Richard Krolikowski
Redondo Beach,CA
Summary
Team leader & builder with 14 years of management experience in omni channel e-Commerce, website/eCommerce Product management, website operations, project management, growth marketing strategy & road-mapping, tech stack P&L, conversion rate optimization, and SEO best practices. Data-driven, efficient, and resourceful director with a strong analytics background and expertise in eCommerce strategy, customer acquisition, user experience, and customer retention. Strong interpersonal and communication skills, proficiency in leading teams, and ability to troubleshoot and implement innovative solutions to business challenges.
Overview
4
4
years of professional experience
Work History
Director, ECommerce & Growth
Oncourse Home Solutions
05.2023 - Current
- Provide strong and effective management for Digital eComm Product team + IT Digital Resources, supporting and providing leadership to direct reports.
- Owning and streamlining relationship between web marketing team and IT teams.
- Selected, negotiated, and onboarded 3rd party design agency for website redesign project.
- Successful website redesign and backend replatforming project.
- Successful phase 1 roll out of re-brand initiative that spanned 4 websites and 10+ partnership channels.
- Owned and rehabilitated SEO channel performance and growth +20%.
- Established KPI benchmarks and analytics dashboards for optimization opportunities and ELT transparency.
- Significantly improved site speed performance through collaboration with IT team.
- Established robust website and service monitoring with alert notifications for mission critical systems and solutions.
- Managed new request and project intake process with Development team.
- Own and oversee all website promotional & campaign strategies in collaboration with Digital Marketing, Email Marketing, and Direct Mail teams.
- Onboarded new back end solutions for CMS, ecommerce, and personalization & A/B testing solutions.
- Developed high-performing team by providing mentorship, guidance, and opportunities for professional growth.
- Own CRO strategy, roadmap, and agency onboarding.
- Oversee and own eCommerce & website operations and integrations.
- Negotiated favorable contracts with vendors for reduced costs and improved service quality.
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Monitored and coordinated project and product workflows to optimize resources.
- Facilitated cross-functional collaboration for improved decision-making processes within the organization.
- Improved project efficiency with strategic planning, resource allocation, and time management practices.
- Formed strategic partnerships and connected with potential clients to drive business development.
- Proactively identified potential risks and implemented mitigation strategies to minimize negative impacts on projects or business operations.
- Leveraged data analytics insights for informed decision-making in critical areas such as sales forecasting, budgeting, or personnel management.
- Spearheaded successful product launches that resulted in increased brand visibility and customer acquisition.
- Monitored expenditures to mitigate risk of overages.
- Optimized operational processes using analytics tools to address client-specific metrics.
- Assisted in recruiting, hiring and training of team members.
- Identified and qualified customer needs and negotiated and closed profitable projects with high success rate.
- Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
Associate Director, E-Commerce
Tonal
06.2021 - 01.2023
- Grew and led e-Commerce department to drive professional & personal career development and constructive feedback & review cycles
- Owned, managed, and negotiated $750K in tech solutions and tech stack P&L spanning 40+ partners, services, tools, and solutions
- Oversaw the e-Commerce website including product launch, rebrand, and website refresh
- Directed and optimized all frontend & backend project initiates working closely with internal teams and external partners
- Managed, optimized, and scaled attribution solution and sales experience for retail and inside sales teams
- Established and ran Conversion Rate Optimization team and strategy
- Lead project manager for e-Commerce team working cross functionally with internal and external marketing, brand, and product stakeholders
- Managed resources that ran departmental SLA's and day to day experience for front line retail, care, and sales teams
- Conceptualized and executed solution to solve for cross device attribution hurdles to help drive user behaviors and increase order conversions
- Led e-Commerce operations, planning, road mapping, and execution of web development projects, site features, and troubleshooting of bugs and/or issues
- Oversaw solutions, partners, budgets, and longterm plans to assure stability and scalability, directing external vendors, contract negotiations, partner relationships, and technical requirements to continue developing and enhancing the e-Commerce platform and infrastructure
- Owned and managed internal marketing solutions, social media integrations, email marketing integration, SEO best practices & optimizations, and other monitoring methodologies and analytics
- Directed main revenue & sales channels as well as all accessory product revenue growth and user experiences
- Oversaw and directed all web based compliance standards, including but not limited to PCI compliance, Data Privacy, and ADA standards to assure safe, secure, and user friendly website and shopping experience
- Strategic partner and point of contact for legal, finance, and tax departments
- Directed team responsible for optimizing referral program experience, program revamp, and platform migration.
