Music
Ian Hoey
Product/E-commerce Management Expert
Mount Juliet,TN
Summary
Senior Marketing, and Digital Marketing Director with 10+ years of success in developing high-impact product and ecommerce strategies to exceed revenue and business targets. Expert in Omni-Channel strategy and successful campaign launches across multiple industries, including entertainment and retail. Proven expertise in omni-channel strategies, inventory management, licensing, and team leadership.
Knowledgeable Ecommerce with solid foundation in e-commerce strategy, operations, and digital marketing. Successfully led multiple projects to enhance online sales and customer engagement. Proven expertise in leveraging data analytics and cross-functional collaboration to drive business growth and innovation.
Overview
12
12
years of professional experience
5
5
years of post-secondary education
1
1
Certification
Work History
Ecommerce Director
Influx Merch
Nashville, Tennessee
06.2020 - Current
- Led end-to-end product development for entertainment merchandise, overseeing design, production, and distribution for major artists, bands, and entertainment brands across various channels
- Oversaw the design, functionality, and optimization of the ecommerce sites for clients such as Danny Duncan, Journey, Riley Green and Dolly Parton
- Coordinated tour and live event merchandise strategies, ensuring seamless alignment of in-person and online product offerings, which increased total merchandise sales by 11%
- Developed and executed omni-channel marketing campaigns, combining social media, digital ads, and in-person tour promotions to drive traffic and engagement with artist brands
- Streamlined production and supply chain processes, reducing lead times for merchandise releases and ensuring timely delivery for live events and tours
- Collaborated with artists, managers, and rights holders to design exclusive, limited-edition products that aligned with album releases and concert tours, aiming to sell out with launch
- Operated as Ecommerce Director for Futureshirts roster of 112 artists.
E-Product Manager
Gathr Outdoors
Nashville, TN
06.2022 - 06.2024
- Documented case studies, industry data, and consumer survey results to match company objectives and build detailed 3 to 5 year product roadmaps and mandatory requirements
- Successfully created new iterative development process to employ an agile scrum approach, and integrated sprints
- Developed and launched new ORCA re-brand globally, harmonizing design, with company history and legacy
- Developed an enterprise ecommerce experience that incorporated each brand under the Gathr umbrella of brands to offer a global store experience
- Collaborated with sales, marketing, and support teams to launch products on time and within budget, driving 3million in gross revenue in ‘22
- Prioritized roadmap in order to achieve product goals and metrics
- Managed product demonstrations and testimonials for performance evaluation
- Monitored market trends and competitor performance to update promotional strategies
- Maintained positive vendor relations to build strong partnerships
- Implemented Stage Gate Product Roadmap Strategy
- Managed full product lifecycle, from ideation through post-launch support, ensuring consistent quality control measures were in place.
- Coordinated project planning and execution with team members and team leads.
E-commerce Merchandising Manager
Balsam Brands
Boise, Idaho
08.2018 - 06.2020
- Optimized eCommerce site design and taxonomy for balsamhill.com via strategic merchandising, and agile scrum practices
- Developed and implemented ecommerce strategies to achieve sales targets and business objectives, increasing AOV and improving top-line revenue by 22% YoY
- Oversee the design, functionality, and performance of the balsamhill.com and ensure a strategic ux/ui, optimize for search engines, and manage product listings, pricing, and promotions
- Established monthly goals and communicated performance expectations during team meetings to optimize sales
- Analyzed trends and conducted research to determine seasonal merchandise direction
- Researched new vendors, acquired samples and negotiated merchandise deals
- Created sales cycle plan to develop and service accounts through product marketing, prospecting, promotion, and merchandising for proper product visibility
- Executed in-season pricing strategies, promotions, and markdowns to reach financial targets.
- Developed strong relationships with suppliers, securing better deals and exclusive products.
- Researched new vendors, acquired samples and negotiated merchandise deals.
Category Manager
FTD.com
San Diego, California
01.2018 - 08.2018
- Practiced standard sourcing process of opportunity assessment through supplier on-boarding to achieve goals
- Incorporated suggested changes to layouts and promotions to drive sales for proflowers.com and the Florist Express Category
- Monitored gifting market to capitalize on latest trends, attending annual gift shows
- Planned and executed digital marketing campaigns to drive traffic, generate leads, and increase sales ProFlower.com private label
- This includes utilizing various channels such as social media, email marketing, SEO, PPC, and affiliate marketing
- Lead and motivate cross-functional teams including marketing, design, IT, and customer service to achieve ecommerce goals
- Foster collaboration and communication to ensure alignment and efficiency
- Maximized category turnover through proactive management strategies and proactively grew business from 40million to 45million YoY
- Managed cold chain seasonal gifting products, product lifecycles, and new product introduction through product roadmap, and product commercialization for FTD.com
- Utilized data analytics tools to measure product performance, track sales trends, and inform future product development and licensing strategies.
Buyer - Trend Analyst /New Product Development Engineer
Tillys.com
Irvine, CA
02.2013 - 03.2017
- Led Buying team with strategic product meetings and created private label product presentations, and SMU proposals quarterly, for ecommerce, brick 'n' mortar, and cross-platform launches
- Implemented strategic business objectives to generate $4.5 million in sales
- Collaborated with manufacturers, operations leaders and sales teammates to ascertain production details, tech packs, and commercialized product for launch
- Managed supply chains while sourcing material both domestically, and internationally
- Instrumental in ideation, commercialization, and launch of private label brand ‘RSQ’, driving 1st year sales over 2mil
- Fleshed out product brand identities by identifying markets and specialized updates across apparel, accessories, and footwear
- Developed SMU product and Private Label Product from design conceptualization to client delivery for Nike SB, adidas, and Vans.
- Built long-term supplier relationships with vendors to establish quality and competitive pricing.
Education
Bachelor of Arts - Business Administration And Management
Columbia College
Columbia, MO 06.2023 - 12.2025
Associate of Arts - Design And Visual Communications
Platt College
San Diego, CA 06.2005 - 06.2007
Skills
Marketing Optimization/Strategy
Cross-Functional Communication
Client Management
Social Media Expertise
Roadmap Development
Business Management
Brand Strategy / Alignment
Product Development
Digital Marketing & Branding
Data-Driven Decision Making
Content strategy
Vendor negotiation
Additional Information
Proud father of three and a passionate drummer.
Certification
Circana Data Analyst Certification
Interests
Coffee
Running
Video Production
Family
Timeline
Bachelor of Arts - Business Administration And Management
Columbia College
06.2023 - 12.2025
Circana Data Analyst Certification
06-2023
E-Product Manager
Gathr Outdoors
06.2022 - 06.2024
Ecommerce Director
Influx Merch
06.2020 - Current
E-commerce Merchandising Manager
Balsam Brands
08.2018 - 06.2020
Category Manager
FTD.com
01.2018 - 08.2018
Buyer - Trend Analyst /New Product Development Engineer
Tillys.com
02.2013 - 03.2017
Associate of Arts - Design And Visual Communications
Platt College
06.2005 - 06.2007