Brian Collins

Brian Collins Ecommerce/Digital Swiss Army Knife- |-| linkedin.com/in/brian-collins-digital | Dallas-Ft. Worth Professional Summary Ecommerce/Digital Generalist with 15+ years of experience managing all facets of a DTC ecosystem from front end consumer facing, business driving functionality to backend operations. I have built, developed and led multiple teams, managed digital marketing and grew multiple businesses from 6 figures ($200K) to mid to high 8 figures ($75M+) while maintaining healthy GM and EBITDA. I’ve led (3) DTC enterprise ecommerce replatforms, (1) EU DTC enterprise replatform and (1) Marketplace implementation. Comfortable in ambiguity and rolling up sleeves to get the job done with the team. Servant Leader. Skills Frontend: REV growth, CRO, site merchandising, pricing/promotions, Product assortment, A/B test Backend: Order Management, Inventory, Fulfillment (1P/3P), Returns, Feeds/APIs, Customer service Tools: Analytics (Google/Adobe), SFCC, Hotjar, Monetate, UserTesting, MailChimp, JIRA etc.… Other Skills: P&L Ownership, Retailer.com/Marketplace, Email Marketing, Social Media, Leadership Experience Ecommerce/Digital ContractorMar 2021 – Present Independent/FreelanceDallas-Ft. Worth Tapestry Inc. Contract Engagements Kate Spade NA - Business Program Lead for large digital project that included implementing or upgrading multiple systems: SFCC website upgrade, PIM, OMS, Narvar Returns, Customer Service (SFSC). Reported to SVP Digital & CDO Kate Spade EU/Coach EU - Business Program Lead and Change Management for large ecommerce/digital project. Reported to SVP Digital, SVP Global Commerce & CDO Kate Spade Outlet.com implementation – Business Program Lead and Change Management for Kate Spade ecommerce/brand team; Reported to VP, Ecom and SVP Global Commerce CoachOutlet.com B2B Portal – Business Program Lead and Change Management for Coach Outlet B2B Portal implementation; Reported to VP, Coach Operations, VP, eCommerce & Tapestry CDO Coach Email Optimization/Retention – Business Program Lead and project manager for 12-week accelerated POD. Project objective to optimize Coach email program driving traffic, revenue and retention TechSparq Inc. DTC/B2B Marketplace Consulting Engagement SFCC ecommerce/marketplace implementation – Principal Consultant ecommerce, digital marketing, loyalty, and executive consulting. RFP > Discovery > Build > Launch VP, EcommerceSep 2020 – Mar 2021 Francesca’sHouston, TX (Remote) Reported to CEO Accountable for Ecommerce P&L, B2C Ecommerce site, UX, Site Merchandising, Promotions, Front End Development Ecommerce/Digital strategy and roadmap Executive lead over Ecommerce replatform and Mobile App implementation. Member of executive leadership team, Diversity Council, and Chapter 11 planning/execution team leading to sell of company via private bidding process. Personnel Accountability: (1) Director of Ecommerce (2) Site Merchandisers (1) Site Admin (1) Front End Developer (1) Business Analyst (5) Site Content Uploaders VP, EcommerceFeb 2015 – Apr 2020 Haggar Clothing Co.Dallas-Ft. Worth, TX Reported to Chief Digital Officer Led team responsible for the following YOY REV Growth: 34% (2015), 36% (2016), 32% (2017), 28% (2018), 24% (2019) Accountable for Ecommerce strategy and 3-year digital roadmap. Revamped email program through A/B testing and detailed segmentation. Increased revenue, conversion without increasing unsubscribes. Accountable for B2C P&L, UX, Ecom Product Assortment, Site Promotions, Inventory/Fulfillment, Site Merchandising, Email Cadence/Segmentation, Testing and Customer Service. Business Lead accountable for Demandware/SFCC replatform Led implementation of Endless Aisle program in 50 Haggar Stores Partners/Agencies Managed: LYONS Consulting, PixelMedia, Radial (Customer Service & Fulfillment), Zeta Marketing, Demandware “Salesforce Commerce Cloud”, Adobe (Test/Target and Site Catalyst), Monetate, Bazaarvoice, Bizrate, Usertesting.com, Hotjar Personnel Accountability: (1) Sr. Ecommerce Mgr. (2) Site Merchandiser (1) Site/Web Producer (1) Digital Customer Service Lead (1) Planning/Allocation Mgr. (1) Sr. Ecommerce Operations Mgr. (1) Email Marketing Manager Sr. Director, EcommerceJan 2008 – Feb 2015 RadioShackDallas-Ft. Worth, TX Reported to EVP, Strategy & Consumer Insights Managed: Site/Email Promotions; Pricing; Taxonomy/Navigation, Site/Product Content, Site Merchandising, Product Assortment, Customer Service, Drop Ship program and Marketplace Managed email program, affiliate marketing and web only wireless channel Launched Omnichannel Programs (Ship from Store, Endless Aisle) Business lead responsible for Demandware/SFCC replatform Led team responsible for YOY growth: 15% (2009), 24% (2010), 32% (2011), 31% (2012), 24% (2013), 17% (2014) Personnel accountability: Product Content Team – (1) Sr. Mgr. and (4) Product Content Specialists (3) Ecommerce Merchandisers and Pricing Specialist (1) Omni-Channel Operations Specialist (9) Drop Shippers/Distributors (4) Agencies/3rd Party Partners (Radial, Bazaarvoice, Monetate, Certona, Radial Customer Service and 3PL) Additional Field/Sports Marketing roles at RadioShack (3yrs), Nextel (3yrs), 24 Hour Fitness (3yrs) Education Texas Christian UniversityFt. Worth, TX Advertising/PR 4yr Letterman (Football); VP of Student-Athlete Council; Chancelor Student Advisory Panel; Member of Kappa Alpha Psi Fraternity, Inc.