https://www.markferdman.com/home daily 1.0 2023-10-21 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634318778516-WVPWVBOV1TJ0O96WZSGF/00-Home-KBB-Logo.jpg Mark Ferdman https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/fbf3e517-ac3b-4570-87ee-2c25bf6c09b9/man.png Mark Ferdman - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634321453270-Z3S8OBP8XUI6TKMGSH0L/00-Home-DPH-Logo.jpg Mark Ferdman https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634320856227-MHM5LML99J5X3KGQEN5U/00-Home-ELC-Logo.jpg Mark Ferdman https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634320893522-K9WKHNYVZAQNFJXVX0MJ/00-Home-FBF-Logo.jpg Mark Ferdman https://www.markferdman.com/kbb daily 0.75 2023-10-17 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634321836166-65NDOTO3RLONDYLC2LMT/01-KBB-Tagline.jpg KBB - Brand Strategy Positioned the brand to speak to both the eyebrow professional reselling KBB products and to her client. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634325823082-X5CIY73124MM6UABKPK5/01-KBB-Pricing.jpg KBB - Operations & Finance Reduced monthly expenses by cutting supply chain costs, renegotiating lease, and rationalizing SKUs. Reset pricing. Created processes and discipline for sales forecasting, demand planning, inventory management and warehouse & supply chain operations. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634325972944-ANVUOWPZZT0AZ6D14777/01-KBB-Packaging.jpg KBB - Packaging Optimized printing and shipping costs while improving guided shopping with a secondary packaging redesign to make it easier to identify shades. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634326307087-96WCXCACY9U6XCIUB27Q/01-KBB-Dotcom.jpg KBB - KelleyBakerBrows.com Increased retail sales 1.5x after redesigning and launching DTC eCommerce site on the Shopify platform. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634326360442-Z2QGOYPB3Q5RA1D8AIZ3/01-KBB-Pro.jpg KBB - KelleyBakerPro.com Opened 200+ salon professional wholesale accounts within months of launching a B2B Shopify eCom site with the introduction of a $995 Retail Starter Kit and Klarna financing. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634326534577-YD5VLUE5VB6Y50N9XTZS/01-KBB-Klaviyo.jpg KBB - Email, SMS Marketing, Live Chat Increased capabilities in email and SMS marketing by launching Klaviyo. Optimized customer experience by implementing the use of Gorgias for Live Chat and email correspondence. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634326904779-DZ9A5XE0OMNT998ML937/01-KBB-WTC.jpg KBB - Channel Sales Added incremental sales of estimated $1M of first year retail sales by executing contract to become exclusive brow brand at Waxing the City, a spa franchise with 100+ U.S. doors. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634327422399-W23L2IVICKVOUZACDSWB/01-KBB-House.jpg KBB - Content & Influencer Marketing Envisioned and created Kelley Baker Brow House in Beverly Hills, invite-only Influencer marketing platform and content studio. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg KBB https://www.markferdman.com/dphue daily 0.75 2021-10-25 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634330747176-2VHKA7MUMSMNWGTKEGMP/House-Ad-Age+copy.gif dpHUE - Brand Strategy Defined brand’s Purpose, Promise, and Pillars and created tagline “fresh color between salon visits”. A vision in 2016 to become recognized as a “bridge between the salon pro & client” became reality in March 2020 after dpHUE’s response to Covid, when the company announced 50% commission to colorists whose clients place orders directly, Ad Age noted, “this is a brand firing on all cylinders and reaching customers at multiple relational levels to deliver a fully networked brand relationship”. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634494922945-P3H490NAWMGFNRIZKACH/02-dphue+02-package-merchandising.gif dpHUE - Packaging, Merchandising and Product Innovation Re-imagined visual design, packaging, and a guided shopping system with merchandise organized by hair color. Provided direction for a product innovation roadmap. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634495691758-OIQWISIX7OJY21H6SO7F/02-dphue+03-dphuehouse.gif dpHUE - dpHUE House Leveraged the talent, appeal and network of dpHUE’s co-founder Justin Anderson to imagine dpHUE House, an invite-only marketing platform and content studio. Visitors included Justin’s celebrity hair color clients like Jennifer Aniston, Gwyneth Paltrow, Margot Robbie, Miley Cyrus, and Chelsea Handler. dpHUE House hosted editors, retailers, sweepstakes winners and hundreds of Instagram, YouTube and TikTok creators. Everyday a small in-house team shot content of our guests and lifestyle and product photography for social media, emails and eCommerce. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634527835981-MWQBB6QUMVHF6FR24807/02-dphue+04-styleguide.gif dpHUE - Creative and Content Development Oversaw creation of a Brand Style Guide, and recruited a lean and talented team to design product packaging, print collateral and digital assets for eCom, advertising, email & SMS, and social media. