DIGITAL MARKETING DIRECTOR - DYNAMIC LABS

In this chapter of my #WorkExperience, I will tell you about my job position at Dynamic Labs, which I began in January 2022 and ended in January 2024.

DIGITAL MARKETING DIRECTOR

Dynamic Labs squared logo.

About Dynamic Labs

Headquartered in Ronkonkoma (NY, USA), Dynamic Labs has manufacturing and distributing optical supplies since 1996. From 2020, the company has expanded into the retail space and developed a new B2C-only vertical called Eyeglass Supply Store.

Timeframe

January 2022 to January 2024. Employment type: full-time.

Achievements

✔ Amazon: more than doubled sales in 2022 compared to previous year;

✔ Successfully rebranded UltraVue and Purity Lens Cleaner product lines;

✔ Built single handed the new Eyeglass Supply Store ecommerce platform;

✔ Increased email marketing open rates by 10%.

Eyeglass Supply Store Amazon sales volume increase (2021 vs 2022).

Alberto Carniel created a 6-month SEO plan that skyrocketed the newly launched online store organic traffic from 0 to over 6,000 visits/mo.

Main activities performed

• Responsible for all media and digital advertising on different ecommerce stores and marketplaces (eg: Amazon, Walmart, Newegg, eBay, Facebook, Instagram);

• Responsible for branding, syndication and multichannel marketing. Responsible for new products' branding and design (labels, packaging, copywriting, look and feel);

• Coordinated design, IT/development and logistics teams;

• Reported directly to CEO and COO and provided analytics, forecasts and growth strategy (for online and offline marketing).

I transformed the company mindset from wholesaler to retail boutique, introducing Eyeglass Supply Store to new marketplaces and increasing sales volume like no one ever did before.

I rebranded the two main lines of lens cleaners, UltraVue and Purity Lens Cleaner, giving a real face and voice to the brands.

BEFORE: Purity Lens Cleaner

Old Purity Lens Cleaner Image

Old Purity - Second Image

Old Purity - Third Image

Old Purity - Fourth Image

Old Purity - Fifth Image

Old Purity - Sixth Image

after: Purity Lens Cleaner

New Purity Lens Cleaner Image

New Purity - Second Image

New Purity - Third Image

New Purity - Fourth Image

New Purity - Fifth Image

New Purity - Sixth Image

This is the new Purity Lens Cleaner promo video (2022) that I created just with Shutterstock video cuts:

Thanks to the new rebranding and digital marketing strategy, Purity Lens Cleaner earned the Amazon's Choice badge.

Purity Lens Cleaner combo has become an Amazon's Choice product.

BEFORE: ULTRAVUE GEL LENS CLEANER

UltraVue Old Main Image

Old UltraVue - Second Image

Old UltraVue - Third Image

Old UltraVue - Fourth Image

Old UltraVue - Fifth Image

Old UltraVue - Sixth Image

after: ULTRAVUE GEL LENS CLEANER

New UltraVue Gel Cleaner Image

New UltraVue - Second Image

New UltraVue - Third Image

New UltraVue - Fourth Image

New UltraVue - Fifth Image

New UltraVue - Sixth Image

New UltraVue - Seventh Image

UltraVue unmatched confidence

UltraVue screen cleaner

Thanks to the new rebranding and digital marketing strategy, UltraVue Gel Lens Cleaner earned the Amazon's Choice badge.

UltraVue Gel Lens Cleaner combo has become an Amazon's Choice product.

At the end of 2022, we launched UltraVue Watch Cleaning Set which soon attained #1 New Release Amazon badge thanks to my product launch formula.

UltraVue Watch Cleaning Set has attained Amazon #1 New Release badge.

Main technologies used

• Admin: Google Workspace, Office;

• Advertising: Amazon Advertising, Newegg Seller Portal, eBay Marketing, Facebook Ads, Instagram Ads, Google Ads, Google Shopping;

• Influencer Marketing: OpenSponsorship;

• Graphic design: Adobe Photoshop, Adobe Premiere;

• Marketing automation: Helium 10, Wix Avalara, MailChimp;

• Project management: Teamwork.com, Microsoft Teams;

• Reporting: Google Data Studio, Google Sheets;

• SMM: Hootsuite;

• Website Design: Shopify, Wix.

Book a free digital marketing assessment with Alberto Carniel.