eCommerce Leader, Internet
Hi, I'm Kevin Strawbridge. Welcome to my profile!
Kevin Strawbridge's Bio:
Visit my personal website at http://www.kevinstrawbridge.com
Kevin Strawbridge is a successful strategist, marketer and omnichannel evangelist with over 20 years of experience assembling and leading cross-functional teams in settings from corporate environments to startups (entrepreneurial). Driven to continuously improve multi-channel marketing and merchandising in retail and service oriented environments. Skilled in discerning new business models specifically related to online and e-commerce. Builds highly capable teams that deliver results in ambiguous or structured environments. Experienced as a finance and accounting professional with a deep understanding of data, analytics and reporting. Quickly assesses business scenarios and drives long-term solutions. o Doubled revenue and profit over two years based on increased user engagement, stronger content, a redesigned website (reduced bounces by >25%) and focused PR and social marketing. (DealTaker.com) o Redesigned website working with design team and in-house SEO expert to shed a pure text based design and incorporate more product shots and use of people sharing cards. CardsDirect.com) o Revamped catalog marketing program resulting in a 22% increase in traffic to the web, increased tracking, and a conversion increase of 90 bp to over 3.3%.(CardsDirect.com) o Selected by JCPenney senior management to lead the implementation of jcp.com onto the Merchants@ platform for AMZN consisting of a cross-functional team of 13 departments and 42 individuals. o Conceived, implemented and managed an inventory process re-design producing >$400,000 in annual food cost savings and decreasing inventory time by 75%. (Kirby's, Inc.)
Kevin Strawbridge is an avid walker, and proud to have walked with the Affiliate Marketers Give Back Team in - - 2009 Long Beach - 2010 Chicago - 2011 Rocky Mountains Raising over $300,000 for breast cancer research and awareness.
Kevin Strawbridge's Experience:
Consulting at Benchmark BrandsAugust 2011 - January 2012
Served this company in a quasi-consulting capacity over a six month test-period. Managed the eCommerce Operations team and oversaw all aspects of site navigation, design, customer flow (including abandonment troubleshooting) and functions around eCommerce support and performance. Indirectly managed the in-house development team while intimately involved in a CIO search by the company and liaised with the outsourced development support. Performed SEO review and analysis while interacting with the .NET development team to integrate changes. Project managed the updates and upgrades to the trigger e-mail program utilizing a StrongMail template. Managed the integration of Endeca into the site search function. Worked closely with the internet marketing team to support functional updates to the site to increase conversion and tracking.
President at DealTaker.com, a division of Media General2008 - September 2011
DealTaker is a top15 (comScore) deals and coupons website built on a community of over 260,000 people. When starting this role, this was a business in transition after an acquisition from an entrepreneur by Media General, Inc. Established a corporate culture, developed processes and a designed a platform for growth to fulfill benefits desired from the purchase. o With full P&L responsibility, manages a team of people in marketing, IT, merchandising and content. o In the trailing 12 months, DealTaker referred out over 50% of its visitors to merchants producing millions in e-commerce sales that generated substantial commission revenue (average 9.3% conversion rate at the merchants). o Redesigned and launched an updated website with a transition to stronger content and merchandise focus to upgrade the online consumer experience.
Vice President, Marketing & eCommerce at CardsDirect.com2007 - 2008
CardsDirect is a $20MM direct-to-consumer greeting card and invitation company utilizing a direct ship model. o Senior role with full P&L responsibility involved at the tactical level on all marketing activities and at a strategic level in e-commerce development and merchandising efforts. o Managed a staff of six in day-to-day activities related to online marketing (PPC and SEO, affiliates, e-mail, and online placements), direct mail marketing (catalogs, print advertising, and direct response) and telemarketing (phone prompts, outbound calling, and inbound order processing). o Key SEO statistics - Rank #1 or #2 for the following terms in season - Christmas Cards, Holiday Cards, Business Greeting Cards, and Wedding Invitations. These equate to >20% of total revenues.
Principal at Strawbridge Group2005 - 2007
o Assessed business processes and strategy for Coker Floor Company to go online. Developed recommendations for better back office efficiency to build online. Developed business for flooring and shutters with builders/contractors. o Integrated Zales.com onto the GSI Commerce platform with full re-design. Coordinated marketing and merchandising for the launch through affiliates, search, portals, and shopping comparison engines. o Managed marketing and business development for Jewelry Savings Plan (jsplan.com). Worked directly with cost per acquisition vehicles and co-registration e-mail programs. o Advised an online pet supply company e-commerce marketing (affiliates, AMZN, and shopping comparison).
