Ymn Group Technology

• Managed Shopify store with 100,000+ monthly visitors. Used Google Analytics (GA4) to track user behavior and optimize site for conversions, resulting in a 20% increase in average order value
• Spearheaded a 55% year-over-year revenue growth through rebranding and content strategies on Amazon, utilizing Seller Central, Jungle Scout, and Helium 10
• Coordinated with marketing, sales, IT, and logistics to integrate e-commerce, manage promotional inventory, and reduce excess stock by 19%.
• Facilitated bi-weekly stakeholder meetings to update teams, gather feedback, and align product development milestones with company strategies, increasing alignment with business objectives by 20%.
• Analyzed customer behavior and purchasing patterns, identifying trends that led to a 27% increase in customer retention rates.
• Optimized online customer experience by unifying omnichannel efforts and ensuring a smooth, personalized, and consistent purchase journey.
• Engineered PPC strategies that resulted in a 25% reduction in cost per acquisition
• Implemented data-driven methodologies that boosted customer satisfaction by 30%, leveraging GA4 analytics for insights into customer behavior and preferences

Chief eCommerce & Digital Officer 

•	Executed full P&L, meeting budget targets and optimizing proﬁtability, achieving a 20% annual revenue increase across Amazon and other eCommerce marketplaces through strategic operational improvements
•	Revamped operational workﬂows through ERP system integration, achieving a 20% reduction in delivery times and boosting productivity metrics by 15%
•	Drove international expansion eﬀorts, generating a 40% increase in global sales revenue with a focus on omni-channel strategy and DTC initiatives
•	Executed cost-reduction plans with innovative analytical solutions, streamlining operations to boost profit margins by 10% and enhance CLV through data-driven CRM tactics
•	Performed A/B testing (Google Optimize, Optimizely) on website design and content, leading to a                  45% increase in user engagement
•	Led a 15-person team for a B2C brand, overseeing PR, social media, email marketing, blog management, retail outreach, and brand partnerships

Director of Ecommerce-Omnichannel

𝗛𝗲𝗮𝗱 𝗼𝗳 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 – 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 
We're a dynamic company driving growth in both direct-to-consumer (DTC) and business-to-consumer (B2C) markets.  Our expertise spans brand strategy, digital and omni-channel strategy, cross-cultural adaptation, and team leadership.

• Orchestrated a cross-functional team of 12, launching a new product line that generated $1M in sales
• Re-platformed from Magento to Shopify, managing vendor selection, project management, 3PL/IMS integration and achieved a 72% cost reduction and grew DTC channels by 201% in 3 years
• Devised a targeted email marketing strategy, optimizing subject lines and call-to-actions; achieved a 20xROI, increasing click-through rates and overall sales
• Elevated Shopify website's SEO and SEM performance, achieving a 25% increase in organic search traﬃc and a 20% enhancement in site visibility within a three-month period
• Diversiﬁed sales channels, achieving 50% revenue growth by optimizing promotional strategies and leveraging ERP integration for operational eﬃciency
• Restructured agile development workﬂow, leading to a 40% reduction in time-to-market and boosting site engagement through strategic and continuous roadmap enhancements

Head of Ecommerce

The Coca-Cola Company

Business System Analyst

➯15 years of executive leadership in eCommerce and digital strategy
➯ Scaled up an eCommerce business from zero to 7 figures in annual revenue, achieving a 120% ROI on exit.
➯Boosted KPIs (ROI, ROAS, CAC, LTV) through data-driven strategies:
• Increased DTC eCommerce gross sales by 202%, repeat customer revenue by 157%, and new customer revenue by 81%
• Reduced new customer acquisition cost by 76% and eCommerce platform costs by 69%
➯ Administered a $500K Meta Ads campaign, boosting ad visibility by 44%, click-to-conversion rates by 27%, and ROI by 150% through advanced analytics and budget optimization.
➯ Led a 20-person team in managing account, marketing, content, inventory, analytics, customer service, design, compliance, and SEO; drove 178% YoY revenue growth for DTC sales on Amazon & Shopify.
➯ Transformed omni-channel brand identity into a compelling digital journey, driving a 40% increase in user engagement, 25% rise in customer loyalty, and 48% sales growth within six months
➯Managed Shopify store with 100,000+ monthly visitors. Used Google Analytics (GA4) to track user behavior and optimize site for conversions, resulting in a 20% increase in average order value
➯Ensured operational excellence in airfreight shipments and customs clearance across EMEA, Europe, and the USA, achieving 98% on-time delivery and avoiding delays or extra costs for time-sensitive import/export goods.

