Casey Weidmann
eCommerce and Digital Marketing Expert
Dallas-Fort Worth Metroplex
Summary
Dynamic eCommerce and marketing strategist skilled in orchestrating high-impact campaigns that drive customer acquisition and retention. Track record of leveraging data insights to optimize performance across diverse platforms, managing cross-functional teams to achieve sustainable growth and enhance brand loyalty.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Director of Ecommerce and Marketing
VESRA
09.2025 - Current
- Managed all ecommerce operations, paid media accounts, and performance marketing initiatives to drive customer acquisition, retention, and revenue growth.
- Led lifecycle and retention marketing efforts to enhance repeat purchases and customer engagement through targeted email automation, segmentation, personalization, and AI-driven customer journey mapping.
- Managed paid advertising campaigns with a focus on ad creative, audience strategy, meta descriptions, A/B testing, and optimization across key platforms to maximize campaign effectiveness.
- Delivered weekly executive reports on campaign results, sales performance, KPIs, and identified growth opportunities to inform strategic decision-making.
- Oversaw cross-functional brand execution through lifestyle imagery, SEO strategy, high-converting marketing copy, and best-in-class content storytelling.
- Leveraged AI-powered marketing tools for campaign ideation, audience insights, predictive analytics, SEO optimization, automated content generation, and performance reporting to improve efficiency and accelerate growth.
- Developed and implemented digital marketing standards, brand guidelines, and content SOPs to create scalable processes across the organization.
- Collaborated with buyers and product development teams to identify whitespace opportunities and expand into niche product categories aligned with market demand.
- Partnered closely with logistics teams and international vendors to ensure production timelines, launches, and inventory needs were met.
- Reported regularly on KPIs such as ROI, CPA, CTRs to senior management and board members.
- Managed a team of marketing professionals to ensure successful execution of campaigns.
Digital Merchandising Manager | Contract
Christensen Arms
10.2025 - 03.2026
- Built and optimized Klaviyo email and SMS automation flows, monitored campaign performance, and improved lifecycle marketing results.
- Maintained, built, and optimized branded landing pages with strategic meta descriptions and keyword-focused content to increase online visibility and conversion rates.
- Revamped website copy with SEO-driven messaging and brand storytelling, enhancing search visibility and boosting user engagement.
- Developed GA4 dashboards for tracking KPIs, customer behavior, and site performance, enabling data-driven insights for leadership reporting.
- Leveraged tools such as SEMrush and Hotjar to identify growth opportunities, optimize user experience, and strengthen retention strategies.
- Maintained an up-to-date knowledge of current technologies related to UI/UX design and development.
eCommerce and Digital Marketing Director
Rayman Lights | Westinghouse Electric Corporation
Dallas-Fort Worth Metroplex
04.2024 - 10.2025
- Directed digital marketing and ecommerce strategy, overseeing growth initiatives, operations, and brand execution across D2C and omnichannel channels.
- Managed performance marketing programs including SEO, PPC, web content strategy, UX/UI optimization, and data-driven customer acquisition efforts to increase traffic, conversion rates, and revenue.
- Led day-to-day responsibilities spanning integrated marketing campaign execution, account management, rich media development, project management, vendor relationships, promotional planning, and consumer-generated content initiatives.
- Directed maintenance and optimization of D2C WordPress websites to enhance customer journeys and onsite merchandising performance.
- Leveraged platforms including NetSuite, SEMrush, SKU Ninja, Adobe Creative Suite and Tableau to streamline marketing operations, reporting, inventory visibility, customer insights, and executive dashboards.
- Utilized HubSpot to create lifecycle marketing programs, lead nurturing workflows, and CRM automation, supporting performance reporting for executive teams and national brands.
- Introduced new SOP systems, automation tools, and scalable digital processes to improve efficiency across ecommerce, marketing, and operations teams.
- Oversaw inventory management and logistics coordination to support product launches, promotions, and in-stock performance.
- Managed international teams and domestic direct reports across ecommerce sales support, product development, logistics, and creative functions to foster collaboration and accountability.
eCommerce and Digital Marketing Manager
IDC Honeywell & Westinghouse
Dallas/Fort Worth Area
01.2019 - 04.2024
- Drove ecommerce growth, brand visibility, and omnichannel execution as Digital Marketing Manager across D2C and major 1P and 3P retail channels.
- Led execution of integrated marketing campaigns across account management, rich media, and promotions, overseeing PPC, web content, UX/UI, and consumer-generated content to improve traffic, engagement, and revenue.
