Heidi Kain

*Oversee the planning, execution, brand integrity, and measurement for email, SMS, social channels and print marketing for 3 brands. *Manage and develop a team of digital channel analysts who drive the day-to-day planning and execution of all digital and Ecommerce marketing. *Closely collaborate with Merchants, Marketing, Creative, and Site Merchandising to ensure marketing efforts are integrated across channels. *Manage relationships with stakeholders to coordinate product launches, promotional activities, and brand consistency. *Develop and execute strategies to generate, nurture, and convert leads through digital channels, focusing on customer acquisition, engagement, and conversion. *Partnered with the Promotions team to develop, implement, and administer a content and campaign calendar that aligns with business objectives and seasonality. *Redesigned the layout of TGW and Baseballsavings emails to tell more of a story and saw a 10% increase in engagement over the first 3 weeks.

* Lead day-to-day website operations including web content management, technical site maintenance, localization, content optimization research/implementation to improve discoverability (SEO), user experience, and conversion. * Analyzed site traffic and user behavior to identify trends and opportunities. * Track and boost SEO on all website pages where possible * Managed digital assets and product information for retailers, ensuring accuracy. * Own Salsify, Sydigo, and product information management and accuracy

* Oversaw the digital and overall shopping experience including content delivery, site merchandising, user-generated content, navigation, and discoverability. * Managed digital capabilities and vendor relationships including Content Management System (CMS), product ratings and review, user generated content, digital catalog, personalization capabilities and other online vendors to maximize customer experience and engagement. * Lead processes for site content updates including budget oversight and managing relationships with digital agency partners. Provided support to direct report on content updates including execution of online campaigns and managing requests in area of home page, promotions, landing pages, and category pages. 8 Drove changes and provided input to help improve experience and optimize results by leveraging customer feedback decreasing customer calls by 5%. * Provided cross-functional business direction on digital projects and enhancements supporting our strategic and digital roadmaps leveraging project process, workflow tools and documentation for project phases.

* Led a team of analysts to deliver agile content updates and tests to the website, collaborating with cross-functional teams to drive traffic and conversion. * Collaborated with Merchandising, Site Management, Marketing and Creative leaders to form an agile cross-functional site merchandising team to drive traffic, sales, margin, and conversion. * Manage enterprise-wide optimization strategy and roadmap to improve customer experience with A/B testing * Built a new onboarding process to enable a more welcome and productive environment for new virtual employees. Best practices were adopted company wide, resulting in lower employee churn that helped employees feel more comfortable when starting a new job virtually. * Collaborated with IT, Marketing, and Credit on rolling out a new credit card for Fingerhut Fetti replacing the old Fingerhut Advantage card. * Built a shop automation process where the site will update with new creative and messaging based on the time a shop is live and the category of the shop saving employees 4 hrs of work a week. * Formulate conversion optimization opportunities and strategies using both qualitative and quantitative sources * Created and managed personalized and segmented strategy for content on site based on customers, increasing conversion on the home page within the first 3 months.

• Expanded and managed eCommerce diagnostic and predictive analytic strategies that adapted quickly to changes to current online initiatives, consumer behavior, customer satisfaction and sales data to allow for quick and accurate recommendations to senior leadership. • Drove improvement in traffic, funnel conversion, engagement, segmentation, content, revenue, and product optimization on Gander Mountain’s eCommerce site through timely analysis and accurate forecasting. • Led and establishes a cross functional culture with marketing partners to ensure alignment on promotional campaigns and tactics in order to maximize revenue and margin growth. • Manages and develops eCommerce promotional strategies to drive sales and margin through site wide and category promotions and emails. • Develops and executes localization strategies by region, state, and hunting/fishing season to maximize sales and profits based on seasonal and regional purchasing habits of customers. • Analyze cart/site KPI data on a daily weekly basis to create real time recommended action plans to senior leadership. • Coordinate the gathering of data from all departments on their business financials, trends, and risks to analyze and provide recommendations to capitalized on opportunities and mitigate any ricks identified.

• Responsible for timely analysis and reporting on Digital and Retail Channels top level sales, margin and inventory plans at a divisional level. • Drove divisional recommendations regarding sales performance, flow, promotions and markdown cadence, turn and gross profit. • Managed pre-season, in-season, and post-season divisional analysis, and identify opportunities and risks across ecommerce channels. • Directed markdown strategy and related processes between retail and direct teams to ensure consistency throughout the business. • Trained the web merchandising team on shared reporting systems between two companies (Gander Outdoors and Overton’s).

• Forecasted sales, markdown, and gross profit impact of both company and departments to ensure all marketing and promotions fit within financial plan/forecast. • Responsible for optimizing sales and inventory through weekly analysis and forecasting sales and receipts to support buying strategies and sales trends. • Provided recommendations regarding sales performance, flow, and promotional cadence. • Implemented and trained the Planners and Business Analysts on the SAS planning tool • Built and rolled out the Brand Planning tool to the Direct Planners and Business Analysts

• Overall leadership of divisional planning team ensuring the execution of proper inventory analysis and management supporting buyership strategies. • Coaching and leadership of team; assessment, training, and development, and career planning. • Oversee strategic recommendations regarding assortment analysis, gap planning and positioning resulting in driving sales and profit. • Division level strategic inventory management planning and support obsolescence, markdowns, vendor maximization, receipt management. • Oversee and ensure Seasonal Planning and 120 Day forecasting at the division level.

• Overall responsibility of management and execution of inventory, receipts, purchase orders, markdowns, and obsolescence strategies. • Vendor liaison for inventory life cycle, responsible for the negotiation and forecasting of optimal inventory levels. • Responsible for the forecasting and planning of inventory levels and receipts in support of buyer ship strategies and financial goals. • Mange Seasonal Planning and 120 Day Forecast for buyer ship.

• Execute item set up data entry and management of product detail. • Product sample ownership, order, timely delivery and expertise of product and attributes. • Support inventory purchases order process through data entry, maintenance, and tracking.