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We are working with RevZilla in their search for an SEM & Performance Marketing Guru based in Philadelphia, PA.
RevZilla.com is searching for an unrelenting SEM & Performance Marketing Guru to own and drive its paid marketing efforts, ultimately showing Google, other paid channels and our competitors who’s the champ. From the nitty gritty of in-house managed PPC and PLA, to CSE, Affiliate and the use of leading edge analytics techniques to determine ROI – if you can execute and you know that last-click is only attribution 101 – then it’s yours to own.
HARRY’S COMMENTS: Mohammed Ali once said that “The best way to make your dreams come true is to wake up.” That quote sprung to mind after my project kickoff call with Anthony Bucci, CoFounder of RevZilla.com. In my career, I have interviewed hundreds of ecommerce A-players and entrepreneurs, and Anthony is something else. Anthony is WIDE AWAKE and totally alert to any and every opportunity to grow his business. The guy is focused and passionate, and his enthusiasm for both RevZilla and digital commerce is contagious.
Seriously. Watch this guy sell. He’s a super freak! Go to RevZilla’s YouTube channel and just plant yourself there. Anthony can just sell, and sell, and sell, and sell … it’s endless. And what he does is HARD. Have you ever tried to shoot a 9 minute video about something and keep it interesting?? How many takes would you need to make that happen? 20? 30? 50? Me too! But not Anthony. Totally unscripted. Funny. Articulate. Super knowledgeable. Engaging. He’s like a young, good looking Steve Maxwell. If RevZilla craters (which it won’t), look for this guy on QVC.
Evidently, I’m not the only person who thinks Anthony’s a rock star. The following is a short laundry list of honors and awards Anthony has won since founding RevZilla in November 2007:
- 2014 40 Under 40 Drexel University Alumni
- 2013 Ernst and Young Entrepreneur of the Year, Greater Philadelphia Region, Finalist (with Partners)
- 2012 Ernst and Young Entrepreneur of the Year, Greater Philadelphia Region, Finalist (with Partners)
- 2012 Drexel University Alumni Entrepreneur of the Year
- 2011 40 Under 40 Business People in Philadelphia, Philadelphia Business Journal
- 2011 Young Entrepreneur of the Year Finalist, Greater Philadelphia Chamber of Commerce
Also in 2011, RevZilla was listed in the Internet Retailer Hot 100 and earned the distinction of Emerging Growth Company of the Year by the Greater Philadelphia Chamber of Commerce. Bear in mind that Philadelphia is the fifth largest city in the United States.
I’m not telling you this to score points with my client. I’m telling you this because a great job with a mediocre company gets you nowhere – while a great job on a rocket ship can be the most reputation enhancing gig you’ll ever have. RevZilla is a great company run by smart as hell people, and 2014 is going to be another juggernaut year. You watch all from the guys who maxed out a credit card and built, bootstrapped and launched the site from their living room over 6 years ago.
So, what does RevZilla do?
RevZilla sells motorcycle apparel, accessories and parts to a rabid fan base of motorcycle enthusiasts. RevZilla is a multi-brand retailer focusing on the most premium aspects of its vertical, catering typically to sophisticated 30+ year old males. It’s not the discount play.
At well over $50 million in revenue on traffic exceeding 1 million monthly uniques, RevZilla has grown at rates exceeding 50% per year since its founding in 2007. Anthony can easily picture an organization with a 9 figure top line in the not too distant future. The company is not price driven, although it is price competitive. It produces highly engaging content and video to attract and engage riders worldwide, and it’s proud to offer the highest rated customer support in its industry. Anthony says “RevZilla is a technology and customer experience company, run by mototech geeks.”
Truly, RevZilla sells the sizzle about as well as any company I’ve ever worked with, which is a good thing because Amazon doesn’t sell to enthusiasts very effectively, and RevZilla’s brands aren’t in a race to the bottom. There is a constant push to create value for the consumer …
…and that’s what RevZilla does. The how is equally amazing. At RevZilla, culture is a great unifier for their team. Team members spend time together outside of work, events where the interaction is not forced. It’s not just a love of riding but at a minimum a “like” of each other which keeps people wired and turnover low.
At RevZilla they know that their strong, positive company culture is the difference between a daily slog and making a dent in the business universe every day. Remote controlled everything, catered lunches, a casual work environment and an onsite gym, help the work hard, play hard mentality come through loud and clear. It acts both as positive peer pressure to advance the company as a cause, not just a place to work, and a catalyst to do our best work. With Anthony as the biggest amplifier, the entire team at RevZilla truly knows how to get it done, no matter what it takes and the team couldn’t be happier.
