Dana Seefeldt

12 month contract position • Execute GTM strategies and product initiatives by optimizing product experiences, positioning, pricing, and promotional plans while leveraging AI tools for research and operational efficiency. • Develop and test campaign opportunities, making data-driven decisions, to cultivate long-term relationships with customers to create a high lifetime value • Partner with Product leaders to kick off roadmap tests, define scope and shaping, and review outcomes against key metrics.

Contract position • Leveraged analytics and sales intelligence to inform product positioning, directly improving market adoption and conversion rates for current and new offerings. • Built influential strategic partnerships defining joint initiatives to expand market reach and accelerate sales growth

• Executed GTM initiatives by implementing a Product Information Management (PIM) system that streamlined cataloging, accelerated launch timelines and strengthened market positioning • Transformed sales and market data into actionable strategy, effectively delivering assortment and growth recommendations to the executive team. • Optimized product visibility and conversion through comprehensive merchandising audits focused on content accuracy, SEO-driven metadata, pricing alignment, and improved taxonomy structure. • Expanded category market impact by introducing Jeep and Truck product lines, launching 50+ brands with optimized GTM content, pricing strategies, and customer-centric positioning.

⦁ Drove GTM execution and strategic positioning by leveraging data analytics, customer insights, and market trends to inform merchandising strategies that elevated product perception. ⦁ Executed targeted optimization initiatives and digital merchandising campaigns, driving a 10%+ increase in sitewide conversion rates and improving engagement across key landing pages. ⦁ Led a high-performing merchandising team in executing product assortment strategies and launches, aligning efforts with marketing, sales, and operations to drive cohesive messaging. ⦁ Partnered cross-functionally with product, marketing, and analytics teams to translate consumer trends into scalable product and content strategies, enhancing customer the experience ⦁ Implemented competitive assortment and pricing frameworks to align GTM priorities with customer behavior and revenue objectives. ⦁ Manage vendor relationships and negotiate pricing and terms to ensure competitiveness and profitability. ⦁ Negotiated and managed vendor partnerships, securing favorable terms and co-marketing opportunities to improve margins and strengthen positioning. ⦁ Executed cross-channel promotional campaigns with sales and marketing teams to drive awareness, conversion, and long-term engagement.

• Spearheaded GTM strategy and execution for aftermarket accessories, launching over 20 brands onto the eCommerce platform and achieving notable revenue growth. • Owned and negotiated strategic vendor partnerships, securing favorable purchase pricing to optimize gross margin while consistently expanding and enhancing the core product assortment. • Negotiated and created marketing plans for site content, email campaigns, and promotions. • Formulated retail and margin strategies through competitive analysis and market research. • Serve as a liaison between vendors and our cataloging, accounting and operations department

Head of Merchandising for AutoAnyting overseeing and leading a department of Category and Brand managers to establish presentation and pricing strategies for hundreds of automotive accessory brands and products. • Coach and develop Category & Brand Managers, ensuring growth and readiness for next level position by providing guidance, feedback and business development • Work and lead the team to develop pricing and margin strategies • Negotiate cost and marketing programs that focus on an increase of traffic and conversion rate • Lead, develop and execute merchandise strategies by category • Present Line Reviews to vendor partners • Focus on increasing relative assortment for the customer • Lead enhancements of all merchandising systems and tools to improve efficiencies • Serve as Team Leader for the cross functional teams. Develop and maintain effective working relationships with members of cross-functional teams

Responsible for the planning, merchandising, and managing of over $80MM of merchandise to achieve/exceed the company's planned sales, gross margin, and new product goals for key categories. · Determine the best opportunities to maximize profit and sales through developing and executing merchandising plans for all assigned vendors, product departments and categories which include promotions, up sell/cross sell opportunities, online and print presentations, marketing and search. · Develop, manage and maintain relationships with multiple vendors to achieve/negotiate the company’s required high level of quality while meeting the customers needs for retail price, delivery and flexibility. · Establish retail pricing for all products to optimize gross margin for each product classification while ensuring that pricing is competitive and commensurate with brand strategy. · Seek, identify, investigate and present new product opportunities among current and new vendors to meet the Company’s goals for volume & performance of new products and provide a competitive edge. · Serve as a communication liaison with all internal departments including the following: Data & Content for product updates, images, presentation & template needs. Marketing for promotional needs and opportunities. SEO & PPC for product opportunities including site traffic and conversion rates. Sales & Customer service for up sell and training opportunities. Supply Chain & Logistics for optimal delivery & freight needs. · Train, supervise, coach, motivate and mentor Associate Product Manager and Merchandising Assistant to ensure growth and readiness for next level position. · Attend annual SEMA tradeshow to meet with key vendors and represent the company.

Affinity Division Responsible for the development and implementation of various marketing programs for independent financial advisors to further brand and build their business via partnerships, workshops, referral programs and client targeted events. · Create training manuals and communication materials to inform internal employees and independent financial advisors how to most efficiently use each marketing program to increase their overall sales. · Organize/facilitate trainings throughout the U.S. via live workshops, tradeshows, teleconferences and webcasts. · Increase independent financial advisor involvement in marketing programs by promoting appropriate programs for their business model through direct mail, tradeshows, e-mail blasts, website and telemarketing. · Analyze revenue/profit plans for each independent financial advisor to continuously update and improve all marketing programs. · Work directly with print, ad, and telemarketing vendors to promote each program.

Marketing Store Division Responsible for supporting the Company’s independent financial advisors in identifying and customizing their branding products to ensure unique identification and competitive discrimination. ·Developed and implemented advisors marketing penetration strategies, advertising programs including media representation, and client collateral to create a uniform and consistent Company message for the intended target audience. ·Identified and analyzed competitive data to determine competitive strength/weaknesses and supported the development and implementation of strategic alternative to enhance Company market posture. ·Determine pricing strategies by market segment including breakeven analysis, potential revenue and proforma profit margins at various pricing levels for all new and existing products. · Develop and execute new product launches which includes testing, advertising and tracking results of each launch. · Executed agreements with marketing consultants, strategic alliance partners, and key vendors to improve, evaluate, and enhance existing products and market penetration. ·Responsible for Company representations at key product introductions and marketing initiatives. ·Successfully hired, trained and managed marketing team members to support the achievement of Company sales and revenue goals.