Chris Carter - Digital Marketing - e-Commerce - Digital Transformation and Enterprise Architecture

Expertise

I am a dynamic and innovative marketing and eCommerce leader with a proven track record of modernizing processes, teams, and technology to achieve transformative business outcomes. With over 15 years of diverse experience, I have developed and executed business frameworks and digital marketing strategies for Fortune 10 enterprises and mid-market corporations across multi-brand B2C and B2B eCommerce, financial services, and CPG industries. I consistently develop marketing teams and technology that drive significant business value.

I began my career as a digital marketing technologist supporting a national mortgage lender and have since rapidly developed and refined my skillsets in both business and technology. My deep, broad digital and business acumen coupled with passionate leadership has helped drive start-up success as well as enterprise-scale transformations.

Currently, I am leading enterprise architecture teams for one of the largest experience tech companies in the country, Adobe, where I am spearheading Customer Experience Transformation across the top tier enterprises. With my vast experience, I and my teams are accountable for the development and execution of enterprise-wide technology strategies that drive business value through customer experiences.

Over 15 years assessing, architecting, and delivering marketing technology, data, and analytics solutions for industry-leading eCommerce, retail, and financial service companies.
Deep understanding of and thought leadership around marketing technology, customer experience, and the ad-tech landscape.
Hands-on experience developing multichannel marketing campaign frameworks and processes spanning direct and indirect communication channels to produce measurable results
Over a decade of experience integrating and leveraging cloud marketing technologies including the Adobe Experience Cloud, Oracle Marketing Cloud, and Salesforce Marketing Cloud to analyze and optimize customer experiences.
Certified Adobe Partner and Google Partner with certifications across Analytics, Onsite Optimization and Personalization, Audience Management, Search, Display, Mobile and Shopping Advertising.
Experience in leading vendor selection and contract negotiations, including writing business requirements.

Building vision, leading change, and driving growth!

Experience

Head of Enterprise Architecture

Adobe

Dec 2020 - Present | 3 yrs 12 mos

Charlotte, North Carolina

Leading a team of highly talented enterprise architects to partner with Adobe's top customers in an effort to modernize our customers' tech stacks unlocking transformational experiences and business value.

Digital Strategy & Delivery, Senior Director

Reynolds American, Inc.

Jan 2019 - Dec 2020 | 2 yrs

Winston-Salem, North Carolina

Drove Reynolds American’s digital business and e-commerce (execution, strategy, and technology) by developing, managing, and leading the E-Commerce Acceleration team. This team is the Global Center of Excellence responsible for driving revenue gains through improved channel performance (search, display, social, email, onsite personalization and experience optimization) and platform development (AEM and Magento 2).

Head of Digital Marketing & Digital Marketing Technology, Director

LifeWay Chrisitian Resources

Jun 2017 - Jan 2019 | 1 yr 8 mos

Greater Nashville Area, Tennessee

Transformed LifeWay’s ecommerce and digital business (execution, strategy, and technology) by managing and leading the Enterprise Digital Marketing team responsible for organic search, paid media, social media, email marketing campaigns, audience management, and onsite experience optimization across LifeWay.com and other branded digital properties.

Chris' team drove an 18 year old e-commerce business from a multiyear recession into +25% revenue growth posture.

Senior Digital Platform Manager

BB&T

Jun 2015 - Jun 2017 | 2 yrs 1 mo

Raleigh-Durham, North Carolina

Drove technology integrations across BB&T public sites, affiliate sites, account-opening applications, mobile apps, and online banking to enable end-to-end visibility into the customer journey. Championing a cultural shift to a data driven decision-making approach across all teams within the BB&T Digital Channels.

Director of Digital Marketing

CPI Security

Dec 2012 - Jun 2015 | 2 yrs 7 mos

Charlotte, North Carolina

Developed and delivered a digital marketing strategy that drove a 51% increase in net sales fully attributed to digital marketing efforts within two years of framework implementation. Lead major initiatives including multichannel marketing campaign workflows, website redesign, and call tracking with Salesforce Marketing Cloud integrations.

Senior Digital Marketing Strategist and Analyst

Bank of America *12 month contract

Feb 2012 - Dec 2012 | 11 mos

Charlotte, North Carolina

Drove top line revenue growth from online account opening by integrating desperate data points with Adobe Test and Target 1:1. Optimize offerings based on performance and shareholder value add (SVA).

Digital Marketing Strategist and Analyst

Wells Fargo *18 month contract

Sep 2010 - Feb 2012 | 1 yr 6 mos

Charlotte, North Carolina

Developed strategies for multiple lines of business across Onsite Optimization and Search Engine Optimization. Lead teams as the subject matter expert across multiple digital marketing disciplines.

Connecting digital engagment with business objectives

"Chris is one of the rare individuals that 'gets it' in the digital space. He is extremely talented connecting digital engagment with business objectives making him a true asset to any business."

David Bilbrough

Enterprise Architecture & Innovation

Adobe

Unmatched digital marketing expertise

"Chris has the unique ability to combine unmatched digital marketing expertise with a sound understanding of business and web technologies. He is a creative thinking that I enjoyed working with on a daily basis."

Robert Henry

Channel Expansion

IBM

Bridge the gap between IT and business

"Chris' provided thought leadership across all our digital channels. His deep understanding of both web applications and software development enabling him to bridge the gap between IT and business."

Brian Bowers

Enterprise Digital Marketing

BB&T

Significantly accelerated our digital evolution

"Chris is a driven and motivated partner and advisor for us. His ability to clearly articlulate complex technological issues with business leaders and executives has significantly accelerated our digital evolution."

Steve Lyerly

Chief Operating Officer

InfoCenter

Digital Marketing and eCommerce Leader

Expertise

Building vision, leading change, and driving growth!

Technologies

Adobe Experience Cloud

Salesforce Marketing Cloud

Oracle Marketing Cloud

Experience

Head of Enterprise Architecture

Digital Strategy & Delivery, Senior Director

Head of Digital Marketing & Digital Marketing Technology, Director

Senior Digital Platform Manager

Director of Digital Marketing

Senior Digital Marketing Strategist and Analyst

Digital Marketing Strategist and Analyst

Connecting digital engagment with business objectives

Unmatched digital marketing expertise

Bridge the gap between IT and business

Significantly accelerated our digital evolution

Education

Masters of Business Administration, International

Bachelor of Science, Business Administration

Darla Moore School of Business