- Developed high-converting A+ content and optimized product detail pages, enhancing digital merchandising and SEO to drive online sales growth.
- Partnered closely with omnichannel buyers at top retailers to ensure product listings were highly searchable, brand-compliant, and aligned with retailer content requirements.
- Utilized platforms and tools including NetSuite, WordPress, SEMrush, SKU Ninja, HubSpot, Adobe Suite and to manage inventory visibility, reporting, SEO performance, customer insights, and operational efficiency.
- Coordinated inventory and logistics planning to support launches, promotions, and consistent product availability.
- Led international teams and domestic direct reports across ecommerce sales support, product development, logistics, and creative functions, ensuring alignment and execution for scalable growth across channels.
Omnichannel Merchandiser |
Neiman Marcus Group
Dallas/Fort Worth Area
12.2016 - 12.2019
- Collaborated cross-functionally with marketing, sales, product, and design teams, elevating Willow Bend store to #4 in sales among 42 locations by enhancing visual presentation, seasonal signage, and customer experience.
- Managed merchandising and marketing initiatives for 20+ brands in fine apparel, shoes & handbags, and bridge brand apparel, connecting in-store and online brand experiences.
- Partnered with 35+ vendors to expand product assortment and coordinate events, supporting PR, trade show efforts, and promotional campaigns.
Ecommerce Specialist Intern
endygo
Arlington
07.2018 - 01.2019
- Acted as an Ecommerce Specialist within a marketing agency environment, assisting Account Managers in achieving client sales goals through data-driven ecommerce strategies, optimized product content, and marketplace growth initiatives.
- Executed daily ecommerce operations across major online retailers, including Amazon, Overstock.com, and Wayfair, ensuring alignment with client sales objectives.
- Created and optimized product taxonomy, category structures, and onsite merchandising strategies to improve searchability, discoverability, and conversion performance across retailer platforms.
- Created funnel reports and web analytics dashboards to monitor traffic, engagement, conversion rates, and sales trends, delivering insights that informed campaign and marketplace optimizations.
- Utilized project management software tools such as Asana, Trello, Jira. to streamline workflows and track progress on multiple projects simultaneously.
- Delivered weekly business analytics reporting to clients and internal stakeholders, highlighting KPIs, revenue performance, growth opportunities, and optimization recommendations.
- Coordinated digital marketing initiatives through promotional planning, product curation, creative web content development, and campaign execution to enhance visibility, drive sales, and elevate brand presence across ecommerce channels.
- Aligned SEO and marketing activities with brand voice and target consumer demographics.
Education
Ph.D - Digital Merchandising & Analytics
University of North Texas
12-2024
Master of Science - MS - Digital Merchandising & Advanced Analytics
University of North Texas
01-2021
Bachelor of Science - BS - Digital Merchandising
University of North Texas
01-2017
Skills
- DTC & B2B Strategy
- Go-to-Market Strategy
- Paid Media / PPC (Google & Meta)
- SEO & SEM (SEMRush)
- Email Marketing & Automation
- Affiliate & Influencer Marketing
- Conversion Rate Optimization (CRO)
- Customer Acquisition & Retention
- Checkout & Funnel Optimization
- A/B Testing & Experimentation
- Google Analytics 4 (GA4)
- Generative AI Tools (Jasper AI, Midjourney, Klaviyo AI)
- Shopify / Shopify Plus
- CRM Platforms (HubSpot, Salesforce, Klaviyo)
- CMS Platforms (WordPress, Shopify)
- P&L Ownership
- Agency & Vendor Management
- Cross-functional Team Leadership
Certification
- Adobe Suite
- SEO Mastery
- HubSpot Certification
- Google Ads Certification
- Klayvio & Klavio AI
Timeline
Digital Merchandising Manager | Contract
Christensen Arms
10.2025 - 03.2026
Director of Ecommerce and Marketing
VESRA
09.2025 - Current
eCommerce and Digital Marketing Director
Rayman Lights | Westinghouse Electric Corporation
04.2024 - 10.2025
eCommerce and Digital Marketing Manager
IDC Honeywell & Westinghouse
01.2019 - 04.2024
Ecommerce Specialist Intern
endygo
07.2018 - 01.2019
Omnichannel Merchandiser |
Neiman Marcus Group
12.2016 - 12.2019
Ph.D - Digital Merchandising & Analytics
University of North Texas
Master of Science - MS - Digital Merchandising & Advanced Analytics
University of North Texas
Bachelor of Science - BS - Digital Merchandising
University of North Texas