Ken Mitchell
Performance Marketing Expert

Ken Mitchell

Former senior VP of digital marketing at Webster Bank.
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About

Ken Mitchell is a senior growth marketing and analytics leader with extensive knowledge of the full landscape of digital and email marketing campaign strategies, tactics, and measurement methodologies in retail, e-commerce, and financial services. At Webster Bank, he served as a senior vice president of digital marketing responsible for leading digital performance marketing strategy, technology, and analytics. He also worked as a director of digital marketing and analytics for Century 21 Stores, where he oversaw online marketing programs, including email marketing, PPC, SEO, affiliates, and display.

Employment

4 roles
Jan 2018 - Dec 2021 3 years 11 months
Senior Vice President, Digital Marketing
Webster Bank
  • Led digital performance marketing strategy, technology, and analytics for $1.1B community bank.
  • Built and managed digital performance marketing team, digital agency, and marketing technology vendor relationships, transforming digital acquisition strategy.
  • Changed marketing mix, driving average 40% growth in leads at 31% lower cost per lead.
  • Established new measurement infrastructure, quantifying demand generation from digital campaigns.
  • Managed marketing technology stack evaluation and multi-year strategy development, resulting in comprehensive three-year plan for technology optimization and capability development.
  • Developed agile marketing strategy, improving team collaboration and operational effectiveness.
  • Devised social media strategy, resulting in a 69% increase in reach and a 13% increase in engagement rate.
Jan 2013 - Dec 2018 5 years 11 months
Director of Digital Marketing & Analytics
Century 21 Stores
  • Oversaw online marketing programs, including email marketing, PPC, SEO, affiliates, and display.
  • Managed staff of 2 direct reports, digital agency, and technology relationships.
  • Refocused digital agency efforts towards acquisition, traffic growth, and traffic quality KPIs, resulting in more than 250% growth in traffic from digital marketing programs with just a 25% budget increase.
  • Launched affiliate, PPC shopping, and advanced retargeting programs, which together drove 19% of e-commerce sales growth.
  • Spearheaded SEO audit, optimization, and content improvements, driving 45% YOY growth in natural search revenue.
  • Created e-commerce and digital marketing dashboards and supported executive team with ad-hoc analytics, showing online impact of offline marketing initiatives.
  • Guided acquisition and implementation of new email marketing platform, resulting in 20% reduction in cost while send volume grew by 17%.
Jan 2011 - Dec 2012 1 year 11 months
E-commerce Marketing Manager
LittleMissMatched

LittleMissMatched is a store for clothes, accessories, and bikes for girls.

  • Supervised acquisition marketing programs, including email campaign and testing strategy, and web analytics.
  • Achieved 49% YOY growth in e-commerce revenue by launching new initiatives in paid search, email, and affiliate channels.
  • Doubled email opt-in rate by increasing visibility of email sign-up offer, contributing to 83% annual subscriber growth.
  • Implemented email testing program, resulting in improvements in Open and Click rates up to 30%.
  • Orchestrated migration to more sophisticated email platform, enabling dynamic campaign offer personalization, contributing to improved catalog performance: 19% revenue growth on 30% lower circulation.
  • Accomplished 137% growth in affiliate revenue by migrating affiliate program from small in-house managed program to larger network.
Jan 2009 - Dec 2010 1 year 11 months
Senior Marketing Manager, E-commerce
Deckers Consumer Direct

Deckers is a fashion and performance lifestyle footwear.

  • Liaised with individual brands to develop customized e-commerce solutions.
  • Managed staff of eight, two consultants, and web analytics and data warehouse vendor relationships.
  • Drove more than $1 million in incremental sales by enhancing transactional emails to incorporate marketing elements.
  • Initiated the company's first mobile commerce platform, driving incremental sales ($2,000 per week) via mobile phone purchases.
  • Spearheaded the creation of e-commerce reporting dashboards and budget forecasting processes, giving data visibility for effective business decisions.