If you catch me outside of work, I'm an adventurous traveler and an avid lover of tennis and football.
I also enjoy connecting with new people over a cup of coffee. Please feel free to reach out to me at sertacyam@gmail.com

Skills: E-commerce, DTC (D2C), B2C, B2B Sales Growth, Brand Strategy, Social Media, Digital & Omni-Channel, PPC Strategy, Cross-cultural Adaptation, Team Leadership, Stakeholder Management, Strategic Planning, Marketing Strategy, Shopify, Amazon, Etsy, Magento, WooCommerce, Google Ads, Amazon Ads, Meta Ads - Facebook, Instagram, TikTok Ads, CRM, ERP, Email Marketing, A/B Testing, Sales Forecasting, Reporting, 3PL, Import/Export Operations & Regulations, SEO & SEM, Google Analytics (GA4), Google Analytics 360, C-Suite Communication & Presentation Skills

Sertac Yaman

The College Board

- Serving as Strategic Communications lead for College Board's Advance Placement (AP) program
- Developing communications strategy across the AP program unit
-Launching CTE-focused career initiative, powered by AP

Director, Strategic Communications, Advanced Placement (AP)

Liane Paonessa Public Relations Services

•	Developed national and regional publicity campaigns for top consumer brands and nonprofits
•	Partnered with award-winning prestigious women-owned agencies across the US and Canada
•	Nonprofit Clients: Craigslist Foundation, New York Urban League, STAR Institute, Cornell University, Northeastern IPM Center, KID Foundation, Restaurant Opportunities Center, COLORS NYC, Development & Finishing Institute Harlem, The Forgiveness Project, ONE: The Digital Dialog, Corning Museum of Glass, and more
•	Consumer Product Clients: Sabra Dipping Company, Sassy Baby Toys, Graco, Snack Factory-Pretzel Crisps, Cape Clogs, Neil Morris Fragrances, Pink Berry Boston, L’Espalier, Harbor Sweets, LaJobi, American Licorice/ Red Vines and Sour Punch, Cariloha, A Kids Book About, BRAVE Books, Edifier, and more.

Fractional Chief Communications & Marketing Officer

United Way of New York City

•	Created impactful proactive media opportunities that earned leadership invitations to engage and speak with city and state elected officials on key social issues.
•	Spearheaded strategic communications plan that helped drive revenue growth in a competitive donor market.
•	Devised issues and crisis communications protocol for emergency reputation management situations
•	Positioned CEO as subject matter expert and thought leader in equity, earning multiple top 100 leadership honors, monthly media opportunities, and coveted speaking engagements
•	Secured press events with the White House, NY State Governor’s Office, and NY City Mayor’s Office
•	Created visual-first messaging campaign to increase social media and email marketing engagement by 75%
•	Unveiled first-ever Writer-in-Residence internship program with creative writing majors to increase storytelling content by 125%
•	Led Digital Marketing team, managed all Public Affairs, created communications strategy for 7 independent program units, managed all fundraising and event communications.

