For 5 years, my team directed, concepted, designed and developed FoxRacing’s Digital Marketing efforts, during which time we more than quadrupled monthly traffic, increased Ecommerce revenue over 900%, won multiple industry awards for content as well as design, and firmly established Fox within the entire Action Sports/Youth Lifestyle community.
ROLE: Led the Digital Marketing Team, Digital Art Director
PROJECTS: ECommerce, CRO, FoxRacing.com, FoxRidersCo.com, FoxMXTech.com, FoxGirls.com, FoxFootwear.com, FoxEyewear.com
Content + Commerce
One notable example of our Content + Commerce approach was our live broadcast of the MX des Nations - an annual competition in France known as the "Olympics of Motocross".
Since the races were not broadcast on TV, we saw an opportunity to work with the race organizers and sent our own film crew to report from the event - which was live streamed exclusively from the shop.
We were the only place (unless you were in person) to watch the MXON. We brought tens of thousands of hardcore fans to the shop that weekend, all Limited-Edition MXON products sold-out the first day, we garnered weeks of press mentions and impressions from online pubs, and established our shop as a destination for exclusive industry content.
One of our largest objectives was a massive overhaul of our consumer ecommerce that would ultimately provide more flexibility and freedom in design.
The new shop was critical in allowing us to incorporate more lifestyle and editorial content - combining the marketing content our audience loved with the shopping experience they deserved.
RESULTS:
900% growth in online revenue.
20% increase in avg. purchase size.
2% higher conversion rate.
3+ additional minutes per avg. visit.
