William Graham

The Indoor Golf Shop (ShopIndoorGolf.com), offers an extensive range of indoor golf equipment for both residential and commercial use, as well as a comprehensive custom simulator design and installation service.

• Responsible for end-to-end eCommerce and digital brand management for several companies under the Indoor Golf Holdings banner. (InHome Golf, G-Trak, The Indoor Golf Shop, GMP Manufacturing).
• Oversaw the transition of InHome Golf brand into the wider eCommerce strategy & technology of The Indoor Golf Shop post-acquisition.
• Roadmapped & implemented several feature and UX updates to The Indoor Golf Shop that increased shoppability leading to a 2024 YTD 32% increase in conversion and 37% higher order count versus prior 12 months.
• Improved omnichannel analytics such as implementing end-to-end lead funnel conversion for custom installation at InHome Golf, and integration of call and web analytics at TIGS to allow telephone call conversions to be included in Google Ad optimization. YTD this has lead to a 45% increase in Google Ad impressions, along with 108% improvement to ad conversion rate and +728% ROAS.
• Responsible for all aspects of content development for website/SEO, social, and advertising purposes.

Serve within a Omnichannel Center of Excellence tasked with driving the experience strategy for AT&T's physical and digital customer touch points. Responsible for driving seamless customer journey connections between diverse channels such as stores, call centers, self-serve, and online channels.

• Lead effort driving improved insight and collaboration between online businesses and call-center sales teams, including merging of performance/financial structure to eliminate internal competition
• Launched ability to combine digital and call center analytics with A/B testing to better understand experiences of those who abandon online to order via phone. Drove sales improvements of +30% through new designs that took both call + digital sales into consideration when measuring
• Evolved AT&T's digital shopping journey for Broadband/Internet by identifying key opportunities to inject human support to prevent progression fallout leveraging a mix of chat, voice, and video support
• Supported evolution of ATT's "Video Chat" capability currently used for selling cellular products on ATT.com
• Designed and launched ATT's "Online Callback" sales support solution for online shoppers, reducing friction inherent with inbound call-center routing and completing the customer experience by enabling online co-shopping.
• Supported digital/work from home strategies for Call Center Agents in response to the COVID crisis

Oversaw the management of a +$400 million ecommerce business as an Officer with full P&L, budgeting, and strategy responsibility and a team of over 40 individuals.

Achievements:

• Direct reports included teams focused on site merchandising/content, site operations and fulfillment, technical product management, analytics, and acquisition marketing
• Responsible for maintaining strong partnerships across organization and sales channels within the GME business such as Store Operations, Brand Marketing, Supply Chain/Inventory Management, and more
• Oversaw the multi-year process of selecting and launching a new eCommerce platform (Salesforce Commerce Cloud). This created a stronger ecommerce infrastructure for GME and ultimately improved agility & costs, allowing the brand to support over $1B in sales in 2020 during the COVID crisis
• Designed and launched several key store integrated capabilities such as in-store inventory lookup and in-store pickup (BOPIS)
• Led business case development, scope, and production launch of GME's first native mobile applications for IOS/Android with innovations that led to a to 4X improvement in in-store pickup volumes. This also included the first version of GameStop's "online trade lookup" feature that is still extremely popular today
• Built and launched capability to ship orders out of all 3500+ GME stores, driving over $40M (first full year) in incremental sales and improving shipping times via local sourcing algorithms
• Launched Web-in-Store "endless aisle" program, making product available anywhere within GameStop's warehouses/stores available to anyone in the country via direct shipping
• Identified and executed on several "value add" services such as product warranties, back-order, and alternative payment solutions such as PayPal
• Responsible for several contractual relationships and related partnerships for site capabilities, platforms, and labor support/consulting
• Built internal "online attribution model" that helped influence company-wide decision making by identifying online shoppers who then ultimately purchased in-store. This demonstrated the full influence of GME's web presence as a true "Front Door to the Brand"

Positions Held:

Sr Director, eCommerce 2018-2019

Director, eCommerce 2017-2018

Director, eCommerce Integration 2014-2017

Sr Manager, eCommerce Integration 2013-2014

Manager, Digital Retail Integration 2012-2013

District Manager Trainer, 1998-2012

Murphy and McNeil Traditional Shaving is a niche online marketplace dedicated to providing premium artisan grooming products and services through both traditional ecommerce and 3rd party marketplace-style selling.

• Founded in 2018, currently driving +$300K annual sales with self-supporting staff of 3 and achieving annual growth
• Operates as retailer of self-made goods, along with 3rd party products via several channels such as 1st party web site, syndicated catalog to partner sites (eBay, Amazon, Walmart, Etsy), and physical retail
• Established sales presence in 2 countries (b2B), and sells worldwide (EU expansion expected in 2022-23) and listing product via several 3rd party wholesale marketplaces
• Operates as a marketplace, allowing 3rd parties to sign up and sell and ship their own products via the platform for commission fees