George Kelly
U.S. E-Commerce/Retail
Marketing Director
Leading growth marketing teams with data-driven strategies rooted in behavioral economics research.
E-commerce • Fintech • Retail Strategy
Current Role
U.S. E-Commerce/Retail Marketing Director
American Bath Group
May 2025–Present
Leading a team of 22 across digital marketing disciplines while managing multi-million dollar budgets. Driving significant performance improvements through strategic optimization and team development.
Research Background
Behavioral Economics Research
London Metropolitan University
Distinction-Awarded Dissertation
Conducted empirical research on wealth perception and consumer behavior across socio-economic classes. Applied quantitative analysis and statistical modeling to understand the psychology behind financial decision-making, directly informing marketing strategies that resonate with diverse consumer segments.
Team Leadership
- 22 team members across disciplines
- 3D/2D creative specialists
- Video production team
- SEM/SEO experts
- Email marketing specialists
Key Results
- Consistently exceeded revenue targets
- Outperformed external agency benchmarks
- Optimized multi-million dollar budgets
- Achieved significant affiliate growth YoY
Contact
Expertise
Side Projects
Gold Collar Roofing Academy
Premium slate and metal roofing training academy. Intensive programs taught by industry veterans with hands-on learning experiences.
goldcollaracademy.org →Slate & Tile Metal Guild
Professional guild advancing craftsmanship of slate, tile, and architectural metal roofing across North America.
slatetilemetalguild.org →LexiThera
AI-enhanced websites for legal and therapy practices. Professional sites with intelligent content optimization.
lexithera.com →Experience
2024–2025
Search Engine Manager
Vintage Tub & Bath
- Achieved and surpassed revenue targets for consecutive quarters
- Managed $10M+ paid media budget across Google, Meta, Pinterest, Microsoft
- Outperformed third-party agency ROAS by 200%
- Expanded affiliate program by 250% YoY through strategic growth initiatives
- Scaled team from 2 to 6 members with specialized skill development
2023–2024
Digital Marketing Specialist
Tickmark (Fintech)
- Led comprehensive digital marketing strategy for tax preparation platform
- Managed multi-channel campaigns across Google, Microsoft, LinkedIn, Meta
- Optimized conversion funnels and user acquisition strategies
- Collaborated with product teams on user experience improvements
2022–2023
Digital Advertising Specialist
Taxfyle (Fintech)
- Spearheaded B2B omnichannel strategies with significant pipeline growth
- Achieved 1200% increase in accountant recruitment through campaign optimization
- Managed $2.1M advertising budget across Google, Microsoft, LinkedIn, Meta
- Established partnerships with universities and 15+ state CPA associations
2021–2022
Digital Marketing Manager
MONC XIII
- Doubled online revenue year-over-year
- Developed Online Trade Program generating significant revenue
- Tripled order volume through strategic marketing initiatives
- Led website development improvements and UX optimization
Approach
Performance Focus
- ROAS optimization
- Attribution modeling
- Inventory integration
- Data-driven decisions
Team Development
- Cross-functional training
- Creative collaboration
- Performance coaching
- Strategic alignment
Research-Informed Strategy
- Retail strategy insights
- Behavioral segmentation
- Statistical modeling
- Empirical testing
- AI-driven optimization
Channel Optimization
- Marketplace growth
- SEO strategy
- Email automation
- Affiliate management
Platforms & Tools
Let's connect
Always interested in connecting with fellow marketers, discussing industry trends, and exploring collaborative opportunities.