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Weber Grills

 

Weber Grills is a globally recognized leader in the grilling industry, renowned for its high-quality outdoor cooking equipment and accessories. Founded on innovation and a passion for creating exceptional grilling experiences, Weber is celebrated for its iconic kettle grill and a diverse range of products, including gas, charcoal, electric, and smart grills. With a commitment to craftsmanship, customer satisfaction, and community building, Weber continues to inspire grill enthusiasts worldwide to enjoy the art of outdoor cooking.

 

At Weber Grills, I led transformative initiatives that revolutionized the brand's global Direct-to-Consumer (DTC) capabilities, driving unprecedented growth and consumer engagement. With a focus on strategy, collaboration, and innovation, I helped shape the future of Weber’s digital presence.

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Key Highlights of Impact

  • Strategic Innovation Roadmap: Designed and executed a comprehensive roadmap to expand Weber’s global DTC products and services, driving traffic and acquisition across channels. A Salesforce platform redesign resulted in an extraordinary 110% year-over-year revenue growth, alongside significant improvements in conversion rates.

  • Global Governance Excellence: Provided global oversight of owned commerce channels, establishing best practices across all DTC activities while enabling localized adaptations for maximum effectiveness.

  • Emerging Market Empowerment: Delivered tailored support to markets with limited DTC resources, enabling them to reach growth targets and develop sustainable internal capabilities.

Consumer Engagement & CRM Strategy

  • Global CRM Vision: Designed and implemented a global CRM strategy to optimize data capture and Opt-ins, fostering loyalty, revenue growth, and deeper consumer engagement.

  • Lifetime Relationship Management: Directed the end-to-end consumer journey, from registration and onboarding to cultivating lasting relationships that inspire and connect consumers to Weber's products and activities.

Collaborative Leadership & Team Partnerships

  • Worked across key departments, including Commerce, Brand Experience, IT, Finance, Operations, and Consumer Care, to build differentiated offerings and elevate Weber’s global DTC capabilities.

  • Established global CRM guidelines, ensuring best practices across all regions while approving strategic deviations tailored to local market needs.

Innovative Partnerships & Strategic Collaboration

  • Partnered with cross-functional teams, including Technology, Product Marketing, and Operations, to execute data-driven acquisition and retention strategies.

  • Defined and executed digital product roadmaps, resulting in significant improvements in site conversion rates and Net Promoter Scores.

Performance Excellence Through Analytics

  • Built robust analytics and reporting systems to track and evaluate KPIs, enabling informed decision-making across sales performance, site efficiency, and service delivery.

Results in Numbers

  • +110% YOY Revenue Growth

  • Enhanced Conversion Rate Metrics

  • Optimized Global Data Capture and Engagement

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