Keala Charles

Experience

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  Peace Corps

  Jun 2016 - Nov 2016

  Business Advisor

  On a day to day basis, I serve as a community connector between entrepreneurs, schools, nonprofits, and individuals. I work with our main partners Servicio Nacional de Aprendizaje (SENA), SENA is a nationwide public institution focused on the social and technical development of Colombians through trainings and entrepreneurial opportunities. I led entrepreneurship programs for youth and execute economic development strategies such as Asset Based Community Development and Appreciative Inquiry.

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  NatureWise

  Nov 2016 - May 2019

  Business Analyst

  On a day to day basis, I evaluate business processes, anticipating requirements, uncovering areas for improvement, and developing and implementing solutions. I lead ongoing reviews of business processes and developing optimization strategies. I gather critical information from meetings with various stakeholders and producing useful reports. I manage projects, developing project plans, and monitoring performance. Lastly, I complete database and reporting development and maintenance.• Experience with Data Base Management, File Maker, Excel, Reporting and Amazon Transparency program. Show less

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  Harry & David

  Apr 2018 - May 2019

  Marketing Analyst

  On a day to day basis, I assist in the planning, creation, implementation, and execution of effective acquisition and retention marketing initiatives through catalog, direct mail, outbound telemarketing, and media placements. I communicate and coordinate with internal and external partners to ensure accurate execution of all marketing campaigns and tests. I consistently analyze campaign results and provide timely insight and reporting to the Customer Marketing and cross-divisional teams. I also perform analytics and provide reporting, insights and recommendations to management.• Experience with SAS Customer Intelligence Studio, SAS Marketing Automation, and SAS EG Show less

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  Amazon

  May 2019 - now

  • Communication Strategy: Led the development and execution of CRM lifecycle communication strategies for Amazon Transportation Services, focusing on four key products (RCM, RLB, RFA, IMDL) in the USA and Canada. Collaborated closely with stakeholders to develop and execute marketing strategies that align with broader marketing goals and drive audience growth.• Content Creation Oversight: Directed the full spectrum of content creation activities with copywriters, from initiation to completion, guaranteeing punctual, top-tier content that successfully attracts and engages new audiences.• Campaign Implementation: Deployed targeted marketing initiatives to increase carrier engagement and promote product adoption, leveraging diverse channels including email, mobile alerts, surveys, web banners, and sweepstakes.• *Campaign Example* Carrier Re-engagement Campaigns- Successfully re-engaged 14,583 out of 27,850 carriers, resulting in 4,472 carriers (16%) resuming booking loads with Amazon. Generated 64,983 loads in six weeks, with a $26.7 million spend.• *Campaign Example* RCM Campaign- Launched a high-impact "last day to book" campaign, achieving a 25% conversion rate and generating $13 million more in monthly spend.• *Campaign Example* Incentive Campaigns- Designed and launched Amazon Prime sweepstakes and incentive campaigns to target constrained domiciles, driving carrier engagement. Show less •Managed a $50million dollar program servicing new lane launches for over 30 programs in Amazon Transportation including Amazon Air, Kindle Flex, Amazon Fresh, Same Day, and more. •Managed pilots for innovated Amazon programs in the box truck network.•Partnered with internal stakeholders to define needs to support strategic planning and execution (includes metrics, program requirements and scope).•Provided hands-on program management during analysis, design, development, testing, implementation, and post implementation phases.•Conducted bid negotiations for high volume box trucks that resulted in $2 million in annual savings in 2021 and so far, $8 million in savings 2022.•Equipment Resizing project saving $7million in 2022.•Grew the Box Truck Program from 200 carriers to 1400 carriers. •Created intake ticketing system to seamlessly onboard and expand DDU program within the box truck network.•Launched new bidding software for Box Truck One-Way Program.As a Program Manager, I work backwards from the customer, introduce new ways to optimize procurement and the transportation network, develop and scale new programs quickly and with high quality to drive continuous value to customers. I work closely with internal and external stakeholders, including suppliers, ops, finance, and other business teams to bring strategies to fruition. In partnership with technology teams, I develop automated, metric-driven solutions for complex problems. I have experience with determining and querying the best available data to build analytics models that provides detailed steps for a way forward. I possess excellent analytical and problem solving skills. I demonstrated an ability to innovate for the customer and want to create the best-in-class transportation experience. Show less •Created and launched new Amazon webpages for new products in Amazon Lending in the USA and European Seller Central marketplace.•Launched a Content Management System which 1) serve as a launch plan for new landing pages, 2) capture and audit existing landing pages and, 3) traced the customers journey.•Created and sent survey’s that collect customer data to gauge Seller sentiment around a new and existing products and features.•Continuously edit landing pages to provide update product information.•Developed and executed marketing campaigns that support Amazon Lending offers worldwide through various channels (email, site, direct mail, paid).•Worked closely with the marketing and product teams on program development and implementation.•Ensured creative marketing materials undergo regular review and adhere to brand guidelines.•Analyzed data to determine campaign efficiency.•Contributed to marketing plans and playbooks. As a Marketing Manager, I am involved in planning, executing and measuring the performance of marketing campaigns for third-party Amazon Selling Partners. This includes marketing campaigns and/or content creation across multiple global regions and a variety of channels. I work with and become a product expert on our third-party lending products. In addition, I analyze engagement and channel metrics to track results and develop insights to optimize performance. Show less •Managed a portfolio of 100-150 customers at a time.•Managed strategic customers like computer company HP and conglomerates with sales more than 500K.•Set up a team sprints which allowed us not only to hit our onboarding goals but we exceeded those goals by 30%. •I worked with our Salesforce Admin to establish a baseline for proper reporting which is used today to capture WBR reporting metrics. •As team lead, I continuously motivated the team to push harder thus pushing us into record breaking numbers that far exceeded goals in the past.•Subject Mater Expert (SME) for consumer marketing and international expansionAs an Account Manager, I negotiate agreements, communicate how our service works, ensure brands' ability to participate successfully in our program, and manage account growth and retention over the customer life-cycle. I am also responsible for the operational on-boarding of accounts and strategic accounts onto the Amazon Transparency program. I work to streamline the operational processes involved in the implementation process by documenting best practices, writing onboarding guides, and advising our product management team on features that will enable self-service. • Experience working with brands or supply chain ecosystem, Salesforce, Excel, MS Word, PowerPoint. Show less

  • Marketing Manager

    Mar 2023 - now

  • Program Manager

    Oct 2020 - Mar 2023

  • Marketing Manager

    May 2020 - Oct 2020

  • Account Manager/ Customer Success

    May 2019 - May 2020