Robert Franklin, Marketing Expert in Wilmington, DE, United States
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Robert Franklin

Verified Expert  in Marketing

Marketing Expert

Location
Wilmington, DE, United States
Toptal Member Since
October 31, 2022

Robert is a global digital marketing and eCommerce professional who integrates analytical, performance marketing, and creative solutions. He is Six Sigma Green Belt certified with an international MBA. Since running a small eBay eCommerce business at 14 years old, he has focused on digital and brand marketing for 20+ years. Robert has lived and worked in Asia for 10 years, traveled to 35 countries, and is passionate about bridging successful communication and results across cultures.

B2C MarketingMarketing StrategyBrand StrategyBrand MarketingEmail MarketingSearch Engine Optimization (SEO)SEO Keyword ResearchKeyword ResearchContent StrategyeCommerceGrowth MarketingSemrushSocial MediaProduct MarketingPublic Relations (PR)Campaign PlanningInternational SEOGuest PostingTone of VoiceAmazon SEOE-commerce SEOAffiliate MarketingShopify SEOVoice Search OptimizationOnline Reputation

Expertise

Affiliate MarketingEmail MarketingGoogle AdsInternational ProjectsMarketingSearch Engine Optimization (SEO)ShopifyWebsites

Work Experience

Marketing Consultant and Project Manager

2021 - PRESENT
Freelance Clients
  • Used eCommerce platforms like Etsy, eCommerce SEO, digital performance marketing, social media management, and affiliate marketing strategies, including inbound marketing and public relations projects for leading small and mid-sized global companies.
  • Achieved strong search engine optimization (including Shopify SEO and on-page SEO), ad, affiliate, and conversion success within months of project start, leading to company sales, revenue, and profitable growth, including landing page optimization.
  • Worked directly with company CEOs and regional leaders and demonstrated strong communication with various team members, partners, and vendors.
  • Handled online reputation management and provided strategic direction for Amazon advertising, Amazon FBA, voice search optimization, audience targeting, remarketing, and link building, such as guest posting, to improve visibility.

International Marketing Manager

2013 - 2022
Giti Tire
  • Led digital initiatives, including developing a new eCommerce platform, global company websites, a social media strategy, and on and off-page international SEO.
  • Managed marketing activities, including logistics, campaign planning and strategy, demand planning, brand launches in global markets, and corporate social responsibility (CSR).
  • Communicated between top management and global offices, agencies, media, and distributors, including public relations and annual reports.

Full-time Paid Market Research MBA Intern

2012 - 2012
UMI Marketing and Consulting
  • Contributed to proposals, strategy, focus groups, and analysis for marketing research activities. Performed competitor analysis and profiling.
  • Conducted translations and cultural understanding as the sole native English speaker.
  • Liaised with known companies such as Orion Foods, Tencent, and Reckitt Benckiser.

Project Manager

2009 - 2010
Media Advantage
  • Handled the eCommerce platform, SEO, eCommerce and email marketing (AWeber), and signage display projects.
  • Grew acquisition and sales relations with vendors, customers, and prospects.
  • Improved channel communication internally and externally with vendors, partners, and others.

Marketing Specialist

2008 - 2009
The Pep Boys
  • Facilitated direct mail and email campaigns through brand strategy, print, proofing, coupons, and personalization.
  • Conducted research, analysis, and vendor negotiations for savings on 6-figure campaigns.
  • Met with vendors, including on-site printing review and quality control management.

Retail Strategy Analyst

2007 - 2008
Sunoco
  • Maintained and improved B2C marketing, merchandising, franchise distribution, and secret shopper programs.
  • Helped improve competitive pricing and sales efficiency for over 800 locations through the programs.
  • Traveled for business events and meetings with stores.

Major Brand B2B and B2C Websites Development and Implementation

http://www.giti.com/

Led teams and vendors through the global B2C website's entire development process for a $3+ billion revenue company and managed the strategy and implementation of a B2B platform for dealers to order products or download brand items.

The website projects required extensive strategy, planning, and understanding of analytics, SEO, and content. I also employed strong communication to collaborate with internal teams—including marketing, sales, IT, and logistics—and external vendors to manage a large-scale budget, schedule and implement, and gain user acceptance.

