Jennifer Skeen

• Evaluated customer needs and feedback to drive product and service improvements.
• Introduced new methods, practices, and systems to reduce turnaround time.
• Performed as consultant for businesses in areas of marketing, eCommerce applications, and logistics.

Enjoyed time with family as my daughter completed senior year, last year in high school and club soccer, and preparing to be a student athlete in college. This also was likely the last summer that both my children would be able to go on vacations as a family, as my son will be committing to the Army this semester with SFA ROTC Lumberjack Battalion, and my daughter will be looking for internship opportunities for marine biology. Now both settled in college, and I am ready to jump back in and make an impact leading a team.

• Increased eCommerce sales over 100% from initially joining company, and doubling percent contribution of eCommerce sales to total company.
• Executive leadership team that drove the highest sales and profitability in company's history.
• Customer journey mapping, strategic planning for capital expense and P&L management, and created strategic service roadmaps for new initiatives.
• Navigated through ebbs and flows of pandemic shut down, and found fast and creative ways to implement curbside pickup, projects to leverage PPP dollars, and outbound communications with customers about each stores status (which changed almost daily).
• Led team on implementation of store associates ability to receive commission sales on online sales that were driven from sales floor.
• Maintained $10 ROAS while driving more store traffic (+4% growth) and sales across both eCommerce and brick-n-mortar stores.
• Replatformed Inventory and Order Management System (OMS), retrained and implemented new business processes for order fulfillment, and in-store online returns.
• Spoke at numerous events including Kibo Summit, Acquia Engage, and National Retail Federation Big Show.
• Participated on NRF Digital and CMO council for 5 years.
• Continually evaluated marketplace trends and oversaw gathering of competitive intelligence within markets and across service lines.

• Increased eCommerce sales by greater than 50%, and improved profitability over 30%.
• Omnichannel and digital integration with stores roadmapping and implementation of features like in-store inventory visibility on product page.
• Developed and implemented dropship from vendor capability to add thousands of more items to the website, without holding cost of goods until sale of those items.
• Audited Sun & Ski Sports Economic Nexus impacts for all 50 states, identified a partner (Avalara) in order to handle tax collection calculation and returns.
• Accepted leadership, strategic planning and daily operations for Marketing division (traditional, digital, and vendor relationships).
• Transformed marketing budget from heavily driven traditional marketing program to predominately digital program. Originally 70/30 traditional to digital previously, to 80/20 post transformation.
• Replatformed Customer Data Platform in order to get improved analytics about customer behaviors and a true 360 profiling capability.
• Created first Data Analyst position for company which brought new level of data led initiatives and operational changes to marketing, omnichannel, store operations, and more.
• Moved away from vendor managed media placement and creative to in-house in order to increase amount of creative, faster review cycles, and overall improved real time communication of needs from various in house departments that had not previously been serviced by creative team.
• Partnered with digital agencies to drive marked improvements in SEM and display, as well as implementing OTT and video strategies.
• Brought in application (Chatmeter) to enable our team to see all reviews and overall Customer Rating grade for each store. It also enabled ability to respond in one platform to all reviews from numerous platforms, which helps in organic rankings (previously 0% of reviews were being responded to).
• Reworked all store listing placements, and managed internally major listing outlets (Google, Yelp, Apple, etc.).
• Led new social media content generation culture from store teams, in order to obtain more local and store specific content based on regionalized product lines and activities supported.

• Lead transformation from siloed customer culture to truly Omnichannel experience for both customers and associates. "It's a Sun & Ski Sports customers, not an online or in-store customer" was a daily mantra.
• Full P&L accountability for Ominchannel (i.e.: eCommerce) which included negotiation of Shipping Logistics contracts, Customer Service, full tech stack vendors, web/digital development team, end to end order fulfillment operations, fraud and financial management, website curation and creative, team management)
• Identified gaps and needs in people, systems, and processes.
• Established digital merchandising team, process that go along with site management (on-site search and navigation optimization, establish KPI review management,
• Brought in personalization application (Monetate) to improve site experience, recommendations, and ability to be more geographically relevant with our site content (including store pages).
• Web and digital integration with stores development was moved under this role, and established Agile-like development roadmap and deployment strategy. Established JIRA to manage this process.
• Drove major change in inventory visibility on site, removed legacy program that was limiting site ability to help with aged product sell through, which also was "hiding" good product from site.

• Original founding member of Academy Sports + Outdoors first transacting website www.academy.com, launching new site in 2011. Growth of sales from $0 to $250M in 5 years.
• Recruited, trained, developed, and mentored direct report team of over 40 people in eCommerce Merchandising, Product Content and Dropship; and major influence on the rest of eCommerce, digital marketing, and eCom IT.
• Lead RFP Process: Recommendation Engine, Search Engine, Competitive Intelligence, Product Content Management (Master Data Management Tool), Social Media Curation Tools, and Video Program.
• Responsible for P&L metrics management to drive profitable sales, continue to grow sales double industry growth.
• Collaborated with all aspects of business to build process, strategy, and drive omnichannel sales.
• Founding member of Data Governance Board, responsible for ensuring company Master Data Management from sku creation, legal compliance, enriched content, and logistical data.

• Responsible for overall strategy and eCommerce merchandising team of B2C website (www.officemax.com) to grow sales, assortment, optimization of operations, and functionality.
• Develop, review, prioritize and approve all business requirements that are to be used for upcoming releases.
• Successfully lead eCommerce merchandising team in replatforming of newly designed site which has increased conversion rate by 30%.

• Manage two top categories of the company for Ecommerce Channel, and successfully reversed trend of negative comp sales by more then 50% year over year.
• Created inventory/sales management tool for the ecommerce team, in order to relieve ecommerce merchants from receiving more then 6 reports daily (due to non-integration of systems).
• IT liaison for ecommerce merchant team, responsible for most of the project scopes and investigations for one of top initiatives in company launching in July '07.

• Partnered with third party firm to formulate external on-line marketing strategy that included: pay per click search term purchases, natural search optimization, external marketing placements, and affiliate partnerships
• Including contract creation and negotiation for marketing programs
• Instrumental in on-going development of CompUSABusiness.com functionality, marketing, and site design
• Including: email campaign, search and navigation optimization, on-site marketing placements, and affiliate merchandising.

• Assumed Director level responsibilities beginning Nov '05 to May '06.
• Responsible for growth of several categories on CompUSA.com and CompUSABusiness.com in sales, gross margin, assortment, promotions, and affiliate merchandising.
• Increased site sales by 30% for fiscal years 2004 and 2005
• Participate in many strategic teams to identify issues and solutions across companies divisions to increase profitability.

• Led day to day operations of retail store.
• Oversaw all aspects of cash office, human resource operations, warehouse shipping/receiving/reconciliation, and merchandising.

• Designed efficient processes to regulate day to day operations of the Business Service team including invoice/sales tracking, return and credit resolution, account reconciliation, and accountability for sales quotas
• Interfaced with customers daily, and increased add-on sales of product and services.

• Designed Access databases and reports in order to present data from two legacy systems for daily, monthly, quarterly and ad hoc to management and field
• Developed forms and standards for various teams to increase efficiencies in data entry and data submission for Siebel and SAP applications.