Sean Witherspoon- (cell)
Skills
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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
Econometric modeling, statistical analysis, and forecasting; SPSS, STATA, and Excel
Experienced user of graphic design software, SEO, 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%.
Previous role at Ken Stanton Music: Retail Sales
● Produced new systems analyze data and improve performance ranging from revenue in our
lessons program to the effects of advertising on foot traffic
● Managed payments, scheduling, and attendance for 270 students across 25 teachers
● Started as temporary part-time work with rental contracts. Promoted to full-time sales associate,
promoted a second time to lesson coordinator, a third time to shift-manager, then toWeb Manager
Education
Masters of Science in Economics at Georgia Southern University (2013 to 2015)
● Financial Analysis and Statistical Analysis
● Coursework ranging from regional analysis to international trade to healthcare. This program was
structured around providing strong analytical tools early in the program and then applying those
tools to a range of topics later in the program.
Graduate studies in Economics at Georgia State University (2007 to 2008)
● Applied Econometrics
● Course work focused on pricing, market structure, and antitrust
Bachelors of Science in Political Science, Kennesaw State University (2001 to 2006)
● Vice President, Student Government Association
● Who’s Who Among Students in American Universities and Colleges for 2005
● Joint Enrollment Program
● Dean’s List multiple times
