Shopify
Ian H. Woods
Omni-Channel Ecommerce & Digital Marketing Executive
Asheville,NC
Summary
Highly creative, passionate, and experienced consumer centric omni-channel, eCommerce, digital first marketing practitioner with an extensive background in integrating data, insights, design, media, and technology to drive business results for B2B, B2C, DTC and eCommerce brands and products.
Strong team player, enabler and advocate of purpose, cause and outcome management concepts with the background necessary to develop accountable solutions that impact brands, consumers, markets, and products.
Overview
17
17
years of professional experience
4
4
years of post-secondary education
3
3
Certifications
3
3
Languages
Work History
Head of Ecommerce & Digital Marketing
KeHE Distributors – Exclusive Brands
Boulder, CO
03.2022 - Current
- Oversee day-to-day strategy and operations for all direct-to-consumer (DTC) marketing, eCommerce, CRM, Social, Influencer, Content, Paid Media, and digital initiatives for KeHE Exclusive Brands – CADIA and MadeWith
- Lead design, development, build and launch of new online natural and organic food marketplace going live in 2023 that is B2C/DTC focused
- Own 5-year forecast and budget while instituting Objectives and Key Results (OKR) management principles for individuals and teams
- Developing and launching go-to-market (GTM) strategies for new products and vendor brands
- Responsible for developing internal staff plan and hiring to support growing lines of business
- Responsible for entire consumer lifecycle (strategy and operations) for all DTC brands – awareness, consideration, purchase, fulfillment, and retention
- Co-owner of budget, and P&L.
- Continually maintained and improved company's reputation and positive image in markets served.
Founder & Empathy Designer
Empathy Designs
Boulder, Colorado
01.2020 - 01.2023
- Founded empathy driven strategy, digital marketing, DTC, and ecommerce shop to support health and wellness related brands to design and develop business and marketing strategies to drive growth, revenue, and foster customer centricity
- Partnered with founders and executive teams on building out internal and external teams, budgets, tools, SOPs and more to support said strategies
- Designed, developed and deployed online and offline solutions and experiences that drive omni channel sales, revenue, brand growth and authentic value
- Client engagements are fractional and/or contract in nature and have terms of 4 – 8 months
- Clients included: AMARI, Impello Biosciences, Synchronicity Wellness, Carbon Chemistry, CBD Garage, KeHE & others.
- Conducted target market research to scope out industry competition and identify advantageous trends.
Fractional CMO
Impello Biosciences
Boulder, CO
04.2021 - 10.2021
- Fractional CMO – B2B, B2C, DTC, Marketplace and eCommerce
- Partnered with founders and executive team on developing mission, vision, purpose and set off core values for company
- Designed and developed brand and style guidelines in order to support seamless and scalable approach to brand development
- Designed several sales and marketing collateral pieces to support overall branding, product labels, packaging, migrated and launched new website and other earned and owned touch points
- Relaunched eCommerce and DTC lines of business to drive incremental revenue contribution within target ROAS and CPA
- Activated all paid, earned and owned channels to support brand relaunch
- Onboarded new design/creative, technology, SEO, SEM, Amazon, and content development teams (mostly external) to drive top, mid and lower funnel site traffic, revenue and lead generation
- Designed and developed a 5-year pro forma as well as marketing strategy and plan to help manage P&L and working dollars in driving outcomes.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
Chief Digital & eCommerce Officer
Functional Remedies, Synchronicity Wellness
Boulder, CO
01.2019 - 01.2021
- Marketing, Digital Marketing & Customer Experience
- Oversaw day-to-day strategy and operations for all direct-to-consumer (DTC) marketing, eCommerce, CRM, Social, Influencer, Content, Paid Media and digital initiatives for Functional Remedies
- Guided re-branding and re-design of company products
- Instituted Objectives and Key Results (OKR) management principles for individuals and teams
- Developed and launched go-to-market (GTM) strategies for new brands and products
- Brought in several agencies and contractors to support GTM projects
- Grew internal team from one person to seven in four months to support top and bottom-line growth
- Co-owner (CFO & COO) of budget, and P&L
- Converted business to focus on DTC and eCommerce in less than six months
- Boosted DTC gross revenue by 300% Year to Year (YoY)
- Increase LTV by 120%, AOV by 50% and reduced CAC by 30%.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
Founder and Curating Principal
BoutBout
Miami, FL
01.2016 - 01.2019
- Launched bespoke innovation and engagement firm to address guest opportunities for hospitality industry
- Focused primarily on all digital marketing and DTC channels to drive increased revenue and incremental revenue per guest
- Built out internal marketing team that supported all properties and outlets across digital, mobile, social, email and on property events
- Established key partnerships with PR agencies to support on property activations
- Implemented analytical architecture to evaluate paid, earned, shared, and owned channels
- Client included BAZAAR, Delano South Beach, HYDE Beach, Katsuya, K Ramen, SBE Group, SLS Hotels, The Fil’ia, The Raleigh Miami Beach, The Redbury South Beach, and The Townhouse
- Increased site traffic and room bookings by average of 40% YoY through online paid channels
- Reduced CAC by 60% within first five months of operation
- Expanded loyalty and CRM program contribution to revenue by 30% in first year.
