1. JUSTINE SEIDEL
2166 NE Schuyler Street • Portland, OR 97212
(503) 367-5846 • jseidel@gmail.com • linkedin.com/in/justineseidel
Senior Digital Marketing Professional
Marketing Optimization Digital Marketing Strategy Marketing Technology Testing and Evaluation
Tech savvy digital marketing executive with expertise leading high ROI marketing programs for both established and emerging B2C
organizations. Passionate about delivering comprehensive, multi-channel corporate marketing strategies that engage target
audiences, drive acquisition and retention, and ignite dramatic growth.
Establish high return digital marketing initiatives – Established Axiom EPM’s digital marketing strategy, execution, and
measurement plan. Implemented all aspects of the company’s online marketing programs to drive top of funnel pipeline creation.
Lead integration and adoption of marketing technology – Directed a team of usability experts, IT professionals, and creatives to
overhaul all marketing and usability-related aspects of Icebreaker’s site redesign and globalization, including a platform migration.
Guide positive transformation of the marketing function – Led a transformation of Norm Thompson’s established promotional
strategy to expand the catalog retailer’s emerging and higher-margin online business from 33% to 45% of total business.
P R O F E S S I O N A L E X P E R I E N C E
Wildfang – Portland, OR 2014 – 2015
eCommerce Director
Managed a multifunctional team of internal and external resources. Developed and led scalable marketing, merchandising, sales,
and UX strategies for the fashion brand’s eCommerce site, with a focus on growing the customer base, increasing brand loyalty, and
driving sales. Defined and implemented aligned eCommerce strategies that aligned with company mission, vision, voice, and values.
• Innovated and cultivated broad internal support for improvements to the site to increase sales and improve brand experiences.
o Implemented improved search functionality that increased engagement and conversion from 2-3% to 5-7% via the search tool.
o Championed a new user homepage experience that drove increased conversion from new site visitors from 0.5% to 0.8-1.0%.
o Introduced checkout improvements – simplified experience, value proposition reinforcement, clear calls to action – that drove
25% conversion improvement during holiday season.
• Turned around paid media performance, increasing ROI from -50% to 200%+ by partnering with outside agency to pause
inefficient campaigns, launch additional channels, and cut cost-per-acquisition (CPA) by almost half (from ~$41 to ~$21-$24).
• Conducted site analysis immediately after joining the company and led an associated SEO optimization initiative that increased
site visits via organic search by 50-60%.
Axiom EPM – Portland, OR 2012 – 2014
Digital Marketing Manager
Planned, developed, and managed execution of global digital programs and campaigns (i.e. online advertising, website strategy /
design, digital asset development, and social media) for the enterprise software solutions provider. Managed interactive agencies in
delivering digital campaigns and worked with content owners and stakeholders to create and update web content.
• Drove 3x growth in web traffic and 8x increase in response rate in one year by leading a comprehensive digital marketing strategy,
including launching a paid media program, aggressive keyword acquisition, and user experience improvements.
• Devised and conducted A/B testing strategies to optimize lead generation offers, resulting in 15-35% increase in response rates.
• Earned praise for stepping outside of role to provide design work for myriad outbound campaigns and events, helping to save
Axiom EPM thousands of dollars each year while increasing the company’s flexibility and speed to market.

2. Justine Seidel • (503) 367-5846 • jseidel@gmail.com
Icebreaker Clothing – Portland, OR 2010 – 2012
eMarketing Manager, Global eCommerce
Oversaw global online marketing for the New Zealand-based multichannel sports merino apparel business. Directed a $250K annual
eCommerce marketing budget and planned / executed all online marketing efforts (email, affiliates, SEM, SEO, display advertising,
social media, and promotions). Managed entire lifecycle of all global eMarketing projects.
• Realized 40% annual revenue growth for icebreaker.com for two consecutive years by optimizing paid media and aligning the
program with corporate strategy, as well as by leading a major site redesign to elevate customer experiences and engagement.
• Developed overall digital marketing strategy for Icebreaker's domestic (US) market and launched eCommerce in the retailer’s
nascent global markets (Canada, Germany, Australia, New Zealand, France, UK).
Norm Thompson Outfitters – Hillsboro, OR 2006 – 2010
eCommerce Director (2008 – 2010)
Directed all aspects of eCommerce and online marketing for www.normthompson.com, including budget and marketing strategy
development, marketing technology evaluation and implementation, and development and execution of multiple digital marketing
programs (email, SEM, SEO, affiliate, and site marketing). Manage marketing program evaluation and reporting.
• Expanded email marketing program 20% between 2009 and 2010 and out-performed associated KPIs by introducing a more
comprehensive and targeted email marketing strategy, such as introducing successful triggered and “drip” campaigns.
• Managed complete project lifecycle – from evaluation and RFP to implementation and training – for migration to new behavioral
merchandising and online reviews solutions. Leveraged the new marketing technology to grow online conversion 10% over 1 year.
Internet Marketing Manager (2006 – 2008)
Planned, forecasted, and measured the effectiveness of the retailer’s online marketing programs. Oversaw site development and
functionality to ensure outstanding user experiences and enable sales growth. Partnered with internal and external resources to
execute strategy and enhance merchandising.
• Expanded Norm Thompson’s reach by growing the company’s email file 20% through online and call center capture, ECOA, email
append, catalog messaging, email prospecting, and email sharing across broad portfolio of catalog companies.
E D U C A T I O N
BA, Double Major in East Asian Studies and International Relations – Smith College – Northampton, MA
A R E A S O F E X P E R T I S E
E-Commerce, Content Development, Content Planning / Editorial Planning, Email Marketing, SEM, SEO, PPC, Affiliate Marketing,
Digital Advertising (Development, Buying, Planning, Execution), Acquisition Marketing, Retention Marketing, Nurture Campaign
Development, Website and Customer Behavior Analytics, Marketing ROI Analysis
T E C H N I C A L S K I L L S
Web Platforms: Magento, Demandware, Fry, Marketlive
Productivity and Design: MS Office Suite, Adobe Photoshop, Illustrator, Dreamweaver, Flash (basic)
Programming Languages: HTML, CSS, JavaScript (basic)
Analytics Platforms: Google Analytics, Omniture
CRMs: Salesforce (basic)