Kelly Burton
Chester Springs,PA
Summary
Talented Business Development Executive brings high-level business, marketing and sales acumen. Drives competitive growth through proactive relationship building and pursuit of business opportunities. Savvy to industry trends, practices and customer demands.
Overview
17
17
years of professional experience
Work History
Senior Category Manager
Perch
Boston, MA
06.2021 - 04.2022
- Managed Baby Merlin Brand through acquisition and post purchase integration -grew business 40% YOY across all channels exceeding expectations.
- Developed and executed comprehensive DTC and B2B sales strategy focused around pricing, promotions, pay-per-click advertising, and listing optimization both on and off Amazon.
- P&L ownership measured against sales and contribution margin goals and reported key performance indicators to define success on all channels.
- Outlined omnichannel channel goals across brand and digital platforms for Baby Merlin website, Amazon, Target, BuyBuyBaby and Saks.
- Managed brand-level 3rd party vendor relationships, with email marketing, affiliate and SEO partners, including developing relationships, defining KPIs, and monitoring performance using analytics to analyze conversion rates across multiple digital channels.
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to introduce new products launching in Fall of 2022.
- Fostered positive work atmosphere by acting and communicating collaboratively with internal teams, external supply and logistics partners as well as international manufacturing partner to ensure product availability and continuation of product sample and safety testing.
Director of Marketing and Operations
Baby Merlin Company
Downingtown, PA
01.2013 - 06.2021
- Drove exponential year-over-year business growth for 8 years which led to the successful acquisition of Baby Merlin by Perch.
- Co-created and optimized complete business development and marketing strategy that built brand awareness, increased sales and kept customer centric focus to ensure positive brand experience.
- Launched full product line on Amazon FBA-created listings, planned ran and analyzed PPC initiatives and campaigns to increase sales, generate leads and promote brand awareness.
- Boosted brand awareness and traffic via SEO optimization, content and social media while managing marketing campaigns and programs that promoted Baby Merlin's reputation and positive image, strengthened customer relationships and increased sales.
- Hired, supervised and trained five employees on customer service, EDI and social media to optimize performance and business growth.
- Developed social media calendar, which included scheduling email blasts, social media posts, marketing campaigns and website updates generating interest for new and upcoming products, giveaways and events.
- Maintained company's social media presence by posting messages, answering posts and monitoring responses.
- Created content strategies for digital and social media and identified appropriate KPIs applying data analytics to drive future strategic planning.
- Conducted trials and tests of marketing channels such as paid acquisition, social media and fresh content creation and analyzed and reported results.
- Tracked and managed marketing budget and associated P&L to develop and execute marketing strategies
- Cultivated and managed relationships with high-profile clients, sleep partners and influencers and translated marketing and social media needs into results-driven strategies to ensure long term business growth.
- Created and implemented new business opportunities by utilizing strategic networking strategies for Women Owned and Small Business via Female Founder Collective.
- Developed, tested and successfully launched two new products in Fall of 2020 that included redesigns of marketing materials, packaging and website.
- Negotiated contracts and built deep relationships with small brick and mortar business owners as well as Big Box distribution partners at Target, BuyBuyBaby, and Saks by employing industry expertise and knowledge, retail strategies and sales tactics to ensure continued growth and increased revenues.
- Created onboarding process for new partners, including product set up, EDI testing and API building with our 3PL
- Forecasted and managed inventory planning based on sales and future growth projections.
- Oversaw supply chain logistics from PO placement to arrival of goods at 3PL partner to facilitate business operations.
- Directed meetings to enhance collaboration and maintain culture based on trust and group problem-solving.
- Managed daily operations of Baby Merlin, orchestrating forward-thinking strategies to accomplish profit and expansion goals.
YMCA Nationals Gymnastics Coordinator
Phoenixville YMCA
Phoenixville, PA
05.2008 - 08.2009
- Negotiated facility and catering contracts and prepared budgets to monitor expenditures to ensure profitability.
- Collaborated with Chester and Montgomery County tourism to promote event via commercials, flyers and press releases to generate community interest and increase tourism dollars during the week long event.
- Secured entertainment (Philly Phanatic) and keynote speaker (Shannon Miller) for Opening Ceremonies at United Sports Training Center.
- Coordinated staff of 350 volunteers to supervise events and facilitate scheduled activities for 5000 attendees of YMCA National Gymnastics Championships.
- Established team rosters, daily competition schedules and secured judges to enforced rules and regulations of YMCA National Gymnastic Championships.
- Trained workers in service policies, safety requirements and empowered them to independently handle common issues.
Director of Sales
Arris Systems
Berwyn, PA
04.1999 - 03.2000
- Built relationships with existing customers and cultivated new relationships via cold calling that well exceeded sales goals and established long-term business growth.
- Worked with team of software engineers to provide custom software development, complex data migration, and system design consultation to clients.
Sales Executive/Account Manager
Infonautics/New Media Services
Wayne, PA
09.1997 - 03.1999
- Sales executive and project manager for Intellibank, knowledge management database for consulting practices of HP, Oracle and Baan.
- Worked with partners to customize and integrate internal documents used by consultants (white papers, procedures, proposals, internal documents) into easily searchable knowledge bank.
- Increased revenue by implementing effective sales strategies in sales cycle process from prospecting leads through close
- Communicated project plans and progress to key stakeholders and project contributors to ensure alignment of sales goals and budgets.
- Collaborated with upper management to implement continuous improvements and exceed team sales goals
Sales Representative
NewsNet
Bryn Mawr, PA
08.1993 - 06.1997
- Sales representative for state of the art news platform delivered to executive desktops with breaking industry information
- Exceeded goals for new accounts in single sales cycle
- Exceeded targeted sales goals through continuous pursuit of new sales opportunities and expert closing of customer deals.
- Developed strategic relationships with new and existing customers by that generated loyalty, repeat business and 50% YOY increased sales
- Established stellar community reputation through commitment to customer satisfaction and strong client relationships.
Education
Bachelor of Arts - Marketing
Shippensburg University of Pennsylvania
Shippensburg, PA05.1990
Skills
- Strategic Vision, Planning and Alignment
- Marketing Strategy and Trend Analysis
- Brand Messaging and Product Development
- Manage Profitability and Performance Goals
- New Business Opportunities
- Customer Targeting and Retention Strategies
- SEO Strategy and Execution
- Social Media Platforms and Campaigns
- Forecasting and Budgeting
- 3PL Relationship and Inventory Management
- Amazon FBA, PPC and Account Health
- Google Analytics for DTC site monitoring
- Interpersonal Communication Skills
- Team Management, Recruitment and Hiring
Timeline
Senior Category Manager
Perch
06.2021 - 04.2022
Director of Marketing and Operations
Baby Merlin Company
01.2013 - 06.2021
YMCA Nationals Gymnastics Coordinator
Phoenixville YMCA
05.2008 - 08.2009
Director of Sales
Arris Systems
04.1999 - 03.2000
Sales Executive/Account Manager
Infonautics/New Media Services
09.1997 - 03.1999
Sales Representative
NewsNet
08.1993 - 06.1997
Bachelor of Arts - Marketing
Shippensburg University of Pennsylvania
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