Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Board Positions
Affiliations
Timeline
Generic

Chad Monson

Osceola,WI

Summary

Data-driven executive with proven track record of accomplishments in 25-year career in Digital Marketing & eCommerce. Ambitions and methodical
leader with a background in Mathematics, Global Digital Marketing, and Marketing Strategy, dedicated to continuous business improvement, focused on growing revenue, and fanatical or customer experience.

Overview

25
25
years of professional experience
1
1
Certification

Work History

Senior Director of Marketing & ECommerce

Versare Solutions
12.2024 - Current
  • Aligned marketing department with corporate direction
  • Integrated digital marketing strategies into traditional marketing workflow
  • Streamlined overall marketing, eCommerce, product and customer service
  • Successfully transitioned from inefficient org layout to an efficient and structured org
  • Implemented cross-platform APIs to grow first-party contact lists for retargeting across paid ads and email

Senior Director of ECommerce

Versare Solutions
05.2023 - 11.2024
  • Stabilized and improved eCommerce shopping site and user experience
  • Analyzed and put in place paid advertising strategy to restore traffic and revenue
  • Identified staffing/resource gaps in critical areas and onboarded where needed
  • Established strict marketing disciplines to guide overall marketing efforts
  • Spearheaded a re-architecture of Hubspot across sales, marketing & customer service
  • Innovated website traffic analysis solution based on existing tools that help guides marketing
  • Reduced eCommerce operating overhead to improve profitability and operational management
  • Put in place an overarching marketing automation, email, and social strategy
  • Restored organic traffic and revenue growth ahead of plan
  • Adopted primary competitor through acquisition and implemented successful growth strategy
  • Prepared and presented in-depth eCommerce updates for monthly board meeting
  • Prepared weekly detailed reports for eCommerce KPIs that spanned four brands

Global Director of ECommerce

Swann Communications
08.2022 - 03.2023
  • Note: Short term due to company restructure and moving HQ to AUS
  • Stabilized and returned growth to global DTC eCommerce businesses, digital marketing strategies and efforts, and in global marketplaces such as Amazon (vendor and seller) and eBay
  • Analyzed and created global eCommerce and digital marketing strategy specifically for US, UK, and AUS
  • Repositioned, aligned, and grew global personnel to support growth plan, spanning US, UK, EU, AUS, and CAN.
  • Turned around major deficiencies in paid and SEO marketing to quadruple paid ROI and implement strategy to reverse 100% YoY drop in primary organic traffic source
  • Restored focus on marketing automation programs and customer loyalty
  • Established strong foundation in DTC, Amazon, and eBay businesses that will support scaled growth
  • Created detailed 2023 budget plan that will generate 25% YoY growth following a negative growth year

Vice President of ECommerce

Nivel Parts & Manufacturing Company
04.2022 - 08.2022
  • Note: Short term due to private equity restructuring caused by heavy investing in down markets
  • Responsible for over $100M in eCommerce revenue; $75M B2C, $32M B2B, and $15M Amazon
  • Led team of 50+ internal and external eCommerce and digital marketing staff across multiple US locations.
  • Used PowerBI to provide visibility and analysis business results.
  • Responsible for the migration of ten eCommerce websites, previously on eight different eCom platforms (BigCommerce, Magento, etc.), to Kibo
  • Transitioned, organized, and managed Google, Bing, and Amazon paid advertising accounts across multiple web properties with $6M+ annual spend budget.
  • Collaborated with marketing staff across multiple divisions to create and launch digital marketing campaigns.

Vice President of ECommerce & DTC

EcoWater Systems, LLC
01.2020 - 03.2022
  • Grew eCommerce demand to $27M in four years, on track for $70M by 2024 - selling through DTC, Amazon, and other major online marketplaces.
  • Achieved ROS goals ahead of original 5-year plan, currently at 19%, 52% ahead of target
  • Spearheaded eCommerce initiatives across all channels to grow revenue and achieve business goals: new lead generation, new eCommerce websites in DTC, wholesale and dealer; new brand websites to support retail channel; new marketing automation and customer journey models, and more.
  • Redefined how digital was approached across all four channels of company - reducing waste and streamlining digital marketing initiatives.
  • Negotiated product line price increases with Amazon to maintain margin among high cost increases.
  • Redefined eCommerce department based on objectives and plotted career paths for each team member, promoting two team members into new roles and hiring additional FTEs to support growth.
  • Diminished regulatory risks by overseeing adherence to PCI, GDPR, CCPA, ADA, and tax guidelines, implementing across existing at-risk websites and all new website properties.
  • Consulted on eCommerce growth for other companies under Marmon Holding's portfolio of 140 companies.
  • Partnered with Supply Chain to identify and solve issues with production, workforce, and material sourcing to drive business objectives.
  • Renegotiated off-prem services to save company $500k annually.

Director of ECommerce

EcoWater Systems, LLC
02.2018 - 12.2019
  • Built, pitched, and sold comprehensive DTC eCommerce business plan to multiple business executives within EcoWater and its parent organization.
  • Executed business plan and achieved accelerated growth in both topline revenue, profits, and ROS%
  • Managed dept P&L to budgeted revenue and cost targets
  • Hired department staff positions to achieve eCommerce goals
  • Established SEO strategy that would lead to long-term (and low cost) organic traffic and sales growth.
  • Created RFP and selected full-service digital agency partner that could help support growth goals
  • Created RFP and selected eCommerce platform that would best fit short-term and long-term growth goals
  • Built profitable Amazon 1P & 3P presence
  • Created annual budget and developed comprehensive plan to accomplish department objectives while staying within budget.
  • Collaborated with other members of senior leadership team to organize operations and achieve demanding targets.

