Chris Frara
CEO- Co Founder · Burning Trees Media
Santa Monica , CA
In My Own Words
I studied Sports Marketing & Advertising through Varsity College School of Advertising in South Africa. I have 12 + years experience within the eCommerce - Marketing - Advertising industry encompassing operation management, brand management, artist management, business affairs, sponsorships, production, promotions. I am highly organized and able to prioritize and complete tasks efficiently, I am a digital marketing expert who has a track record of coming up with audience-winning strategies that increase revenue, identifying web optimization opportunities, directing social media campaigns and pushing on-line publicity and promotions.My experiences to date enable me to provide direction to both internal and external clients on the best way to proceed in a digital marketing campaigns, In addition to this I can handle multiple tasks in a fast- paced environment under tight deadlines.
Work Experience
CEO- Co Founder
Burning Trees Media2016 – Present
• Leading and developing company's short and long term strategy. • Creating and implementing the company's vision and mission. • Evaluating work of other executive leaders within the company including directors, presidents, and vice presidents. • Maintaining awareness of the competitive market landscape expansion opportunities and industry developments • Ensuring that the company maintains high social standards and responsibilities wherever it does business. • Assessing risks to the company and ensuring they are monitored and minimized. • Setting strategic goals making sure they are measurable and describable
eCommerce Marketing Director 2014-2016 (Dec)
Matt Black2014 – 2016
• Developed and executed online promotional campaigns to support overall global web strategies. Reviewed performance of merchandising objectives and recommended new strategies for upcoming campaigns. • Merchandising management for all online physical products on, including inventory management, promotions, catalog maintenance, navigation, search and strategy execution. • Managed all eCommerce ROI marketing programs including the areas of SEO, paid search, retargeting, display ads, email marketing, affiliate marketing, direct mail, syndication of content into paid channels. • Optimized site navigation and improved the shopping experience based on analysis of customers' shopping behaviors. • Produced reports and provided insights on website analytics, customer behavior and sales using Google Analytics. • Developed online pricing strategy to effectively balance sales, product margins and retailer partner needs. • Directed all online promotions (email campaigns, product launch, new store openings, online store launches, 3rd party promotions) • Developed optimal online architecture modifications based on sales performance increasing sales traffic to all brands and social media platforms • Directed and implemented all Social Media, Search Engine Optimization (SEO), Paid Search, Email, Affiliates, 3rd party digital platforms, loyalty retention programs, reactivation and referring partners.
International eCommerce Director 2009-2016 (Dec)
Iron Fist International:2009 – 2016
• Directed all eCommerce ROI marketing programs including all areas of SEO,SEM paid search, re-targeting, display ads, email marketing, affiliate marketing. • Developed eCommerce annual marketing calendars to align with global retail channels, product launch calendar. • Developed optimal online architecture modifications based on sales performance, increasing sales traffic to all brands and social media platforms. • Directed global eCommerce sales channels, productivity, and profitability through analytics & management • Devise and lead email communication programs ensuring sales and brand engagement, develop life-cycle marketing campaigns to drive loyalty and retention among existing customers and new customers. • Leveraged merchandising and content experience to help develop best-in-class web experience that maximizes conversion opportunities and encourages more site visits. • Worked directly with customer service team to set policies and strategies in order to drive high quality customer care appropriate for a prestige brand • Developed and managed annual program KPI’s and program specific strategies that capitalize on the ability of each programs strengths in driving new and repeat buyers and demand. • Execute buys on strategic merchandise plans to maximize sales, sell-thrus, margin and inventory turnover. • Extensive knowledge in backend CMS systems (Magento, Wordpress, Wix, Squarespace and Shopify) • Directed all digital paid advertising & social media marketing efforts relating to eCommerce (YouTube, Facebook, Instagram, Pintrest, Twitter, Snapchat, Tumblr, Google +) • Managed fulfillment and finance vendors to ensure operations are running efficiently and effectively. • Directed all vendors as it relates to digital efforts including a team of developers, graphic designers, digital marketing agency and all third party affiliates. • Provide analytics on effectiveness of all digital marketing and eCommerce activities. Execute trend analysis, monitoring and competitive benchmarking. • Developed a strong test-and-learn culture for all marketing and email activities to improve customer engagement, acquisition, and site conversion. • Successfully managed program budget with P&L responsibilities. Monitored financial's to ensure gross margins were maintained.
