RallySport Direct

Marketing Director

I joined RallySport Direct in 2013 as the Returns Manager, a role that quickly expanded to include uploading every single product. This involved crafting original copy, specifying fitment details, dimensions, features, as well as managing media placement. While juggling these dual responsibilities, I developed several web-based tools, including one designed to streamline the returns process and enhance customer accountability. This innovation reduced the workload for the Customer Service team, improved return processing efficiency, and contributed to a 10% year-over-year reduction in returns—even as revenue grew by 20-40% annually.  I expanded a return program that allowed customers to use certain products for 30 days and return if not satisfied. This instilled consumer confidence in offerings.  Additionally, I established guidelines, structured processes, and automated systems for product categorization using unique product classification, Country of Origin data, EPA restrictions, and smart shipping dimension calculation identifiers. These systems were later adopted by sister companies following RallySport Direct’s acquisition by investors.

After successfully restructuring the returns and product uploading processes, I was tasked with enhancing the marketing team’s efforts. During this transition, I supervised incoming teams to ensure the continuation of established procedures and best practices. I took charge of all organic social media and web forum posting and engaging on various channels. Using curated content and/or produced content. Within six months, I grew the brand’s social media following by 30% and engagement by 60%. Building on this success, I revamped the paid advertising strategy, implementing a unique, structured, and multifaceted approach to segmented ad campaigns. The results were immediate and impactful, achieving a lifetime average of 12.5 ROAS (43% above the industry average), $4.90 CPM (18% below the industry average), and $22 CPP (36% below the industry average).

While managing social media, web forums, paid advertising, and content creation, I also took on responsibility for email and SMS marketing campaigns.  Emails achieved an average open rate of 32% and click-through-rate 4.3%, while SMS campaigns boasted an average 55% open rate,  a 12% CTR, and ROI typically exceeding 120:1. Additionally, I oversaw the creation of collection and campaign landing pages, which consistently ranked highly due to my strategic and evolving SEO expertise. By implementing team management strategies and detailed calendar planning, I streamlined and automated nearly all tasks, improving efficiency across the board.

Working closely with the Director of Marketing, I refined my analytics and reporting by developing in-depth reports that uncovered patterns and trends not identified by existing systems. These insights were regularly presented at C-Level Executive and Investor monthly meetings. Upon being promoted to Director, I expanded the marketing calendar, optimized campaigns—including co-ops—and made data backed decisions that consistently delivered results.

During my tenure at RallySport Direct, I organized multiple customer events featuring top vendors in the industry and from around the globe. These events drew over 1,000 cars, 4,000 people, plenty of dogs, and 25 vendors, quickly becoming one of the largest and most anticipated gatherings in the region year after year. I also fostered strong ties with the local community by co-hosting and participating in events, solidifying RallySport Direct’s reputation as a community leader across all demographics.

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