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634843704574-T4SPBK13JQV4Z426HHE8/02-dphue+05-dphuedotcom.gif dpHUE - DTC Retail: dpHUE.com Re-launched Shopify eCom site, dpHUE.com. Gross sales grew 17x from 2017-2020. Sales accelerated +700% YOY 2019-2020. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634844066758-0ZZCMS0BU6HPYN22S488/02-dphue+06-dphuepro.gif dpHUE - B2B Wholesale: dpHUE Pro App and Website Oversaw design and development of a wholsale Shopify site. Created the dpHUE Pro App which enabled colorists to place orders directly for clients. We raised commissions to 50% as a way to help pro accounts during Covid and by June 2020 there were 4,000+ cosmetologists using the App, and driving exponential, 7-figure sales. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg dpHUE https://www.markferdman.com/origins daily 0.75 2021-10-22 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634925317506-6OGCYATWBVP8NP0CHRB2/03-origins+01-strategy.gif Origins - Strategy Key contributions to Executive Leadership Team’s annual strategy work. Oversaw consumer engagement strategy globally. Executed for North America and collaborated with EMEA and APAC regions to adjust for local relevancy and help their markets operationalize execution. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634927834826-M9YX1ZNTUOIY0EPT2J91/03-origins+02-ecom.gif Origins - eCommerce P&L responsibility. Global online mix of business increase from 14.8% to 24.8% during tenure. 2014: Led the site development and launch for Origins China on Alibaba’s TMall platform. 2015: Led the site redesign for Origins.com, recognized by L2 Digital (now Gartner) as a “Flash of Genius” and Best Mobile eCommerce site for Beauty. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634928140036-7T1L3CK70JL34A89PGZ2/03-origins+03-paidmedia.gif Origins - Paid Media Wrote global media briefs, set plans for North America and consulted with EMEA and APAC. Proposed total budget reallocation and led brand out of print media and into digital. Print accounted for 78% spend in 2013, 0% in 2015. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634931482430-RAG97CODUXPEO6XC9RQO/03-origins+04-socialcontent.gif Origins - Social Media & Owned Content Wrote global social media playbook and guidelines. Led social media execution for North America. Developed ideas and managed digital campaigns with quizzes, games, video and Influencers to drive engagement in global markets. Leveraged experience as digital agency operator to create first in-house ELC content studio. Developed capabilities for agile, cost-effective asset creation. Delivered assets for social media, paid media, emails, and eCom to all Regions on a rolling basis, without agencies or expensive shoots. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634933270646-QI8WHNZRL5630DCBYD00/03-origins+05-qlc.gif Origins - Global Integrated Campaign Creation 2015: Tapped millennial talent from Creative, PR and Marketing for inspiration and came up with the idea for #QuarterLifeCrisis, a global integrated 360 campaign with Influencer marketing and technology at its core. Oversaw creation of social, eCom and paid media assets and a free smartphone app available in 18 markets. The app encouraged target consumers to create and share content by allowing them to apply trendy, branded stickers to selfies. A QR code scanned with the app in physical retail locations entered one into a sweepstakes. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Origins https://www.markferdman.com/firstborn-freedom daily 0.75 2021-10-23 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634833675306-5IX5NFJG5L7F6HAZKTD5/04-agency+01-taschenbook.gif Firstborn + Freedom - Firstborn and Freedom + Partners Co-founded Firstborn in 1997 and founded Freedom + Partners in 2002. Both agencies are recognized as early pioneers of digital branding, design and eCommerce and are featured prominently in Taschen’s ‘Web Design: The Evolution of the Digital World, 1990 to Today’, published in 2020. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634838666888-AYYNKOY3NFIF0KGB5SHE/04-agency+03-freedom.gif Firstborn + Freedom - Freedom + Partners 2002 - 2011 Adobe, American Express, Coca-Cola, Comcast, Comedy Central, Converse, Dasani, Donna Karan, Estée Lauder, Fox Searchlight, Fruit of the Loom, General Mills, Godiva, Herman Miller, Hewlett-Packard, John Frieda, Kellogg, L’Oréal, Lucas Arts, Metro-Goldwyn-Mayer, Mountain Dew, NBC, NFL, Pearl Jam, Penguin USA, Prescriptives, Procter & Gamble, Ralph Lauren, Saturn, Sony Music, State Farm, SyFy Channel, Tom Ford, Toyota, Universal Pictures, USA Network, Victoria’s Secret and Volkswagen https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634835439647-USLQBHCTB2IXNGLA9OWP/04-agency+03-firstborn.gif Firstborn + Freedom - Firstborn 1997 - 2002 Antonio Fusco, The Beatles, Business Week, Calvin Klein, Chanel, Clarins, Comedy Central, Dell, Dragoco, Estée Lauder, Federated Merchandising Group, Gucci, John Frieda, L’Oréal, Lancome, Macromedia, Mademoiselle, Madonna, Michael Kors, Mizani, New Line Cinema, Ralph Lauren, Red Bull, Redken, Sergio Rossi, Universal Music, Yigal Azrouel and Yves Saint-Laurent https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Firstborn + Freedom https://www.markferdman.com/resume-mark-ferdman daily 0.75 2023-04-13 https://www.markferdman.com/press-awards daily 0.75 2023-10-17 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634939283583-CVAY2U134M5NJJ40W7PV/01.