SEO Top Rankings for a Fashion Tech eCommerce Brand

Managed keywords and brand search engine factors to grow a fashion tech ecommerce company into having many high-traffic top 1-3 ranked keywords.

I built on-site content and optimizations, created valuable backlinks, and managed the keyword strategy to target specific short and long-term keywords. The company experienced significant growth after six months, with many high-search keywords appearing on Google's first page and a number of them ranking top 1-3. This also helped improve brand recognition, tone of voice, site traffic, and organic sales.

eCommerce Marketing Emails and Newsletter Optimization

Managed email marketing platform sending, targeting, and flows to build and engage with the customer base, leading to hundreds of thousands of dollars in sales.

I used email list acquisition, content, special offers, segmenting, flow building, and other tactics to help grow and nurture customer email lists in multiple languages. This also included ecommerce trigger flows to target customers in various segments, such as lapsed, cross-sell, up-sell, and VIP.
Image of How to Create an SEO Keyword Strategy With Color-coded Priorities publication
Publication

How to Create an SEO Keyword Strategy With Color-coded Priorities

https://www.toptal.com/marketing/seo/keyword-strategy
2010 - 2013

Master of Business Administration (MBA) in Marketing and International Business

Darla Moore School of Business – University of South Carolina - Columbia, South Carolina, US and Beijing, China

2003 - 2008

Bachelor's Degree in Marketing and International Business

Drexel University - Philadelphia, Pennsylvania, United States

MAY 2013 - PRESENT

Lean-Six-Sigma Green Belt Certification

Sonoco

Core

Marketing, SEO Tools, B2C Marketing, Email Marketing, Search Engine Optimization (SEO), Digital Marketing, Organic SEO, Digital Marketing Strategy, Marketing Strategy, Brand Strategy, Branding, Content Strategy, Web Marketing, Paid Advertising, Google SEO, Digital Marketing Best Practices, SEO Keyword Research, Keyword Research, Go-to-market Strategy, Brand Marketing, Campaign Strategy, Google Ads, Affiliate Marketing, Social Media, Public Relations (PR), Search Engine Marketing (SEM), Email Campaigns, Social Media Management, Social Media Strategy, Content Marketing, Market Research & Analysis, Audience Targeting, Copywriting, Content Creation, Social Media Marketing (SMM), SEO Marketing, Conversion Rate Optimization (CRO), A/B Testing, Landing Pages, On-page SEO, SEO Audits, Product Marketing, Google Paid Ads, Link Building, SEO Content, Off-page SEO, Performance Marketing, Marketing Analytics, Inbound Marketing, Google AdWords, Local SEO, Marketing Leadership, Lead Generation, Pay-per-Click (PPC), AWeber

Platforms & Tools

Google Analytics, Ahrefs, Amazon Marketing Services (AMS), Amazon SEO, Google My Business, Amazon Advertising, Amazon FBA

Technical

Google Search Console

Business Models

B2B, Business to Business (B2B), B2C

Other

International Projects, Shopify, Microsoft Office, Growth Marketing, eCommerce, Semrush, Marketplaces, Operations Management, Microsoft Teams, Amazon, Websites, Corporate Social Responsibility (CSR), Consulting, Website Traffic, Website Optimization, Google Optimize, Revenue Strategy, Key Performance Indicators (KPIs), Content Writing, Culture Management, Landing Page Optimization, WordPress, Strategy, Keyword Analysis, B2B Lead Generation, Startups, Competitor Analysis & Profiling, Google Shopping, Paid Search, Etsy, Customer Acquisition, Growth Strategy, Digital Agencies, Channel Management, Technical SEO, Direct Marketing, Market Entry, Amazon Seller Central, Marketing Plans, B2B Marketing, Copy Editing, Shopify SEO, eCommerce SEO, Guest Posting, eCommerce Marketing, Tone of Voice, International SEO, Campaign Planning, Online Reputation Management, Focus Groups, Voice Search Optimization, Remarketing, Competitive Pricing, Demand Planning, Logistics

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