Sr. Growth Marketing Manager, E-Commerce
Tonal
06.2020 - 06.2021
- Played key role in helping drive and and support 10x revenue and conversion growth
- Hired, built, and grew e-Commerce team and department, overseeing all hiring and review cycles
- Created user testing strategy and executed 100+ user test sessions and Conversion Rate Optimize tests for website & e-Commerce UX design and strategy to drive user engagement, product comprehension, and order conversion
- Established, owned, and optimized process for helping marketing teams create, test, and launch company wide rebrand, new web pages, and website UX
- Helped create seamless customer website experience from first click through extensive product & brand research to drive lead generation & order conversion, increasing customer satisfaction, inclusive of order and billing management
- Collaborated with Product & Engineering teams, contractors and agencies as well as internal Operations and Care teams to develop a seamless pre and post purchase user experience for customers
- Established process and roadmap with cross-functional stakeholders to develop, release, and manage new features and website code consistently and reliably within compliance standards including PCI, ADA, GDPR, CPRA, CCPA, and CAN-SPAM regulations
- Oversaw, optimized, and managed all e-Commerce & frontend/backend website development and QA initiatives
- Managed referral program with focus on program management & optimization, reward distribution and management, email communications, lead generation optimization, and mobile app integration
- Created and owned e-Commerce and Website campaign calendar and execution strategy for all web based marketing campaigns
- Instituted best practices and process for peak/holiday season campaign strategy and code freeze protocols
- Built secondary "Gear Shop" to create additional revenue streams, increase brand recognition, and streamline membership experience.
- Collaborated with Data Analytics team to create e-Commerce KPI dashboard, manage pixel & cookie integrations & setup, and user event based tracking through services such as Google Tag Manager, Segment, and Rudderstack.
- Worked closely with CRM, Brand, Organic, and Digital Marketing teams to drive and optimize Growth Marketing strategies.
- Drove and prioritized mobile first web based product learning, shopping, and conversion experience.
Education
Bachelor of Arts in Economics -
University of Illinois
Chicago, IL05.2010
Skills
- Customer Acquisition and Retention
- People Management
- Systems Operations & Integrations
- Strategic Planning
- Email & Affiliate Network Marketing
- E-Commerce and Web Systems Integrations
- Customer Lifecycle Communication
- Digital Marketing & SEO Strategy
- Conversion Rate Optimization
- Product Launch & Rebrand Experience
- Growth Marketing Strategy
- Problem Solving
- Verbal and written communication
- Work Ethic and Professionalism
- Data Privacy
- PCI Compliance
- Email Marketing
- Growth & Digital Marketing
- Project Management
Websites
- https://www.affirm.com/business/blog/tonal-longer-repayment-terms-telesales
- https://www.yotpo.com/blog/sunski-multi-channel-engagement-strategy/
- https://www.friendbuy.com/customers/tonal-case-study
- https://2xecommerce.com/podcast/ep167/
- https://www.adroll.com/stories/sunski
- https://www.adroll.com/blog/sunski-daretogrow
Prospecting and Remarketing Platforms
- Google Analytics
- Google Adwords
- Google Merchant Center
- Salesforce
- GRIN
- Google Tag Manager
- Pebble Post
- Amazon Marketplace
- AdRoll
- Criteo
- Facebook/IG
- YouTube
eCommerce and Marketing Platforms
- WooCommerce
- WordPress
- Shopify
- Amazon
- BigCommerce
- Salesforce
- Pardot
- Exact Target
- Mailchimp
- Klaviyo
- Figma
- Jira
- Asana
- Adobe Photoshop
- Rudder Stack
- Segment
- Attentive
- Yoto
- Friendbuy
- JustUno
- Stripe
- Affirm
- Avalara
- Boomi
- Digital Ocean
- Twilio
- VWO
- GRIN
- Intellimize
- Yoast
- Drift
- Mailgun
- Acuity
- Bugsnag
- Telesales
- Pagerduty
Others
Data Privacy, PCI Compliance, ADA Compliance Standards, Systems Operations & Integrations, CMS, Email Marketing, Growth & Digital Marketing, SEO, CRO, and Project Management.
Timeline
Director, ECommerce & Growth
Oncourse Home Solutions
05.2023 - Current
Associate Director, E-Commerce
Tonal
06.2021 - 01.2023
Sr. Growth Marketing Manager, E-Commerce
Tonal
06.2020 - 06.2021
Bachelor of Arts in Economics -
University of Illinois
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