E-commerce leader for over 13 years responsible for building businesses and developing teams to achieve revenue goals. Leads complex marketing programs with a record of driving sales and customer engagement. Strategic thinker who leverages data and analytics to create digital marketing strategies.
charles.hugener (at) gmail.com | 248.797.6229 | Novi, MI | Linkedin
CORE STRENGTHS
Email Marketing
Developed strategies for sales and engagement email campaigns
Started an email acquisition program, growing list size by 20%
Managed a dynamic email campaign schedule, distributing up to 20 campaigns monthly
Social Media Marketing | Paid
Created customer personas to refine audience targeting
Designed targeting and bidding solutions to maximize relevant reach and target ROI
Optimized revenue-to-spend ratio in paid social media campaigns, expanding reach and conversions
Social Media Marketing | Organic
Managed the organic social media strategy across multiple platforms
Implemented interactive campaigns including contests and customer communications to boost engagement
Pay-Per-Click Advertising
Enhanced audience segmentation and built custom landing pages
Optimized PPC campaigns to maximize ROI
Display Advertising
Implemented retargeting and prospecting campaigns on the Google Ads network
Optimized campaigns, decreasing acquisition costs and increasing conversions
Search Engine Optimization
Achieved top three rankings on Google search with content creation and improved site coding
Launched SEO-focused landing pages and blogs, driving organic site traffic
Affiliate Marketing
Grew affiliate network revenue through optimized advertising and site placement
Collaborated with publishers and influencers on exclusive offers and content
Leadership
Built, managed, and mentored teams e-commerce professionals including; product managers, data warehouse managers, web designers, and marketing managers
Developed and executed online marketing plans. Served as the Business Owner on an Agile development team
Managed website platforms including; UI/UX design, purchase path optimization, copywriting, and development of product listings
EXPERIENCE
Miller Vein | MillerVein.com
DIRECTOR OF DIGITAL MARKETING
Led marketing initiatives for the six-location vein health medical practice, Miller Vein. Created the company’s digital marketing strategy, drove online content creation, and managed website operations. Member of the company’s leadership team
Entertainment Publications | Entertainment.com
VICE PRESIDENT OF CONSUMER SALES
DIRECTOR OF MARKETING
MERCHANDISING MANAGER
Directed website operations, SEM campaigns, paid and owned social media, marketing strategy, distribution partnerships, and email programs for the direct-to-consumer brand, Entertainment.com
Managed a cross-functional team responsible for product management, data intelligence, and digital marketing of the Entertainment physical and digital subscription products
Collaborated with C-level leadership team to develop marketing budgets, sales projections, and P&L forecasts
Borders Books | Borders.com
ONLINE MERCHANDISING MANAGER
BUYER
Led a team of merchants to create website content, merchandise offers, and manage promotional campaigns for the $75 million e-commerce website, Borders.com
Managed the marketing, merchandising, and assortment planning of Trade Book and Multimedia portfolios with annual sales of up to $80 million for Borders and Waldenbooks stores. Promoted to Online Merchandising Manager, December 2010
EDUCATION
Bachelor of Arts | Economics
University of Michigan | Ann Arbor, MI
BUSINESS TOOLS
Facebook Ads Manager | Google Ads | Microsoft Advertising | JIRA | Sprout Social | MailChimp | Constant Contact | Shopify | WordPress
SaaS TOOLS
Google Analytics | Google Search Console | Semrush | Moz | Tableau | Power BI | Sprout Social | Hootsuite | Visual Website Optimizer