Digital Marketing Director - Dynamic Labs
- Alberto Carniel
- Oct 1, 2022
- 3 min read
Updated: Jul 26
In this chapter of my #WorkExperience, I want to walk you through my role as Digital Marketing Director at Dynamic Labs, a position I held from January 2022 to January 2024.
About Dynamic Labs
Dynamic Labs is a New York-based manufacturer and distributor of optical supplies, operating since 1996. In 2020, the company took a bold leap into retail by launching its DTC (direct-to-consumer) vertical: Eyeglass Supply Store.
My Role
📍 Position: Digital Marketing Director
📍 Timeframe: January 2022 – January 2024
📍 Location: Remote – Ronkonkoma, NY📍 Type: Full-Time
As Digital Marketing Director, I was responsible for the entire digital ecosystem—from advertising to branding, reporting to product launches. I worked directly with the CEO and COO and helped reshape the company’s identity from a traditional wholesaler into a competitive e-commerce boutique.
Notable Wins
✔ Amazon sales more than doubled in 2022 YoY
✔ Rebranded UltraVue and Purity Lens Cleaner—both became Amazon’s Choice products
✔ Built Eyeglass Supply Store e-commerce platform from scratch
✔ +10% email open rate increase through segmentation and optimized content
✔ Launched UltraVue Watch Cleaning Set, which earned Amazon’s No. 1 New Release badge
Transformation in Action
I led a full rebranding effort for the company’s two flagship lens cleaner lines: UltraVue and Purity. New packaging, storytelling, product positioning, and visual identity—everything was redesigned to give the brands a real voice.
🎯 The result?
Both product lines became Amazon’s Choice.
I also planned and executed the launch of UltraVue Watch Cleaning Set, which hit the ground running and earned the No. 1 New Release badge in its category within days.
But perhaps my biggest impact was strategic: I introduced the company to a DTC-first mindset, expanded into new marketplaces (Amazon, Walmart, Newegg, eBay), and implemented a 6-month SEO roadmap that grew organic traffic from 0 to over 6,000 visits/month.
BEFORE: Purity Lens Cleaner
after: Purity Lens Cleaner
This is the new 2022 promo video for Purity Lens Cleaner, created entirely using Shutterstock footage.
BEFORE: ULTRAVUE GEL LENS CLEANER
after: ULTRAVUE GEL LENS CLEANER
Responsibilities
Directed all paid media and advertising efforts across Amazon, Walmart, eBay, Facebook, Instagram & more
Led branding, packaging, and content creation for new and existing products
Managed multi-channel marketing efforts across retail and wholesale
Coordinated IT/dev, design, and logistics teams to ensure seamless execution
Delivered reporting, forecasting, and strategic planning directly to leadership
Tech Stack
🛠️ Advertising & Marketing: Amazon Ads, Google Ads, Facebook & Instagram Ads, Newegg, eBay Marketing
📦 E-commerce Platforms: Shopify, Wix
📈 Analytics & Reporting: Google Data Studio, Google Sheets
🎨 Creative: Adobe Photoshop, Adobe Premiere
📩 Email & Automation: Mailchimp, Avalara, Helium 10
📅 Project Management: Teamwork, Microsoft Teams
📣 Social Media: Hootsuite
📲 Influencer Marketing: OpenSponsorship
This role was the perfect storm of strategy, creativity, and hands-on execution—and one of the most rewarding transformations I’ve ever led.
If you’re looking to rebrand, relaunch, or redefine your digital marketing playbook, drop me a line.
I’ve got ideas.
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