Sean Witherspoon

Skills:

• eCommerce experience with multi-channel marketing, A/B testing, and developing content strategies for both B2B and B2C marketplaces
• Project Lead/Management with both internal staff and outside developers
• Masters Degree in Economics: Econometric modeling, statistical analysis, and forecasting; SPSS, STATA, and Excel
• Experienced user of graphic design software, SEO, SEM, HTML, Wordpress, Google Analytics, Google Office Suite, and AdWords

Experience

eCommerce Marketing Manager (2018 to current) at CASK Industries – Launched ecommerce operations from scratch and started to grow sales from the ground up.

• Setup: Including integrator between NetSuite and Shopify, product photography, product descriptions, graphic design, HTML, configuration for FedEx into Shopify, building out product and     category SEO from scratch, and all integration and marketing campaigns in Google Shopping, Google AdWords, and Bing AdWords.
• In 6 months I took them from little more than the idea of e-commerce with no content or systems into a full e-commerce site with matching marketing campaigns.
• That channel has now expanded its product lines and moved into Amazon as well. We are generating enough sales at this point to begin refining purchasing arrangements and additional product lines to build on current successes.
• Pricing    analysis, sales forecast, and constant product line management over an ever fluctuating stock.

eCommerce Specialist (2015 to 2018) Super Bright LEDs - Created product listings for optimized SEO and ensure a range of technical specifications are accurate across multiple content creators.

• During     my first year we doubled our growth rate largely through improvements in organic traffic and Google Shopping.
• Address technical issues with Google’s Merchant Center, restructured the campaign, and developed new content streams for the campaign. We have doubled sales through Google Shopping.
• I lead a strike team focusing on returned products. We have cut our returns in half. This was done by developing new tracking and reporting methods for our cross departmental team allowing us to see past the noise in the data and focus in on more consistent and actionable problems.
• Developed a range of A/B tests as well as additional analytical work and forecasting to help the content team develop best practices and refocus on efforts on areas most likely to product results.
• Various data analysis work as needed on a range of issues from general sales to customer behavior metrics.

Web Manager (2009 – 2013) Ken Stanton Music - responsibilities include website, online store, eBay store, all email marketing, all digital marketing, leading company wide marketing efforts, and data analysis on some of the more complex issues we face as a company.

• Created a new online store, taking us from an inventory of 300+ items to an inventory of 2,500+
• Developed and tested new marketing methods to better adapt to our changing customer base. Generated 20% increase in revenue companywide while maintaining the same marketing budget.
• Lead the creation of a Standard Operating Procedure manual as the focal     point of a larger accountability and training effort for the company as a whole.
• Researched and ultimately helped replace the financial approval system behind our rental program. Maintained the previous default rate while cutting the approval complexity in half.
• Developed new accounting practices for the online store and metrics for brick and mortar stores.
• Took 8,000 person newsletter to a 34,000 person newsletter in 10 months, increasing click through rates from 9% to 16%.
• Increased website traffic 4 fold.

Created a new inventory system with outside developers to bridge our brick-mortar store with our web-store, reducing inventory maintenance time by 87.5%.