Fine, but will the market support Anthony’s ambitions?
Yes-sirree, Bob. According to First Research, the global motorcycle manufacturing industry is expected to reach $90 billion by 2016. This bodes well for RevZilla should it decide to pursue international growth opportunities. Leading countries for motorcycle manufacturing include China, India, Japan, and the US. IBIS World ballparks the size of the US motorcycle dealership and repair industry at $22.5 billion, generated by 5,039 businesses.
Here’s what interesting: The overall parts and accessories business took a huge hit during the recession, as per capita disposable income weakened and consumers grew bearish on the economy. However wealthier motorcycle enthusiasts continued to consume as the stock market recovered, which lifted overall revenue for the category 4.7% in 2013. With the economic recovery now in full gear, the motorcycle parts industry is expected to grow briskly through 2018.
Somewhere in all this we can sense a continued rising tide for RevZilla, as the firm seeks to be the premier destination for people who absolutely love motorcycling and want to invest in the best equipment and ride money can buy.
About the role
Last week there was a great article on Startup Casual called “How To Become A Customer Acquisition Expert.” Check it out. The article does an excellent job of breaking down the different “layers of expertise” required to be a worldclass customer acquisition professional. The base knowledge layer requires a deep understanding of statistics, programming, UX principles, analytics, behavioral psychology, and branding /positioning / storytelling. The marketing foundation layer requires expertise in CRO, A/B testing, DB querying, wire framing, Excel modeling, copywriting, and funnel marketing. Finally, the channel expertise layer includes viral marketing, Facebook advertising, display advertising, mobile, email, SEM, SEO, social, PR, sales, content marketing, and partnerships.
It’s a lot to say grace over.
While the primary focus of this role is SEM through Google Adwords along with other measurable performance channels, it’s essential that you understand how each of these activities can integrate with each other so that the whole is greater than the sum of the parts. The key to maintaining RevZilla’s exciting growth is to make every dollar spent on performance marketing look like $10 and be able to show your work.
Additionally, maintaining this holistic view of customer acquisition is culturally appropriate in a place like RevZilla, which is a tech-centric, numbers driven, open environment. RevZilla’s culture is not siloed, and its people are granted and expected to thrive on a tremendous amount of autonomy. They want digital athletes who can’t help but hustle and are dying to win.
What you’ll find at RevZilla is that the company could be spending more on performance marketing, and it could be growing more as well. In your first 100 days on the job, you’ll be expected to get your arms around the business, which means understanding the historical factors that have made the company successful; starting in your camp. No doubt, you’ll encounter a number of under served opportunities. You’ll want to go after those opportunities, while maintaining your target ROI goals. Additionally, by the end of 90 days Anthony will expect you to have maintained current course and began setting the stage for the next phase of growth.
Are you the right person for this job?
This role is perfect for a PPC geek who wants to drive growth and profitable customer acquisition within a fast moving, entrepreneurial environment, most likely developing a small elite team along the way. The company is all about autonomy and process creation. Meaning, the culture will be heaven on earth for you if you are a self-starter who can productively obsess about how to either grow the company, make it more efficient, or ideally BOTH.
You will need to be prudent in your decision making, and you will need to bring an analytical bias to the way you solve problems. If you can do that, this role at RevZilla will shine a very bright light on the fact that you are a digital thought leader.
According to Anthony, this job is involves …
- Big budget PPC across a multitude of platforms
- Advanced PLA and testing methods
- Retargeting / Display / RTB
- Next level attribution modeling
- The evolving Google platform (and betas)
- Unsuckifying mobile ROI
- New customer acquisition sprawl
- Keyword expansion
- Ad copy & landing page optimization
- Customer lifetime value
- Finding value in CSE channels
- Cloning yourself via teaching and team building
- Excel wizardry and the necessary math
- Discovering gems in hidden trends
- Storyless data in need of clarity
- Analyzing and tracking everything
- Statistical significance
Says Anthony, “The new guy / gal needs to …”
- Sweat the numbers
- Set goals and crush them
- Live in beta
- Be detail oriented
- Hustle by default
- Play well with others
- Self manage
- Clearly communicate
- Love tools & reports
- Love learning
- Love to win
- Be a digital marketing Batman (or at least the Riddler)
- Can you communicate and measure ? Can you execute? Can you usher in the next waves of the ZLA Army customerbase?
- Boom goes the dynamite.
Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy.
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