Violeta Ardeljan

Responsible for driving revenue growth and optimizing business performance across all sales and marketing channels.

Vice President of Marketing Strategy, Planning and Creative Services, an experienced cross-functional leader, working collaboratively with Head of Marketing to drive strategic initiatives, programs and outcomes to define integrated plans and strategies that achieve results. Strategy & Planning : lead the annual planning cycle, and create an annual and quarterly marketing calendar that shows points of intersection and dependencies, ensuring company objective and priorities are met. Working alongside with business partners from merchandising and sales, to develop a long range vision for improving marketing capabilities and performance. Content Marketing: leading development of content for Global Industrial Knowledge Center, with a goal to utilize content driven approach to create an elevated, high impact marketing and merchandising platform that will reinvigorate our core customers while attracting new ones, adding credibility, and instituting powerful communication campaigns that covert to sales. Creative Services: lead the creative and copy team that delivers full-service, end-to-end marketing communications and creative capabilities in support of defined marketing strategy, as well as supporting all the requests organization wide. The team is responsible for producing engaging, clear copy for use in different channels including website, digital ads, print ads, sales materials, product description, email campaigns and social media posts while introducing and incorporating SEO principles

Responsible for setting the marketing strategy and master calendar for Systemax, ensuring communications across all channels are consistent with the company’s brand positioning. Collaborate cross-functionally across Systemax and Global Industrial teams including Advertising, Direct Mail, Events, PR, Digital Marketing, Social Media, and Loyalty programs to develop compelling and ROI driving marketing campaigns.

Reporting directly to the head of consumer marketing, lead the business and brand strategy for Canon USA’s e-commerce direct to consumer sales channel Responsible for P/L of Canon Direct e-commerce with a goal of maintaining profitability levels above, AOV and decrease of cart abandonment. As a Sr. leader of the Digital Transformation Board, lead various initiatives executed in partnership with digital marketing agencies and internal IT to develop strategies for activation and engagement, financial modeling and technology roadmaps. Responsible for managing digital agencies and relationships. Set strategic revenue goals for each media channel (paid search, display, paid social and affiliate). Developed cross channel Unified Measurement Strategy that defines channel specific performance measurements and metrics to KPI pillars. This led to optimized marketing investments with a goal of driving higher ROI. Lead the development of a customer loyalty program, in collaboration with various lines of business, with a goal of increasing customer acquisition Working in close collaboration with our Innovation Center, lead the product development of various web facing initiatives to strengthen customer retention and drive incremental. Lead the development and execution of customer reactivation strategy utilizing concepts derived from Data Science and other analytical methods. Partner with legal/compliance teams to align with new statues such as CCPA while balancing the needs of the customer experience

Lead cross-functional teams to accelerate the growth and refine the strategic vision for Canon’s direct eCommerce business, including digital strategy, customer experience initiatives, and data analysis. This position is critical to the sales organization, requiring deep knowledge of sales performance metrics, sales processes, as well as strong business acumen and process orientation. Drive increased customer acquisition and top-line growth through all digital performance marketing activities including acquisition marketing, re-targeting, and affiliate marketing. Under my leadership, partnered with IT Innovation in developing a Sales Planning System with focus on automation to manage inventory, allocation, forecasting, and sales quotas. This new planning system reduced day to day sales admin processes, achieved greater transparency in supply chain, and optimized allocation affecting Canon’s largest customers

Led the Sales Support and Sales Analytics Team in driving effective account and technical project management, partner relationships, and operational and supply-chain excellence. Created official product forecasts and inventory management strategies, reducing operational costs Led analytical team in SKU Optimization at the regional / store / product level and reviewing opportunities, increasing sales at Best Buy, Walmart, Target

Streamlined the supply chain process from product allocation to market delivery, while meeting the growing requirements of retail partners: Best Buy, Walmart, Target, and Amazon.