Tyler Sowinski

New York, New York | tysowinski@gmail.com | 858.361.3958

Exceptionally focused team leader fixated on enriching business and consumer experience beyond expectations, thinking conceptually, and exercising the right strategic solutions within a challenging market to secure the relationships and revenue needed for organizations to thrive.

Mission athletecare

DIRECTOR OF E-COMMERCE & Digital

Feb 2015 - Present | New York, New York

  • Increased revenue by 88% first year in position: comprised of an 83% increase in unique purchases, 72% increase in order quantity, and a 7% increase in average order value while maintaining a 4.43% conversion rate (above 2.5% industry average) on the year.
  • Acquired 84% more traffic than year prior with a 30% increase coming organically while reducing bounce rates by 10% and increasing organic traffic conversions by 38% overall due to strategic content marketing execution efforts
  • Executed online flash sale programs promoted on Good Morning America and The View which accounted for $435,000 in sales in 48 hours — tasks included leading: operations, accounting, fulfillment, design and development teams to allow for overwhelming success
  • Developed Mission's digital roadmap while igniting the online presence to acquire new visitors and maximize revenue
  • Devise and guide coordinated digital strategy with 3rd party retail partners such as: Lowe's, Target, Kohl's, Dick's Sporting Goods, Bed Bath & Beyond and others to add value to strategic relationships and improve customer experience among key accounts
  • Direct agency partners to optimize acquisition, service and sales channel marketing efforts including: PPC, SEO, Content Marketing, Retargeting, Paid Social, Comparison Shopping, Marketplaces, Customer Service and Digital Video implementing a holistic full-funnel approach
  • Manage off-site customer service team, all agency partners, and design and development teams to execute brand objectives, experience, and acquire revenue and performance targets
  • Ensure all digital assets, feeds, and collateral all are optimized to maximize effectiveness and reduce inefficient spending while enhancing ROI and focus message relevance
  • Conceptualize digital marketing campaigns and collaborate with agency partners, social influencers, athletes, PR, and equity partners to ensure program success
  • Work closely with CEO, CMO, sales, merchandising and creative teams to ensure brand experience online is coordinated with that in the retail environment.
  • Currently redesigning and developing the e-commerce store and website with enhanced user interface and experience, better user flow and paths to purchase, enhanced site speeds, and on-page optimization to elevate brand presence and drive sales
  • Manage social channels and email marketing acquisition and sales initiatives as well as related campaigns
  • Conduct all revenue tracking, forecasts, projections and provide weekly confidence reports while maintain full digital budget and profit and loss ownership
  • Provide weekly reporting to all digital activity directly to the President as well as in recurring sales meetings

Lorena Gaxiola

Director of E-Commerce

Dec 2013 - July 2014 | San Diego, California

  • Responsible for development and execution of digital marketing calendar while achieving on-time delivery of concepts
  • Executed tool and asset creation to support interactive campaigns across all devices and interactive platforms
  • Established website taxonomy and developed product classifications and navigation standards to accommodate visitor flow to points of purchase
  • Developed digital asset work-flow processes and directed staff in creation of assets and execution plans
  • Created and owned digital marketing budget and operated efficiently within established financial parameters
  • Determined key performance indicators and leveraged them to assess and adjust campaign and content initiatives and website functionality to improve user interaction
  • Managed all digital partners including: external development teams, suppliers and retailers, digital consultants
  • Lead enterprise level EDI integration effort to communicate more quickly and efficiently with suppliers, retailers and fulfillment partners while facilitating and expanding sales channels
  • Directed publication of digital content across all interactive platforms

The Upper Deck Company

E-Commerce Marketing Manager

June 2011 - Dec 2013 | Carlsbad, California

  • Increased online sales revenue by 53% during first 6 months in position, consistently exceed sales goals and currently remain ahead of annual sales objectives to date
  • Own all profit and loss responsibilities for e-commerce channel and provide weekly reports directly to the President, (increased sales by 20% organically while reducing annual expenses by 33% in 2012, tracking a 20% organic sales increase again in 2013)
  • Negotiated terms, designed, then directed development of new e-commerce platform and consumer facing e-commerce storefront www.upperdeckstore.com (with planned future iterations) from conceptualization to implementation, tasks included: enterprise level integration, optimizing content and digital assets, enhancing site architecture and file structure for search, implementing 301 redirects to maintain equity of legacy urls, improving user experience and customer service features to facilitate sales
  • Defined and assessed key performance indicators using analytic data then implemented corrective interactive marketing strategy and website functionality to increase units per transaction by 60% and total sales by 97% in first month of the 2012 holiday season compared to year prior
  • Identified abandoned shopping cart trend supported by analytic data which led to establishment of international distribution channels now estimated to increase online sales by 70% in the next 12 months
  • Responsible for online marketing vision, implementation strategy, and overall e-commerce presence driving sales both online and in-store
  • Conceptualize and design creative assets for all interactive marketing campaign initiatives (email, banners, pdfs, social media content - all digital assets optimized for search), and cadence for electronic communications used to drive awareness, sales, and engagement across all stages of the buying cycle from awareness to loyalty while minimizing risk of opt outs and list fatigue
  • Test various email segments for deliverability and interaction while maintaining an average of nearly 30% open and click through rates on messages delivered to no less than 5,000 person subscriber segments
  • Refined and cultivated email processes by documenting and analyzing campaign performance then adjusting as needed ensuring program scale and fluidity within shifting markets
  • Implement best practices promoting digitial asset deliverability to active and attentive consumer segments
  • Inspect campaign analytics and conversions to repurpose successful components and identify additional areas of opportunity for engagement
  • Conduct detailed social and keyword research prior to authoring product, page, and meta data in addition to creating media content tags and optimizing digital assets to strategically enhance SEO presence and consumer driven (non-branded) content searches
  • Operate content management system, and maintain consumer segments of over 800,000 email subscribers
  • Manage internet commerce system and analytic reporting program used to identify search, sales, and social trends for opportunities to help facilitate sale of over 500 independent skus among 7 product categories
  • Support product development, sales, and customer service teams by implementing interactive marketing plans to drive new product sales and ensure sell-through of existing inventory
  • Provide search, analytic, and KPI data to product development teams to help shape product portfolio and related messaging

