Brendan Foerster
Marketing Campaign Manager - eCommerce · 5.11 Tactical
Tustin, CA
In My Own Words
Seasoned marketing professional focused on crafting the best stories for the right audiences that are results-oriented and data-driven. Seeking opportunities that allow me to leverage the skills I’ve honed over 10+ years working across various industries and environments (in-house, client and agency) while also providing an opportunity for training and development. Email marketing expert capable of creating end-to-end strategies that focus on growth and retention. Ecommerce professional with experience optimizing customer experience, driving revenue through conversion optimization and building lifetime value. Data-savvy and love exploring data to identify potential opportunities and developing the plans that act upon insights effectively and efficiently. Collaborative. A team player who thrives in a dynamic, fast-paced environment and willing to work up, down and across an organization. “Success comes from GOOD DECISIONS. Good decisions come from EXPERIENCE. Experience comes from BAD DECISIONS.”
Work Experience
Marketing Campaign Manager - eCommerce
5.11 Tactical2016 – 2019
• Managed entire email marketing program from strategy to QA and execution to analysis and optimization to ensure aggressive D2C sales objectives were achieved monthly, quarterly, annually • Collaborated with merchandising, brand, product and retail teams to develop campaigns and content that aligned to larger brand stories and ecommerce product sales • Oversaw email content calendar, planning and execution totaling 60M+ sends annually • Owned email launch process including subject line writing, linking, testing, segmentation, launch and reporting • Created and optimized automated email flows for cart and browse abandonment, LTV-related automations and post-purchase campaigns leveraging CRM (Lexer) and ERP data (Microsoft Dynamics + Magento) • Optimized email performance via regular data analysis of major KPIs (open + click rates, traffic, site conversion, AOV and booked sales) • Managed multiple ESP partners (Bronto, emarsys) to achieve deliverability scores above 99% annually • Collaborated with digital marketing team to create a customer retention program beginning with the primary goal of capturing repeat purchasers • Collaborated with digital marketing team on other SEO, display, affiliate, social, and marketplace campaigns and performance reporting
Public Relations Manager
TEKsystems2011 – 2015
• Established North American public relations program and strategy to increase brand exposure for TEKsystems, a $3.4B global IT staffing and services company • Led and executed PR program’s annual strategy and budget (~$500,000) • Presented regularly to executive leadership to report on performance and secure project and budget approvals • Developed media relations strategies and supporting tactics resulting in a 1,500% increase in feature media coverage from 2011 to 2015 • Created and managed local market campaigns to boost local office’s visibility and increase leads through co-marketing initiatives with industry affiliates and associations and advertising • Managed all external PR partners including agency of record and advertising agencies • Drove internal redesign of marketing processes to improve collaboration and content creation across all marketing functions (Design, Research, Events, Online Marketing, Marketing Communications and Analyst Relations) • Organized all phases of large industry event sponsorships (SAP SAPPHIRE NOW, Oracle OpenWorld, HIMSS) including management of exhibition booth, onsite vendors, customer events
Account Manager
Warschawski2008 – 2011
• Contributed to several account teams to develop integrated marketing campaigns across industries such as consumer products, outdoors, industrial products and government contractors • Executed media relations campaigns on behalf of clients including: W.L. Gore & Associates (makers of GORE-TEX), DEWALT, Go Ape and Verizon Wireless • Developed press releases, media alerts, interview prep sheets, talking points, product spec sheets and media kits • Secured and facilitated media interviews, product placements and photo/video shoots • Led corporate communications program to increase Warschawski’s industry, national and local presence and thought leadership • Created and led weekly activity and monthly performance report meetings with client contacts
