Summary
Overview
Work History
Education
Skills
Certification
Timeline
Acheivements
References
Generic

Kelsey Foy

NJ

Summary

Results-driven D2C eCommerce and marketing executive with over 9 years of leadership experience. Adept at crafting full-funnel strategies that drive customer acquisition, enhance retention, build brand trust, and improve ROI. Proven track record of building and leading high-performing teams in fast-paced, entrepreneurial environments. Skilled at navigating cross-functional teams, managing P&L, and aligning paid, owned, and brand strategies to achieve business objectives.

Overview

14
14
years of professional experience
1
1
Certificate

Work History

Director of ECommerce

ELOQUII, CUUP, Dia Shops, and June + Vie
New York, NY
09.2023 - Current
  • Spearheaded growth strategies across all performance marketing channels, leading to an 8% increase in demand while maintaining a higher ROAS YoY.
  • Managed a multimillion-dollar marketing budget, optimizing spend to achieve target ROAS.
  • Effectively overseeing retention channels such as email, SMS, and push & in-app notifications, with emphasis on marketing and lifecycle campaigns, accounting for 41% of total business.
  • Oversee ELOQUII's app performance and product roadmap. Responsible for 17% of the business, and growing.
  • Led monthly channel planning across four brands, based on YoY and MoM performance trends.
  • Optimized the website experience with cross-functional partners (product, engineering, CX, merchandising, and planning) to implement data-driven website optimizations.
  • Established reporting processes to provide actionable insights to senior leadership team. Reporting on results weekly to the CEO.
  • eCommerce lead during the replatforming for ELOQUII, CUUP, and Dia Shops.

Manager-Director of Retention & Digital Product

Eloquii
New York, NY
09.2015 - 09.2023
  • Planned and oversaw the website redesign project, managing freelancers and setting measurable KPIs for success.
  • Launched site replatform, credit card processor transition, new PLPs, and app upgrades in collaboration with tech team.
  • Implemented A/B testing with key vendors to evaluate ROI.
  • Developed a website KPI dashboard for monthly and yearly performance analysis.
  • Managed retention and tech G&A budget.
  • Led retention marketing managing our email, SMS, app, CRM, and managed budget. Including two ESP transitions.
  • Implemented and expanded the app and SMS initiatives at ELOQUII, resulting in a significant contribution of 28% to total revenue.
  • Retention lead in ELOQUII's acquisition by Walmart.

Marketing Associate-Manager

Quidsi Inc. (An Amazon Company)
Jersey City, NJ
01.2011 - 09.2015
  • Delivered cross-site marketing initiatives including joint email efforts, direct mail, and promotional activities.
  • Worked alongside tech and UX departments to upgrade our promo tool and loyalty programs.
  • Managed phone and email inquiries as part of the customer experience team.
  • Collaborated closely with CX team to enhance promotional experience across Quidsi's portfolio of websites.

Education

Bachelor of Arts And Sciences - Communications

University of Rhode Island
Kingston, RI

Skills

  • Digital and Retention Marketing
  • Web Analytics
  • A/B Testing
  • Funnel Optimization
  • Project Management
  • Product Management
  • Competitive Analysis
  • App/mobile Marketing

Certification

  • SheCodes Basics: Introduction to coding HTML and CSS

Timeline

Director of ECommerce

ELOQUII, CUUP, Dia Shops, and June + Vie
09.2023 - Current

Manager-Director of Retention & Digital Product

Eloquii
09.2015 - 09.2023

Marketing Associate-Manager

Quidsi Inc. (An Amazon Company)
01.2011 - 09.2015

Bachelor of Arts And Sciences - Communications

University of Rhode Island

Acheivements

  • Launched the ELOQUII app and SMS program now accounting for over 25% of total business.
  • Transitioned paid social to META's Advantage+ advertising, growing the channel +17% YoY.
  • ELOQUII beat EBITA by 254%.
  • Performance marketing and eCommerce lead during successful Collaboration with Kate Spade.

References

References available upon request.

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