Ecommerce Platform & Brand Evolution
Led the evolution of Bay Photo’s ecommerce and brand experience through multiple redesigns and marketing initiatives, unifying creative, technical, and operational teams to drive long-term growth.
As Executive Vice President of Marketing, I built Bay Photo’s marketing organization from the ground up, establishing the strategy, systems, and creative foundation that fueled the company’s growth from a boutique photo lab to an industry leader. I led the evolution of Bay Photo’s ecommerce and brand experience through multiple redesigns, product launches, and lifecycle marketing initiatives, while developing a full-stack marketing automation framework and customer communication ecosystem.
Scope of Work:
Development of marketing organization, strategy, and team structure
Lifecycle marketing and CRM automation (Salesforce Marketing Cloud & Klaviyo)
Ecommerce platform strategy, UX design, and conversion optimization
Creative direction for campaigns, product launches, and printed collateral
Process design and cross-functional collaboration with operations and engineering
Brand storytelling and customer experience alignment across touchpoints
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