Darcy Kelley

Past

Assoc. Director, Strategy & Analysis (contract) at Digitas
E-Business Strategist at Petro-Canada
Senior eBusiness Consultant at Adeo Communications

Director, E-Commerce at dthree
Senior Manager & Privacy Officer at Columbia House

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2 more...

Education

McMaster University

Recommended

9 people have recommended Darcy

Connections

500+ connections

Industry

Marketing and Advertising

Websites

My Company

Darcy Kelley’s Summary

* Highly skilled strategic marketer and business professional with 14 years management experience, including 8 years online.
* Adept at leading multiple business lines (with P&L responsibility) and providing strategic counsel to internal business units or external clients.
* Highly experienced enabling custom, primary and secondary research to design or optimize customer engagement programs (maximizing LTV and loyalty).
* Expert at selling online, on branded e-tail sites, and via channels (Amazon, affiliates).
** Seeking digital strategy and innovation role **

Darcy Kelley’s Specialties:

CRM (retention, engagement, migration), persona development, program design and management, segmentation, targeting, customized treatment, behavioral triggering

Darcy Kelley’s Experience

Assoc. Director, Strategy & Analysis (contract)

Digitas

(Public Company; PUB; Marketing and Advertising industry)

September 2007 — September 2008 (1 year 1 month)

* Strategy - Developed online media POV (media planning and content development requirements) and guided $180MM of in-market advertising spend (online and offline).
* Strategy - Engaged on GM CRM team as lead strategist on retention and repurchase program development and enablement online (owner e-mail, GM Owner Center, microsites).
* E-mail - Led owner e-mail marketing across 7 of 8 GM divisions. Increased e-mail performance by 10% over a full year (content newly targeted by division, lifecycle and macro segment specific needs).
* Web - Led development and launch of a new owner portal, the GM Owner Center (learning agenda, measurement plan, custom research, standardized reporting). Realized 80% user satisfaction rate.
* Business Analysis - Developed holistic customer insights (qualitative and quantitative) and phased change plans, across the owner e-mail program and the GM Owner Center, for GM execs.
E-Business Strategist

Petro-Canada

(Public Company; Oil & Energy industry)

November 2006 — April 2007 (6 months)

* Planning – Scoped and defined e-business upgrades needed to fully enable the holistic needs of large business units (FY 2007-2008), company wide: B2B – commercial credit, incentive solutions; B2C – convenience retail (including Mobility), customer loyalty (Petro-Points).
* Revenue – Generated e-community buzz/WoM support in advance of the national launch of a branded mobile offering (Petro-Canada Mobility) across 1,600 retail locations; realized incremental 50% sales lift to plan over three-month launch period.
Senior eBusiness Consultant

Adeo Communications

(Marketing and Advertising industry)

December 2005 — November 2006 (1 year)

* Strategy – Engaged as e-business strategy lead across portfolio of clients.
* E-mail – Led e-mail marketing across Nissan and Infiniti. Increased e-mail performance by 19%.
* Web – Led site upgrades on Nissan.ca and Infiniti.ca, including advanced personalization tools, shopping tools, and trigger-based messaging.
* E-Community – Supported Nissan Versa “Larger Than Life Road Trip,” a Web-based reality TV series and social network. Realized 35% more visitors than Chevrolet’s Johnny.ca, over same time period.
* Analytics – Acted as strategy lead on all custom and market research (JD Power, GfK, iPerceptions and Maritz), leveraging findings to launch new or improved programs online for Nissan and Infiniti.
* Led consulting team in Web site audits of J. D. Irving, Ltd. key brands, and subsequent site upgrades.
Director, E-Commerce

dthree

(Privately Held; Internet industry)

February 2005 — December 2005 (11 months)

* Strategy – Strategic e-marketing and e-commerce lead for InBev core brands, such as Stella Artois, Bass and Labatt Blue. Developed InBev global e-commerce strategy (including e-commerce platform). Managed seven branded e-stores and direct-to-customer sales operations.
* Revenue – Increased sales 119% across InBev e-stores in Canada (Keith’s, Stella, Blue).
* Revenue – PlayCentric.com (e-tailer of DVDs & CDs)  Increased Google references to more than 800,000 (SEO dynamic site indexing); increased revenue by 200%. Managed CJ affiliates and price search engine (PSE) relationships globally; experienced with CPC and CPA/CPO models.
* Channels – Launched PlayCentric.com on Amazon US, UK and Germany marketplaces.
Senior Manager & Privacy Officer

Columbia House

(Privately Held; Entertainment industry)

August 2003 — January 2005 (1 year 6 months)

* Revenue – Increased DVD Club revenue by 18.7% year over year (all channels).
* Web – lncreased average order size by 7.5%. Generated $35MM in sales online. Led Web sites to #1 ranking (unique visitors) in Canada in the “Movie Sites-Retail” category (source: comScore Media Metrix), surpassing Blockbuster and Rogers Video.
* E-mail – Developed full year e-marketing programs calendar, including Web site merchandising and customer promotions. Realized, and sustained, 20% open rate, 30-40% click-through rate and 7-10% conversion rate. Deployed more than 20MM customer e-mails.
* CRM – Developed alternate membership models for CSRs to respond to requests to cancel; reduced cancels by 10% in contact centre. Ensured successful implementation of offers in CRM system.
* Privacy – Led company-wide effort to document customer personal information retained. Automated personal information retrieval, on an individual level, to comply with requests for information, under PIPEDA.