DIGITAL MARKETING DIRECTOR - DYNAMIC LABS

Updated: Nov 6

In this chapter of my #WorkExperience, I will tell you about my job position at Dynamic Labs, which I began in January 2022.





DIGITAL MARKETING DIRECTOR




Dynamic Labs logo
Dynamic Labs squared logo.

About Dynamic Labs

Headquartered in Ronkonkoma (NY, USA), Dynamic Labs has manufacturing and distributing optical supplies since 1996. From 2020, the company has expanded into the retail space and developed a new B2C-only vertical called Eyeglass Supply Store.


Timeframe

January 2022 to present. Employment type: full-time.





Achievements

Amazon: more than doubled sales in 2022 compared to previous year;

Successfully rebranded UltraVue and Purity Lens Cleaner product lines;

Built single handed the new Eyeglass Supply Store ecommerce platform;

Increased email marketing open rates by 10%.



Dynamic Labs Amazon sales performance
Dynamic Labs Amazon sales volume increase (2021 vs 2022)..




Main activities performed

  • Responsible for all media and digital advertising on different ecommerce stores and marketplaces (eg: Amazon, Walmart, Newegg, eBay, Facebook, Instagram);

  • Responsible for branding, syndication and multichannel marketing. Responsible for new products' branding and design (labels, packaging, copywriting, look and feel);

  • Coordinates design, IT/development and logistics teams;

  • Reports directly to CEO and COO and provides analytics, forecasts and growth strategy (for online and offline marketing).


I transformed the company mindset from wholesaler to retail boutique, introducing Eyeglass Supply Store to new marketplaces and increasing sales volume like no one ever did before.


I rebranded the two main lines of lens cleaners, UltraVue and Purity Lens Cleaner, giving a real face and voice to the brands.



BEFORE: Purity Lens Cleaner




after: Purity Lens Cleaner




This is the new Purity Lens Cleaner promo video (2022) that I created just with Shutterstock video cuts:



Thanks to the new rebranding and digital marketing strategy, Purity Lens Cleaner earned the Amazon's Choice badge.


Purity Lens Cleaner combo is an Amazon's Choice product
Purity Lens Cleaner combo has become an Amazon's Choice product.


BEFORE: ULTRAVUE GEL LENS CLEANER




after: ULTRAVUE GEL LENS CLEANER



Thanks to the new rebranding and digital marketing strategy, UltraVue Gel Lens Cleaner earned the Amazon's Choice badge.


UltraVue Gel Lens Cleaner is an Amazon's Choice product
UltraVue Gel Lens Cleaner combo has become an Amazon's Choice product.


Main technologies used

  • Admin: Google Workspace, Office;

  • Advertising: Amazon Advertising, Newegg Seller Portal, eBay Marketing, Facebook Ads, Instagram Ads, Google Ads, Google Shopping;

  • Graphic design: Adobe Photoshop, Adobe Premiere;

  • Marketing automation: Helium 10, Wix Avalara, MailChimp;

  • Project management: Teamwork.com, Microsoft Teams;

  • Reporting: Google Data Studio, Google Sheets;

  • SMM: Hootsuite.






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