Dana Klubertanz

Digital Marketing Manager

2019 – 2020

Managed the North American Digital Marketing strategy for POC interim until a permanent resource onboarded.

eCommerce Manager, North America

2019 – 2019

Manage the eCommerce North American channel (US + CA) for the Sportswear and Workwear apparel lines for Helly Hansen

• Manage a team of 4

• Positive Double-Digit Channel Growth

eCommerce Manager, North America

2016 – 2019

Arena Water Instinct (www.arenawaterinstinct.com/en_us). Manage all aspects of arena's ecommerce business including ownership of P&L and creation of yearly budgets; Owning all eCommerce initiatives.

• Defined a merchandise strategy, promotional calendars, brand marketing execution and success metrics.

• I co-own the digital strategy with Marketing/Sales across all digital channels: online, mobile, emails, social, SEM to align our strategy and brand vision.

• Manage e- commerce incremental revenue through the management of PPC and SEO / SEM activities (Google AdWords, etc.) • Manage the e-commerce business reporting and ROI reporting including web analytics, monitor competitors and ad hoc reports for analysis to NA General Manager.

• Manage ongoing website UX improvement to the website including product descriptions, images, order hierarchy of products, products. I partner with Global Support teams to execute site changes, if needed.

• I own decisions for a buy plan and mark down strategy with Sales to create a profitable business.

Role Accomplishments to be noted:

• Moved all product launch activities inhouse cut launch time needed by more than half

• Established an eMarketing calendar & list for North America, including a MailChimp account to manage list

• Established a customer service/support role (2 North American roles)

• Refined the returns process (RTS) and crediting process to move product back into stock; increase efficiency and product restocking times w/fulfillment partner

• Established a working relationship with Global support team positioned in Italy • Established a merchandising strategy calendar for EOL (end-of-life) seasonal swimwear and products

• Developed a channel OUTLET for moving older; end-of-life products through; keeping a pulse on margin and brand equity

• eCommerce Channel Growth 2-3x

Past/Relevant Experience(s):

Retail Store Manager

2015 – 2016

Primary Responsibility:

Manage the day-to-day operations of a Specialty Cycling Retailer in Portland, OR with annual revenue of $1.8M.

Daily responsibilities include, but are not limited to:

• Coaching Responsibility for Sales and Service Staff

• Product and Inventory control Management

• Reporting: Daily Business financial health

• Customer Relationship Management • Product Mix Management

• Retail Margin Control/Management

• Retail Environment Management: Look, Feel and "20 Feet" Appeal

• Merchandising of Product

• Liquid Cash Management

• Social Media Management

• Daily Sales Goal Monitoring

Digital Content Specialist

2014 – 2015

Primary Responsibility: Digital content support for Nike's internal sites: Zero/Nike HR (employee intranet).

Working in unison with a Nike assigned agency, a design resource, a comms resource and Nike Tech to launch digital content ranging from a simple one banner carousel image ==> in-site experience to a digital calendar promotion involving 40-60 hours of integration support.

• Analyzed content usability using Google Analytics for user-centric testing on launched digital content: measured the interaction and effectiveness from Call-to-actions and content navigation/flow perspectives

• Collaborated with Global Nike (internal and external) content owners to gather digital specs for promos and content launched

• Achieved significant navigation/UI content search improvements of existing content for Nike's internal HR

Intranet (ZERO) - data-driven results through page-view satisfaction ratings

• Curation of digital assets (promo banners, digital icons, imagery) using Adobe CS6 - experience with CS4 and CS5

• Collaborated with internal Nike Comms team to optimize copy for UX improvement

• Copy and digital asset publishing using CMS (content management system)

• Processed digital updates as requests surfaced

• Collaborated with Nike Brand Marketing to bring digital emotion to Nike's Intranet

eCommerce Manager

2013 – 2013

Responsible for the business management, enhancements, and evolution of Eagle Creek's e- Commerce operations and presence within an Omni-Channel of e-Commerce and brick & mortar retailers

• Managed and presented the sales channel reporting against trending key channel performance metrics

• Managed aggressive sales forecasting for Eagle Creek's B2C business to over $2M in revenue resulting in the doubling of sales for the full fiscal year

• Led SEO & PPC agency strategy for our digital marketing spend

• Measured the optimization of site page tagging in developing geo-targeting and retargeting cart abandonments and bounces.

