Level up to Leader: How to bring out the remarkable leader within you

1. How to bring out the remarkable leader within you
Melanie Mitchell, Chief Marketing Officer
Gun Dog Supply
June 10, 2021

2. 01 Finding Opportunities Your
Leadership is Missing
02 Getting Out of Your Comfort
Zone
03 Effectively Challenge the
Norms
04 Redefine Your Role

3. Graduated from George Mason University
Senior Marketing Manager
Network Solutions
2000-04
VP Audience Marketing, SEO/PPC
AOL/TimeWarner Inc.
2004-08
VP, Marketing
Folio Investments
2008-09
SVP, Performance Marketing/Global Search Practice Lead
Digitas
2009-13
CEO/Founder
M2M Marketing Group
2013-15
RVP/Head of Central Region
Microsoft
2015-16
Head of Content Strategy & SEO
Chewy
2017-19
Chief Marketing Officer
Gun Dog Supply
2019 - Present

4. There is for
hard work that leads to
effectiveness.You must
because most of the
work is behind the
scenes.
It’s Not a Super Hidden Power

5. There is for
hard work that leads to
effectiveness.You must
because most of the
work is behind the
scenes.
It’s Not a Magic Key

6. There is for
hard work that leads to
effectiveness.You must
because most of the
work is behind the
scenes.
It’s Not Just Luck

7. ExtrinsicMotivation
• Reward
• Fear
• Socialstatus
Intrinsic Motivation
• Purpose
• Growth
• Passion
WHY?

8. Directions
are often
unclear
When there is chaos, I find
opportunities. Iuse it to
define my own path and
color outside of the lines.

9. Finding
Opportunities
YourLeadership
isMissing

10. It is our job to tell
them what’s what,
when they are
wrong and don’t
understand.
• Connect to the bigger picture.
• What does the data tell you?

11. Chewy
The RapidGrowth
Problem
• Silos
• Hiring to keep up
• Narrow strategy

12. The BigOpportunity
• The :create long-
term value
• The : sustainable
growth
• The : 4As
1. Acumen
2. Alignment
3. Agility
4. Accountability
Chewy

13. Infrastructure
Integration
Program
Management
& Reporting
Center of
Excellence
SEO, Content
& Social
Media
• Search Intent Modeling
• Determine Content Prioritization
• Page Mapping andTargeting
• PR and Social AmplificationWorking
Internally and With Influencers
• Design Structure, Implementation and
Layout
• Integrated across PR, Email, Acquisition
and Branding
• Marketing Integration with
Engineering, Product and Content
• Sprint Planning/Backlog Grooming
• Crawlable Infrastructure
• SEO Relevance Built intoTemplates
• Site LoadTime
• Proper Schema Markup and Other
Technical Elements
• Content Process Centralization
• Keyword Level Performance
• Always on Monitoring
• IntegratedTargeting with
Sales/MerchandiseTeams
• Knowledge Platform
• Thought Leadership
• Uniform KPIs
• RigorousTraining Program
• Integrated Calendar Planning
• Cross Channel Connections

14. GetOut of
YourComfort
Zone

15. What is going to
you?
• Is “NO” your way?
• Watch out for the (fear) and the
(manipulator)
• Are you scared excited about it?

