Sean Kopen - Resume
If you’re reading this, you’re looking to gain some insights into my experience, and perhaps a little bit into who I am. In short, I’m fascinated by marketing and always looking to grow my skills with ambitious new challenges.
Director of Program Management
August 2022 - Present
DDB is a world-wide, award winning agency, and I was approached to help build out the project management processes along with managing all digital projects for the Edmonton office.
Even with decades of industry leading creative, the operating processes were dated and lacked efficiency. Working first with the digital team, then the Edmonton office, and eventually the Canada-wide operations, I investigated, proposed and implemented a variety of tools and processes. My work impacted business leaders across multiple offices, streamlining information management and projects. The goal is to drive profitability and client satisfaction through process excellence.
Impact
Almost immediately I began investigating and evaluating a suite of underutilised digital tools. Reporting directly to the CEO of Canada, I made business proposals on systems that have been adopted nation-wide. This was done while working closely with different teams to ensure smooth adoption and buy-in.
Notable Projects
Rollout of new project management processes
Selection and implementation of resource management tools
Managed an over $1 million digital project portfolio
Process guides for all new applications
Areas of Responsibility
Along with system improvements, I also managed all digital marketing projects. As a full-service marketing agency, we supported a massive variety of clients as well as partner agencies across North America. I also handled revenue and resource projections for the digital team.
Tasks
Project management operations
Resource/revenue forecasting and billing
Team resourcing and scheduling
Client communication and management
Best practice and process creation
Proper project documentation and communication
Marketing and Website Manager
October 2021 - Present
My transition to United Sport and Cycle was an opportunity to expand beyond exclusively digital marketing. Now I manage a team that is responsible for all avenues of customer communications, digital/traditional advertising, bricks and mortar experience and brand identity.
United Sport and Cycle is a staple of the Edmonton sports community, having been part of the local landscape for over 90 years. Much of the marketing is grassroots, and relies on social media, events and local advertising to connect with local consumers.
Impact
The foremost opportunity with United was improving conversion on the website and reinstating the community presence that the brand had pre-covid. Through hiring and new strategies, conversion has increased and we have routine events occuring.
Notable Projects
Complete digital ads audit and optimization
New landing page and collection design sitewide
Updating of all store signage
Massive increases in vendor co-op funding
Social media strategy overhaul
Areas of Responsibility
Though the organization is small, the preference is to build up the team as opposed to external agencies. Marketing handles all website updates, advertising, store signage, SEO, email, branding, event coordination and social media.
Teams/Expertise I Oversaw
Web design and user experience
Web development
Copywriting and SEO
Email marketing
Event planning and execution
Digital and traditional advertising
Videography and photography
Social media
Digital Product - Function Owner
January 2021 - October 2021
I was hired to build the foundation of a new function within Goodmorning.com focused on website creation, web operations and optimization. We were responsible for launching websites and managing eleven different web properties. Core to our function was evidence based improvements to conversion and performance through testing and data analysis.
As an online only retailer, the effectiveness of the website was paramount to our growth and success.
Impact
My previous retail experience brought a sense of urgency to the organization, pushing for team growth and accelerated web improvements. I also instituted a prioritization model using data to determine our points of highest leverage.
Notable Projects
Creation of an entire new product website
Deployment of a brand into the US market
Launch of several new accessories
A/B testing program for ongoing evaluation
Complete cart/checkout redesign across all sites
Areas of Responsibility
Digital Product had a focused effort on web operations and improvement. We had a small team of specialists that did data analysis and provided evidence based recommendations for improvement.
Teams/Expertise I Oversaw
Web operations, promotions and creative
Strategic planning for website improvements
Data analysis
User experience testing
Content approval for all new products and services
E-Commerce Manager
July 2015 - December 2020
In five years with The Brick, I either directly managed or oversaw eComm development, design, product publishing, web operations, copywriting and supported our digital marketing program. Our website sales increased 7X in my time, driven primarily through conversion rate and traffic optimization.
My vision was to bring our core requirements in house, saving thousands in agency fees and creating an agile team. This injected innovation while maintaining The Brick’s aggressive promotional calendar. As a fast growing group of young professionals, we had an 88% positive morale rating, which was second best in the company, and kept turnover extremely low.
Impact
In my five years with The Brick, E-Commerce sales increased 7X and became a top business priority. Because of my ability to manage complex projects that spanned across teams, I was put in charge of numerous major initiatives involving digital tech.
Notable Projects
Transition from proprietary to Shopify platform
Dropship direct B2C system integration and launch
Company wide online chat implementation and training
In-store digital kiosk design and solution sourcing
Aeroplan points integration and analysis
Buy online, pickup same day execution
PIM/DAM information and asset management integration
Transition to a new credit lending and online financing
Social commerce integration
Areas of Responsibility
E-Commerce grew from a team of three when I started to a team of twenty five when I left. As we shifted more efforts in house, we took on the full spectrum of website management. My team had the second highest morale in the company and low turnover.
Teams/Expertise I Oversaw
Web operations, promotions and creative
Web development and UI
Digital fraud mitigation
Web design and digital branding
Copywriting for company-wide requests
Digital advertising strategy
Email marketing
Digital flyer and social media creative
Intranet and internal communication design
Content Marketing / Accounts
June 2007 - July 2013
Primal Tribe, now Atrium, was one of the first digital focused agencies in Edmonton. My role progressed from account management to content strategy and SEO. Spending years on the front and back of the house with a digital agency gave me a unique perspective on serving the customer.
Prior to starting the content strategy team, we were outsourcing copywriting. Bringing this service in house added all new revenue streams and value-add services for our customers.
Impact
The content strategy and SEO team generated significant revenue growth for Primal Tribe to accompany web design. These products extended our service offerings to existing customers and attracted numerous new opportunities.
Notable Clients
Sawridge hotels
Edmonton Oilers
Chemco Electric
Durabuilt Windows
Henry Singer
Optimum Health
County of Tumbler Ridge
Areas of Responsibility
Prior to running the content marketing and SEO team, I was in account management and new business growth. We onboarded new customers, created content marketing strategies and informed the great web design process.
Teams/Expertise I Oversaw
Search engine optimization
Copywriting
Content strategy
Client onboarding
Marketing auditing
New business development
Education
University of Alberta
Specialized Psychology
Coming our of highschool, I wasn’t entirely sure where to take my career. Psychology was an opportunity to experience post-secondary and find a pursuit that most interested me.
NAIT
Business Administration - Marketing
NAIT was a tremendous school with a variety of programs, and marketing quickly captured my attention. I’ve also hired several NAIT graduates since being in management.
Lambda Chi Alpha
September 2002 - September 2015
As an active and as an alumni, I served various roles within the chapter. Notably, after graduating I took on the position as chapter Alumni Advisor and recieved training from international. For over five years I provided guidance and mentorship to the chapter.