Alicia Marie Phillips

Digital Work. Adventurous Life.
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Brief Overview

Dynamic leader in the digital space with a proven track record of building strong e-commerce business units from the ground-up with successful financial results. Passion for streamlining of processes, KPI forecasting and adherence, cross-collaboration with teams in varying geographic locations, collaborating between various business units – and most importantly, never losing focus of the customer. With a devotion to numbers and a curiosity that bellves there are always ways to Improve, I have consistently proven my ability to use the latest technologies to solve business problems.

  • Education

    2006, Rowan University
    B.S. Marketing

  • Silicon Valley Startup

    Recruited by a Silicon Valley startup in the automotive space. Not a hard sell to move to sunny california, let's be honest.

  • Started in Automotive Industry

    Great role building a digital and ecommerce foundation for 8 brick and mortar auto dealerships in the greater Pittsburgh area - including training of employees at each location on new digital systems.

  • Digital Production in Grocery

    Worked on-site as agency rep with a truly innovative and collaborative ecommerce team. Worked closely with developers on numerous site updates for 6 brand sites, 3 app launches, and ADA compliance site re-coding.

  • Professional Speaking Engagements

    Spoke on a number of topics in the digital marketing industry - from Digital P.R. to Social Media marketing techniques, and everything in between.

  • US Ecommerce, Tech Industry

    Worked to build foundation for scalable growth for ecommerce channel as part of a large, Global organization. Sat in center of IT, Logistics, Customer Service, and Web teams to analyze & drive growth.

Current Role

U.S. Ecommerce, Acer America Corporation

Joined during year three of e-commerce channel Implementation for global brand with directive to strateglcally grow revenue thru downstream marketing executions, data interpretation, and process implementation & streamlining, reporting directly and working closely with the V.P. of U.S. Marketing.
• Demand Gen responsibilities included quarterly planning on campaigns, execution and deliverable management both internally and with agency vendor.
• Strong focus on SEM and Affiliate channels. Focused on growing traffic in a scalable manner maintaining focus on conversions maintaining a KPI for ROI.
• Consistent focus on data-driven site analysis. lndudes consumer buying habits – category, seasonal, and demographically. Building the customer story from the data and recordings of Customer Service contacts to consistently improve site performance and various channel optimizations.
• Managed executions within partner parameters to maintain compliancy, both on web assets as well as sites. • Managed budget allocations in the $5MM range with an annual revenue generation in the $10MM range.
• Work cross-functionally with teams in various locals throughout the US as well as EMEA teams. Strong collaborations built guiding both global brand alignment, global brand process efficiencies, and global website integration rollouts.

read full resume below

My Working Style

  • Open Communication

    I work to remove ambiguity and border on over-communication. I prefer responsibilities be clear - whether over email, skype, or phone.

  • Kaizen

    Digital affords us the opportunity to always grow. Processes can always be streamlined, ROI can always be improved, and user behaviors change frequently. Keep improving!

  • I'm not a 9 to 5er

    Digital is 24 hours a day - and i'm happy to be on-call and address issues as they arise. I'm not a clock-in, clock-out type of person. But I hope for flexibility in return.

  • Remain Curious

    I will ask questions about things I may not know or be as intimately familiar with. Understanding the inner workings, help me improve the digital channel as a whole. All pieces work together.

Resume

Dynamic Digital Leader Dynamic leader in the digital space with a proven track record of building strong e-commerce business units from the ground-up with successful financial results. Passion for streamlining of processes, KPI forecasting and adherence, cross-collaboration with teams in varying geographic locations, collaborating between various business units – and most importantly, never losing focus of the customer. With a devotion to numbers and a curiosity that bellves there are always ways to Improve, I have consistently proven my ability to use the latest technologies to solve business problems.

What I’ve Studied 2004 – 2006, B.S. Marketing Rowan University, Glassboro, New Jersey 2002 – 2004, A.S., Business Administration, Marketing Burlington County Community College, Pemberton, New Jersey

Conference Speaking November 2011 Pittsburgh Business Technology Conference Building a Buzz for your business May 2012 Entrepreneur’s Growth Conference Top Social Media Outlets & how to leverage them September 2012 U.S. Small Business Administration, Mid-Atlantic Social Media 101: Leverage the right tools September 2012 U.S. Small Business Administration, Mid-Atlantic Digital Marketing 101: Getting your business online October 2012 Pittsburgh Podcamp 7 Building a Digital Buzz October 2012 Pittsburgh Business Technology Conference Digital PR. 2.0

Experience Acer- San Jose, CA –  4/2015-Present E-Commerce, U.S.

  • Joined during year three of e-commerce channel Implementation for global brand with directive to strateglcally grow revenue thru downstream marketing executions, data interpretation, and process implementation & streamlining, reporting directly and working closely with the V.P. of U.S. Marketing. • Demand Gen responsibilities included quarterly planning on campaigns, execution and deliverable management both internally and with agency vendor. • Strong focus on SEM and Affiliate channels. Focused on growing traffic in a scalable manner maintaining focus on conversions maintaining a KPI for ROI. • Consistent focus on data-driven site analysis. lndudes consumer buying habits – category, seasonal, and demographically. Building the customer story from the data and recordings of Customer Service contacts to consistently improve site performance and various channel optimizations. • Managed executions within partner parameters to maintain compliancy, both on web assets as well as sites. • Managed budget allocations in the SSMM range with an annual revenue generation in the $1 OMM range. • Work cross-functionally with teams in various locals throughout the US as well as EMEA teams. Strong collaborations built guiding both global brand alignment, global brand process efficiencies, and global website integration rollouts.

  Purered/Safeway – Pleasanton, CA    –  2013-2015 Digital Production Project Manager – E-Commerce & Portal • internal Vendor on-site with Safeway, a Fortune 100 retaller In the grocery Industry. Strong focus on cross-functlonal teamwork with various levels of key stakeholders, in addition to multiple business units and external Safeway vendors. Integrated and constantly improved work flows to streamline projects and maximize efficiency amongst the various teams. • Milestone and execution deadline met percentage at 95%, always budgeting for and allocating resources property and communicating consistently. • Working with both the Ecommerce and Portal Management platfonns, gained experience in 1-fTML. CSS, JS, Geo-target coding within a CMS System (teamsite). Additionally, provided             training and exposure on UX and UI design with a focus on ADA compliancy. Day Automotive Group – Pittsburgh, PA       –  2011-2013 E-commerce & Digital Marketing

  • Founded integrated marketing department. uniting 8 brick-and-mortar locations carrying 11 brands throughout a large geographic area, each brand with a unique and specific target demographic. • Established inbound marketing techniques, starting the transition away from outbound marketing techniques and reallocating budgets in a way more consistent with the trends of digital at the time. • Daily data analysis, always focusing on utilizing the budget and improving cost per acquisition spend, with an ultimate goal of budget reduction via increased brand awareness and reduction in outbound marketing efforts. • Executive presentations on digital analytics, overall strategy and market analysis held monthly.

Earlier Employment – Pittsburgh, PA & Burlington, NJ Additional Details available upon request

  • Paralegal(Pittsburgh, PA)    Flaherty & Fardo LLC  2008 – Jan. 2011
  • Marketing Assistant(Burlington, NJ)  Canon Business Solutions  2006 – Aug. 2008