Carolanne T.

Leading email marketing strategy and execution, managing both automated flows and campaign calendars in Klaviyo. I design and optimize welcome, cart abandonment, and post-purchase flows to strengthen customer engagement and increase repeat sales. I execute campaigns aligned with brand voice and promotional calendar, ensuring consistency and effectiveness across audiences. Review performance reports and provide input to refine segmentation, flow strategy, and overall email performance.

Serving as a strategic marketing lead, driving planning and execution across eCommerce, Amazon, and email channels. I own Steelport’s Q4 digital growth strategy, aligning website conversion improvements, Amazon sales initiatives, and Klaviyo email flows with business objectives. I lead the development of Steelport’s Amazon channel in partnership with an Amazon agency, overseeing launch planning, Prime/BFCM promotions, KPI tracking, and long-term retention. At the leadership level, I prioritize initiatives across traffic, conversion, AOV, reviews, and affiliate activations to ensure resources focus on the highest-impact drivers of revenue. I also partner cross-functionally with internal and external collaborators to integrate corporate gifting, affiliate programs, and influencer campaigns into Steelport’s premium brand narrative.

Led digital strategy across DTC and B2B channels, driving 133% revenue growth through cross-channel campaigns Increased average order value (AOV) by 83.9% through bundling, upselling, and optimized product merchandising Boosted conversion rate by 30% through PDP enhancements, streamlined checkout UX, and improved site speed Managed replatform and redesign, launching on time and 13% under budget, resulting in an 81% increase in B2B portal usage Owned full-funnel marketing automation with Klaviyo—building and refining flows for cart abandonment, post-purchase, and education Led analytics and CRO efforts using GA4, Hotjar, and ThoughtMetric to guide A/B testing and user journey optimizations Partnered with paid media agency to manage performance across Google and Meta Ads Collaborated with creative, sales, dev, and customer service teams to align marketing with company growth goals

Managed day-to-day site operations, merchandising, and content updates across Shopify and Wordpress platforms Assisted in launching new products online, ensuring accurate listings, imagery, and supporting content across all digital channels Executed promotional campaigns across email and digital, coordinating with creative and channel leads Created and updated product detail pages to improve clarity, reduce returns, and boost purchase confidence Pulled and interpreted web analytics to report on campaign performance and user behavior trends

•Responsible for eCommerce best practices and standards, including reporting, measurement and Return on Investment (ROI) for digital campaigns. •Manages SEO partnership with agency to ensure execution and continuity of Benchmade SEO strategy •Drives execution of SEO, increase to conversion, and reduction of SCA strategies •Responsible for site merchandising, website campaign launches, and ongoing promotion execution •Manages ESP relationship, ongoing development, and new email marketing offerings •Defines email strategy and development of direct to consumer emails including: creative, segmentation, set up emails of in email management system, pre-deployment testing and QC, and back-end analysis •Provides governance for ongoing development of custom knife program with outside developers •Vendor management calls with outside websites development partner •Maintains updates to site including, but not limited to uploading products, discontinuation of products, break-fixes, customer services policy changes, QA, and UAT •Leverages web analytics and heat maps to understand the performance of and customer interaction with site content, such as categories, featured placements (including promotions), and general online shopping experiences to identify business opportunities and risks. •Tracks, analyzes, and makes recommendations based on KPIs/ROI of website and email performance using Google and other data analytics software •Responsible for coupon codes, problem solving, and process •Establishes and maintain detailed eCommerce and email marketing calendar in alignment with strategy •Monitors competitors websites and activities; reports out as needed •Continually seeks new technology and introduces website evolutions to Benchmade.com •Works with creative team to develop assets and copy; may also lean on Advertising Agency and/or other outside vendors to produce assets •Work closely and effectively with IT, Sales, Customer Service and Operations to execute initiatives

Key Responsibilities: -Lead customer acquisition and retention efforts for all paid direct response channels. -Lead development and execution of ad and landing page test plan to drive continuous improvement. -Stay educated on the latest developments in digital marketing to inform the team of new approaches, tools, and strategies -Manage the day to day operation of the company’s e-commerce site -Assist in execution of the digital brand strategy through SEO/SEM, social media, web and email, leading the Superwinch brand presence and evolution in digital, implementing best practices and using data for continued evolution. -Measure and report KPIs. Prepare to be measured against these for positive improvements. constant experimentation -Build and embody the Superwinch brand audience, leveraging followers and fans for insight, content product ideas and innovation. To include user forum interaction. -Assist in Major Initiative Rollouts -Loyalty programs -Dealer programs -Experience with Google Analytics, PLA/PPC, Amazon AMS, SEO/SEM, keyword mining, landing pages, A/B testing, Facebook ads.

-Implemented new SEO and SEM strategies, and Google analytics to increase conversion rates -Created key Internet marketing activities to acquire and retain new clients through email campaigns, affiliate marketing, and social media. -Strengthened branding initiatives by approving landing pages, monitoring and analyzing performance data, and identifying needed changes and improvements that maximize outreach. -Partnered with web development teams to enhance functionality, user experience, online brand positioning, and advertising. -Streamlined operational efficiencies by implementing innovative marketing and sales strategies, including email marketing campaigns. -Optimized segment space automation growth by leading marketing strategy, including message and content creation. -Collaborated with marketing department to define positioning and messaging, and plan market launch, public relations, and lead generation campaigns. -Conceptualized, planned and executed original designs for a wide range of website properties. -Identified and eliminated website bugs to improve user experience. -Targeted traffic, revenue and maximized ROI efficiency across paid search and digital platforms -End of Month Reporting