ANTHONY J CRUZ

ACHIEVEMENTS

• Defined and delivered a new E-commerce Shop App sales channel for Direct-to-Consumer, which led to 30% of total sales
• Defined requirements and delivered an optimised checkout experience, reducing clicks and enhancing efficiency
• Implemented a Conversion Rate Optimisation (CRO) Program for FY23, adding $26m incremental revenue by enhancing the user experience across Samsung's e-commerce sites

RESPONSIBILITIES

• Led the DTC CRO Program, managing strategy, documentation, execution, and analysis to enhance user experience and revenue
• Owned customer experience projects, defining requirements and collaborating cross-functionally to improve digital channels including our CMS and Shop App
• Directed the Insider Program, aligning CRO with day-to-day initiatives and campaign deliverables like push notifications to boost engagement
• Led the SEO Program, developing and executing strategies to increase organic search rankings and site visibility boosting e-commerce traffic

ACHIEVEMENTS

• Managed the re-platforming of Enhanced Partnered Portal sites from Hybris to Adobe Experience Manager, driving 50% of online sales and improving the e-commerce experience
• Initiated and led the DTC CRO Program, managing strategy, documentation, execution, and analysis to enhance e-commerce experience and drive revenue growth
• Led content publishing for major promotional events (eg Black Friday) across our customer-facing and partner portal sites

RESPONSIBILITIES

• Managed end-to-end content authoring of offer content, including major campaigns like EOFY and Black Friday, coordinating cross-functional teams for a timely execution
• Led customer experience projects across.com and EPP sites, documenting requirements, journey maps, and test plans
• Initiated and drove the DTC CRO Program, defining strategy, documenting requirements, and executing experiments to optimise the e-commerce experience, and revenue growth
• Launched and managed the Insider Program, aligning CRO strategies with day-to-day initiatives and campaign deliverables like push notifications to boost engagement
• Conducted site audits to improve the e-commerce experience, optimise product merchandising, identify bugs, and site enhancements

ACHIEVEMENTS

• Supported the re-platforming from Hybris to Adobe Experience Manager (AEM) by documenting business requirements, developing test plans, and creating training modules for a smooth transition
• Optimise on-site search by refining Solr synonyms and redirects, reducing bounce rate, and improving search conversion rate

RESPONSIBILITIES

• Planned and executed the annual digital experience and content strategy, aligning with marketing campaigns, and day-to-day content authoring of product launches and offers
• Acted as Business Analyst for the Hybris-to-AEM migration, documenting issues and driving enhancement development
• Analysed engagement data, including site search and heatmaps, to identify e-commerce and content opportunities
• Collaborated with the SEO agency to manage site architecture and develop SEO-rich content pages via AEM, supporting organic growth
• Mentored junior team members to strengthen their digital skills, supporting team growth and capabilities

ACHIEVEMENTS

• Implemented the Bazaarvoice project, enabling user-generated content syndication and increasing total reviews by 281% in FY16
• Automated the upload process for product description pages, enhancing W3C accessibility and layout of product features
• Served as SME for a back-end system update, creating test plans and conducting UAT/regression testing to ensure seamless frontend integration of our e-commerce sites

RESPONSIBILITIES

• Developed and executed the content plan for ASICS, ASICS Tiger, and Onitsuka Tiger websites, aligning with business goals
• Led local and global product launches, enriching content and publishing in coordination with Product and Marketing Team timings
• Managed the full product lifecycle for ASICS e-commerce sites, including copywriting, content optimisation, site merchandising, and content authoring to boost engagement
• Executed online promotions for key events, ensuring accurate and timely publication