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Mary Griffitts

309 Professional Drive • Dodgeville, WI 53001 • Cell: 816.721.9876 • mary.Griffitts@yahoo.com

Director Online Marketing

·         Online ecommerce manager with over 10-years of traditional and new media marketing experience; with a deep focus of more than 10 years in SEM & SEO, creating tangible digital marketing solutions and strategies for websites ranging from start-ups to top 50 eCommerce properties.

·         As brand steward and business manager, led and developed the brand presentation and marketing strategy for Lands' End in the wholesale online channel. Balanced the goals to grow the business and protect the brand.

·         Protected and promoted the brand through the monitoring of marketing programs and approved only brand building creative.

·         Created marketing synergies with offline and online initiatives.

·         Evaluated and approved creative work developed against both brand standards and best practices.

·         Exercised technical troubleshooting abilities, root cause analysis, and resolution of complex issues by applying extensive knowledge of business, Six Sigma, ITIL, and Scrum methodologies.

·         Improved user experience and implementing Omniture, A/B testing, and engagement scoring.

·         Personal strengths include excellent work ethic, broad-based knowledge, critical thinking skills, and high personal performance standards.

PROFESSIONAL EXPERIENCE

Lands’ End, a division of the Sears Holdings Corp., Dodgeville, WI (2010 – Present)

Lands' End is a global multi-channel retailer designing and selling classically styled apparel with annual sales over one billion dollars and is one of the top 50 online commerce sites.

eCommerce Manager

Current eCommerce Manager of Paid Search, Natural Search, Online Display Advertising, Comparison Shopping channels, Amazon Market Place, and Affiliates. Direct ownership of the global online marketing forecast, budget, plan and reporting for more than $1B in revenue. Executes demand generation campaigns for online channels and responsible for delivering more than $400M in revenue through management and disbursement of a $20-$30M online advertising budget.

·         Due to planned campaign efforts and brand building initiatives LandsEnd.com was a Top-10 trafficked retail site on Cyber Monday 2010 and 2011. 

·         Led the effort with the creative team to effectively tell the brand story.

·         Synchronized the implementation of strategic promotions for catalogue and online in order to increase over-all profitability. Introducing the “Friends and Family” promotion to the Lands’ End catalogue for the first time made the promotion the most profitable in its history for both catalogue and online sales.

·         Led the ecommerce teams to set goals for marketing campaigns, identified short and long term opportunities to increase revenue, helped prioritize the workload, and continually looked to improve key processes with both internal and external partners.

·         Investigated opportunities using the Lean Six Sigma and risk management processes to generate an increase in revenue, such as the expansion of the Affiliate and Amazon channels. 

·         Grew the Affiliate program by over 120% over last year, and is forecasted to bring in over 100 million in sales in 2011.

·         Amazon channel revenues increased more than 75% over the 2010 holiday season.  Led the project that increased the product selection from three thousand to over eleven thousand products in the Amazon market place by forming a partnership with Mercent to take over the data feed relationship from our IT.

·         Created global online marketing forecast, budget, plan, and reporting for the 2011 year.  Managed the weekly and monthly forecast and budget.  Continually evaluated ways to be more efficient with the multimillion dollar monthly marketing dollars by moving marketing dollars into the marketing channel or campaign with the best return on investment. 

·         Managed, approved, and negotiated contracts with online marketing vendors. 

Intouch Solutions, Overland Park, KS (2008 – 2010)

Intouch Solutions is a leading full-service interactive marketing agency for online pharmaceutical marketing that provides a turnkey approach to service, providing creative, content, technical, media, design, and ongoing maintenance support.

     Manager Web Analytics

Designed, developed, and created custom dashboards and scorecards with analysis utilizing a variety of reporting tools. Led the implementation of multi-variable testing and engagement scoring, which resulted in a drastic improvement of overall user engagement.  

• Thorough knowledge, understanding, and expert working with web analytic platforms, such as Omniture, Webtrends, and Google Analytics.
•  Implemented multi-variable testing which resulted, on average, a 25% decrease in the bounce rate on the Home Page on client sites.  Increased the amount of engagement throughout the site.
• Implemented engagement scoring, which on average increased engagement score by 20% on client sites, by knowing which banner, email, or search campaigns are successful.
• Created strategy and implemented analytics for content, tools, digital marketing, and mobile and social media efforts with monthly reported recommendations.
• Provided 'state of the business' reporting to executives with detail analysis on performance and return on investment. Implemented site analytics projects on time with excellent results.

