Karime Benaissa's Email Addresses & Phone Numbers

📖 Summary

• Dynamic e-Commerce and Digital Marketing executive with 15+ years of experience leading and growing fast-paced, global B2C and B2B businesses (Amazon.com, Yahoo!, IMDb, Getty Images etc.). • Experienced with managing P&Ls and budgets, using metrics-driven and customer-centric approach, to exceed revenue goals. • Experienced with dealing with complex challenges, requiring creativity, deep data and customer focus to come up with a scalable tech-driven solution. • Creative problem-solver with expertise aligning teams and decision makers and solidifying professional relationships. • Hands-on leader with experience hiring and coaching diverse teams for high performance and long-term development. Specialties: General e-Commerce & Digital Marketing business management ● P&L ● B2B and B2C customer acquisition, customer engagement and customer retention strategies ● Global Marketing Strategy ● Integrated Marketing ● Site Optimization ● Product Management & Roadmap ● Personalization ● On-site Search ● Discovery ● Marketing Automation ● Content Strategy ● Partner Marketing ● CRM ● Email ● Paid Search (SEM) ● Organic Search (SEO) ● Display Advertising ● Retargeting ● Affiliates ● Social Media ● Targeted Marketing & Personalization ● Loyalty Marketing ● A/B testing ● Big Data ● Machine Learning & Predictive Analytics ● Leadership and Team Building ● ecommerceVP Global e-Commerce @ o Getty Images is a $1bn content marketplace with 170m+ photos and videos, with customers ranging from Fortune 500 companies down to small/micro businesses. o Recruited as an agent of change to develop, implement and scale e-commerce (under-invested area) across 20+ sites, 10+ locales. o Responsible for all customer experience and on-site performance (merchandising, segmentation, promotions, on-site search, analytics). • Oversee tech team to re-platform our 20+ sites to new Content Management System (CMS). Manage feature prioritization in an agile way to maximize output and impact to the business. 100+ features developed, delivering e-commerce capabilities and driving incremental revenue. • Increased customer acquisition efficiency and revenue by making marketing funnel more efficient through more targeted on-site experiences and checkout process improvement. • Improved on-site Search experience and monetization (~90% of downloads) through algorithmic improvements, targeting and new feature developments, resulting in more relevant, localized and recent results, incremental revenue and better relationships w. content suppliers. • Developed cross-functional CRM framework across e-Commerce, Marketing and Content to drive alignment across messaging, targeting and measurement; improving customer engagement and retention rate. From October 2013 to Present (2 years 3 months) Greater Seattle AreaHead of Worldwide Marketing, Editorial & Analytics @ Managed a team of 15 FTEs, responsible for marketing, site experience, editorial content and analytics. • Increased customer acquisition across site, mobile and apps through site and apps improvements to improve SEO-friendliness, SEM & social display campaign to drive app adoption; over time, cost of acquisition decreased by 20% y/y through heavy shift towards free channels (social, direct, free search). • Increased customer engagement by 15% and IMDb’s reach on Facebook by 50% (to 5M likes) by developing content marketing strategy and merchandising it across apps, sites and social; IMDb became the 2nd most social Amazon sub-brand (within 30+). • Increased monetization of IMDb’s ad inventory by 15% by merchandising relevant Amazon properties and strategic initiatives (Amazon Instant Video, Kindle Fire, Prime, etc.), driving +$170M in incremental sales to Amazon (+45% y/y). • Led cross-functional initiative to develop a holistic marketing strategy for Entertainment industry across all of Amazon categories (IMDb, Movie category, Kindle etc.) and assets (websites, Kindle devices, apps etc.), resulting in a 30%-increase y/y in ad revenue for IMDb and deeper relationships between Amazon and the industry. • Consistently identified as a top performer (top 5% of Amazon employees). From April 2012 to October 2013 (1 year 7 months) Greater Seattle AreaSenior Marketing Manager - Consumer Electronics @ • Recruited as an agent of change to lead a more strategic and data-driven approach to Marketing in a fast-paced, high-growth and highly entrepreneurial environment. Led a team of marketers, content and product managers to drive overall customer acquisition, engagement and retention on- and off-site across Amazon’s Home Electronics properties (10+ storefronts, 10M+ SKUs, $2B P&L). • Grew overall revenue by 30+% y/y for 3 years, beating forecasts, through increased traffic generation, improved on-site experience (personalization, site merchandising etc.) and more efficient customer engagement via CRM. • Doubled growth of TV business (+100% above forecast) through developing, selling to Amazon leadership, and executing an aggressive multi-pronged marketing strategy (better value proposition, targeted promotions and online/offline traffic generation - incl. display, print, radio, PR etc.). • Actively managed relationships with 30+ key partners (e.g. Sony, Sonos, etc.) at VP+-level, advising on marketing, promotions and strategy; negotiated $15M+ in incremental marketing funding (+50% y/y) from vendors for custom marketing campaigns. • Developed and executed CRM lifecycle strategy to deepen adoption and engagement of Consumer Electronics properties across lifecycle of customers, resulting in incremental revenue and a net increase in LTV. • Increased SEM spend efficiency by throttling SEM spend on keywords with strong SEO. Approach was automated and scaled to other categories saving $1XM+ in SEM spend yearly across Amazon retail worldwide, with no impact to revenue. • Appointed member of the Amazon MBA recruiting team, actively involved in hiring, developing and coaching other leaders across the company. From August 2009 to April 2012 (2 years 9 months) Greater Seattle AreaSr. Marketing Manager, Global Direct Marketing @ • Responsible for demand generation and engagement for Yahoo!’s 20+ properties (Mail, Personals, News etc.) across its 200M+ monthly visitors. Managed 6 FTEs and a $60m yearly budget; through constant A/B testing and deep analytics, ROI increased from 38% to 58% y/y. • Drove strategic digital marketing initiative to focus on key audiences: led cross-functional team to assess audience sizes, needs, competitive landscape and Yahoo!’s assets. • Identified as top talent by senior executives; promoted 8 months faster than MBA peers. From October 2007 to June 2009 (1 year 9 months) San Francisco Bay AreaMarketing Manager, Global Direct Marketing @ From July 2006 to September 2007 (1 year 3 months) San Francisco Bay AreaMarketing Strategy Intern @ Created two-year marketing plan for online and direct-mail divisions, targeting underserved markets with new offers to increase usage and activation rates, resulting in $25m in incremental revenue. Conducted strategic top-to-bottom review of existing programs and developed best practices based on internal and external market trends driving a 15%-decrease in Marketing spend against a 10% in increased activations. From June 2005 to August 2005 (3 months) San Francisco Bay AreaCredit / Risk Analyst @ • Responsible for risk modeling to drive customer acquisition and receivables while managing for default rates. From October 2000 to July 2004 (3 years 10 months) San Francisco Bay AreaMBA, Marketing, Strategy & Management, International Business @ Kellogg School of Management From 2004 to 2006 MS, Mathematics & Statistics @ University of Minnesota-Twin Cities From 1998 to 2000 BS / MS, Mathematics @ Université du Havre From 1994 to 1998 Karime Benaissa is skilled in: Marketing, Leadership, Negotiation, Merchandising, Analytics, Product Management, E-commerce, Segmentation, Product Marketing, Online Advertising, Web Analytics, Competitive Analysis, Strategy, Marketing Strategy, Market Research