Each month, we’re interviewing members of Volusion’s leadership team to gain insight into the people behind the company. This month, we’re talking with Volusion’s Senior Manager of Growth Marketing for Studio, Chelsea Chavez.
How did your background prepare you for joining Volusion?
Search marketing was covered for a grand total of 10 minutes in my college media buying class. I never would have thought that a quick discussion in a lecture would end up being the basis of my entire career—yet here we are!
After graduation I was scooped up by a third-party contractor for Google, where I spent a few years learning the ins and outs of search, display, and video advertising. From there I made the move to Austin to join a digital marketing agency and eventually joined the Grow With Studio team as a search marketing specialist.
What were you most eager to work on when you came onboard?
Change! When I first joined the team, the department was still fairly new and trying to define what services they wanted to provide. The goal then was simply driving traffic to stores. We very quickly changed course when I arrived, revamping plans and beginning to implement proper tracking while changing the intent behind all strategies to focus on driving sales to each paid search project. Keep in mind that this was many years ago, but I’m so happy to say that the changes were well worth it. We put the customer first, had excellent results, and still provide active search marketing projects for several of those stores.
What is the best piece of professional advice you’ve ever received?
“There is opportunity in chaos.” This has always stuck with me because it’s so true. Any time you’re frustrated or upset, you have to take a step back and reassess the situation. The chaos will eventually subside by your doing or someone else's, but if you step up to solve the issue, you’re going to find the silver lining one way or another. Whether that’s learning a new competency or honing in on your leadership skills, that situation can and will elevate your standing, providing opportunity for professional development. It’s all how you see and respond to that chaos.
What do you think are some of the biggest unrealized opportunities for ecommerce businesses at the moment?
You’d be surprised how many stores don’t have proper tracking implemented on their site. My heart breaks every time I see a store spending hundreds of thousands of dollars (even millions!) on paid traffic with zero tracking in place. Knowing how your marketing dollars are affecting your business should be a top priority. If you’re using any kind of platform for advertising, you should automatically opt in for conversion tracking if they offer it. Google Analytics is also a free and easy-to-install option that provides insights on how customers are getting to and interacting with your site. Track everything.
Does your team have anything exciting in the pipeline?
We’ve always got something up our sleeve in Studio. Right now we’re gearing up for the end of the year and a big holiday rush. For a majority of our clients, that means big sales and a whole lot of revenue on the line. September might seem early, but now is when we start prepping our clients for a successful holiday season. There’s a lot of moving pieces behind the scenes, but it’s the most exciting time of the year for us.