Tom Funk: 2011 MCM Awards Judge

Judge: Tom Funk
Company and position: Senior Ecommerce Manager at Green Mountain Coffee Roasters
Years as an MCM Awards judge: this will be my second year

Q&A

How would you describe your job and what you do?
It’s a brand-new role job for me! I will be responsible for search, customer acquisition, loyalty, and other ecommerce initiatives.

Why do you think you were chosen to be an MCM Awards judge?
In 15 years of ecommerce experience as a merchant (at Vermont Teddy Bear Company) and on the agency side (at Timberline Interactive) I have developed good ecommerce instincts, but I’m still very big on using web analytics to prove my hunches. I have seen a LOT of website usability problems and solutions, successful and unsuccessful graphic redesigns, A/B test results — enough to know that sometimes our instincts are dead wrong.

What direct marketing subject could you talk about all day?
Okay, I admit it — I am a dyed-in-the-wool SEO geek.

What excites you most outside the office?
Downhill and cross-country skiing in Vermont, and playing hockey with other broken-down forty-somethings

What was your first job?
I picked peas at a local farm. Another great early job of mine was unloading cartons of Pampers diapers from railroad boxcars.

In high school, I was:
Wrestling in the 100-lb weight class, wearing big-ass aviator glasses, and listening to ZZ Top.

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