CURRENT ROLE:

DIRECTOR OF MARKETING & ECOMMERCE

Xenith

2021 - Present

Objective:
Transform Xenith into the gold standard of the football sports industry by elevating its brand identity, reshaping its marketing strategy, and driving cutting-edge product innovation. This vision was executed through data-driven decision-making, creative problem-solving, and the development of impactful cross-platform marketing campaigns.

Key Contributions:
As the Director of Marketing & eCommerce, I brought a proven track record of scaling brands and delivering measurable growth. I led transformative initiatives that redefined how the brand approached digital engagement, eCommerce strategy, and product positioning, achieving significant results and industry recognition.

• Website & eCommerce Leadership:

  • Oversees the successful operation of Xenith’s innovative B2C website and a streamlined B2B online portal, creating seamless user experiences for both individual consumers and business partners.

  • Spearheads eCommerce strategies that continue to drive significant growth--fueling a 21% surge in online sales in my first year and an additional 14% growth in year two.

  • Partners with third-party vendors, including Google Ads and Amazon agencies, to optimize eCommerce performance and increase average order value (AOV).

  • Conducts data-driven analyses of website performance and digital campaigns, resulting in continuous improvements, generating a 30% boost in ROI for Google and Amazon ads.

• Driving Growth Through Data-Driven Decisions

  • Achieves ongoing increases in organic traffic and paid search conversions, including a 15% rise in organic traffic and a 55% growth in paid search conversions, by leveraging KPIs and analytics to refine campaigns.

  • Implements cost-effective initiatives and precision-tuned strategies to optimize website conversion rates and overall performance.

• Innovation in Marketing & Product Development

  • Delivers impactful product launches by crafting comprehensive positioning and go-to-market strategies that resonate with target audiences.

  • Enhances online product presentation by leveraging visuals and UX/UI improvements to drive engagement and fuel customer satisfaction.

• Strategic Communication & Brand Leadership

  • Presents and secures approval for Xenith’s overarching marketing strategy from Board Members and Investors, ensuring sustained funding and trust.

  • Directs campaign launches for Xenith’s first NIL signing and the Helmet Buy Back program, showcasing the brand’s commitment to innovation and community engagement.

  • Drives eCommerce optimization, website strategy, and data-driven marketing.

  • Strengthens Xenith’s position in the football industry while delivering measurable results and sustainable growth.