Director, eCommerce at collectiblestoday.com (The Bradford Group)2004 - 2005
The Bradford Group is a $500MM direct-to-consumer company focused on the collectibles and gifts vertical. E-Commerce is derived via a multitude of sites, one of which was formerly CollectiblesToday.com. o Responsible for assessing and directing all marketing and merchandise programs for the online division. o Marketing channels included search, affiliate, portals, display advertising, blog marketing and e-mail. o Despite a softening collectibles segment, ended 2004 at $34.8MM in sales (6.75% over budget) and $5.2MM in profit (34% over budget) after inheriting a program that was flat. o Developed strategic partnerships with complementary product offerings and assessed technology solutions continue growth opportunities and budget objectives. o Successfully redesigned home page and several holiday storefronts to increase conversion and decrease cart abandonment (Coremetrics).
Sr. Manager, Marketing & Business Development at JCPenney Direct2001 - 2004
Group senior manager within the JCPenney Direct organization working with senior management, merchandising, creative, retail marketing, telemarketing, logistics and other key business partners leading the deployment of cross-channel initiatives. From 2000 - 2004 JCPenney completed one of the biggest corporate turn-a-rounds in US history. o Managed and grew jcpenney.com affiliate program 49% to FY sales of $60+MM. o Identified internal and external business opportunities to drive jcpenney.com toward sustainable, profitable growth. o As part of "The $1B Plan" (growing jcp.com to over $1B by 2005), developed business cases for new business and to evaluate existing lines of business for investment or termination. o Worked with a team of program managers responsible for negotiating and managing portal relationships with AOL, Yahoo!, and MSN resulting in significant reach, exposure and tracked sales to jcpenney.com. o Helped coordinate building online circulars for JCPenney weekly sales that allowed for matching of pricing and promotions and the ability to complete transactions online. o Merchandised, marketed and managed the JCPenney credit billing enclosure program. Turned previous declines into a 21% Y/Y gain to $27MM. (Several pieces exceeded $150/ M circulated) o Through redesign of merchandising, increased telemarketing add-on sales by 35% Y/Y.
Director Strategic Partnerships, Finance and Administration at SmartPrice.com1999 - 2001
SmartPrice was one of the first online price comparison models. Initial funding was $4 MM in series A venture capital. As a start-up, this role was dually responsible for building initial vendor relationships with long distance carriers while building the new company's accounting, finance, human resource and non-site technology infrastructure. o Struck deals with Qwest, MCI, and second tier long distance carriers to provide perpetual revenue streams. o Maintained banking relationships leading to working capital and collateral backed bridge loans. o Developed key revenue recognition and finance measurement to guide the business through initial start-up. o Defined and installed processes for measuring customer acquisition and retention (80,000 customers and ~$40,000 in recurring monthly revenues).
Management Consultant at PricewaterhouseCoopers1997 - 1999
Peoplesoft and Oracle functional implementation specialist. Shared service implementations. Benchmarking studies.
Controller at Kirby's Grill and Bakery1995 - 1997
Led the accounting department for this restaurant group serving the upscale casual segment. Managed daily office operations including HR, payroll and marketing, as well as all accounting functions. Conducted daily fiscal operations, produced monthly financial statements, and forecasted cash for a predominately cash based business with combined sales across three units in excess of $5.5 million annually. o Developed and maintained budgets for growth forecasting and to show accurate data for management discussion. o Automated vendor relationships for ordering food and supplies to net a 4% savings on food costs. o Implemented food and supply inventory system using Foodtrak and Great Plains Accounting to reduce inventory time from 12 hours per week to 3 hours per week and led to consistent portion controls.
Staff Auditor - Middle Market Group at Deloitte & Touche1994 - 1995
Staff auditor working on audits for various middle market companies and one Fortune 500 company. Performed audit testing on cash, A/R, A/P, and other asset accounts. Developed testing procedures and worked with client staff to validate findings.
Accounting at Bank of the Hills1989 - 1991
Founder and Managing Partner at Square L Group, LLCSeptember 2011
Consulting group focused on eCommerce, online marketing, business development and social media. Clients include: * PEER 1 Hosting - Led efforts to properly establish the eCommerce product, develop go-to-market strategy, and position for suitors. eCommerce revenues rose 420% to over $1.6MM per month (recurring monthly revenue). * Lusciana Health - Ran discovery sessions to identify and build an affiliate marketing business model. * BeddingStyle.com - Reviewed, vetted, and redeveloped the online marketing, merchandising strategies and prioritized projects for execution. * Dallas Market Center - Marketing and Technology integration analysis.
Kevin Strawbridge's Education:
M.S. Accounting Texas A&M University1994 – 1994MS
Texas A&M University1993 – 1994Master of ScienceConcentration: AccountingActivities: Delta Chi Fraternity, Order of Omega, Beta Alpha Psi
BBA Accounting Texas A&M University1991 – 1993BBAConcentration: Accounting
The University of Texas at Austin1987 – 1989noConcentration: Accounting, Communications
Westwood High School1983 – 1987DiplomaConcentration: All
Ringdall Jr. High School1981 – 1983None
Kevin Strawbridge's Interests & Activities:
eCommerce, marketing, multi-channel retail, technology, soccer, auto racing