Marketing Director
Global leadership role for advertising, PR, content, email, social, events and staff
- Managed and redeveloped the digital landscape and content in US and Canada for 16 independent web assets, dealer portals, asset libraries, and events registration sites for personalized mobile experiences
- Owned the development, content, technical architecture and launch strategy for the first Triumph Certified Pre-Owned motorcycle program
- Optimized $2.3M/yr. (Americas) in dynamic Programmatic, Social and Search activations based on dealer inventory and quarterly promotions
- Developed the bulk of Triumph’s Marketing funnel analytics, lead projection models, user tracking methods and performance dashboards
- Rebuilt and launched four ecommerce sites to include 183 customizable Dealer Pages
- Increased conversion and engagement rate by 30% across 400k visitors per month across all properties
- Launched the first way for consumers to put a deposit on a used Triumph motorcycle from a factory website
- GDPR deployment in US and Canada using Marketo double opt-in mechanism
- Successfully executed 180+ Triumph experience launch events in 2016, 2017 and 2018 to showcase our new bikes. Bonneville Back in Black, Reborn, and Icons tours
Global SiteCore Website
Cross-functional work with UK teams to deliver a personalized and relevant web experience for US and Canada.
- CRM integration, webform overhaul, tracking strategy
- Dealer DMS integration and Inventory by Location
- Configurator meticulously integrated with ERP
- Metadata across US, Canada and French Canadian regions
- Global lead management and source attribution
- Multi-touch source attribution model
- Advanced performance analytics (CRO, UTM, LeadsRX)
5k SKU DTC Ecommerce Shop
Only subsidiary in the world to build and implement DTC ecommerce solution.
- Price management across US & Canada
- Dealer margin attribution automation
- Developed online deposit process
- Ran first CPO beta program
- Apparel designed and sold internally
- Dealer network mapping and unique inventory pricing
- Advanced performance analytics (ROAS, abandoned cart, social monetization & cross-sell %)
Other Responsibilities
Configurator Integration
Configurator Integration
Configurator Integration
Up to 23 models and 50 variants and 5000 parts & accessories SKUs. Mapped to availability this functionality drove 113% increases in lead generation and site engagement over 12 months.
Social Media Management
Configurator Integration
Configurator Integration
Leveraging our amazing content, the Digital team amplified our brand a through targeted channel strategy, improving advertising placements by 1000% & a launching new ambassador development program.
Content Hub
Configurator Integration
Content Hub
Hosting content in a central location, we captured more leads, increased email open and newsletter signups. Traffic from the hub increased traffic to the corporate site by 23% in six months.