Comsys, Overland Park, KS (2008)

Comsys is a leading information technology services company that support client staffing and project needs on an international, regional and local basis

     Business Analyst Consultant

Support business operations through research and analysis of sprint.com trends, production of weekly executive summaries and scorecards, implemented Omniture analytics on Sprint.com, and presented management presentations of findings.

• Project manager of new report request for Sprint.com metrics.  Gather requirements from clients, created project plans with benchmarks. 
• Compiled weekly metrics on Sprint.com and status of projects for executive review.
• Helped implement digital marketing efforts including SEO, SEM, banner, and email on Sprint.com.
• Analyzed offline and online data for cross channel behavior and gave recommendations that increased return on investment.

Cerner, Kansas City, MO (2007 – 2008)

Cerner is the leading U.S. supplier of healthcare information technology solutions that optimize clinical and financial outcomes.

     Business Process Analyst

Responsible for tracking and developing monthly key performance indicators for the Creative Services marketing   group. Improved departmental processes utilizing process mapping concepts and methodologies.

• Recommended updated processes for the Cerner Quarterly which resulted in a 50% reduction of rework.
• Compiled, interpreted, and published monthly metrics in Excel and analyzed trends for the Creative Services project list.

Sprint, Overland Park, KS (2003 – 2007)

Global Communications Company with 55 million subscribers and third largest wireless network in U.S.

Business Analyst II

Support business operations through research and analysis of billing trends, production of monthly scorecards, and management presentations of findings.

·         Compiled, interpreted, and presented PowerPoint monthly metrics and reports from various sources, such as eCare, Finance, and Networking, for VP Billing Operations Review. Analyzed data in Excel spreadsheets, looking for trends or anomalies.

·         Collaborated with Directors to reduce monthly PowerPoint billing operations scorecard from 98 slides to 34 slides while focusing on key measurements. Personal recommendations received approval from VP, Billing Operations.

·         Compiled, interpreted, and published monthly metrics and analyzed Temporary Service Agreements compliance with VP and Director prior to CIO monthly review.

Systems Administrator I / Systems Analyst II

Ensured accuracy and timely resolution of incident tickets, and adherence to procedures in IT Infrastructure Library (ITIL) compliant, large-scale billing processing and scheduling 24x7x365 environment.

·         Investigated and quickly implemented fix on database after realizing feeds were not getting through from PDRS (wireline) to P2K (pcs) to ensure functionality of billing system and accurately bill customers for cell phone usage.

·         Saved potential loss of $15 million in revenue by investigating and re-booting malfunctioning server to return bill payment website to optimal functionality.

·         Managed work order change requests as ticket auditor achieving 100% SOX compliance for 2005.

·         Saved company over $4 million in charge backs for 2005 by leading team members to resolve issues internally eliminating outside vendor support.

·         Increased knowledge base and added benefit to team by personally learning new proprietary billing system in a matter of days.

·         Demonstrated leadership abilities; recruited by department manager to conduct employment interviews for next supervisor as shift manager.

·         Minimized department impact through problem resolution and monitoring of SLAs to ensure contractual compliance.

·         Selected by management to train and mentor all new employees on shift.

·         Instrumental in 20% reduction of annual production and procedural work errors by auditing tickets and implementing process improvements.

OutDoorWorld LLC, Overland Park, KS (2001 – 2004)

Online company whose products consist of outdoor products such as camping gear, telescopes, and gas grills.

CEO

 Built an e-commerce shopping site and directed all aspects of marketing, sales, and operations for the company.

• Managed all digital marketing initiatives including: SEM, SEO, email, analytics, display, and affiliate.
• Oversaw all inventory and product development for the site.
• Created and implemented user experience improvements to the site.
• Managed all orders, delivery, and customer service.

Education

MBA (December 2012), Management, Webster University, Kansas City, MO

BS, Information Technology, DeVry University, Columbia, MO

BS, Human Environmental Science, University of Missouri, Columbia, MO

Master Certificate, Applied Project Management, Villanova University

Master Certificate, Six-Sigma, Villanova University

Certificate, Essentials of Project Management, Villanova University

Certificate, Mastering Project Management, Villanova University

Certificate, Black Belt Six-Sigma, Villanova University

Certificate, Lean Six-Sigma, Villanova University

ITIL Coursework, IT Service Management Institute, Overland Park, KS

Advanced Certificate, Excel, Johnson County Community College, Overland Park, KS

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