Racheal Frost

• Established strong relationships with the retailer partners such as Chemist Warehouse, Priceline, Terrywhite Chemist, Coles, Woolworths and Amazon to optimise content on their sites
• Management and execution of the eCommerce content on all channels - our website, SKU Vantage and social media and retailer sites
• Creating and executing best in class A+ content /rich content across retailer sites where possible
• Close collaboration with the Bayer internal team such as brand managers, supply chain, medical and regulatory affairs to make sure that our content is seamless across all the channels
• Established and managed a strong relationship with SKU Vantage who is our PIM. (Product Information Management System)
• Management of the in-house creative team called the Digital Content Bay. Project management of the briefs from the brand managers. Making recommendations for creative optimisation for optimal consumer experience. Improved ways of working with DCB with the Brand teams. Changes in the team to elevate creatives and be more agile
• Working with the external agencies on attaining the working files for adaptation by the in-house creative team
• Streamlined briefing process for increased efficiency and better overall creative outputs
• Creating the Bayer Store on Amazon which feature the various brands
• Managed key accounts with diligence and professionalism, ensuring the highest level of service was consistently delivered.
• Conducted product content audits in our PIM for all ANZ products to ensure we comply with TGA

Key Achievements

• Managing the online trading and merchandising of 7 websites (AU, NZ, UK, USA, CA, Tesco and Footy Shop). Trading the website and monitoring all the KPI’s and making continuous recommendations for improvement
• Assisting in the development of annual strategy and financial plans
• Maximising conversion rate through effective customer journeys (optimising navigation, search results and product presentation, home pages, landing pages etc. based on analytics and A/B testing)
• Maximising revenue through effective online merchandising such as product merchandising, category merchandising
• Setting up products in Magento which included both simple and configurable products and creating and allocating these products into categories and sub categories. Ensuring that all products are launched online, on time, and all website content and imagery adheres to SEO and brand guidelines
• Attending product development meetings and photography sessions
• Working with Inventory planning to meet product availability needs. Managing the out of stock messaging on the websites
• Responsible for changing the homepages for both desktop and mobile on a regular basis. This includes new images for sliders and small banners
• Creating search redirects in Klevu for product pages, category pages and landing pages
• Analysis and Reporting – Post Month Analysis, Management reports, Next Month Planning and other ad hoc reporting. Using Google Analytics to track data on traffic, conversion rates, sales and search to better understand customer behaviours and patterns and reacting to these accordingly
• Managing the online marketing calendar including all digital activity from product updates, site promotions through to acquisition and retention activity
• Contributing to campaign planning and overall marketing strategy direction. Analysis of historical sales and trends and suggesting what campaigns to feature in the email marketing and responsible for selecting the hero products or categories

Key Achievements

• Increase in conversion rates from 5% to 9% through better home pages, product pages and landing pages. Adding testimonials on the homepage and product pages. Changing the look of the website to the new theme which increased traffic by 20% as well
• Increase in revenue by 20% through the launch of Disney Frozen on the websites. This was due to better merchandising on the homepages and landing pages and email marketing.
• Increase in Average order value by approximately 25% in the last 3 years
• Website sales mix was around 70% of the total business sales. In the last 3 years this has grown to 85% of the total business sales and continues to grow
• Improved Reporting – created templates for Post Month Analysis and Next Month Planning
• Redesigned the look of the Homepage from the old style of sliders and small banners to having a static home page and merchandising various categories and products. This improved the conversion rates and average order value
• Designed a template for the offline team to assist in the tracking of the promotional URL’s that were associated with inserts in magazines, flyers etc. and trained them on how to use this template
• Assisted in the Migration of Magento platform from an older version to an upgraded version. This involved a lot of testing both at backend and front end
• Project Manager in the Website redesign to a new microsite on Magento platform. This involved working with the graphic designers in the creation of wire frames, getting approval from the directors about the designs, working closely with the web developers in implementing the changes and then testing the changes before making these live.
• Aged and Deranged Stock – successfully cleared 80% of the excess stock at the warehouse by launching strong clearance campaigns on the websites through home pages and landing pages and refreshing these frequently