- Created and monitored promotional approaches to increase sales and profit levels.
Chief Engagement Officer
IMM – Ideas Made Measurable
Boulder, CO
01.2013 - 01.2016
- I was responsible for business development, sales & marketing, and PR
- Designed and launched new practice areas for data automation, content marketing, CRM/LTV, decision sciences, social, and video productions
- Oversaw activities of 7+ direct and 100+ indirect reports
- Supervised analytics, automation, mobile, social media, and strategy for numerous brands, including Chili’s, Famous Footwear, GM Financial, Knot Standard, Maggiano’s, NET10, Omega Juicers, OnTheBorder, Poopurri, ROKU, StraightTalk, and TracFone Wireless
- Built out content practice within five months of joining the company
- Led personnel growth from 50 to 100 in three years
- Grew top line revenue by 40%.
Global Chief Strategy & Marketing Officer
Annalect, An Omnicom Company
New York, NY
01.2011 - 01.2013
- Launched and guided off-shore operations framework to drive delivery and operational efficiencies and scale
- Led and collaborated with global team of over ten direct reports and 150 indirect reports
- Designed and deployed global marketing strategies and plans to generate new business and grow existing revenue streams
- Incorporated global Software as a Service (SaaS) marketing platform to support global client media and marketing efforts
- Guided several practice areas, including marketing, brand and audience planning, competitive analysis, performance, and social
- Had full P&L responsibilities for marketing
- Partnered closely with multiple clients, including Estee Lauder, Apple, BofA, Toyota, AMEX, Google, GSK, HP, L’Oréal, Pepsi, P&G, Pfizer, GSK and Visa
- Drove 15% year-over-year (YoY) growth and business operations savings of 30% by diversifying revenue streams through SaaS products and improvements to back-office operations
- Achieved +/- 20% - 30% cost savings in first two years
- Exceeded target growth goal of 10% YoY with strong 18% YoY increase.
Vice President of Ecommerce & DTC - North America
TracFone Wireless, Inc
Miami, FL
01.2007 - 01.2011
- Oversaw daily operations and development of CRM, Direct/Online Marketing, Direct Sales eCommerce group for North American operations
- Recognized as subject matter expert (SME) at TracFone for all things eCommerce, digital, and direct sales
- Grew team from two team members to ten direct reports and 30 indirect reports
- Had full department operational and P&L responsibilities
- Designed and launched all online media campaigns and initiatives, including affiliates, email, network, SEM, SEO, and social networks
- Led online and interactive marketing and generated annual revenue of over $300M+
- In first 12 month, improved conversion rate by 15% - 20%
- Expanded year-over-year subscriber growth by 20% and reduced cost per action (CPA) by 30%
- Shattered revenue growth target of 10% by attaining 30% YoY growth.
- Identified opportunities to improve business process flows and productivity.
Education
Bachelor of Science - Graphic Design, Psychology
05.1991 - 06.1995
Skills
Digital Marketing
B2C
B2B
E-commerce
Strategy Planning
Media Planning and Buying
DTC
Data & Analytics
Marketing
Performance Marketing
Budgeting and Allocation
Brand development
P&L Management
Certification
Certification – Integrative Health Coach – IIN
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimePart TimeContract WorkLocation Preference
RemoteOn-SiteHybridImportant To Me
Work-life balanceCompany CultureSoftware
Magento
Woocommerce
BigCommerce
SEM Rush
GA
HotJar
Survey Monkey
Languages
Portuguese
Native or Bilingual
English
Native or Bilingual
Spanish
Elementary
Timeline
Head of Ecommerce & Digital Marketing - KeHE Distributors – Exclusive Brands
03.2022 - Current
Fractional CMO - Impello Biosciences
04.2021 - 10.2021
Founder & Empathy Designer - Empathy Designs
01.2020 - 01.2023
Chief Digital & eCommerce Officer - Functional Remedies, Synchronicity Wellness
01.2019 - 01.2021
Founder and Curating Principal - BoutBout
01.2016 - 01.2019
Chief Engagement Officer - IMM – Ideas Made Measurable
01.2013 - 01.2016
Global Chief Strategy & Marketing Officer - Annalect, An Omnicom Company
01.2011 - 01.2013
Vice President of Ecommerce & DTC - North America - TracFone Wireless, Inc
01.2007 - 01.2011
Sacred Heart University - Bachelor of Science, Graphic Design, Psychology
05.1991 - 06.1995