ECommerce Manager

Gopher Sport
10.2006 - 01.2018
  • Directed marketing, merchandising, customer experience, web development, content, analytics, and web operations for four brands
  • Collaborated frequently with other executive team members to align and execute multi-channel marketing strategies
  • Reduced CPA across four main revenue sources YoY, some by more than 50%, while obtaining double-digit revenue growth.
  • Implemented marketing automation system that brought Sales & Marketing out of siloed environment and into alignment.
  • Created and executed automated marketing retention strategy that has increased repeat buyers by 24% and median LTV by $350 in 10 months.
  • Designed, developed, and launched social media website for niche market and grew membership to 15,000.
  • Directed ten different paid media agencies, substantially growing paid media revenue 50x in ten years.
  • Grew retargeting revenue with healthy 30:1 ROAS.
  • Improved SEO rankings from 200 page one results to 700 page one results in two months.
  • Launched into Amazon & eBay marketplaces to reduce overstock and discontinued inventory, using ChannelAdvisor as product and order manager.
  • Used Amazon paid ads to drive traffic from Amazon to branded websites. Increased email volume from 2MM to 12MM with limited staff, through continuous process improvement.
  • Developed & executed strategy to improve satisfaction of online customers to move web channel from #5 to #1 in overall satisfaction.
  • Championed transition legacy database to cutting-edge CMS system to improve production efficiency and migration of content to websites.
  • Developed goal measurement system to ensure team members remain on track and adjust as necessary throughout year.
  • Decreased overall web budget 20% as function of revenue, while at same time maintaining double-digit annual revenue growth.
  • Implemented robust attribution system that provides accurate readings of channel revenue for optimal budget allocation.

ECommerce Manager

MBI Publishing Company
10.2000 - 10.2006
  • Built profitable eCommerce business from ground up.
  • Managed design & development teams in migrating to a cutting-edge, large scale, eCommerce platform.
  • Grew revenue through visibility in Google using SEO tactics and Google Adwords strategies on limited budget.
  • Developed email-marketing strategies that generated 25% of web revenues.
  • Grew affiliate marketing program from 0 to over 4,000 members using Commission Junction.
  • Developed and marketed 30 eCommerce websites, consistently increasing year over year web revenues.

Education

Bachelor of Arts - Applied Mathematics & Software Engineering

University of Wisconsin - Stout
Menomonie, WI

Skills

  • Revenue & Profit Growth
  • SEO / SXO / Content Marketing
  • Website User Experience & CRO
  • Performance Analytics
  • Marketing Automation & Funnel Analysis
  • Lead Generation & CRM
  • Paid / Email / Social Marketing
  • Customer Engagement
  • Building High-Performance Teams
  • Cross-Functional Communication / Collaboration
  • P & L Ownership

Accomplishments

  • Achieved +180% of revenue targets at end of year 3 in 5-year charter, while also achieving +100% of profit goal. Numerous other YoY growth stories.
  • Created, presented, and received investment approval from board, for digital marketing business plan, to take $130M online business to $200M in three years
  • Architected multi-channel customer journey that automated prospect and customer flow through the entire path-to-purchase.
  • 20+ years of SEO experience. Implemented a multi-faceted SEO strategy for a new website domain that in three years achieved organic traffic as top traffic and revenue driver.
  • 20 years of Google Analytics experience augmented with many other analytics platforms used for deep attribution, competitive analysis, and multivariate testing
  • 20+ years of Google Ads experience, both hands-on and working with off-prem experts to continuously learn the latest advancements in paid advertising
  • Routine collaboration with VP of Marketing, VP of Sales, VP of Finance, VP of Logistics and VP of Customer Service to align on integrated strategy, execution, and results analysis.
  • Experience with over 50 various MarTech entities across 15 software categories that have given me with a unique ability to visualize and deliver a world-class user experience while maintaining necessary data flow across integrated platforms.

Certification

  • Strategic Marketing
  • Voice of Customer
  • Continuous Improvement coach
  • Corporate Finance Foundations
  • SMART Goals
  • JIRA Fundamentals Badge
  • Intro to International Trade Regulations

Board Positions

  • Digital Marketing Technology Program - University of Wisconsin - Vice Chair
  • Cleveland Research eCommerce Board - Member

Affiliations

  • Business Direct Group
  • Amazon Vendor Group

Timeline

Senior Director of Marketing & ECommerce

Versare Solutions
12.2024 - Current

Senior Director of ECommerce

Versare Solutions
05.2023 - 11.2024

Global Director of ECommerce

Swann Communications
08.2022 - 03.2023

Vice President of ECommerce

Nivel Parts & Manufacturing Company
04.2022 - 08.2022

Vice President of ECommerce & DTC

EcoWater Systems, LLC
01.2020 - 03.2022

Director of ECommerce

EcoWater Systems, LLC
02.2018 - 12.2019

ECommerce Manager

Gopher Sport
10.2006 - 01.2018

ECommerce Manager

MBI Publishing Company
10.2000 - 10.2006

Bachelor of Arts - Applied Mathematics & Software Engineering

University of Wisconsin - Stout

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