Samantha J.

Growth Marketing Manager • Social Media Marketing Specialist • Product Marketing Manager • Vancouver, BC, CA

Top Earner

Marketing

Business Strategy

Digital Strategy

Digital Marketing

E-Commerce

Shopify

Amazon FBA

Market Analysis

Growth Marketing

Product Marketing

Paid Ads

Available for hire fromNegotiable

Contracts

Digital Marketing, Ecommerce, and Data

I'm using my decade-plus of marketing, e-commerce and product experience to create strategy, build campaigns and drive success. This experience made me realize how hard it was getting to collect, explore and action customer data, so I also founded Theia, a boutique customer research service for brands ready to grow. My breadth of experience has developed a broad perspective in analyzing and attacking challenges. I hope to be able to share it with you.

Projects

Doubling Revenue for an Apparel Retailer with Performance Marketing

An apparel and footwear retailer with over twenty years as a physical storefront launched an online store with the aim to grow their presence for key brands. Their online store needed to play catch-up after launch. Actions: - Established paid social and search strategy - Recommended ecommerce updates around functionality and user experience - Managed annual six-figure budget Results: - Online store revenue doubled year over year - Scaled ad spend while improving return on ad spend by 25% - Currently on track to double revenue again this yearSee More

Discovering Customer Insights for a DTC Skincare Brand

A young, premium DTC skincare brand wanted to understand their customers better and identify growth opportunities. With limited data capture mechanisms, they also needed to find new ways to learn. Actions: - Identified recurring themes, pre-sale objections, and benefits not mentioned by the brand - Established customer personas that illustrated deterrents, preferences and behaviour - Recommended data collection and analysis processes to free up time, allowing them to focus on revenue generation Results: - Identified where the brand objectively excelled in the eyes of their customers - Highlighted key metrics for the brand to focus on for growth - Discovered the one thing customers loved but the brand didn't talk aboutSee More

Doubling Conversion Rates for a Home Electronics Brand

A smart home electronics brand with plenty of direct and indirect substitutes needed to differentiate themselves on popular marketplaces. Actions: - Analyzed customer demographics and sociographics of the product's customers - Used customer feedback analysis to identify opportunities for growth - Conducted a Van Westendrop analysis to ensure pricing was in line with expectations Results: - Discovered customer base of this product was not aligned to "average" customers of the brand - Revised positioning and use cases to increase conversion on marketplaces - Re-focused use cases to ensure alignment with the market See More

Work History

Founder and Principal

TheiaMar 2023 - Present • 1 yr 7 mosTheia provides independent, custom research designed to provide growing brands relevant and actionable insights. Theia works as your research partner, establishing objectives and designing projects hand in hand, to find out what you don’t know about your customers.

Digital Marketing and Ecommerce Consultant

FreelanceJan 2016 - Present • 8 yrs 9 mosHelping e-commerce businesses grow through paid advertising, store development, conversion optimization and customer lifecycle-focused strategies. Recent highlights: - Increased e-commerce sales by 50% year over year (apparel and accessories) - Scaled annual ad spend while improving return on ad spend by 25% (apparel and accessories)

Growth Marketing Manager

Hillberg & BerkSep 2021 - Dec 2022 • 1 yr 4 mos- Managed seven-figure budget, focusing on new customer acquisition; improved annual MER by 40% - Established affiliate program, building new partnerships and driving incremental revenue - Formulated experiments aimed at refining campaign performance, using A/B testing and segmentation - Established success measures with commercial team to illustrate customer acquisition progress

Product Marketing Manager

WardellMar 2020 - Sep 2021 • 1 yr 7 mos- Created content for existing services and new offers, ensuring a consistent and impactful brand voice - Utilized market and client segmentation to refine outreach strategies for new and existing clients - Leveraged competitive insights and customer data to refine positioning strategies

Marketing and Ecommerce

SengledFeb 2017 - Dec 2019 • 2 yrs 11 mos- Led North American e-commerce efforts, achieving sales of over $10M within 18 months - Doubled conversion rates by optimizing product content on DTC platforms and marketplaces - Conducted in-depth demographic and sociographic research to develop more detailed customer profiles - Created comprehensive company-wide reporting, facilitating informed decision making and transparency

Reviews

Exceeds ExpectationsRecommended by clients 2 times.

Top EarnerHas earned $2.5k+ on Pangea.

Samantha has received Kudos for:

Problem Solving (2)

Time Management (2)

Innovation (1)

Communication (3)

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Education

The University of British Columbia

Bachelor of Commerce (BCom)2007 - 2011

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