Robbyn Echon

Director of eCommerce · Canyon Bicycles USA, Inc.

San Diego, CA

In My Own Words

I am a skilled Senior E-commerce & Digital Marketing Professional with 10 years of experience in successful digital marketing strategies that meet and exceed revenue targets, improve customer experience, and incorporate the voice of the customer. Proficient in optimizing channels (email, paid, web). Delivering insights using analytics and implementing strategic business objectives to improve the onsite conversion funnel. Skilled in project management, 360 marketing strategies, website optimization (A/B testing, customer journey analysis), managing cross-functional teams, UX design, and product management. Experienced in eCommerce, digital portfolios, and customer acquisition/retention for high-growth, nationwide, and global DTC brands.

Work Experience

Sr. Digital & eCommerce Marketing Manager

Canyon Bicycles USA, Inc.

2021 – 2023

• Drive eCommerce revenue growth in line with global roadmap & sales strategies, report on KPIs and performance. • Manage core e-commerce & digital team tasked with combining eCommerce and brand expertise to deliver merchandising and content planning and execution for the various digital channels. • Implement ecommerce strategy. Identify opportunities and new ideas to propel the business forward. • Develop plans and forecasts along with supporting marketing budgets, with leadership guidance. • Execute all product launches and online promotions. • Manage ecommerce/digital marketing channels (email, SEM, SEO, social, affiliate, etc.), site analytics, technology, and design. • Collaborate with creative, merchandising, and brand marketing teams to present brand and seasonal product stories online in a compelling way that delivers a rich brand experience to the consumer and integrates with other brand channel messaging (stores, brand marketing, etc.). • Develop and implement site optimization strategies to drive growth across key metrics. • Partner with global teams to identify and communicate site feature updates that would enhance the user experience and fix site issues. • Provide daily, weekly, monthly & quarterly eCommerce reporting. • Provide ongoing and ad hoc analysis of business performance along with resulting recommendations to Direct/eCommerce leadership. • Ownership of work and team to ensure accurate execution of digital marketing, merchandising, and site content. • Built cross-functional relationships with internal teams. • Proactively think about opportunities to innovate work-flow and production processes • Continuously foster global alignment with team counterparts and inform key stakeholders on US progress and performance.

Digital eCommerce Revenue Manager

Road Runner Sports

2018 – 2021

Core responsibilities include but not limited to: • Collaborate with internal and external teams to design, develop and implement key digital initiatives. • Developing and maintaining strategic roadmaps and project prioritization in-line with company goals • Project life cycle management in an Agile Environment with SCRUM methodologies in-play working primarily in JIRA and collaborating closely with developers, Program Managers, creative marketing, and key business stakeholders to hit targeted release dates for new site initiatives. • Manage web optimization activities: site content, shopping funnel enhancements, loyalty club conversion and retention, A/B Testing, user experience, and customer journey analysis • Continuously fostering strong cross-departmental relationships, 3rd party partnerships, and initiate weekly and project kick-off meetings with status reports • Scope & develop business requirements documentation and project specifications to include timeline and deliverables • Providing insight into key data analytics reporting, acting as SME for various site initiatives, improving key KPIs - AOV, VIP Conversion/Retention, Traffic, Conversion, Revenue driving bottom-line growth and creating more efficiency and process improvement • Monitor and analyze website performance by using Google Analytics, DOMO, and Quantum Metrics to identify opportunities for improvement and gain insight for future iterations as well as notification of site issues and bugs. STRENGTHS: KPI measurements, strategic goal setting, project prioritization, UI/UX enhancements, SCRUM, Agile environments, organizational skills, project management, data and analytics reporting, timeline, and life-cycle project management.

Digital Performance Marketing Strategist (CONTRACT)

Intense Cycles

2017 – 2018

• Launched the new DTC International eCommerce website for bike manufacturer - IntenseCycles.com. • Responsible for the daily, weekly, and monthly marketing initiatives and content online including social presence, contests, posts, updates, email marketing program (list implementation, workflows, automation, and integration), and online web content - site refreshes, new products, blog creation and updated digital assets using Shopify platform. • Optimized, integrated and customized site features and content using HTML/CSS as well as Adobe Creative Suite for Digital Banners and other content pieces. • Provided insight into site performance and tracking using Google Analytics, optimized site SEO. • Launched and maintained multiple international sites with international distributors, and developed social and digital calendars based on marketing activation calendars. • Managed and facilitated comms with sales and customer service teams for any site-specific issues and product launches.

Sr. Graphic Designer

Hydro Flask

2017 – 2017

Contract Sr. level designer working on various program collateral for Brand Marketing initiatives. • Concepted and designed print marketing assets for seasonal and new product launch retail campaigns (banners, in-store signage, displays). • Designed and produced an eCommerce landing page for collaborative new product campaign launches, and facilitated comms with agency for final deliverables. • Designed, produced, and coded email campaigns for field marketing activations. • Concepted and designed ad publications featuring new product launches for upcoming large industry events as well as various ad banners for online marketing channels (display and social). • Collaborated with cross-functional teams for project scope, information, and brand marketing. • Volunteered for off-site marketing event activations as well as local community efforts.

Sr. Web Designer - Digital Marketing

Fox Head, Inc.

2015 – 2017

• Managed overall digital content for FOX's eCommerce channel. • Responsible for site optimization including UI, UX, SEO, SEM, and display on a weekly basis. • Maintained and developed various programs (Email, Social, Site Content Updates, Calendars) to ensure overall brand marketing strategies online are in line with current GTM scheduling. • Collaborated with internal business stakeholders, category leads, and art directors to provide overall consistency with brand marketing initiatives as well as supporting international partners' content/creative needs.

Sr. Web Designer & Graphic Designer

Road Runner Sports

2008 – 2015

Sr. Web & Graphic Designer for multichannel business in the athletic footwear and apparel industry: Retail, Catalog, & eCommerce Website. Responsible for: • Weekly content updates (vendor creative, in-house creative) • Email newsletters (campaigns, series, design, HTML/CSS) • Site optimization (bug fixes, UI/UX) • Campaign development (seasonal promotions, product launches) • Maintaining brand consistency online • Management of design teams & creative calendar • Multiple task management • Concept design and implementation • SEO and User Testing • Wireframe, UI/UX for interactive campaign • Banner ads, vendor creative management • Affiliate channel marketing ads • Internal department representation for campaign roll-out.

Education

Digital Arts Certification

University of California, San Diego Extension

2005 – 2006

Digital Arts Certification

Bachelor of Arts, Communication & Bachelor of Arts, Japanese

University of California, Santa Barbara

1994 – 1999

Bachelor of Arts, Communication & Bachelor of Arts, Japanese

Interests

EcommerceBrand marketingRetail industryProject managementProgram managementSporting goods industryTeam buildingCroWeb acquisitionMulti channel marketingDtc

Industries

BikeCreative AgenciesFashionLifestyleMoto & PowersportsOutdoorRunSkateSnowStreetwearSurfWakeHealth & Fitness

Activity

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