Chris Carter

Chris Carter

Digital Marketing and eCommerce Leader

Innovative Digital Marketing and eCommerce leader with a proven track record of modernizing processes, teams, and technology resulting in transformative business outcomes.

Passion: Developing people and teams that exceed goals through proper alignment of business objectives with marketing technology!

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Expertise

Chris is an innovative Digital Marketing and eCommerce leader with a proven track record of modernizing processes, teams, and technology resulting in transformative business outcomes. He has a diverse background with over 15 years of experience in developing and executing business frameworks and digital marketing strategies for Fortune 10 enterprises and mid-market corporations. His experience spans multi-brand B2C and B2B eCommerce, financial services, and CPG. He is an experienced leader who consistently develops digital marketing teams that drive significant revenue gains.

From starting his career as a digital marketing technologist supporting a national mortgage lender, Chris rapidly developed and refined skillsets in both business and technology. His deep, broad digital and business acumen coupled with passionate leadership has helped drive start-up success as well as enterprise-scale transformations.

He is currently leading Digital Transformation for the largest BAT end-market enterprise, Reynolds American, where he leads the eCommerce Acceleration team.

  • 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!

Technologies

Adobe Experience Cloud

Adobe Experience Cloud

  • Analytics
  • Audience Manager
  • Expience Manager
  • Target
  • Campaign
  • Media Optimizer Search
  • Media Optimizer Display
  • Media Optimizer DCO
Salesforce Marketing Cloud

Salesforce Marketing Cloud

  • Journey Builder
  • Pardot
  • Advertising Studio
  • Email Studio
  • DMP & Data Studio
  • Social Studio
Oracle Marketing Cloud

Oracle Marketing Cloud

  • Eloqua
  • Responsys
  • BlueKai
  • Maxymiser
  • Infinity
Magento
Websphere Commerce
Microsoft Dynamics
Oracle Endeca
Tealium
Apache Hadoop
Microsoft Azure
IBM Tealeaf
Clicktale
Apache Kafka
Conductor
Yext

Experience

Reynolds American

Head of E-Commerce Acceleration

Reynolds American, Inc.

Jan 2019 - Present | 1 yr 8 mos

Winston-Salem, North Carolina

Transforming 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).

LifeWay

Head of Digital Marketing & Digital Marketing Technology, Director

LifeWay Chrisitian Resources

Jun 2017 - Jan 2019 | 1 yr 8 mos

Greater Nashville Area, Tennessee

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

BB&T

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.

CPI Security

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.

Bank of America

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 desparate data points with Adobe Test and Target 1:1. Optimize offerings based on performance and shareholder value add (SVA).

Wells Fargo

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.

Education

Gardner-Webb University

Masters of Business Administration, International

Gardner-Webb University

2007 - 2010

GPA: 4.0 - Delta Mu Delta Business Honor Society

Winthrop University

Bachelor of Science, Business Administration

Winthrop University

2002 - 2005

GPA: 3.8 - Alpha Kappa Psi National Business Fraternity

University of South Carolina

Darla Moore School of Business

University of South Carolina

2001 - 2002

GPA: 3.8