Keely Funkhouser

Analyzed page by page conversion rates and usability of an e-commerce purchase funnel to determine where they had opportunity to improve conversion. Listened to customer feedback in order to identify areas of confusion and assessed the pricing strategy in order to identify where prices could be modified without losing volume. Implemented landing page changes to increase conversion and created a geographic pricing approach to enable different pricing strategies based on groupings of DMAs.

I was asked to assess and determine approaches that would position a company for growth in the wholesale vehicle digital transaction space.

I researched the needs of the customers and assessed the current state of wholesale vehicle digital solutions. Utilizing a market sizing framework, I forecasted where the digital wholesale growth would occur in the market. Then, I assessed current capabilities of the organization, identified where they needed to go, and proposed a combination of digital tool product rationalization and new product development needed to meet customer needs and industry trends.

An automotive classified website saw the need to create a new, white glove service, to reach an untapped customer segment. The product was defined by leveraging customer research, collaborating with customer support, IT, marketing and product management. A manual solution was developed and tested with customers to validate the idea prior to building software. After launching the test they learned that customers responded favorably to the offering and it eventually rolled out as a premium service.

A large well-known check printer purchased a MarTech startup and I led the integration of the startup into the enterprise. Responsible for program assessment, planning, execution, management, and communications. Directly supported CEO who was managing both businesses and responsible for executive stakeholder management and communications. Also responsible for five workstreams running in parallel to support an aggressive timeline. Managed product managers, software developers, client management personnel, finance, accounting, billing, pricing, and marketing.