I re-structured a company, built an e-commerce team and gave them the tools and resources they needed to make it the best online experience. We made the site convenient and compelling. We hired and trained a sales and customer service team to expand our customer base and ensure a great consumer experience. We invested in technology to support our goals. And then we massively invested in marketing to drive new, relevant traffic with high conversion and strong average ticket to increase sales and profitability. We built dashboards to track our business and took remedial action when necessary. We knew how much money it would cost to convert a new customer, what their average spend would be and how much profit we could make on each order. And we built a culture and support system to ensure this transaction would be the first of many orders. Revenue and profitability increased dramatically.
