Digital Marketing, Social Media and Ecommerce Resume

1. Keenan Davis
Keenan.Davis1@gmail.com – 718.496.4454
.com/in/unorthodoks
EXECUTIVE SUMMARY
I bring nearly 2 decades of experience in all aspects of ecommerce and digital marketing, including social media, paid search (SEM),
organic / natural search (SEO), affiliate marketing, email marketing, retargeting and display advertising.Proven results include increased
revenue, traffic growth, enhanced brand equity and interactive community engagement across a global business. As an experienced
manager, I have hired and developed internal teams and vendors, providing strong and direct leadership.
PROFESSIONAL EXPERIENCE
Turtle Beach Valhalla, NY
www.turtlebeach.com July 2011 – July 2015
Director of Digital Marketing & Media
 Responsible for all web business and initiatives overseeing design, development and maintenance of all digital
properties, growing B2C sales revenue and supporting the ecommerce business at big boxretail partners
 Attained double digit percentage revenue growth for the B2C business each successive holiday shopping season.
Tripled global web traffic while increasing time spent on site, average pages per visit and decreasing bounce rate
consistently from2011 through 2015
 Led complete website redesign focusing on userexperience (UX), developed newcontent management system(CMS)
for ongoing site maintenance and created standalone mobile site catering to the 55% of global visitors coming from
smartphones and tables with a goal of “show-rooming”
 Migrated credit card processing, order EDI and fulfillment systems to outsourced solution to eliminate corporate
liability, ensure PCI compliance and decrease product ready-to-ship times from 3 days to 1 day
 Drove the expansion of social media footprint by over300% via 100% response to every post and tweet,daily outward
bound communications and building of Instagram, Google+, Pinterest and Twitch.tv (live streaming) pages to add to
the existing Facebook, Twitter and YouTube social destinations
 Established solid CRM to 300K+ opt-in email subscribers using a mix of compelling topical content and discounted
product offers
 Contracted leading paid search management firm to betteroptimize the annualSEM spend in excess of $1M in Google
Adwords and Bing/Yahoo! Adcenter resulting in improved click-thru rate (CTR) and cost per click (CPC)
 Achieved over 55% share of voice (SOV) in organic / natural search (SEO) utilizing a combination of meta tag
changes, image to text ratio adjustments and URL naming convention modifications
 Managed ad agency of record regarding all digital media planning/buying, design of display ads, A/B testing,
dissemination of ad impressions and overall campaign optimization
 Directed a team of 10 including graphic designers,digital marketers, social media specialists and acted as main point
of contact for over a dozen ecommerce and digital marketing vendors
The New York Times New York, NY
www.nytstore.com Oct. 2007 - Jan. 2011
Deputy Director / Head of Ecommerce, Digital Marketing & Operations
 Doubled ecommerce business over3 years with increases in key statistics including time spent on site, average order
amount, email capture rate and repeat customers
 Managed the front end redesign and move to new ecommerce vendor, resulting in a triple fold increase in conversion
rate from 1.85% to nearly 6% and a 23.5% increase in items per order. Site development strategies included:
o Reduced clicks from homepage to order confirmation by half to reduce cart abandonment
o Added social media compatibility, product reviews, wish list and image based search results
 Improved upon email marketing efforts by bringing the creation in-house, designing several reusable email templates
to display single product and multi-product promotional pushes and maintaining to a weekly delivery schedule
 Launched multiple affiliate marketing campaigns across networks like Commission Junction and Affiliate Future
 Doubled ROI netting 8.5 to 1 when evaluating revenue generated vs. ad spend in under a year by re-optimizing all
Bing/Yahoo campaigns and refocusing on Google Adwords paid search
 Optimized the site to improve performance in organic / natural search results, with an emphasis on creating an all-
