Rod Kelsey
Owner/ Digital Marketing · Black Market Media
San Clemente, CA
In My Own Words
Expertise in marketing, development and strategy management within e-commerce driven industries. Directing multiple departments and project teams to obtain a common objective. Implementation and utilization of emerging technologies, theories and techniques. Extensive hands-on experience working with analysis, integration and problem solving.
Work Experience
Owner/ Digital Marketing
Black Market Media2002 – Present
• Specializing in multi-industry data driven ecommerce growth through management and conversion solutions. Using known best practices, with the right amount of experimentation. • E-commerce integration strategies and solutions. Developed uniquely different shopping funnels/experiences based on audience focus, driven by unique data aggregated from user experiences and search marketing campaigns. • Conversion rate testing and optimization (A/B/n, split and multivariate), using various analytic and mapping services to gather data including live focus groups and real time eye tracking. • Cart recovery best practices, with experimentation of new strategies in abandon cart recovery, exit intent modals, unique abandoned cart emails and remarketing through AdWords. • Analytics, implementation of multi-site, corporate accounts, structures and architecture from wireframe schema through to custom “advanced ecommerce” solutions and reporting. • Advanced custom data layer scripts introduced through GTM (Google Tag Manager) for multi-site conversion, third party shopping carts, advanced e-com, custom goals and goal funnels. • AdWords Manager Account, multiple corporate accounts, Google PLA set up and management, various search and display targeted campaigns with a focus on ecommerce sales. • Search Marketing, S.E.O. (search engine optimization), S.E.M. (search engine marketing) with an emphasis on products and services. Social influencer content creation leading to inbound sitelinks and positive organic search results. Product/service articles on major websites; Today.com, Bloomberg.com and NYTimes.com leading to a new channel for qualified traffic, increased site rank and more credibility and trust with customers. • Specializing in capturing and driving search engine, social channel and viral component traffic to client products and services through performance based marketing for clients; Guthy Renker, Sharper Image, 800 Pet Meds, Beachbody and Overstock.com, leading to millions of dollars in gross revenue in annual sales. • Video Advertising – Product/Service through lifestyle marketing. • Automated marketing processes and reporting, introduced SaaS and API services for data aggregation, importing raw data into various reporting platforms to create custom reporting.
Digital Marketing Manager
L.A. Internet Corp.2001 – 2005
• Worked with clientele in all industries to build and market new and existing Internet properties through competition analysis, strategic planning and execution. • Directed and managed in house and global Internet marketing and development teams, directing projects for small business to enterprise level websites. • Developed online advertising programs through the use of interactive technologies, resulting in a 20%-60% increased user interaction rate. • Engineered all product, marketing and site requirements documents per scope of work.
Digital Development Manager
Swell.com Inc. / Monsterskate.com1999 – 2001
• Directed and managed the development of e-commerce and content driven youth based web portal, from concept to completion, and beyond. • Responsible for creating, overseeing and maintaining layout, visual design, site mapping, usability testing and content strategy, creating a steady growth of user conversion into commerce. • Worked with third party vendors on new application and technology concepts to brand and integrate new site features. • Wrote and developed unique JavaScript and Flash applications to create a more interactive user experience, leading to more time on site and increased conversion rate into commerce.
Production Manager
Billabong USA1998 – 1999
• Responsible for the start up and oversight of all domestic product for new company with existing seventy million dollar annual business from previous licensee. • Implemented and maintained product procedures and techniques for men’s, junior’s, & kid’s clothing lines from concept to delivery. • Negotiated price and service contracts. • Built product department personnel from ground up, through hiring and training. • Worked jointly with design departments to manipulate designs through concept development; effectively cutting costs, and creating a superior product.
Product Development / Production Manager
Katin/ K2 Inc.1996 – 1998
• Overseeing all aspects of import and domestic product development, from concept to delivery. • Instituted guidelines for company product timelines and calendars. • Established vendor relationships domestically and internationally, which included working hands-on to educate vendor management in the operation of business development theories and new marketing techniques. • Created and maintained master schedules for different product phases. • Worked in conjunction with department heads to provide marketing direction for trade shows and advertising.