19. 9
> 10
3
10
2
9
3
8
3
7
4
6
5
5
6
4
9
3
13
2
45
1
% Total
Clicks
Result
Rank
9
> 10
3
10
2
9
3
8
3
7
4
6
5
5
6
4
9
3
13
2
45
1
% Total
Clicks
Result
Rank
< 1
> 10
< 1
10
< 1
9
< 1
8
1
7
1
6
1
5
1
4
2
3
6
2
86
1
% Total
Views
Page
Rank
< 1
> 10
< 1
10
< 1
9
< 1
8
1
7
1
6
1
5
1
4
2
3
6
2
86
1
% Total
Views
Page
Rank
1. Representative queries ("long tail")
2. Results coverage
3. Query frequency
4. Number of search results
8. Estimated clicks
7. Probability of relevance
5. Search results' rankings
0%
25%
50%
75%
100%
1 10 100 1K 10K 100K 1M 10M 100M
Most Frequent Unique Queries (Log10 scale)
Cumulative
Query
Frequency
= www.us.com vs. www.them.com
6. Click through behavior
Why are
clicks flat?
Queries are
changing…
New coverage
is in the tail…
Not covering
new queries…
Results not
ranked highly…
Bad titles and
snippets…
cheese Search
dfd sjfls df
dfdsfdsfdssdfds sfdsf dsf dfd dsfdsfdsf
www.us.com
dfd sjfls df
dfdsfdsfdssdfds sfdsf dsf dfd dsfdsfdsf
www.them.com
dfd sjfls df
dfdsfdsfdssdfds sfdsf dsf dfd dsfdsfdsf
www.cheese.net
dfd cheese df
dfdsfdsfdssdfds sfdsf dsf dfd dsfdsfdsf
cheese.us.com

20. WhereWe Are
Competitive intelligence
Quantify the gap
Key Factors
Query coverage
Visibility
Projections
Estimated traffic
Estimated revenue
How We GetThere
Large global cross functional team
Create core team of functional experts
Set internal standards and process
Provide company wide training and tools
Mandatory company-wide SEO certification
Measure and track (and adjust)

21. Effectively
Challenge
theNorms

22. Anything is
Possible
• Ask questions, listen more
• Learn the politics
• Small wins
• Manage your reputation

23. Gun Dog Supply
TheSmall Fish inBig PondChallenge
• KPIsdeclining
Organic
Search
Paid
Search
Direct Brand Email Social Referral
-12.8% -12.9% -14.1% 39.0% -6.9% 3.9% -20.5%

24. Gun Dog Supply
TheSmall Fish inBig PondChallenge
• KPIsdeclining
• Supercompetitive

25. Gun Dog Supply
TheSmall Fish inBig PondChallenge
• KPIsdeclining
• Supercompetitive
• Expensive
Chewy
Us

26. Gun Dog Supply
TheSmall Fish inBig PondChallenge
• KPIsdeclining
• Supercompetitive
• Expensive
• Siloedorganization

27. Gun Dog Supply
The Human  PetConnection

28. Gun Dog Supply
The Human  PetConnection
• Revamptoseasonality usingdata
• Lifestyle images
• Testing newaudiences
• WhyVSWhat
• Connectingthemessagedots

29. Gun Dog Supply
If your dog gets hurt –
Do you have a first aid kit?
The Human  PetConnection
• Revamptoseasonality usingdata
• Lifestyle images
• Testing newaudiences
• WhyVSWhat
• Connectingthemessagedots

30. The Human  PetConnection
• Revamptoseasonality usingdata
• Lifestyle images
• Testing newaudiences
• WhyVSWhat
• Connectingthemessagedots
Gun Dog Supply

34. Gun Dog Supply
The Human  PetConnection
• 2020wasourbest year in
all48YEARS

35. Gun Dog Supply
The Human  PetConnection
• “Allboatsrose together”

36. Redefine
YourRole

37. Leadership is influence.
Influence is the power to
change, the power to affect
someone or something.
CommonTraits:
• Vision
• Clarity
• Decisiveness
• Risk taking
• Courage
• Passion
• Humility
• Listen
Everyone can be a leader

38. You cannot do it alone

39. Adam Riemer Navah Hopkins Michael Bonfils
Mary Davies
Arsen Rabinovich
You cannot do it alone

40. 01 Create your opportunities. Don’t wait for them.
02 Get out of your comfort zone. Don’t let fear
drive you.
03 Effectively challenge the norms and bring the
organization along with you.
04 Redefine your role. What do you want?
05 Have a meaningful network. Internally and
externally.

41. Goforwhat .
Level up and lead!
ThankYou
Melanie Mitchell, Chief Marketing Officer
Gun Dog Supply
June 10, 2021