Summary
Overview
Work History
Education
Skills
Affiliations
Marketingcorecompetencies
Accomplishments
Certification
Timeline
Generic

Angela Nicholson

Novato,CA

Summary

Growth-focused digital marketing executive with deep expertise in performance marketing, SEO, analytics, marketing technology, and digital transformation. Over the past decade, I've led enterprise marketing strategy and a $15M+ media investment across North America, driving measurable business growth through data-driven decision making, customer acquisition, website experience optimization, and emerging AI search strategies.

Today, I help organizations as a Fractional VP and Performance Marketing Consultant, partnering with leadership teams to improve marketing performance, modernize digital capabilities, and build sustainable growth engines.

Overview

1
1
Certification
21
21
years of professional experience

Work History

Vice President, Digital Marketing

California Closet Company Inc.
02.2023 - Current
  • Spearheaded digital transformation of marketing into data-driven demand generation across multiple channels.
  • Developed and scaled enterprise lead generation engine throughout North America.
  • Modernized analytics and data governance, enhancing reporting from channel metrics to business insights.
  • Elevated SEO strategy to achieve comprehensive search visibility beyond keyword rankings.
  • Managed annual digital marketing budget exceeding $15 million, optimizing performance across various media.
  • Positioned California Closets for AI search and answer engines, gaining competitive advantage.
  • Fostered a marketing analytics and attribution ecosystem, delivering actionable insights on customer acquisition efficiency.
  • Enhanced marketing sophistication in franchise and company-owned markets through strategic initiatives.

Senior Director, Digital Marketing

California Closet Company Inc.
03.2019 - 02.2023
  • Transitioned from individual contributor to leader of digital marketing team, overseeing social media and SEO specialists.
  • Increased brand awareness by 39% year-over-year while managing a team of five marketing professionals and an agency.
  • Spearheaded partnership with local SEO agency, resulting in 33% increase in localized traffic through enhanced showroom listings.
  • Managed digital media budgets exceeding $10 million, optimizing channels for annual lead growth of 6-12%.
  • Hired senior SEO manager and digital analytics manager to bolster internal capabilities and expertise.
  • Executed cross-channel campaigns that showcased storage solutions beyond closets, driving engagement and visibility.
  • Improved return on ad spend (ROAS) for digital leads by at least 8% annually.
  • Drove incremental sales of $8.6 million through optimization of local business landing pages.

Director of Digital Marketing

California Closet Company Inc.
01.2017 - 03.2019
  • Architected and executed national paid search strategy, achieving 11% growth in system wide leads and 9% increase in ROAS within one year.
  • Partnered with performance agency for technical SEO audit, enhancing site performance and boosting SEO visibility by 7%.
  • Implemented national streaming media campaigns, resulting in 16% increase in Google brand impressions and 21% rise in website traffic.
  • Reduced agency fees by 55% through comprehensive RFP process, securing an agency with superior support at half the cost.

Senior Leader, Online Marketing

Restoration Hardware
Corte Madera, USA
08.2010 - 06.2016
  • Directed digital marketing strategy for five brands, enhancing CRM and e-commerce analytics initiatives.
  • Executed brand launch campaign, driving over 400K new site visitors and exceeding sales targets by 22%.
  • Achieved 15% year-over-year reduction in email costs while increasing campaign volume by 57%.
  • Oversaw multi-million dollar marketing budget to secure favorable contracts and influence product development.
  • Pioneered instant credit program, resulting in $16M in private label credit card sales.
  • Negotiated increased instant credit limits from $7K to $30K for qualifying customers.
  • Increased new cardholders by 8% in 2012 and 14% in 2013, reducing operational costs by $2M annually.
  • Recovered over $1.3M in web sales by identifying and rectifying non-productive UX updates.

Director, Conversion Marketing

Kodak Imaging Network (Kodak Gallery)
Emeryville, USA
04.2007 - 10.2009
  • Executed online and email marketing strategies for new products to ensure impactful market entry.
  • Drove 21% increase in online customer acquisition, generating $1.13 million in sales through optimized landing pages.
  • Reactivated over 1.2 million inactive subscribers, resulting in $685,000 in sales via targeted email campaigns.
  • Implemented triggered email series targeting lapsed users to significantly boost revenue.
  • Managed user experience across web channels to optimize alignment with business goals.
  • Developed testing programs that informed UI enhancements, achieving 15% year-over-year sales growth.
  • Streamlined email sign-ups by adding prompts to enhance web traffic engagement.
  • Enhanced site conversion rates by 9% and raised AOV by 19% for fiscal year 2008.

Director, Online Marketing, ZoomPanel

MarketTools, Inc.
San Francisco, USA
01.2006 - 12.2008
  • Accelerated growth of market research panels through innovative acquisition and retention strategies across U.S., Canada, United Kingdom, France, and Australia.
  • Delivered 18% cost reductions by managing multi-million dollar operating budget and developing user insight reporting for vendor contract negotiations.
  • Collaborated with rewards vendor to enhance rewards website, resulting in 14% increase in reward redemptions and 9% boost in new panelist acquisitions within six months.
  • Grew niche research panel from 50,000 to over 400,000 panelists, generating over $4 million in market research program sales during first year.

Education

Bachelor of Science - Journalism and Communications

University of Oregon
Eugene, OR

Skills

  • Performance Strategy: Paid Search (Google, Microsoft, ChatGPT), Paid Social (Meta, TikTok, Pinterest), CTV & Streaming Media, Programmatic, Affiliate & Retail Media Networks
  • Measurement & Analytics: Multi-Touch Attribution, Incrementality Testing, Schema Markup, Pixel Events, Consent Management
  • Lifecycle & Retention: Customer Segmentation, Personalization, Loyalty Programs, LTV Optimization
  • Leadership & Operations: Executive Stakeholder Management, P&L Ownership ($10-16M), Agency & Vendor Management, AI Workflow Integration

Affiliations

  • EMarketing Association
  • Database Marketers Association

Marketingcorecompetencies

  • Customer Acquisition, Growth & Retention
  • Marketing Team Leadership & Recruitment
  • Email Marketing & Operations
  • Digital Marketing and Direct-Response Consumer Marketing
  • Social Media Marketing
  • Video & Streaming Media Marketing
  • Marketing Analytics and Business Insights
  • Project Management

Accomplishments

  • California Closets Above and Beyond Award: The program recognizes individuals who go above and beyond their normal daily routine to help California Closets achieve its goals. The individuals exemplify our Credo Values and have demonstrated significant contributions toward our Company’s strategic goals.

Certification

  • Google G4 Certified (2024)

Timeline

Vice President, Digital Marketing

California Closet Company Inc.
02.2023 - Current

Senior Director, Digital Marketing

California Closet Company Inc.
03.2019 - 02.2023

Director of Digital Marketing

California Closet Company Inc.
01.2017 - 03.2019

Senior Leader, Online Marketing

Restoration Hardware
08.2010 - 06.2016

Director, Conversion Marketing

Kodak Imaging Network (Kodak Gallery)
04.2007 - 10.2009

Director, Online Marketing, ZoomPanel

MarketTools, Inc.
01.2006 - 12.2008

Bachelor of Science - Journalism and Communications

University of Oregon
Angela Nicholson