Retailers shift their ad spending from TV, radio and print ads to digital ads.
He will focus on customer acquisition, loyalty, and paid and organic search.
Tom Funk, formerly with Vermont Teddy Bear Co. and e-commerce services provider Timberline Interactive, has joined Vermont-based Green Mountain Coffee Roasters Inc. as senior manager, e-commerce. His responsibilities will focus on customer acquisition, loyalty, paid search and organic search as well as other digital strategies.
Funk is a veteran Internet Retailer Conference speaker and is the author of “Web 2.0 and Beyond," published in 2008. His second book “Social Media Playbook for Business," will be published this year.
At Timberline Interactive, Funk specialized in SEO, paid search and other e-marketing areas, user experience, A/B testing and web site development. Clients included Lake Champlain Chocolates, Wine of the Month Club, Garrett Wade, Terry Precision Cycling, Liberty Orchards, The Scooter Store and April Cornell.
Funk was web manager at The Vermont Teddy Bear Co., and sister brands Calyx Flowers and PajamaGram, for six years.
Funk will speak at the upcoming Internet Retailer Web Design & Usability Conference, Feb. 14-16 at the Hyatt Grand Cypress Resort in Orlando, in a session entitled "Web design smackdown: How good is your design instinct vs. testing?", Feb. 15, 2:45-3:15 p.m.
Green Mountain is No. 96 in the Internet Retailer Top 500 Guide.