Jonathon Blevins

My Experience as an Omnichannel Marketer

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During my time as a marketing professional, I was fortunate enough to work every major digital sales channel. The Director I worked for asked me to step in when a channel marketers left the company to hold up a channel, or often even stand up my own channel where one didn't exist to hand off to another marketer.

Eventually I settled into the role of Analytics manager and used my experience in every channel to deliver impactful insights into channel performance. My main strength as an analytics manager was my experience in each channel, allowing me to insightfully understand changes in channel performance and communicate actionable changes in the context of each unique channel.

My experience in digital marketing focuses on revenue-driving, high-engagement campaigns. I specialize in low-funnel shopping campaigns. In Q4 of 2024, my Google Ads campaigns averaged a 9.6 ROAS, 2.5% CTR, and 1.8% CRO. That same quarter, the affiliate program I managed drove an 18 ROAS. Combined with the other channels whose marketers I managed, our paid marketing initiatives averaged a 6.2 ROAS for the entire quarter. And that was with no organic revenue included!

American Outdoor Brands

All of the marketers I worked with had a healthy competition among one another, here were some of my career highlights:

The For Women By Women page brought in 50K in total sales, 102K pageviews, and 40K visitors.

My National Knife Day campaign (email, PPC and sitewide sale) broke the company record for single day sales: 30K in revenue over 1.4K units with 50K sessions.

Until I broke it again about a year later with the knife blowout one-day-only sale: 253K in sales, 40K units over 11K orders, and 150K site sessions.

Shop Organic Traffic Growth

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One of my long-term goals when I took over the eCommerce team was to drive organic growth at no spend. My SEO strategy took the Shop site from less than 1K monthly views to 10k monthly views in the year and a half I lead the team. This was all done on zero budget: no backlinks, no paid placements, just content strategy. Before a company reorganization, the Shop subdomain had 4% of all backlinks for the entire domain but was driving 40% of the organic traffic.

Analytics Implementation

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I created, deployed, and maintain the Google Analytics (GA4) and Google Tag Manager implementations for the Shop subdomain. This includes everything from standing up javascript code to track pageload time in variables to pass through to GA4 for load time reporting, to pulling data layer variables into Tags which feed into custom GA4 audiences that marketers can use for segmented targeting in their respective channels.

The Building Blocks Blog

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A significant contributor to the organic success of the site, the Building Blocks domain was another zero-budget initiative to help bolster our organic placement. Using parallel workflows, I consistently produced an average of 2 articles per week with in-depth dives into industry topics. Building Blocks was ranked #30 in FeedSpot's top heavy equipment blogs. I also built and maintained the homepage.

Email Design

American Outdoor Brands

While I'm not much of a graphic designer, pattern recognition and UX are my strong suits. For email marketing I've done IP warming, list segmentation, KPI analysis, email link tracking, and designing my own emails. Below is an email design from 2020. While the header and footer are dated, the email layout still exemplifies my preferred email design elements: timelessness, informative, and engaging.