kyle duford

eCommerce & Digital Expert


Location

Greenville, SC

Phone

Nope.

Intro

A little about moi.

A former magazine editor with a focus on the fashion, outdoor and sports industries, Kyle has successfully merged design, sales and best practice into his e-commerce career. His knowledge of the space and how to engage the consumer is unparalleled — growing many brands’ e-commerce businesses year over year for the likes of KEEN, Chrome Industries, Nau and Dr. Martens, where he recently oversaw a digital turnaround that spanned all global markets and jumpstarted the global DTC strategy, evidenced by 38% annual growth in the channel.

An avid cyclist, runner and adventurer. Lover of coffee and good, hoppy Northwest IPAs.

Expertise

Plus I bake a mean banana bread.
01

Project Management

Ability to manage multiple people, projects and budgets on-time and under-budget. Work with agencies, staff, consultants and more to get the job done. Follow the 4-D methodology of define, design, develop, deploy.

02

UX/UI

After years of working on award-winning web sites, including being a 2012 Webby Award Honoree for Best Practice, I have the abilty to understand great UX/UI, logic and articulate the best consumer paths.

03

Digital Marketing

SEO and SEM are foundational. But dynamic personaliztion, audience segmentation, cohort analysis, hyper-retargeting and customization is where modern marketing and mar/tech has gone. I'm up to and use these techniques.

04

Vendor Selection

Most brands and agencies don't work alone. Selecting the right vendor is paramount. From negotiating contracts to selecting the right partner, I develop relationships with those who help run alongside your business.

05

Replatforming

Shopify, Magento, Hyrbis, Demandware? I've upgraded, replatformed, scoped and/or vetted all the major e-commerce players along with Word Press, Drupal and more. I know them. I get them. Let's do this.

06

Strategy

Being strategic is something rooted in my core. Nothing I do for clients or businesses are done without a strategy. Helping businesses define their overall strategy, channel strategy or marketing strategy is where I fit in.

Skills

Progress bars, anyone?
100%

Optimization

95%

Email Campaigns

75%

Dynamic Personalization

85%

A/B Testing

60%

Artificial Intelligence

80%

Analytics

65%

Customer Service Mgt

65%

Integration/Systems

Experience

Yes. I've been around.
2016 – 2018

Dr. Martens

Global Vice President, Digital & E-Commerce

Portland, OR | London, UK

Developed emerging markets for three regions, including China, while overseeing the global digital marketing and e-commerce strategies. Focused on dynamic content, customer personalization and data/market segmentation. Piloted tools in the areas of ML/AI, omni- channel experience and digital solutions through experimentation. Grew overall global revenue contribution from 4% to 11%, at a 38% annual growth, outpacing the industry. Launched and/ or upgraded multiple new sites on Hybris and Magento. Reported directly to the CEO.

2015 – 2016

Dr. Martens

Vice President, Digital & E-Commerce, USA

Portland, OR

Led all aspects of US region’s e-commerce and digital marketing. Developed and executed strategic goals to significantly drive revenue growth and profitability through upgrades to staff, customer service, user experience, display, and email marketing strategies. Ultimately drove record holiday sales three years straight, improved conversion and increased profit margin.

2014 – 2015

Nau

Director, E-Commerce

Portland, OR

Responsible for the day-to-day business of nau.com. Managed budget, oversaw P&L, digital marketing, analytics, A/B testing, and merchandising. Set pricing and global strategy with wholesale director. Responsible for product buys and clearance strategy.

2012 – 2014

Chrome Industries

Director, E-Commerce

San Francisco, CA

Doubled revenue within 18-months for this 20-year old urban bike brand's DTC sales through redesigning and developing a new e-commerce site. Oversaw all web properties, including the flagship chromeindustries.com and micro-sites such as streetsofchrome.com and wearalldayeveryday.com as well as the launch of Chrome Europe and its 13 web sites. Enhanced system architecture, revitalized SEO and SEM campaigns, increased efficiencies in customer service and extended our consumer relationship through email marketing, retargeting, abandoned cart emails and post-purchase sharing, among other initiatives.

2011 – 2012

Speck Products

Director, E-Commerce

Palo Alto, CA

Re-platformed a new web site design onto onto Magento, utilizing best practices and more a new, more streamlined design, including a better path-to-purchase. Managed both the e- commerce and corporate web sites of our digital presence. Increased YoY holiday sales online 300% during holiday 2011 and started Q1 2012 averaging 250% growth YoY. Oversaw the launch of an “m-site” and a new European site, including integration into a European 3PL.

2010 – 2011

Hlaska

Art Director/E-Commerce Manager

Portland, OR

Oversaw all retail and digital marketing for this menswear brand owned by Chad Hurley (founder of YouTube). Upgraded e-commerce platform from Interspire to Magento. Developed successful DTC practices, including SEM/SEO best practice, email strategy, loyalty programs and refer-a-friend campaigns to compliment local retail stores’ efforts. Also responsible for all media buying, advertising, print negotiations, online marketing, copywriting, budgeting, photography, online merchandising and reporting.

2008 – 2009

Examiner.com

Product Manager

Denver, CO

Product Manager for this (at the time) Top 50 global web site with 22 million unique monthly visitors consuming hundred of millions of page views. A hyperlocal community site which aggreagted news from local sources and citizen "examiners" who were expert enthusiasts, receiving payment based on their total monthly page views.

2000 – 2008

Freelance

Journalist

Denver, CO

Published magazine writer for Men’s Health, Outside, Men’s Journal, Women’s Health, Inside Triathlon, VeloNews, americanTRI, Wild Blue Yonder, and more.

Education

I pretty much have a Ph.D. in life.
1999 – 2000

College of Visual Arts

Design

St. Paul, MN

Polished off my design skills here in Minnesota.

1996 – 1999

University of Colorado - Boulder

Communication and Film

Boulder, CO

When it was time to pick a major, I balked, and chose two.

1992 – 1994

Kutztown University of PA

Fine Arts

Kutztown, PA

Straight outta high school though I wanted to be the next Warhol.

Awards

A few accolades along the way

Webby Award Honoree 2012

For the work we did at Speck Products, was the recipient of a the Webby's "Honoree" for Best Practice.


Top 100 Email Campaigns

Over the years, numerous campaigns listed in the "Best of" emails from Campaign Monitor: Speck, Nau, Chrome Indusrties and Dr. Martens.


Gold Medal - Davey Award

For the work on the Nau website, which earned a Gold Medal for Fashion site in 2015.

Select Clients

Great sports & outdoor brands.