Mason Tobia
Director of Digital Marketing and Ecommerce · 686
Los Angeles, CA
In My Own Words
5+ years of experience working across Digital Marketing, Brand Strategy and Design, Ecommerce, and Art Direction—accumulating a holistic understanding of how to balance brand emotion with product transaction in order to solve problems and deliver results. Simplify ideas to their core, prioritize execution, and deliver with intention. Brand/Creative Portfolio: https://mtobia.com/
Work Experience
Director of Digital Marketing and Ecommerce
6862022 – 2023
• Promoted to the leadership team with a role in long-term strategy, planning, and budgeting. • Launched seasonal marketing campaigns with the VP of Marketing and Art Director—informing digital and brand marketing strategies that balanced brand with product. • Led entire website redesign—strategy, design direction, and project management (agencies). • Developed a comprehensive Digital Marketing strategy—onboarded agency (Backbone). • Reimagined Go-To-Market calendar to improve brand campaigns and marketing efficiencies. • Directed all aspects of Ecommerce—design, operations, growth, retention, and reporting. • Accountable for the Ecommerce P&L and budget—‘22 budget actualized $700k below plan. • Met ‘22 Ecom goals (YoY): +11% growth, +10% profitability, and highest weekly rev (BFCM). • Trained and managed four direct reports: Ecommerce (2), Growth (1), and CX/Retention (1).
Brand Strategist and Designer
AWM Capital2021 – 2022
• Created holistic brand identities for professional athletes’ initiatives outside of the sport. • Developed robust brand books and supporting creative materials for final handoff. • Focused on logo and graphic designs that strengthened overall brand narratives through aligned visual systems—spanning digital, print, and merchandise. • Crafted compelling brand narratives to amplify each business strategy and overall storytelling amongst target audiences. • Launched adaptable discovery and alignment processes to explore individual narratives.
Website Design and Operations Manager
PARKS PROJECT2021 – 2022
• Created and executed website strategies focused on attaining high-growth DTC goals, while thoughtfully fostering the brand's giveback mission through a consistent digital narrative. • Managed all aspects of the website—strategy, design, merchandising, operations, and CX. • Owned Go-To-Market calendar to launch product/brand campaigns across all digital touch points—attaining “flywheel” through consistency of visual rhetoric. • Onboarded and collaborated with two website agencies on design and development sprints. • Reimagined digital design strategy across email, social, and website—including a Holiday Gift Shop that increased our Q4 CVR +50% YoY. • Created robust onboarding processes and managed two direct reports on the digital team. • Worked with Data Analyst to create new Ecommerce dashboards highlighting key KPIs.
Marketing Specialist
Emerald Expositions - Outdoor Retailer2018 – 2020
• Activated and managed marketing campaigns for summer and winter trade shows that supported an attendance of 2,000+ brands and 45,000+ total attendees over two years. • Created and deployed weekly digital communications targeting 3,500+ outdoor brands. • Launched branding initiative to outsource film photography used for focal marketing efforts. • Created copy, graphics, and illustrations utilized across website, social, and onsite signage.
Education
Bachelor of Science Degree
California Polytechnic State University2014 – 2018
Bachelor of Science Degree
