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Chris Carter - Digital Marketing and eCommerce Leader

Chris Carter - Digital Marketing and eCommerce Leader

Innovative Digital Marketing and eCommerce leader with a proven track record of modernizing processes, teams, and technology resulting in transformative business outcomes.

Huntersville, North Carolina

Chris has a diverse background with over 15 years of experience in developing and executing business frameworks and digital marketing strategies for Fortune 10 enterprises and mid-market corporations. His experience spans multi-brand B2C and B2B eCommerce, financial services, and CPG. He is an experienced leader who consistently develops digital marketing teams that drive significant revenue gains.

From starting his career as a digital marketing technologist supporting a national mortgage lender, Chris rapidly developed and refined skillsets in both business and technology. His deep, broad digital and business acumen coupled with passionate leadership has helped drive start-up success as well as enterprise-scale transformations.

He is currently leading Digital Transformation for the largest BAT end-market enterprise, Reynolds American, where he leads the eCommerce Acceleration team.


Additional Details:
• 15+ year track record of transforming businesses and teams through a systematic framework focusing on measurement, process alignment, and performance enhancements.

• A data-driven leader with years of experience as a manager, mentor, and practitioner across e-commerce and digital marketing disciplines for industry-leading CPG companies, retailers, and financial services enterprises.

• Deep experience developing teams’ maturity levels across both marketing and technologies utilizing cloud technologies including the Adobe Experience Cloud, Magento, Salesforce Cloud, IBM Marketing Cloud, and AWS.

• Experience being fully accountable for department revenue targets, budgets, and team development in eCommerce and omnichannel businesses.


Marketing Disciplines:
Integrated Multichannel Marketing, Digital Merchandising, Search Engine Optimization (SEO), Search Engine Marketing (PPC), Social Media Marketing (SMM), Conversion Rate Optimization (CRO), Content Marketing

Adobe Marketing Cloud (Active Solutions Partner):
Analytics (Certified Architect), Target (Certified Business Practitioner & Developer), Audience Manager, Launch, Campaign Standard, Experience Manager, AdCloud, AEP, Magento

Certified Partner, AdWords Shopping Certified, AdWords Display Certified, Adwords Search Certified, Analytics IQ Certified, Adsense, Plus, Webmaster’s Tools

Project Management Platforms / Version Control:
CA Technologies Rally Agile, JIRA, GitHub, Atlassian Bitbucket


  • Principal Enterprise Architect (Adobe)
  • Digital Platforms Senior Manager (BB&T)
  • Digital Design & Delivery, Senior Director (Reynolds American Inc.)
  • Head of Digital Marketing and Digital Marketing Technology, Director (LifeWay Christian Resources)
  • Marketing Technology Solutions Architect, Senior Manager (LifeWay Christian Resources)
  • Director of Digital Marketing (CPI Security)


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