Vice President Communications

GreenRoom Agency

•	Increased clients’ annual revenue by over 210% with PR and Integrated Marketing strategies
•	Established new service offerings in brand partnerships, product collaborations, and revenue-generating media affiliate marketing partnerships which retained clients and increased annual sales
•	Brokered multi-million-dollar revenue-producing brand partnership opportunities for clients
•	Developed low-cost nationwide digital event programs to replace in-person events 
•	Secured high-traffic Influencer coverage opportunities for clients for free
•	Nominated for multiple industry awards by agency
•	Created, led, and ran industry award-winning educational campaign for top-tier client
Award win: 2021: PRNews 2021 Platinum Awards: Education Campaign of the Year Award: https://www.prnewsonline.com/2021-platinum-pr-winners/

Senior Director, Integrated Strategies

•	Advised agency on developing media and content strategy programs, thought leadership, company narrative, and social responsibility initiatives

Strategic Integrated Public Relations Senior Leader

Corning Incorporated

•	Proposed new strategic storytelling content segment for online reader engagement
•	Discerned content placement on internal and external company outlets, and 3 social media platforms
•	Proposed new strategic storytelling content segment to increase online engagement by 50%
•	Expanded thought leadership platform for executive management team
•	Instituted cross-platform content placement on internal company outlets, and 3 social media platforms to increase employee engagement by 75%

Content Strategist 

Corning Museum of Glass

•	Created high-profile influencer outreach initiative for world-renowned guest artist program
•	Leader for all external media and partnerships requests for Hot Glass Programs
•	Created contract process for external outreach program
•	Managed visits for high-profile guest artists and collaborative business partners

Outreach Program

SparkPoint Studio

•	Developed high-yield ROI publicity/marketing campaigns for 100+ clients/year 
•	Produced 75-100 yearly multi-city events 
•	Ghostwrote content for high profile media on behalf of clients.
•	Increased long-term client retention from 6-month contracts to 2+-year contracts
•	Increased entry level staff retention from 2-3 months to 1-2 years
•	Established best practices protocol and processes for publicity staff
•	Directly managed a team of 8-10 staff for an agency with 15 employees

Director of Publicity & Marketing

HarperCollins Christian Publishing

•	Led and managed 300 yearly product launches, from 5 distinct imprints/businesses
•	Co-managed budget of up to $1M annually
•	Managed media relations, awards, press tours, content development, and author relations
•	Developed strategic campaigns and media tours for 20-30 high-profile/celebrity authors per year
•	Served as division spokesperson 
•	Planned and managed presence at conventions with up to 180,000 attendees
•	Established a network of over 1,000 pro-bono consumer bloggers and 100 paid brand influencers
•	Initiated interdepartmental and intra-corporation collaborations for cross-promotional opportunities
•	Notable clients: Archbishop Desmond Tutu, Dr. Ben Carson, Rev. Billy Graham, Simone Biles, Gabby Douglas, Bethany Hamilton, Kwame Alexander, Candace Cameron Bure & Natasha Bure, and more

Senior Manager Public Relations

Maryanne Keeney Public Relations

-Focused on consumer lifestyles products and services, including Pink Berry, Cape Clogs, l'Espalier, and Harbor Sweets
-Strategized full service public relations campaigns
-Developed targeted media contact lists for clients
-Produced press materials

Public Relations Consultant

Seymour PR

-Focused on consumer lifestyle products, including Sabra Dipping Company, Graco, LaJobi, Sassy Baby, The Snack Factory (Pretzel Crisps), and more.
-Strategized full service publicity campaigns.
-Focused on national and regional media.
-Planned publicity events.

Senior PR, Communications, & Marketing Leader

CPG| Consumer Services| Nonprofit| Brand Management| Communications Leadership| Public Relations| 

As a seasoned cross-functional communications leader, I specialize in developing comprehensive strategic integrated communications programs that have led to exciting revenue growth. Recent examples of my work include developing unique partnership initiatives and CSR programs, directing thought leadership for executive leadership, staging influencer events to drive social engagement and hosting media tours to build awareness, facilitating revenue-producing licensed partnerships between external brands, negotiating profit-yielding affiliate programs with media conglomerates, and driving visual-first storytelling to increase engagement and emotional brand connections. My career history spans the consumer goods and nonprofit sectors on the national, global, and regional levels via in-house and agency roles.

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The Battle

Sertac Yaman

Liane Paonessa

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