Ryan Williams

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Director of Marketing & Creative, Fair Indigo Nov 2008 – Present
Responsible for all corporate marketing activity in addition to prior role responsibilities. Developed marketing plan, business cases, budget and revenue projections. Developed improved sales and customer satisfaction metrics. Delivering topline growth in SEM, e-mail and social network marketing. Reducing cost and increasing productivity of direct mail.

• Increased RIO of paid search terms by 64%
• Reduced catalog manufacturing and postage cost by 7% on per-book basis. 

Director of Creative, Fair Indigo May 2006 –  Nov 2008
Launched a multichannel apparel company in four months. Responsible for all aspects of creative & branding as well as online presence. Set strategy, oversaw execution, managed budgets. Oversaw website, catalog, email, traditional & retail advertising.

• Oversaw design and production of fairindigo.com including platform selection and integration with enterprise Order Management system. Site transacts over 70% of all orders.
• Forrester Research assessed web development cost of $1.5M. Actual cost was $70K.
• Selected and managed multiple creative, marketing and technology vendors. Determined which services to do internally and what to outsource.
• Maximized SEO resulting in top Google results for key terms in first 30 days.
• Created a national brand identity and oversaw its implementation: logo and usage, communication points, voice, photography style and model choice.
• Directed and oversaw execution of 22 catalogs and over 75 promotional emails.
• Generated over $6M in revenue and a customer base of 50K in two years of business.
• Resulting net-promoter score for Fair Indigo brand: 76

Manager, Interactive Design, Lands' End Mar 2004 – May 2006
Responsible for entire interactive experience of landsend.com with annual revenue of over $500M. Established, planned and supervised design of new interactions and large, strategic online experiences. Oversaw support and maintenance of existing website features. Advised on corporate web strategy. Developed a diverse staff of designers and production personnel.

• Managed front-end implementation of replatforming, redesign & relaunch of UK, Japan and German international websites.
• Guided operational project priority, resources and timing.
• Tackled web projects with enterprise-level impact in manufacturing, fulfillment and accounting: custom-tailored clothing, personalized monogramming, product & sales integration with Amazon.com
• Led design of major initiatives such as image zoom, product color change, index redesign, product search redesign and multiple line-promotion “finders” (ex: Outerwear Finder)
• Contributed to an overall 15% growth in web sales.
• Managed a 500% increase in photo production.

           
Interactive Design Lead, Sears Holdings Feb 2003 – Dec 2003
Led design efforts to translate business goals into online web applications for projects with budgets exceeding $1M. Responsible for customer experience as well as compatibility with existing website look, feel and adherence to interaction & brand standards. Assisted in the evaluation of technology vendors.

• Led design effort of “Softlines Project” – expanding Sears.com to national and private-label apparel brands.
• Oversaw effort of web design staff. Established formal user-centered design process.

Sr. Web Designer, Lands’ End Aug 1999 – Feb 2004
Designed award-winning interaction and visual interfaces and helped initiate email marketing, affiliate marketing, and My Virtual Model.

• Landsend.com inducted into the Smithsonian Museum for “outstanding achievement in innovation between company and customer.”
• Redesigned web checkout process; increased order conversion by 20%.
  

BS, Interactive Media / Computer Science, Ohio University Athens, OH 1999

• Magna Cum Laude Graduate & Outstanding Talent Award Scholarship.

Skills: ecommerce, customer acquisition, customer retention, customer loyalty, email marketing, Google Adwords, SEO, SEM, Facebook, Twitter, Social Network Marketing, PR, affiliate marketing, web analytics, Coremetrics, Usability, UI, UE, UX, branding, photography, art direction, content creation, content management, CRM, retail store, multichannel, web development, RSS, HTML, Javascript, CSS, Photoshop, Dreamweaver.

Platform experience with: IBM WebSphere, Vignette Story Server, Coremetrics, Omniture ,Venda Enterprise Commerce, OrderMotion, OSCommerce, Trilogy CRM, Google Analytics