Keaton Day

Director of Performance & Analytics @Surf & Snow Collective

Seattle, WA, US

As the Director of Performance and Analytics at the Surf and Snow Collective, I lead a variety of initiatives for our clients. I handle implementation and management of the following services:Strategic- Go to market strategic planning for new product launches, and introduction of existing products to new markets- Strategic development of audience targeting based on data utilized to build buyers personas and buyers journeys- Monthly performance reviews and creative performance reporting, including creative reporting and strategic direction via creative briefs to assist our creative teams with developing the next round of creative to test. Additionally reporting on top level KPIs, and providing strategic direction based on data regarding broad market trends, seasonality, changing levels of competition in the ad auction, and more- Develop customer personas, buyers journeys, customer lifecycles, LTVs, and other useful tools to aid in narrowing our messaging down to our ideal purchasers. Operational- Build and maintain B2B and D2C websites capable of supporting a diverse range of business objectives across lead generation and top line revenue and ROAS goals- Build and maintain reporting systems ingesting data across all advertising platforms, web platforms, and reporting in clear data visualizations- Build and implement creative and agreed strategic targeting into ad platforms as defined in go to market advertising plans- Establish SOPs and A/B testing guidelines to assist our team and clients in constantly utilizing both best practices, and be testing assumptions to improve performance across digital channels- Build and maintain all automations required for marketing initiatives across digital channels. Email, shipping and fulfillment, offsite api based automations, etc.

University of Colorado Boulder

Master of Business Administration (MBA)

Oklahoma State University

Bachelor of Science - BS