🔹 Areas of Expertise
✔️ eCommerce Strategy, Omnichannel Commerce, Digital Growth, Performance Marketing, KPI & P&L Ownership, Team Leadership, Marketplace Expansion, DTC & B2C Operations, Customer Experience (CX/UX), Site Merchandising & Trading, Forecasting & Budgeting, International Commerce

🔹 Tools & Channels
✔️ Shopify, Amazon Marketplace & Sponsored Ads, Paid Social (Meta, TikTok), GA4, Salesforce, Klaviyo, CRO & Retail Analytics (Optimizely, Hotjar, Helium 10), A/B Testing, CRO, SEO/SEM, Email/SMS CRM, Import/Export & Customs, Global Markets (US, Canada, Europe), Digital Strategy

🔹 Track Record
• 16 years in business, 15 years leading e‑commerce growth and digital strategy
• Built and sold an e‑commerce venture
• Scaled DTC & B2C sales across the US, Canada, and Europe
• Grew DTC sales 202 %, repeat revenue 157 %, new‑customer revenue 81 %
• Reduced acquisition cost 76 % and platform costs 69 %
• Managed a Shopify store with 100 K+ monthly visitors; lifted AOV 20 %
• Achieved 55 % YoY Amazon growth through Sponsored Ads and data‑led content
• Directed $300 K+ paid‑social spend (Meta & TikTok); earned 150 % ROI and 27 % higher conversion
• Activated lifecycle automation in Salesforce & Klaviyo; boosted LTV and cut churn 31 %
• Ran iterative CRO / A‑B tests; raised engagement 45 %
• Handled import/export & customs flows with 98 % on‑time delivery
• Led and mentored 20 + cross‑functional specialists across marketing, logistics, CX, and analytics

Sertac Yaman

The College Board

- Serving as Strategic Communications lead for College Board's Advance Placement (AP) program
- Developing communications strategy across the AP program unit
-Launching CTE-focused career initiative, powered by AP

Director, Strategic Communications, Advanced Placement (AP)

Liane Paonessa Public Relations Services

•	Developed national and regional publicity campaigns for top consumer brands and nonprofits
•	Partnered with award-winning prestigious women-owned agencies across the US and Canada
•	Nonprofit Clients: Craigslist Foundation, New York Urban League, STAR Institute, Cornell University, Northeastern IPM Center, KID Foundation, Restaurant Opportunities Center, COLORS NYC, Development & Finishing Institute Harlem, The Forgiveness Project, ONE: The Digital Dialog, Corning Museum of Glass, and more
•	Consumer Product Clients: Sabra Dipping Company, Sassy Baby Toys, Graco, Snack Factory-Pretzel Crisps, Cape Clogs, Neil Morris Fragrances, Pink Berry Boston, L’Espalier, Harbor Sweets, LaJobi, American Licorice/ Red Vines and Sour Punch, Cariloha, A Kids Book About, BRAVE Books, Edifier, and more.

Fractional Chief Communications & Marketing Officer

United Way of New York City

•	Created impactful proactive media opportunities that earned leadership invitations to engage and speak with city and state elected officials on key social issues.
•	Spearheaded strategic communications plan that helped drive revenue growth in a competitive donor market.
•	Devised issues and crisis communications protocol for emergency reputation management situations
•	Positioned CEO as subject matter expert and thought leader in equity, earning multiple top 100 leadership honors, monthly media opportunities, and coveted speaking engagements
•	Secured press events with the White House, NY State Governor’s Office, and NY City Mayor’s Office
•	Created visual-first messaging campaign to increase social media and email marketing engagement by 75%
•	Unveiled first-ever Writer-in-Residence internship program with creative writing majors to increase storytelling content by 125%
•	Led Digital Marketing team, managed all Public Affairs, created communications strategy for 7 independent program units, managed all fundraising and event communications.