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634939405987-ZZZ50DKKSI3CS2VRV3JM/02.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634939629461-98O9O40O85KYLC6MDIKU/03.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634939942418-HMFPUIOR6WKIBB1ZFRP8/04.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634940161043-D99DO3Z82RR3RUKBC27E/05.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634940536148-GVEY3XNPA44BUMQXAC6S/07.JPG Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634940770422-G5P49GXAT5JALW5UC5H7/01.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634941136066-912OBW7WEC6W4FE05VGK/02.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634941378923-91NCACW84OHGWLY4PU3B/04.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634941577078-2OJCNFZU05A0GKHGGF5X/05.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634942940452-T9VS6IGC5COTAIUXTFNY/08.jpg Press + Awards https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/1634944205789-JXXWCAGZTFAYO07VQ65Q/05-press-fwa-awards.gif Press + Awards https://www.markferdman.com/manucurist daily 0.75 2023-10-21 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/834a05d2-537d-4fb1-9730-8c03aafc418d/Untitled-1.jpg Manucurist - eCommerce Growth Tripled sales in 2022 vs. 2021. Rationalized SKUs and introduced two ‘starter kit’ bundles, the Super Starter Kit and Starter Kit, which instantly became best sellers. These products, along with a user navigation refresh, enabled us to increase conversion 1.5x and repeat buyers by 18%. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/21e50969-35bd-401a-a0f0-b4ec60eafcb0/03.jpg Manucurist - Repositioning and Repackaging Green Flash is Manucurist’s differentiator, a unique nail color product, not quite a gel, not quite a nail polish. The original packaging touted LED Gel Polish, but the point of Green Flash is that it is not a gel, the product is clean and HEMA-free. We arrived at the “first LED Nail Polish” and repackaged. We also added the shade name to the front of the packaging increasing shoppability. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/3824908e-9b88-40d5-9095-fd6b30d91f36/Betina.jpg Manucurist - Celebrity Nail Artist Collaborations Negotiated formal relationships with dozens of LA and NY-based nail artist creators, including top celebrity favorites Betina Goldstein, Stephanie Stone, Kim Truong and Natalie Minerva to increase brand visibility among nail professionals and consumers. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/e160b977-1abe-40e3-a84a-eb1f401776c5/maison.jpg Manucurist - Manucurist Maison Created a permanent, exclusive nail content studio in Beverly Hills to host nail artists in residence and Influencers to increase awareness and build community in the Los Angeles area. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/e160b977-1abe-40e3-a84a-eb1f401776c5/maison.jpg Manucurist - Manucurist Maison Created a permanent, exclusive nail content studio in Beverly Hills to host nail artists in residence and Influencers to increase awareness and build community in the Los Angeles area. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Manucurist https://www.markferdman.com/kbb-1-1 daily 0.75 2023-10-17 https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/834a05d2-537d-4fb1-9730-8c03aafc418d/Untitled-1.jpg Dr. Diamond's Metacine - eCommerce Growth Rationalized SKUs and introduced two ‘starter kit’ bundles, the Super Starter Kit and Starter Kit, which instantly became best sellers. These products, along with a user navigation refresh, enabled us to increase conversion and repeat buyers in order to triple sales in 2022 vs. 2021. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/21e50969-35bd-401a-a0f0-b4ec60eafcb0/03.jpg Dr. Diamond's Metacine - Repositioning and Repackaging Green Flash is Manucurist’s differentiator, a unique nail color product, not quite a gel, not quite a nail polish. The original packaging touted LED Gel Polish, but the point of Green Flash is that it is not a gel, the product is clean and HEMA-free. We arrived at the “first LED Nail Polish” and repackaged. We also added the shade name to the front of the packaging increasing shoppability. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/3824908e-9b88-40d5-9095-fd6b30d91f36/Betina.jpg Dr. Diamond's Metacine - Celebrity Nail Artist Collaborations Negotiated formal relationships with dozens of LA and NY-based nail artist creators, including Betina Goldstein, Stephanie Stone, Kim Truong and Natalie Minerva to increase brand visibility among nail professionals and consumers. https://images.squarespace-cdn.com/content/v1/6155f203551ff244045ee4ea/e160b977-1abe-40e3-a84a-eb1f401776c5/maison.jpg Dr. Diamond's Metacine - Manucurist Maison Created a permanent, exclusive nail content studio in Beverly Hills to host nail artists in residence and Influencers to increase awareness and build community in the Los Angeles area. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Dr. Diamond's Metacine