Charles Sardou is an inbound sales and marketing professional focused on improving customer relationships through technology and communication. He has over 20 years of experience in marketing, e-commerce, search engine optimization, and sales management. Currently he is the Chief Communications and Marketing Officer at the American Red Cross Los Angeles Region, where he oversees marketing, communications, IT, and volunteer services teams.

1. Charles A. Sardou
2640 Greenfield Ave, Los Angeles, CA 90064
213-247-2340, sardou@gmail.com
In-bound sales & marketing professional focused on improving customer relationships through information technology
& active communication. Leading authority on search and customer driven marketing.
Skills
• Strong team building & cross functional management abilities
• e-commerce expertise including marketing, site design, and merchandising
• Search engine optimization: paid search campaigns, organic search, affiliate sales programs
• Built paid search, contextual, and feeds business for OMMA’s 2005 Search Agency of the Year
• Market analysis and competitive business intelligence including crowd sourcing &social media feedback
• Direct Sales & Sales management experience at national wholesale, retail, and channel levels
• Successful product development, offshore sourcing, supply chain operations
• Analytical expertise, including consumer research, web metrics, ROI, accounting, & performance metrics
Professional Experience
American Red Cross-Los Angeles Region Chief Communications & Marketing Officer 2009 - Present
Oversee Communications & Marketing Team of 4 employees & 25 active volunteers. Acting Government Relations
Liaison with State, County & City. Interim head of Volunteer Services & Information Technology.
• Supported fundraising efforts including events, direct mail, interactive, & cause marketing initiatives
• Revamped region’s website, www.redcrossLA, newsletters, and email campaigns
• Developed region’s social media platforms: You Tube, Picassa, Google Apps, Facebook, & Twitter
• Managed International disaster fundraising efforts delivering $30 Million for Haiti, & $15 Million for Japan
• Raised $450,00 online for California Wildfire Relief through Google Grants
• Drove awareness of the Red Cross locally through media partnerships & proactive disaster communications
• Spearheaded regions use of celebrities. Created David Spade and Leeza Gibbons PSAs along with Magnitude
web series by leveraging volunteer inputs
• Launched Prepare LA+ www.preparela.org & Red Cross Communities programs
• Directed Salesforce relationship management & Volusion ecommerce system build out
• Authored chapter’s three year strategic and marketing plans
• Member of Red Cross Advanced Public Affairs Team (APAT)
The Search Consultancy Principal 2006 - 2009
• Executed natural and paid search campaigns for Joann.com and Heavenly Treasures.com
• Created LA Red Cross, Goodwill and Health Law Websites utilizing open source software
• Developed online intelligence engine software, executed retail analytic and reporting systems
• Helped grow myShape.com from start-up stage to leading apparel retailer
• Recruited, hired, and trained Joann.com marketing personnel
• Branded Naturalpath.com and helped design the website experience and content operation
iCrossing Director of Media 2005 – 2006
• Managed all aspects and bottom line performance of iCrossing’s Paid Search, Display and Feeds business
• Exceeded aggressive sales and revenue plans for 5 consecutive months
• Clients under management include Citibank, Disney, Symantec, Betty Crocker, AG Edwards, Ross Simons,
Mary Kay, Fairmont Hotels, Restoration Hardware, ESPN, TCC, Thumbplay
• Recruited, trained, and managed team of 20 SEM experts over four offices
• Drove iCrossing’s proprietary technology: tracking, bid management and reporting product development
• Oversaw all paid media sales presentations, proposals, and campaign launches
• Launched iCrossing’s Search Submit Pro and Shopping Feeds programs
• Created comprehensive paid search training curriculum
• Online marketing authority: quoted in over 120 publications, member of Yahoo!’s advertising council
• Advised venture capital firms on investments in search marketing

2. Abode Consulting Sales, Marketing and Web Consultant 2002 – 2005
Yahoo! Sales and Marketing Consultant
• Designed roadmap to integrate and enhance products and services after Yahoo! / Overture merger
• Created customer segmentation / prioritization / sales strategy to launch new local search products
• Performed analysis of largest competitor: determined Google’s customer satisfaction and sales effectiveness
• Researched market size, customer segmentation, and customer requirements; identified new sales opportunities
• Identified markets for behavioral, localized and geo-targeted products
Nolo, Inc. Director e-commerce, Direct Marketing Consultant
• Managed online affiliates, SEM, sales, marketing, retail store for legal publisher; responsible for 25% of
company revenue: created website promotion with highest-ever weekly sales
• Developed site metrics, web analytics, reporting systems; managed site merchandising and promotion
• Managed advertising budget, keyword costs, and ad copy to maximize ROI
• Managed product development for downloadable products, including relaunched Legal Forms business
• Oversaw website redesign and relaunch, including RFP and design firm selection
Bellbridge, Inc. Product Manager / IT and Marketing Consultant
• Developed marketing programs and information systems for provider of high-end home products
• Built cost-effective website targeting trade accounts, architects, designers and consumers
• Created direct marketing program, including 120-page catalog
• Worked with international suppliers to create marketing strategy for environmentally-sustainable products
NOVO Corp. Senior Business Strategist 1999 – 2001
• Responsible for Online Commerce practice, emphasizing customer acquisition and retention strategies through
improved customer knowledge, process improvement, and touch point integration
• Prepared business plans and financial models that raised $20 million in private financing for client
• Created CRM plan for Sony’s VAIO division
• Developed B-to-B demo for ATG’s Scenario Server product
• Defined website requirements for LeapFrog's educational toy business
• Wrote white papers on personalization and online marketplaces
ShopD.com Vice President, Sales and Marketing 1998 – 1999
• Operational responsibility for international manufacturer-direct e-commerce company
• Took company from concept to initial funding in less than six months
• Oversaw website development while meeting operational and budgetary targets
• Directed U.S. marketing, sales and distribution for offshore manufacturers
Calia / Maxim USA Vice President, Sales and Marketing 1996 - 1998
• Responsible for all marketing, merchandising, sales, customer service and logistics within North America for
luxury furniture manufacturer
• Hired, trained and managed team of seven sales reps; increased sales 200% in two years
• Implemented and managed financial, import, marketing and customer service systems
• Managed national retail channels, including Bloomingdale’s, Federated Department Stores, Rooms to Go
Chatham / CMI Industries, Inc. Product Manager 1994 - 1996
• Responsible for business unit profitability of Residential Product Division for textile manufacturer
• Doubled sales within 12 months by overhauling design, construction, pricing and packaging
• Managed team of five designers and six product developers to produced new product line every six months
H.H. Hiatt Sales and Product Manager 1992 - 1994
• Oversaw product design, sales (wholesale, retail, channel) and marketing for furniture manufacturer
• Created strategic marketing plan to reposition products; grew sales 300% and gross margin 600% within three years
• Created and sold new products to leading retailers, including Pottery Barn, Restoration Hardware; increased same
store sales by 30%
• Managed relationship with creative agency to produce catalog, direct mail and marketing collateral
STOR Buyer, Merchandise Manager 1989 – 1992
• Responsible for $28 million buying area; produced retail chain’s highest inventory turn and gross margin revenue

3. • Pioneered new product categories, created 21 of company’s top 50 items, added $6 million sales revenue
• Member of transition team following IKEA acquisition; responsible for localization of international products
The Broadway Department Stores Buyer 1985 – 1989
• Drove planning, execution and sales for home furnishings department, increased department revenue 93%
• Managed print advertising, direct mail campaigns, merchandising, new product launches
Education
MBA - Marketing Wake Forest University, Winston-Salem, NC 1998
BA - Economics University of California, Berkeley, CA 1985