KRISTIE LYONS

San Francisco Bay Area www.linkedin.com/in/kristielyons Cell: 510.388.6797 klyons749@gmail.com

Digital Merchandising and Marketing Director

Marketing | Visual Merchandising | eCommerce | Customer Experience
Enthusiastically think through, plan, innovate high-impact ideas, manage and execute effective digital marketing initiatives and campaigns across channels, driving multi-tasked projects forward, maintaining current online marketing trend engagement including web traffic statistics, retaining big-picture vision while managing complex projects.

CORE COMPETENCIES
Management | Website Optimization | Digital and Web Design | Site Analytics | Promotional Planning | Multi-channel Marketing Content and Retail Management Systems; Omniture, Google Adwords, HTML and MS Office.

EXPERIENCE
Delivery Agent
Provides shopping-enabled entertainment for TV shows, movies, and sports. $80M revenue; ~200 employees.

Senior eCommerce Business Manager, San Francisco, CA

September 2011 January 2013 Developed and implemented marketing and eCommerce strategies and operations for 9 online stores of 2 clients, Discovery Communications and Turner Broadcasting, with $17M revenues to promote key categories, including media and various product categories. Reported to Vice President, with 4 successive Directs: Lead eCommerce Site Administrator, eCommerce Business Analyst, eCommerce Site Administrator and Web Producer. Directed business strategy, visual merchandising, product pricing, promotional planning, customer service and site user experience. Implemented best practices and reported sales and KPI performance including conversion, traffic, orders, rev/visit, top selling products, and ad cost on weekly and/or quarterly basis, on Social Media, SEO, SEM, affiliates, mobile and email. Triple-digit growth in revenues, YOY, TCM Store social media and mobile channel 2012/2011: Mobile sales 373%; Tablet sales 444%. Increased TCM Store conversion by 1.4%; and AOV by 8.2%. Developed business cases for engineering resources; optimized SLI and MyBuys; budgeted and managed accounts, products, projects and content; providing quantitative and qualitative analysis of page, campaign and site performance; and conducted A/B testing.

Walmart.com, Brisbane, CA
Largest multi-channel retailer world-wide, with $4B site revenue; ~1000-5000 employees

September 2005 April 2011

Site Merchandising Category Manager (May 2009 April 2011)

Reported to Director of Site Merchandising with 2 Directs: Site Merchandiser, Site Merchandising Coordinator. Managed and executed strategies and operations for 12 site departments with $400M+ total sales: Health, Beauty, Pharmacy, Vision, Financial Services, Grocery, Gift Cards, Tires, Gift Registry, Movies, Music and Books. Utilized proprietary content and retail management systems. Managed, merchandised and optimized the site; managed the promotional calendar and directed the development and launch of marketing assets. Led, managed and worked with large cross-functional teams to launch marketing initiatives, departments and site enhancements including 23 Health and Wellness shops, 5 departments and 6 online health tools. Audited and analyzed site, including competitive and gap analysis, wire framing and roadmap creation. Triple-digit growth in revenues: 270% for Health and Beauty and 13% for Movies, Music and Books.

Site Merchandising Homepage Manager (April 2008 April 2009)

Managed Homepage strategy and operations; optimized Homepage asset templates to 100% YOY improvement, led new Homepage themed approach with Wii Fit Homepage Takeover program, resulting in 50,000 pre-orders.

Senior Interactive Designer (September 2005 March 2008)

Developed static and interactive marketing assets and user interface designs, including concepts, prototypes, promotional banners, and page flows to promote seven key product categories. Launched complex programs and initiatives collaboratively with cross-functional teams. Drove 70% YOY site sales increase in 2007, despite only 11% customer traffic growth, by leading design, development and handoff of ~70 CyberMonday Flash-animated promotional assets.

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Contract Assignments Interactivity/Flash Designer, Agency.com, San Francisco, CA

January 2005 June 2005 Drove product and service sales via collaborative ideation and pitched campaign concepts. Integrated branding and look and feel cross-channel through email, onsite, affiliates and internet. Concepted, presented, designed and animated Flash and rich-media eBay, IndyMac, PayPal and Miller ads. February 2004 January 2005 Directed strategy and implementation of member marketing campaigns and programs to increase engagement in product features and offerings for Yahoo! US and Yahoo! Canada. Concepted, designed, and optimized ad units to required specifications, using online advertising best practices. Designed and generated deliverables including flash and static assets, advertising banners, landing pages, interstitials, login modules, and newsletter layouts. October 2003February 2004 For clients including eBay, Reebok and Dow Corning, designed and animated Flash ads and rich-media ad units. January 2003 October 2003 Developed and implemented B2B outbound integrated marketing strategy, defining email and newsletter deployments timing and frequency. Concepted, designed and presented sector -specific emails for Customer Relationship Management, Enterprise Service Automation, Human Capital Management and Financial Services. Positioned Connect Conference 2003 campaign branding and messaging. Designed and coded the PeopleSoft Executive Symposium microsite.

Junior Art Director, Yahoo!, Sunnyvale, CA

th Flash Designer, eo7 (exile on 7 ) and BI (Beyond Interactive), San Francisco, CA

Email Art Director, PeopleSoft, Pleasanton, CA

Lyons Design Studio Founder and Web Designer (San Francisco Bay Area, CA)

June 1999 August 2005 Strategized and directed web, print, and multi-media solutions development and implementation and owning: Marketing Communications, Visual and Interactive Design, Advertising, Print, Branding and UI Design. Fortune 500 and start-up business clients included: Attributor.com, seeUthere Technologies, Accenture, Palamida, Tilden Elementary School, Shamiana, AheadTek, General Electric, Gonzo Advertising, Lilja Corporation and Octanti Associates.

March 1998 November 2001 Accenture Creative Services, San Francisco and Amsterdam Creative Services Lead (Amsterdam, The Netherlands) (May 2001 November 2001) Directed Amsterdam start-up with responsibilities including: Multimedia and Print Design, Vendor Management, Client Communications, Marketing, and Promotional Planning. Ensured cross-team consistency in branding and leveraged resources with other Creative Services within the Benelux countries (France, England, and Belgium). Introduced proprietary scheduling systems, processes, best practices and brand guidelines, for print, web and interactive design services unit.

Senior Designer (San Francisco, CA) (March 1998 April 2001)

Managed Financial Services Strategy units ~4-member resource pool of designers. Collaborated with consultants, partners, art directors, designers, 3rd-party agencies, and engineers. Generated deliverables and launched programs by planning projects and scheduling marketing resources. Conceptualized, designed, and produced internet, intranet, and prototype sites for eTrade, MyHomeKey, netInsurance.com, and Internet Centers of Excellence (ICE).

PROFESSIONAL AFFILIATIONS
American Institute of Graphic Artists (AIGA) Professional Association

EDUCATION
M.A., International Relations, Boston University, Boston, MA Awarded summer internships: Department of Commerce, Brussels, Belgium; and State Department, The Hague. B.S., Political Science and Communication, Santa Clara University, Santa Clara, CA Awarded Delta Sigma Theta Recognition Award.

LANGUAGES and CULTURAL CONVERSANCIES

Conversational French; basic Dutch. Cultural conversancies: Asian, French, Dutch, Flemish, Greek, Italian, Spanish.