Lee Somerhalder

Lee SomerhalderLee SomerhalderLee Somerhalder

Lee Somerhalder

Lee SomerhalderLee SomerhalderLee Somerhalder
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  • Summary
  • Competitive Intelligence
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Triumph Motorcycles America

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)

Experience It

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 %)

Shop Now

Integrate with 200 Dealers in the US and Canada

Web Properties under management

Triumphmotorcycles.com

Fr.triumph-motorcycles.ca

Triumphmotorcycles.com

Implemented Events section, doubled the number of webforms on the site, and standardized the SEO strategy for the Americas. 

Triumph-motorcycles.ca

Fr.triumph-motorcycles.ca

Triumphmotorcycles.com

Deployed and optimized the Canadian corporate unit website. Integrated with 20 dealers and launched the first CPO program for global Triumph. 

Fr.triumph-motorcycles.ca

Fr.triumph-motorcycles.ca

Shop.triumphmotorcycles.com

Translations, customer support, currently differences, CASL implications across the Quebec region. Geo-targeted Programmatic display campaigns leveraging site inventory to run dynamic content to local regions

Shop.triumphmotorcycles.com

Shop.triumphmotorcycles.com

Shop.triumphmotorcycles.com

5k SKUs sold Direct to Consumer (DTC), BOPIS and the first Triumph online deposit process. PCI and ADA compliance strategy, social advertising, paid and organic media management across an ailing ecommerce platform. 

Shop.triumph-motorcycles.ca

Shop.triumphmotorcycles.com

Shop.triumph-motorcycles.ca

Replicated ecommerce catalog with independent pricing set by dealer through an ERP integration. Sales, dealer sale attribution and Recommended/Required Product Information Logic strategy and data architecture. 

Fortheride.com

Shop.triumphmotorcycles.com

Shop.triumph-motorcycles.ca

Events microsite that drove attendance and engagement for model launches. Lead generation and  over 180 live shows. Registration, reminders, attendance, follow up, revenue attribution. 

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. 

brand Collaboration

Triumph Motorcycles & Land Rover

Launch Projects

2017 Distinguished Gentlemen's Ride

Millions of dollars raised globally for men's health awareness. 

2018 Scrambler Launch Event

Global launch lead by the Americas. 

Bonneville Bobber Launch

"Most successful motorcycle launch in Triumph history"

$10m in local area Programmatic ad campaigns

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