• Managed the forecasting and budget spend planning for P&L

• Conducted and led QA efforts to evaluate the front-end consumer shopping experience in the areas of UI experience, navigation and performance optimization • Managed the creative digital resources for both internal and external contracted agencies assigned to different Marketing functions (Web, E-Marketing, & Creative)

• Led and conducted all internal cross-functional meetings: Finance, Sales, Marketing, Supply Chain, Product depts.

Sr. Consultant

2012 – 2013

Through collaborative teamwork and directional leadership, played a key role in the Financial Risk audit process to provide a qualified audit opinion over the financially significant applications in scope.

• Conducted client-serving interviews and follow-ups with members of the client Senior IT Management in determining and understanding the financial system applications in scope for the audit.

• Identified and assessed significant deficiencies in client internal application controls that could have significant influence on material misstatements in the financial reporting process.

• By following a proprietary Global Auditing Methodology process, collected and documented client evidence necessary to support our concluding financial systems audit reliance opinion.

• Managed the client-to-client team communication serving as an extension or face of the Deloitte brand while in the field on client sites.

• Managed the project from initiation to close, including status monitoring and communication from up and down the chain, budget development, closing and findings.

• Contributed to the Knowledge Sharing model with peers in service lines and across where applicable • Managed through ambiguity on a daily basis

eCommerce Manager

2010 – 2011

Responsible for the successful orchestration of the management, enhancements, and launch of Yakima's e- Commerce business initiatives in a challenging; conflicting channel of e-Commerce and brick and mortar retailers.

• Managed the launch of Yakima's B2C sales channel for over 200+ SKUs

• Set an aggressive 2011 sales goal for Yakima's B2C business at $500K for the first full fiscal year

• Implemented a P2P (Partner -2- Partner) service to achieve 100% fulfillment of consumer online order demand

• Managed the digital marketplace of Yakima's key retailers' business: Amazon.com, REI, MooseJaw • Conducted training for Yakima's B2C and B2B websites to Customer Service and Sales Force

• Coordinated several process improvement/automation projects to implement increased automated efficiencies

• Conducted and led optimizing/troubleshooting sessions for the consumer shopping experience in the areas of security, UI experience, and payment process flow (for www.yakima.com)

• Initiated, managed and led the direction for Yakima's outside agencies assigned to different Digital Marketing functions (Web, E-Marketing, & Creative)

• Led and conducted several internal cross-functional e-Commerce meetings and projects for Finance, Sales, Marketing, Supply Chain, Product depts.

Sr. Auditor

2008 – 2010

Web Designer/Developer

2005 – 2006

Member of an autonomous agile web development team accountable for the development of Trek's websites, both internal and external content. • Managed content updates to the Homepage and Product detail pages for Trek's on-line store, store.trekbikes.com/.

• Maintained content updates for Trek's B2C websites in a multi-language content environment. • Administered data updates and imports to a MySQL database using phpMyAdmin

• Created Entity Relationship Diagrams (ERD) to populate the above website.

• Developed, tested, and coordinated monthly HTML/CSS website email campaigns and website modules updates.

• Generated website statistical reports for Marketing to evaluate web campaign efforts.

• Acting customer liaison to the team for evaluating the focus on for IT projects.

E-Commerce Specialist

2002 – 2005

Responsible for the management of Trek's Business to Business (b2b) Extranet site, Dexter (https://www.dexdealer.com) as well as the b2c sales channel at Trek. Dexter is responsible for over 50% of Trek's worldwide b2b business.

• Gathered requirements for and managed testing for a new Content Management System (CMS) platform that would have to meet Global needs for Trek's b2b business.

• Directed a multilingual; trans national team of global language translators in the creation of Dexter 's Global content.

• Conducted CMS training for Dexter 's European support team.

• Managed the b2b customer communication and customer service processes.

• Monitored & Enforced, Measured and Maintained the distribution of Trek products for digital sales violations.

• Assisted General Counsel and Sales org in communication deliveries of Trek Retail Partners' digital retail violations.

• Managed the b2c business within an IBD (brick and mortar bike dealers) dominant category of cycling.

BBA

BBA