Dain Southwell

As a National eCommerce Manager, I was responsible for driving the strategic direction and growth of online sales across the dealership, ensuring alignment with corporate objectives. I led the execution of digital initiatives, optimised eCommerce platforms, and delivered seamless customer experiences while managing key relationships with divisional leaders. My role required strong project and change management skills to implement and scale digital solutions across multiple teams and channels.

• Developed and executed strategies for online sales growth, aligning with corporate and departmental objectives to drive revenue and profitability.
• Managed eCommerce platforms, ensuring a seamless customer experience and optimising website functionality, user interface, and transaction processes.
• Acted as the primary liaison between WesTrac and Caterpillar eCommerce divisional leaders, fostering collaboration and aligning strategies.
• Led the implementation of Caterpillar's digital initiatives within the dealership, applying strong project and change management techniques to ensure successful program execution and adoption.
• Analysed eCommerce performance data, identifying trends and implementing improvements to optimise online sales, customer experience, and operational efficiency.
• Created and presented monthly performance reports for senior management, providing actionable insights and recommendations based on data analysis.
• Developed and executed strategies to enhance customer satisfaction and loyalty, leveraging digital tools and personalised experiences.
• Coached and mentored team members, fostering a high-performance culture and improving overall team productivity and job satisfaction.

Accountable for developing, implementing and managing marketing solutions which have a positive impact on revenue. Responsible for ensuring alignment of solutions with business strategy direction/goals and market analysis. Advance and launch best-in-class marketing campaigns, events and strategies to create new prospects and nurture them through customer lifecycle - from unknown prospects to loyal customers. Expand, manage and support the end-to-end acquisition and installed base growth strategy to drive quality leads for the Sales Team through thoughtful, optimised programs across all digital media channels. Develop compelling content alongside the Content Specialist aligned with segmented target audiences at each stage of the buying process.

• Work closely with agencies and Sales Team to develop and execute lead and demand generation campaigns taking a multi-channel approach which includes email marketing (A/B testing) and automation tactics.
• Lead events ensuring positive customer experience, coordinating marketing, sales teams and external vendors to support execution
• Analyse CRM and conversion data to optimise strategies
• Collaborate with the Digital Content Specialist to develop content to support strategies and to develop nurture programs
• Roll out in branch programs and support other initiatives as required

As Marketing and eCommerce Manager, I led and executed the company's digital marketing and eCommerce strategies, overseeing the development and growth of online sales channels.

Key responsibilities included:

• Team Leadership: Managed and mentored a team of marketing professionals, ensuring alignment with company goals and objectives.
• eCommerce & Website Management: Oversaw the development and daily operation of the company's eCommerce platforms and website, ensuring user experience, product listings, and content were optimised for conversion.
• Campaign Development: Collaborated with the Sales and Marketing Strategy Group to design and implement direct-to-consumer (D2C) campaigns and marketing collateral.
• Social Media & Influencer Marketing: Directed the social media strategy and managed influencer partnerships to increase brand awareness and drive engagement.
• Content Management: Regularly updated website content, coordinated with service providers for web maintenance, and ensured the website reflected the latest marketing materials.
• Collaboration with Senior Management: Worked closely with Senior Management on digital and eCommerce strategies, providing insights and recommendations for continuous improvement.
• Training and Development: Initiated and led training sessions in digital marketing and eCommerce for staff and management, ensuring a high level of competency in digital tools and platforms.

As a Digital Marketing & eCommerce Specialist, I was responsible for leading the development, implementation, and management of various digital strategies across multiple platforms.

My key responsibilities included:

• Developed and executed social media strategies across platforms (Facebook, Instagram, LinkedIn), driving brand engagement and lead generation.
• Analysed digital marketing performance using Google Analytics and other tools, optimising campaigns to improve ROI.
• Managed digital media assets (images, videos, graphics) for consistency across channels.
• Led website design, development, and optimisation, focusing on user experience and conversion rates.
• Oversaw e-commerce platform integration (Shopify, WooCommerce), managing product listings, pricing, and promotions.
• Created content (copy, blogs, graphics, photography, videos) for digital campaigns, email marketing, and website.
• Implemented SEO best practices and managed SEM campaigns (Google Ads) to increase organic and paid traffic.
• Executed email marketing campaigns, optimising based on open rates and click-through rates.
• Collaborated with cross-functional teams (product, sales, customer service) to align digital strategies with business goals.
• Provided digital marketing training to internal teams, enhancing overall marketing capabilities.

• Social media marketing, analytics assessment and reporting, digital media management, website design development, optimisation and management, eCommerce integration, implementation and management, content creation, graphic design, photography, videography.

• Marketing management, digital media management, website design development, optimisation and management, eCommerce integration, implementation and management, content creation, graphic design, photography, videography, strategy development, project development, project marketing, research, strategic thinking, PR strategy, retail collateral support, IT, event marketing, social media management, Influencer program integration and management, analytics assessment and reporting.

As Marketing and eCommerce Manager, I led and executed the company's digital marketing and eCommerce strategies, overseeing the development and growth of online sales channels.

Key responsibilities included:

• Team Leadership : Managed and mentored a team of marketing professionals, ensuring alignment with company goals and objectives.
• E-Commerce & Website Management : Oversaw the development and daily operation of the company's eCommerce platforms and website, ensuring user experience, product listings, and content were optimised for conversion.
• Campaign Development : Collaborated with the Sales and Marketing Strategy Group to design and implement direct-to-consumer (D2C) campaigns and marketing collateral.
• Social Media & Influencer Marketing : Directed the social media strategy and managed influencer partnerships to increase brand awareness and drive engagement.
• Content Management : Regularly updated website content, coordinated with service providers for web maintenance, and ensured the website reflected the latest marketing materials.
• Collaboration with Senior Management : Worked closely with Senior Management on digital eCommerce strategies, providing insights and recommendations for continuous improvement.
• Training and Development : Initiated and led training sessions in digital marketing and eCommerce for staff and management, ensuring a high level of competency in digital tools and platforms.