EKATERINA FORD

• Built and launched ReliaHealth brand from concept to market-ready omnichannel presence:
• Engineered brand identity from name, logo, and dynamic color palette to packaging, video production, and immersive photography assets
• Leveraged data analytics to pinpoint high-value customer segments, geo-targeted markets, and optimal pricing models
• Authored persuasive, SEO-optimized content for all digital touchpoints including D2C eCommerce site reliahealth.org, Amazon listings & brand store, instructional media, and customer education videos
• Directed end-to-end eCommerce platform lifecycle launching initial WooCommerce build, then migrating to Shopify for scalability and enhanced UX
• Designed and executed automated email marketing funnels to boost engagement and conversion rates
• Integrated and QA-tested AI-powered ChatBot for 24/7 customer support on reliahealth.org
• Developed streamlined fulfillment workflows, integrating IT systems with customer communication touchpoints for real-time status updates
• Oversaw warehouse operations, lab result processing, and multi-channel customer support
• Registered brand IP, optimized Amazon Seller Central store, and deployed high-performing product listings
• Devised and managed performance-driven ad campaigns across Amazon Ads and Google Ads with data-backed optimizations resulting in 2x month over month revenue growth
• Links to Amazon assets: ReliaHealth Brand Store, UTI Test Kit, Nail Fungus Test Kit
• Led brand amplification strategy across social media platforms, driving audience growth and engagement

Clients & Brand Portfolio:

Beverages & Functional Drinks: OWYN, Kin Euphorics, Pernod Ricard portfolio (Jameson, Absolut, Malibu, Kahlua, Perrier Jouet, +30 others)

Food & Snacks: Saffron Road, You Need This, From the Ground Up, PopChips, Food Should Taste Good, Three Wishes Cereal, Treo

Wellness & Supplements: Terra Origin, Mars (CocoaVia)

Pet Products: Playology

Fresh & Specialty Foods: Bowery Farming, Dyla Brands

Key Achievements:

• Directed digital eCommerce strategy for 16 accounts spanning 47 brands, optimizing $11.2M annual budgets ($4.8M Amazon, $5.2M eGrocery, $1.2M Google Ads)
• Engineered integrated eCommerce growth frameworks leveraging platform-specific algorithms, automated bidding, and advanced audience segmentation
• Design and deployed high-performance ad campaigns across Amazon, Instacart, Walmart, Google, and YouTube, delivering measurable ROAS and sales growth
• Built and led in-house search optimization team, enhancing speed-to-market and campaign efficiency through continuous A/B testing and data-driven adjustments
• Orchestrated cross-vendor workflows for creative asset production (graphics, photography, social media, site builds), ensuring cohesive brand storytelling

Case Studies:

• Pernod Ricard: Boosted Instacart, Drizly, Albertson's, and GoPuff ad revenue +40% YoY with flat spend, maintaining matching 250% ROAS gains
• Mars (CocoaVia): Transitioned from Vendor Central to Seller Central, optimizing SKUs and ad strategy to drive 15–20% MoM revenue growth using coupon conversion analytics and precision targeting

• Responsible for the build, launch, and management of sponsored search programs for 50+ brands across 6 eCommerce retailers
• Managed 2 full-time paid search analysts and specialist including full onboarding, dividing responsibilities, and platform training
• Built 200+ paid search campaigns promoting over 1,300 products on Amazon's Advertising Platform making PepsiCo one of the earliest CPG company to have major presence on Amazon
• Increased Amazon paid search spend 4x YOY while maintaining 250% ROAS resulting in monthly sales scaling from $130k/month in 2016 to $1.4m in 2018
• Grew revenue from $2.4m in 2016 to $10.3m in 2017 pacing to have a 60% increase in 2018 hitting $16m in revenue
• Led the development of an API for the management and data insights for AMS, Walmart, Kroger, and Instacart utilized by multiple business sectors including marketing, finance, sales and analytics teams
• Collaborated with data science team on automation and campaign enhancement builds
• Worked cross functionally across PepsiCo organization with sales, finance, innovation, and brand teams to unify strategies for driving business
• Responsible for all eCommerce paid search marketing financial forecasting, budget requests, and management.
• Consistently created and deployed strategies for maximizing ROAS and/or driving top line revenue across every platform
• Composed and presented platform and campaign performance reports to various business stakeholders including brand managers and senior leadership

• Responsible for full spectrum of paid search marketing initiatives from conception to formation
• Consistently met with clients to review performance and maintain clear goals and priorities
• Designed and optimized client websites to achieve best in class results i.e. responsive design, SEO optimization, strong Calls to Action, mobile speed, and proper integrations
• Created extensive keyword lists and launched campaigns on Google and Bing Ads platforms
• Conducted daily analysis and testing of all campaigns to obtain highest ROI and meet/exceed previous month's goals
• Maintained higher than average conversion rates and lower cost/conversion MOM
• Conducted budget and campaign assessments to predict future conversion rates and potential growth opportunities

• Managed $20m/year paid search campaigns across AdWords and Bing for Acura
• Customized, enhanced, and built over 70 campaigns across 4 accounts on both Google and Bing
• Utilized performance data to tailor and improve campaigns to obtain benchmark CPA and maintain optimal SOV
• Consistently met target KPI's with ongoing optimization strategies such as A/B ad copy & landing page testing, mobile vs. desktop bid multiplier adjustments, keyword analysis, and retargeting initiatives
• Remained updated and well-versed on latest industry trends applicable for SEM and SEO i.e. Google Micro-moments and Cross-Channel analytics
• Monitored correct implementation of floodlight tags and pixel attribution across all channels and ad servers
• Conducted bi-weekly, monthly, and yearly reporting and presentations on all aspects of campaign performance

• Designed SEO optimized website using high traffic search terms while tailoring landing pages for AdWords campaigns
• Incorporated responsive design to mobile-optimize paid search campaigns
• Managed web development team through process of website creation, troubleshooting, updates, and all tag implementations
• SEO optimization resulted in 20% decrease in bounce rate and 56% increase in sessions compared to same month previous year prior to new site build
• Built and managed PPC campaigns within Google AdWords and Bing targeting pain management customers
• Consistently increased conversions MOM by 50-80% and lowered monthly budget costs at an average of 15%
• Utilized Google Analytics to monitor audience segments, user flows, audience acquisition, traffic sources, and more for website and PPC enhancements

• Analyzed campaign trends and client internal marketing efforts to ascertain sales opportunities for online marketing products
• Grew revenue through client outreaches and selling of SEM products i.e. PPC, Gradschools.com, featured listings, branded landing pages etc.
• Collaborated with paid search, SEO, DRTV, digital marketing, and online partner marketing teams to determine best marketing units and channel mix for low-converting campaigns
• Performed billing estimates, reconciliation, IS allocation entry, ticketing, projections, lead detail reviews, scrub, conversion data uploads, and audits regularly meeting all deadlines
• Utilized multiple CRM databases and reporting systems to obtain product information quickly and accurately
• Coordinated online, campus, and warm transfer campaign launches with various external and internal development and technology department