Vice President Communications

GreenRoom Agency

•	Increased clients’ annual revenue by over 210% with PR and Integrated Marketing strategies
•	Established new service offerings in brand partnerships, product collaborations, and revenue-generating media affiliate marketing partnerships which retained clients and increased annual sales
•	Brokered multi-million-dollar revenue-producing brand partnership opportunities for clients
•	Developed low-cost nationwide digital event programs to replace in-person events 
•	Secured high-traffic Influencer coverage opportunities for clients for free
•	Nominated for multiple industry awards by agency
•	Created, led, and ran industry award-winning educational campaign for top-tier client
Award win: 2021: PRNews 2021 Platinum Awards: Education Campaign of the Year Award: https://www.prnewsonline.com/2021-platinum-pr-winners/

Senior Director, Integrated Strategies

•	Advised agency on developing media and content strategy programs, thought leadership, company narrative, and social responsibility initiatives

Strategic Integrated Public Relations Senior Leader

Corning Incorporated

•	Proposed new strategic storytelling content segment for online reader engagement
•	Discerned content placement on internal and external company outlets, and 3 social media platforms
•	Proposed new strategic storytelling content segment to increase online engagement by 50%
•	Expanded thought leadership platform for executive management team
•	Instituted cross-platform content placement on internal company outlets, and 3 social media platforms to increase employee engagement by 75%

Content Strategist 

Corning Museum of Glass

•	Created high-profile influencer outreach initiative for world-renowned guest artist program
•	Leader for all external media and partnerships requests for Hot Glass Programs
•	Created contract process for external outreach program
•	Managed visits for high-profile guest artists and collaborative business partners

Outreach Program

SparkPoint Studio

•	Developed high-yield ROI publicity/marketing campaigns for 100+ clients/year 
•	Produced 75-100 yearly multi-city events 
•	Ghostwrote content for high profile media on behalf of clients.
•	Increased long-term client retention from 6-month contracts to 2+-year contracts
•	Increased entry level staff retention from 2-3 months to 1-2 years
•	Established best practices protocol and processes for publicity staff
•	Directly managed a team of 8-10 staff for an agency with 15 employees

Director of Publicity & Marketing

HarperCollins Christian Publishing

•	Led and managed 300 yearly product launches, from 5 distinct imprints/businesses
•	Co-managed budget of up to $1M annually
•	Managed media relations, awards, press tours, content development, and author relations
•	Developed strategic campaigns and media tours for 20-30 high-profile/celebrity authors per year
•	Served as division spokesperson 
•	Planned and managed presence at conventions with up to 180,000 attendees
•	Established a network of over 1,000 pro-bono consumer bloggers and 100 paid brand influencers
•	Initiated interdepartmental and intra-corporation collaborations for cross-promotional opportunities
•	Notable clients: Archbishop Desmond Tutu, Dr. Ben Carson, Rev. Billy Graham, Simone Biles, Gabby Douglas, Bethany Hamilton, Kwame Alexander, Candace Cameron Bure & Natasha Bure, and more

Senior Manager Public Relations

Maryanne Keeney Public Relations

-Focused on consumer lifestyles products and services, including Pink Berry, Cape Clogs, l'Espalier, and Harbor Sweets
-Strategized full service public relations campaigns
-Developed targeted media contact lists for clients
-Produced press materials

Public Relations Consultant

Seymour PR

-Focused on consumer lifestyle products, including Sabra Dipping Company, Graco, LaJobi, Sassy Baby, The Snack Factory (Pretzel Crisps), and more.
-Strategized full service publicity campaigns.
-Focused on national and regional media.
-Planned publicity events.

Senior PR, Communications, & Marketing Leader

CPG| Consumer Services| Nonprofit| Brand Management| Communications Leadership| Public Relations| 

As a seasoned cross-functional communications leader, I specialize in developing comprehensive strategic integrated communications programs that have led to exciting revenue growth. Recent examples of my work include developing unique partnership initiatives and CSR programs, directing thought leadership for executive leadership, staging influencer events to drive social engagement and hosting media tours to build awareness, facilitating revenue-producing licensed partnerships between external brands, negotiating profit-yielding affiliate programs with media conglomerates, and driving visual-first storytelling to increase engagement and emotional brand connections. My career history spans the consumer goods and nonprofit sectors on the national, global, and regional levels via in-house and agency roles.

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Sertac Yaman

Liane Paonessa

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