Reported new followers per month
3.5x pacefollowers/month (approx.)
Experience / 04
Marketing Strategy & Ecommerce
At Tarco and American Distribution, I combined brand planning with ecommerce, retail coordination, campaign execution and team leadership. The work connected a seasonal commercial calendar with paid media, CRM, athletes and in-person brand activity.
- Platforms & context
- Ecommerce / Paid media / CRM / Retail
Professional scope
- Integrated brand, ecommerce and retail planning
- Commercial calendars, creative and media coordination
- Cross-functional leadership and operational delivery
Documented performance
Social audience growth
Reported average monthly audience additions before and after the move from agency to in-house social management.
Source: Billabong Summer 2019 marketing presentation, social-media section.
The presentation reports approximate monthly paces. This is not total community growth, ecommerce revenue or an independently isolated causal effect.
Selected experience
Responsibilities / evidence / context
01 / Billabong
A shared direction across channels
Marketing & Ecommerce Manager, Billabong / Tarco S.A.
Aug 2017-Sep 2019
Coordinate brand communication, ecommerce and physical retail across a multi-brand portfolio.
My Tarco remit covered marketing, ecommerce and brand strategy across digital, stores and retail partners. The S19 presentation provides the seasonal planning context and an approximate comparison of follower-addition pace after social management moved in-house.
The reported social pace is not an ecommerce-revenue result. Planned budgets and forecasts are not achieved outcomes.
02 / Element
Annual planning linked to activation
Multi-brand marketing, ecommerce and activation coordination at Tarco.
Aug 2017-Sep 2019 (Tarco role)
Give riders, media, retail and event activity a common seasonal direction.
The annual plan connects the rider team, sponsorships, digital/print media, Bowl Contest, Make It Count and a team tour. The plan explains priorities and coordination. Photographs of completed activations sit in the Events capability; proposed plan details are not presented as delivered results.
03 / Etnies
Ecommerce communication within the brand calendar
Marketing & Ecommerce Manager, American Distribution.
Feb 2013-Dec 2016 (American Distribution role)
Connect online-store promotions with rider and product identity.
At American Distribution my role covered multi-brand marketing and ecommerce. The Etnies selection includes an online-store anniversary campaign alongside rider-led and product communication. These creatives demonstrate the message and offer, not attributable store revenue.
04 / C1RCA
Community, product and ecommerce communication
Marketing & Ecommerce Manager, American Distribution.
Feb 2013-Dec 2016
Keep seasonal product communication connected to skate culture.
C1RCA work combined riders, media, Facebook campaigns and brand activations with the ecommerce/product calendar. The 2013 review describes collaboration with Soup Interactive and the community manager. The seasonal catalogue shows a product touchpoint; no sales uplift is inferred.