Titleist

Website Store Manager

Jan 2009 - June 2011 | Oceanside, California

  • Directed interactive media campaigns, maximized revenue after boosting sales by 107% during first year in position
  • Managed external customer service and distribution teams to exceed customer satisfaction and maintain exceptional delivery times
  • Called on Rewards Program Participants prompting business to business sales of Titleist equipment and FootJoy accessories in addition to creating additional revenue selling recurring website memberships
  • Closely managed inventory levels and inbound product compliance which significantly reduced fulfillment and storage costs by over 50% compared to year prior
  • Represented Titleist Performance Institute at annual PGA Merchandise Show increasing brand awareness
  • Purchase product and manage accommodation account within annual budget parameters to maximize return on investment 
  • Collaborated with partners to bring golf fitness equipment and apparel to market enhancing growth potential
  • Coordinated efforts of fulfillment company and vendors ensuring timely receipt and distribution of 245 different products 
  • Purchase and manage inventory for online marketplace based on client needs and market trends

Titleist

Analyst

Jan 2006 - Jan 2009 | Oceanside, California

  • Maintained relationships with PGA Tour players, coaches, performance teams, and families to ensure meaningful partnerships and facilitate player development while exceeding organizational objectives related to product counts in event play
  • Identified player tendencies and potential, generated detailed reports documenting skill set for use as a developmental reference when considering player sponsorships and contracts
  • Accomplished in executing sports marketing strategies necessary to achieve business objectives

Titleist

Technical Service Representative

May 2003 - Jan 2006 | Carlsbad, California

  • Coordinated business to business sales and relayed policy information to national accounts actively driving earnings 
  • Conducted Titleist and Cobra product training seminars at various national accounts providing golf professionals with necessary information and tools to increase sales 
  • Sold Titleist and Cobra product at local accounts as part of the Mobile Pro Shop Initiative

EDUCATION

The University of Texas at Austin

Corporate Communication

May 1999 - May 2003 | Austin, Texas

  • B.S. Corporate Communication
  • National Communication Association Student Chapter Member

Proficiencies

  • Photoshop
  • Bluehornet ESP
  • Google Analytics
  • Linknexus
  • Infusionsoft
  • Hubspot
  • Wordpress
  • Magento
  • Shopify
  • Raven Tools
  • Search Engine Optimization
  • Warp 9 ICS and TCP

References

Jeff Van Wagenen

VP Health & Performance Bite Tech Inc.

"I have known and worked with Tyler for a few years now, and his talents never cease to impress. Tyler has a unique skill set for today's social and business environment. His media skills are unmatched, as well as his forward thinking. Not only is he media savvy, Tyler is certified at the highest level with the Titleist Performance Institute. Tyler has participated and witnessed the best of the best in the world when it comes to golf and fitness. I will continue to utilize Tyler's many talents. Simply put, Tyler not only "get's it", he executes it."

Nyle Pruitt

Owner, PowerTech Golf

"It has been a pleasure working with Tyler on various projects with Power Tech Golf. He is one of the most dedicated professionals through his work with graphic design and custom marketing. He is not only and independent and insightful expert, but an inspiring person. His drive and abilities will truly be an asset to your business."
 

Nick Jeffries

Director, Axis Medical Technologies, LLC

"I had the pleasure of having Tyler as a client while he held a position at the Titleist Performance Institute. When he came on board as the Website Store Manager I was thoroughly impressed with his organizational skills and dedication to the position. He was a client that truly "got it" and maintained a positive attitude which made the challenges of providing call center and logistics services a breeze. I would highly recommend Tyler as a business partner or in any role he chooses to pursue."

CertificationS

  • TPI CGFI-3 — Level 3 Titleist Performance Institute Golf Fitness Instructor
  • PL1 — Precision Nutrition Level 1 Certified Professional