Derek Kulp

Amazon | Walmart | Instacart | Paid Search | Retail Media | CPG Lead digital demand generation strategy across top eRetailers, managing 8-figure ecommerce investments for a portfolio of nationally distributed CPG brands — such as Oikos, Light & Fit, Activia, Silk, Stok, International Delight and Evian to name a few. Focus on maximizing ROI, growing incremental sales, and improving efficiency of our ecom investments across all key platforms. Educate cross functional partners on best in class strategy, prioritization and reporting. Have exceed organizational level ecommerce yearly sales targets throughout my tenure, even with headwinds such as inconsistent funding and supply challenges. My strong data analysis background allows me to move beyond vanity metrics and calculate what is truly driving business impact.

Helping surface incrementality focused insights for Amazon Ads accounts!

Amazon Management - Tasked with the advertising management of both our 1P & 3P AMZ marketplaces, across various brands. Solely responsible for growth and relationship management of our 3P accelerator partner and gradually increased analysis/responsibility of 1P account over tenure. - Conducted impromptu in-depth analysis of our 1P advertising accounts, presented findings to senior leadership, which led to the replacement of both our AMS and DSP agencies. Educated leadership & brand teams on the nuances and importance of certain metrics. - Worked with our 3P accelerator partner to rebuild our paid search strategy/targeting from the ground up, which led to an immediate increase in sales. Within 2 months of being on the business, sales increased an incremental 12% YoY vs recent trends, and the brand started growing share for the first time in recent history. Other E-Retail Management - Held direct ownership of our Kroger.com advertising, and assisted team members in the analysis of our Walmart.com, Target.com and Instacart accounts. - Day to day activities included budget tracking/planning, advertising analysis & optimization, invoice tracking/coding, weekly POS & advertising updates and broker/agency relationship management. SEM - Saw there was little attention being given to our Google paid advertising accounts, and volunteered to take on internal ownership. Audited ad accounts, presented findings, which led to SEM being brought in-house. - Developed methodology and strategy for in-house management, maintaining high levels of ongoing optimization as well as implementing best practices. Primary KPIs improved across the board, in some cases by more than 50% (CPC, CTR, ROAS. Impr. Share).

PPC/Search Advertising - Independently handle media planning and working budgets of $300k+/month across channels such as Google Search, Video, Shopping, Display, Social and Amazon. Accountable for development of strategy, activation, management, optimization and KPI reporting for accounts. Heavy concentration on marketing for nationally distributed consumer packaged goods brands. Account Management - Main point of contact for client-set, tasked with developing long term relationships with key stakeholders and decision makers. Lead recurring status calls with clients around strategy and reporting. - Work with multiple stakeholders per project, including but not limited to brand teams, C-level executives, and other agencies/partners. Maintain clear and collaborative cross functional communication. Innovation Created data-centric tools to enhance the Paid Ads department, increasing efficiency for team members, such as: - Search query analysis tool built in Excel (w/ Power Query) to improve the process of reviewing search terms. This allows team members to analyze 10-20x more queries vs manual processes. - Performance dashboard built in Google Sheets that provides high level campaign performance while also layering in predictive analysis to project if metrics are trending towards below-benchmark levels. This allows the team to be proactive vs reactive and catch issues faster. Additional Highlights - Led project of rebuilding a leading OTC CPG brand website to be digital first, integrating a DTC component to the website, focusing heavily on eCommerce and enhancing the consumer experience (CPG Foot Care brand). - Developed, implemented and managed omnichannel digital strategy to drive awareness, in-store and Amazon growth in a highly competitive category. Resulted in an increase in brand consumption of 20% YoY (CPG Pain Relief brand).

HDE is an ecommerce company selling private label products through third party channels (Amazon, eBay, Walmart, etc.) - Monitor KPIs to ensure performance is profitable and aligned with both the short and long-term strategy of upper management/ownership. KPI’s tied closely to sales objectives. - Maintain many different advertising channels, including Google AdWords, Amazon Sponsored Products, Facebook/Instagram ads, Walmart Ads and eBay Promoted Listings. - Planned and identified opportunities to increase market share in both major and upcoming product lines. Kept up with industry best practices and new insights to ensure high success rates. - Handle product management: Title, bullet, keyword, A+ optimizations, as well as coupons, promotions, basket size and other relevant activations & analysis. - Created profitable Amazon campaigns (Overall 13.2% ACoS during tenure) while helping grow the company 15% YoY, after 2 straight years of stagnant revenue.

A company-wide rotational program where time was spent in virtually all departments, including their merchandising, purchasing, marketing, contact center and warehouse teams. • Worked closely with the marketing team, tasked with making suggestions for future promotions, overseeing ad spend and monitoring other advertising initiatives • Spent time in the warehouse, learning the entire processes of supply chain management, including receiving, pick/packing and inventory management • Completed a merchandising project that included receiving incoming product, creating unique SKUs, product titles and MSRP’s through market research, then carefully entering the data to our inventory system

Whitewater rafting and paintball excursion company in Jim Thorpe, PA employing over 500 seasonal employees and around 35 full-time employees. Accounting Intern: Responsible for the entire payroll process for all employees and reviewing financial statements/sales data. • Helped Implement many new shortcuts into the accounting department’s day to day operations, using Excel & SAGE 50 • Reduced the time required to complete a monthly tax report by 4 hours through utilizing Excel pivot tables

While playing basketball for the college, I was asked to work, by the athletic department, to help manage facilities and operations. Some specific tasks I dealt with were: • Set up or tear down the entire gym for many different events • Create a master schedule for the department • Interact with/answer questions from fellow students and college staff members • Sign out/collect/keep track of a variety of equipment from other athletes and employees • Assisted in national tournament preparation and execution • Responsible for working with the Athletic Director and the rest of the athletic department to ensure day to day operation went smoothly

In The Zone is a mini sports complex that holds many local basketball and volleyball tournaments. Some specific tasks I dealt with were • Work behind the front desk interacting with many customers in person and over the phone • Opening and closing the building • Keeping track of money and various supplies