Summary
Overview
Work History
Education
Skills
Timeline
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Dawson Cogar

Columbia,MO

Summary

Dynamic digital marketing leader with a proven track record in brand growth and eCommerce optimization. Expertise in developing strategic initiatives that align with brand objectives and enhance consumer engagement. Demonstrated ability to empower teams, resulting in elevated performance and achievement of organizational goals. Aiming to drive innovative marketing solutions that foster long-term business success.

Overview

8
8
years of professional experience

Work History

Associate Manager Digital Marketing

RedKap
Nashville, USA
01.2023 - 11.2024
  • Implemented and bolstered affiliate marketing strategies using Impact's software suite
  • Developed strategies to provide best in class website experience for newly launched DTC site
  • Collaboration with Brand, Product and B2B teams to ensure all organizational goals are met through website and marketing initiatives
  • Developed high-level go-to marketing strategies behind seasonal new product launches and continued rollout
  • Helped to define pillars of ecommerce ecosystem with cadence and purpose - email, loyalty, paid, affiliate, organic channels
  • Planning of annual holiday calendar to coordinate meaningful deals, product launches and key initiatives as they relate to the brand and our consumer base
  • Assisted in developing best in class practices in sharing marketing synergies across the organization (all other brands outside of RedKap under the WWOF umbrella)
  • In process of implementing social media stores and presence across the various platforms - TT, FB, IG, YT, LI
  • Creating strategy and cadence behind our posting that aligns with upper level brand goals for fiscal year

Ecommerce Manager DTC Legacy Brands

American Outdoor Brands
Columbia, USA
02.2022 - 01.2023
  • Plan marketing budget for paid and performance marketing channels (AdWords, Facebook, affiliate & paid partners) for 13 brands
  • Supporting product launch initiatives and supporting resources, creative and DTC initiatives to support each launch
  • Working with brand to identify key marketing features, look & feel of sites and A+ content to support product page design
  • Architecting email journeys and consumer initiatives to bolster new customer acquisition, retention and increase AOV
  • Development of strategies to align DTC sites within overall omni-channel ecosystem in a non-intrusive and mutually beneficial architecture
  • Planning of annual holiday calendar to coordinate meaningful deals, product launches and key initiatives as they relate to the brands
  • Working closely with Ops
  • To churn inventory, align sales with high inventory positions, plan inventory around fast movers and capitalize on opportunities within sunk cost inventory

Ecommerce Acquisition Specialist

American Outdoor Brands
Columbia, USA
04.2019 - 02.2022
  • Assisted with the implementation of seven individual brand websites to the SFCC ecosystem in eight months complete with total brand redesigns
  • Transition of and merchandising of all seven brand catalogs (complete with copy and A+ content) to newly launched websites (over 1k skus collectively)
  • Worked alongside brand managers and marketing teams to ready product launch campaigns and PDP specifics
  • Provided competitive analysis of product vertical landscapes to identify competitor strengths, weaknesses, and opportunities both in terms of product development and ecommerce setting
  • Managed Google AdWords campaigns and ad groups to ensure positive ROAS in line with company objectives per brand
  • Development and monitoring of an affiliate program for all 17 brands under the AOB umbrella (currently in its third year) on track to exceed 2.5 million in sales (massive yoy growth from 2019 to 2022)
  • Provided guidance and insight pertaining to brand presentation in the ecommerce space as well as customer on site experience
  • Use of historic and current product sales data to establish ecommerce marketing trends, capitalize on seasonal ecommerce calendars and plan sales accordingly
  • Collaboration with an exceptionally lean team of three to establish best practices and most effective strategies in passing customers through the sales funnel and turning them into brand loyalists
  • Partnering with marketing and social media teams to provide an encompassing brand experience, interactive content and an outward approach that best represents the overall brands

Ecommerce Outreach Specialist

United Sports Brands
Fountain Valley, USA
01.2018 - 03.2019
  • Respond to customer feedback, supplying accurate information for customer inquiries, escalate cases to CS for resolution
  • Ensure brand standards, online presence and company procedures are in line with consumer demand and company standards across digital marketplaces (Amazon, Ebay, Brand Websites, Client Sites)
  • Maintenance and programming AI chat intelligence for interaction with consumer (Bold 360 -internal sites)
  • Development of an affiliate program to help aid online exposure and sell through (Share-A-Sale etc.)
  • Provide product development and internal brand managers with consumer feedback integral to the design and improvement process (as well as go to market strategies)
  • Assisted in providing customer service team systems training at time of relocation and team implementation (Salespad, GP, Highjump, Magento)
  • Developing a reviews strategy for a catalogue of four brands (SD, MD, NS, CG) across all mediums (Bazaar Voice, Feedback Five, Email Campaigns etc.)
  • Regular Data reporting on common metrics to identify trends on internal sites and amazon (GA, Excel, Reporting feeds from various systems)
  • Collaboration with an exceptionally lean team to establish best practices and most effective strategies in passing customers through the sales funnel and turning them into brand loyalists
  • Partnering with marketing and social media teams to provide an encompassing brand experience, interactive content and an outward approach that best represents the overall brands
  • Optimization of Amazon product listings throughout transition of VC to SC transition - 800 SKUS

CS /Returns Specialist

United Sports Brands
Fountain Valley, USA
09.2016 - 01.2018
  • Aid customers with all outstanding issues to ensure favorable consumer experience and repeat business
  • Promote solutions across all core brands to ensure consumer needs are best met within brand offerings
  • Resolution of outstanding consumer and retailer returns in accordance with in-house accounting practices
  • Arrange shipment of new sample products to sales reps and key accounts for Nathan Brands
  • Helped to facilitate the implementation of best practices and overall process guidelines for returns process (in-house and consumer facing) in correspondence with warehouse and accounting teams)

Education

BSBA - Management, emphasis in International Business, Minor in Communications

West Virginia University
Morgantown, WV
05.2014

Skills

  • SEO
  • AdWords
  • PPC
  • Social Media Marketing
  • Email Marketing
  • Affiliate Marketing
  • HTML
  • CSS
  • Data Analytics
  • Google Analytics
  • Excel
  • Magento
  • SFCC
  • Ecommerce Site Optimization
  • Impact
  • Avantlink
  • Adobe Suite
  • Microsoft Suite
  • Power BI
  • Highjump
  • Bold 360
  • Salsify
  • Bazaar Voice
  • Yotpo

Timeline

Associate Manager Digital Marketing

RedKap
01.2023 - 11.2024

Ecommerce Manager DTC Legacy Brands

American Outdoor Brands
02.2022 - 01.2023

Ecommerce Acquisition Specialist

American Outdoor Brands
04.2019 - 02.2022

Ecommerce Outreach Specialist

United Sports Brands
01.2018 - 03.2019

CS /Returns Specialist

United Sports Brands
09.2016 - 01.2018

BSBA - Management, emphasis in International Business, Minor in Communications

West Virginia University

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Dawson Cogar