multi-million dollar SEM effort across several sites.
Responsible for traffic analytics reporting in support of various departments.

• Aided in Omniture analytics implementation and completed advanced user training.

Web Behavior Analyst

• Conducted keyword analyses and created optimized landing pages.

• Effectively implemented optimized site content and enticing meta tags for clients'
branded websites to drive relevant traffic and increase organic rankings.

• Analyzed and produced traffic, rankings, and ROI reports to facilitate making recommendations to clients to improve their bottom line.

Internet Marketing Specialist

Find out detailed information about Rakesh Patel, Director of Digital Marketing in Park City, UT

Rakesh Patel: Director of Digital Marketing in Park City, UT

Rakesh Patel

John M. Olin School of Business, Washington University