Digital Marketer • Ecommerce Leader • Mobile Evangelist

ABOUT ME

A brief introduction

Phil is a full stack Digital Marketing and Ecommerce Executive with experience managing cross-channel programs where he has helped companies and brands use technology and new media to drive measurable results across the marketing mix. Phil’s experience working across marketing disciplines on both the client and agency side has given him a balanced perspective on the marketing landscape and how to optimize effort and focus to drive results with small or large budgets.

phil barrett

Phil Barrett Headshot (don't mind the goggle tan)

PHIL BARRETT
DIGITAL MARKETER   •   ECOMMERCE LEADER   •   MOBILE EVANGELIST

Phil currently leads Marketing for Purch. In addition to being responsible for the brand development and strategy, his teams provide loyalty, mobile App and ecommerce services to the Purch family of brands.

Prior to joining Purch in 2014, Phil held senior roles with 1-800 Contacts (SVP eCommerce & Mobile) and BlackBerry where he was the Senior Director for Digital Marketing for North American with global platform and digital branding responsibilities. He’s also held senior roles with the Canadian Marketing Association as both a board member and chair of the mobile marketing council.

I AM KNOWN FOR

99
DIGITAL MARKETING

360 Digital Marketer...

95
ECOMMERCE

From startup to fortune 500...

99
MOBILE MARKETING

Innovating since before the iphone...

95
LOYALTY MARKETING

Building customer relationships and generating lifetime value...

90
BRAND DEVELOPMENT

Building equity in brands large and small...

99
STRATEGY

Vision & product development that inspires while driving...

MY RESUME

20 years of experience

Over the past 20 years I've been fortunate to have had diverse and progressive roles in the digital marketing and ecommerce industry starting as a management consultant for E&Y, working agency side for over 10 years in tech, automotive, FI, pharma & retail and then spending the last 6+ years working client side in roles that has seen me oversee very small teams to larger teams with over 100 resources while having P&L responsibilities of 100m+

Although the majority of my career has been North American focused, I've worked, partnered and led teams from EMEA, APAC and LATAM

work experience

my professional background

now
2014
Purch
Senior Vice President, Marketing
Senior Vice President, Marketing

My role with Purch has progressively evolved over the last three years. I was hired as the SVP & General Manager of their ecommerce business and to oversee a team of over 100 on TopTenReviews.com with P&L responsibilities.  Highlights included a site experience re-vamp across 1200 categories that elevated the brand while being responsive to all screens. We also worked a lot on improving our credibility through an enhanced testing & review process.  A re-brand & re-launch of our ecommerce practice with expanded category coverage while optimizing fulfillment and doubling down on our customer service operation was also a focus. Recognizing that...

2013
2012
1-800 Contacts
SVP, Ecommerce & Mobile
Senior Vice President, Ecommerce & Mobile

In my role I was accountable for all eCommerce related functions including strategy, user experience, optimization, platform, across all digital channels (Desktop, Mobile Web, Mobile App, Tablet web, Social Ecomm). I also led UX design and development which included A/B and multi-variant testing, insight gathering through UX several industry tools as well as monitoring impact of changes to the user experience on our eCommerce purchase and repurchase funnels across all our digital channels. I was accountable to our Mobile App strategy, experience and optimization for both the iOS and Android platforms and led initiatives to implement expanded SMS program using industry best practices •...

2012
2010
BlackBerry
Senior Director, Digital Marketing
Senior Director, Digital Marketing

While at BlackBerry I had both North American and Global digital marketing responsibilities and accountabilities while managing a large local team.  This included leading overall strategy and execution for all owned digital properties (i.e. blackberry.com, rim.com, blogs.blackberry.com) for the desktop web, mobile web, and tablet web globally including brand governance, experience / UX optimization & alignment, technical platform (i.e. CMS) and ROI Analytics. I was also accountable and led the selection of a new global CMS platform that replaced several legacy systems. The end result was a common platform that was easier to manage while facilitating brand and experience alignment globally...

2010
2008
BSTREET Communications
VP, Digital & Mobile
Vice President, Digital & Mobile

I was brought on to help BSTREET build & expand their digital, media and mobile marketing capabilities for their fortune 500 retail brands.  BSTREET was known more for their promotional marketing capabilities but they identified the need to round out their services by being a full service marketing agency for their clients. I built & led digital and mobile service capability for Toronto offices with strategy, insight, UX, client service, planning and implementation responsibilities while collaborating with our UK office on specific projects • Created mobile marketing capability and executed mobile programs with several top CPG brands • Created social media capability with several...

2008
2000
Carlson Marketing Group
Senior Director, Mobile & Interactive
Senior Director, Mobile & Interactive

I joined Carlson Marketing as an Interactive Project Manager in 2000 and spent the next 8+ years progressively taking on more responsibility.  My first promotion was to Account Director on the Ford account in 2001 and then I was promoted to Group Account Director in 2003 with Home Depot and Scotia Bank as clients and then finally to Senior Director for the mobile & interactive group in 2006...

EDUCATION

MY EDUCATION

2008
2008
Schulich School of Business, York University
Masters Certificate in Communications Management, Marketing, Advertising and Communications

The Masters Certificate in Marketing Communications Leadership is Canada’s premier university-level marketing communications planning and leadership certificate. World-class industry leaders share with you cutting-edge best practices covering 13 key areas of focus and providing you with the advanced marketing tools you need to achieve better ROI and to fully leverage digital and social media channels at your organization....

1996
1994
Cornell University
Interactive Multimedia Design & Communications

The Department of Communication is a national leader in the study of communication as a social science, ranked among the top five in a recent poll by the National Research Council. The faculty and students are dedicated to understanding the role and enhancing the effectiveness of communication processes, systems, and infrastructure in society. They explore communication in its many forms and contexts as a fundamentally social phenomenon. Their faculty members are recognized for developing and applying novel theoretical perspectives to the most pressing social and policy issues of the day....

1994
1992
Delhi State University of New York
A.S.S Degree in Liberal Arts

The Liberal Arts and Sciences curriculum is designed to provide the first two years of education for students planning to transfer to a four-year program leading to a bachelor's degree...

Browse some recent accomplishments

Recent recognition, media references and projects

Moving past the ad blocking arms race and back to the consumer
Lackluster Email Performance? Try These Tips
Marrying Apps with the Mobile Web
Publishers See Rising Premium On Mobile Advertising
Purch’s strategy to make complex buying decisions easy and actionable
Purch Introduces Purch Perks – A New Membership Program to Reward our Loyal Customers
Publishers Need to be Mobile Ready – Whether They Like It or Not: Q&A with Phil Barrett, SVP & GM, Purch
Why Amazon Alexa is so dominant right now

CONTACT ME

GET IN TOUCH

251 20th St, Ogden, UT 84401, USA

phil@phryl.ca