inclusive SEO and SEM presence for branded keywords and long tail search terms
 Oversaw ecommerce relationships with dozens of 3rd party vendors including Amazon, Gifts.com and FindGift.com
negotiating revenue split and pricing, automating content delivery and ensuring daily order fulfillment
 Led team of 4 digital marketers and web designers to grow and support the day to day ecommerce business

2. Unorthodoks Marketing Brooklyn, NY
www.unorthodoks.com May 1998 - June 2007
Founder
 Created digital marketing campaigns for SMBs, as well as, large brands,including Disney and TNS NFO, with a focus
on reaching multi-cultural demographics to grow ecommerce revenue, increase traffic and/or build brand equity
 Designed, developed and hosted websites across a variety of industries including education, politics, entertainment
and sites solely focused on ecommerce and sales. Development strategies included:
o Wire Framing, Persona-based navigation, UX design, keyword rich copy and call-to-action creative
o Flash Development for engaging user experience, facilitating interactivity and increasing site stickiness
o Information Architecture indexing / Usability / Loading Time / Cross Browser testing
 Coordinated efforts between coding team and design team to develop and distribute HTML emails, as well as, Flash
mini-sites announcing notable events, company updates, new promotions, and test viral marketing campaigns
 Successfully created numerous organic / natural search (SEO) campaigns to improve current rankings by analyzing
HTML structure, keyword usage and site design. Upon conclusion of analysis, integrated proven techniques to
improve the company’s relevance to search engines. Techniques included:
o Updating copy for targeted searches through better writing and keyword usage
o Alleviating unnecessary design conventions such as Flash intros, iFrames and improperly placed images
o Rewriting HTML tag titles, inclusion of meta-tags and editing of site page names
 Implemented paid search / pay per click (PPC) advertising campaigns through Google AdWords,Microsoft AdCenter
(now called Bing) and Yahoo Search Marketing
EDUCATION
Bentley College - Waltham, MA Sept. 1996 - Dec. 1998
Major: Marketing / Minor: Entrepreneurship
Babson College - Wellesley, MA Sept.1994 - May 1996
Major: Marketing / Minor: Entrepreneurship
SKILLS
Software: Exceptional skills in Windows XP, Microsoft Office XP (Word, Excel, PowerPoint, Project, Access, Outlook, Outlook
Express and Publisher), Corel Office, Adobe Photoshop, Adobe Illustrator, Adobe Photo Deluxe, PaintShop Pro, Harvard Graphics ,
Lotus Notes, Lotus 1-2-3, WingZ, Paradox, Rumba, CDA/Wiesenberger, and Towers
Web-Based Apps: Amazon WebStore, Fulfillment by Amazon, Amazon’s BuyerCentral, VendorCentral & SellerCentral, Amazon S3,
Network Solutions’ CommerceSpace, 3DCart, DotNetNuke CMS, Wordpress, Kenshoo, Google Analytics, WebTrends, Omniture,
Ulead Web Utilities, Front Page, CuteFTP, Filezilla and most HTML editors
Programming Languages: Fluent in HTML, CSS, PHP and JavaScript, working knowledge of Flash, UNIX and Java
ACTIVITIES
Campaign, Marketing and Fundraising Committee Member: United States President Barack Obama, United States Senator Hillary
Clinton, United States Congressman Harold Ford Jr., Brooklyn’s 57th District State Assemblyman Hakeem Jeffries;
Advisory Board Member: National Alumni Council of the A Better Chance Organization (www.abetterchance.org);
Mentor and Business Plan Coach: National Foundation for Teaching Entrepreneurship (www.nfte.com);
Dance Instructor: Cynthia King Dance Studio, Tanya’s Dance Studio and V.O.I.C.E.S.
INTERESTS
N.Y. Urban Professionals Athletic League - Basketball Team, L.I. Flag Football League, Ecommerce, Digital Marketing, Social Media,
Political Fundraising, Youth Business Mentoring and International Travel to Emerging Markets incl. but not limited to Cuba, Dubai,
Russia, Brazil, Japan, Egypt, the Seychelles, Argentina, Greece, Turkey, Austria, Switzerland, Ireland, London, Chile, Columbia, the
Netherlands,Italy, Spain, Hawaii, Cayman Islands,Dominican Republic, Aruba,Panama, Bahamas, Mexico, Bermuda, Jamaica, France,
St. Maarten & Costa Rica