Darren Kidston
Marcoola
Summary
Results-driven eCommerce and sales professional with 15+ years of experience across B2C and B2B markets. Proven expertise in digital marketing, SEO/SEM, Shopify site development, and ERP/CRM integration. Strong background in online and wholesale sales operations with a track record of delivering revenue growth and operational efficiency. Passionate about optimizing UX, digital ecosystems, and multichannel customer engagement.
Experienced with managing e-commerce operations, including digital marketing and customer experience optimization. Utilizes data-driven insights to enhance online sales performance and streamline processes. Strong understanding of e-commerce platforms and strategic planning for sustained growth.
Overview
2026
2026
years of professional experience
Work History
E-Commerce Manager
Source SBG
11.2022 - Current
- Managed B2C and B2B digital marketing strategies using Google Shopping and BigCommerce
- Oversaw end-to-end eCommerce operations, including SEO, SEM, UX optimization, and web services
- Integrated ERP systems and streamlined digital workflows for better customer experience
- Full-time
- Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.
- Customized e-commerce platforms by building new products, designing landing pages and integrating new vendors and apps to further enhance website UI and UX.
- Coordinated closely with customer service representatives to address inquiries promptly and effectively resolve issues related to online purchases.
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content, and user experience.
- Supported annual media planning process and media buying for digital content.
- Implemented effective search engine optimization techniques to increase organic site traffic and improve keyword rankings.
- Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
- Boosted online sales by implementing targeted marketing campaigns and optimizing website content.
- Developed successful promotional strategies to drive increased traffic and revenue during peak shopping seasons.
E-Commerce Manager
Lab Coat Company
11.2022 - Current
- Led Big Commerce-based eCommerce growth with targeted digital campaigns
- Managed product feeds for Google Shopping and optimized site architecture
- Implemented tools and processes for enhanced operational efficiency and analytics
- Full-time
- Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.
- Customized e-commerce platforms by building new products, designing landing pages and integrating new vendors and apps to further enhance website UI and UX.
- Coordinated closely with customer service representatives to address inquiries promptly and effectively resolve issues related to online purchases.
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content, and user experience.
- Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
- Enhanced user experience with intuitive site navigation, compelling product descriptions, and visually appealing design elements.
- Optimized e-commerce fulfillment strategy to minimize costs while maximizing profits and customer satisfaction.
E-Commerce Manager
Spencil
11.2022 - Current
- Directed digital sales campaigns targeting educators and parents
- Strengthened eCommerce infrastructure with Big Commerce and integrated marketing platforms
- Developed and executed SEO strategies to drive organic growth
- Full-time
- Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.
- Supervised a team of e-commerce specialists, providing guidance and performance feedback to foster professional development.
- Customized e-commerce platforms by building new products, designing landing pages and integrating new vendors and apps to further enhance website UI and UX.
- Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
- Developed and executed e-commerce positioning, values, tone of voice, and design elements to bring value and convenience to customers.
- Boosted online sales by implementing targeted marketing campaigns and optimizing website content.
E-Commerce Specialist
Three of Something
Sydney, New South Wales
2014 - Current
- Drove online and wholesale sales strategy across B2C and B2B platforms
- Built and maintained a dedicated B2B site, CRM integration, and Shopify site enhancements
- Managed SEO/SEM efforts and paid social campaigns (Facebook, Instagram, Google)
- Led digital marketing and UX improvements to increase retention and conversion
- Full-time
Sales Manager
Australis Music
11.2014 - 11.2016
- Managed B2B client relationships across retail and distribution networks
- Led business development and national sales strategies
- Full-time
Product Manager – Category Manager Guitars
Australian Music Group
04.2008 - 03.2014
- Managed national guitar product range for Billy Hyde Music stores
- Handled ranging, stock selection, and brand training for a broad portfolio of musical equipment and accessories
Education
Diploma - Computer Science
Victoria University
Melbourne, VICSkills
- B2C / DTC eCommerce
- Business-to-Business (B2B) Sales & Strategy
- Digital Marketing & Paid Media (Google, Meta)
- SEO / SEM / Google Shopping
- ERP/CRM Integration (Cin7, Big Commerce)
- Web Services & Site Development
- UX Optimization
- Sales Management & Operations
- International Sales & Business Development
- Retail Sales & Wholesale Distribution
- People & Change Management
- Shopify Big Commerce
- Product management
- Order fulfillment
- E-commerce platforms
- Competitor analysis
- Website optimization
- Google analytics
- Action planning
- Sales strategy development
- Search engine optimization
- Mobile commerce
- Conversion rate optimization
- Online advertising
- B to B sales
Timeline
E-Commerce Manager
Source SBG
11.2022 - Current
E-Commerce Manager
Lab Coat Company
11.2022 - Current
E-Commerce Manager
Spencil
11.2022 - Current
Sales Manager
Australis Music
11.2014 - 11.2016
Product Manager – Category Manager Guitars
Australian Music Group
04.2008 - 03.2014
E-Commerce Specialist
Three of Something
2014 - Current
Diploma - Computer Science
Victoria University
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