CHIEF Public Safety Equipment & Apparel

CHIEF-supplye-Commerce & Digital Marketing

Police officers, firefighters and emergency medical personnel are busy people—but they also have to take time to get the gear they need to perform their duties. During 7 years as the Web Editor for the USA’s 2nd-largest national distributor of public safety equipment, I grew e-commerce sales and increased online marketing conversion.

Growing Web-Based Sales & Online Marketing Presence

As part of the e-commerce and digital marketing team, I worked directly with the Director of e-Commerce & Digital Marketing, the VP of Merchandising and the VP of Sales. We grew online sales year over year, increased targeted lead generation for our inbound sales center and gained national recognition for the company by developing and promoting specialty niche content and services.

As part of my core duties, I maintained and managed all product content in an e-commerce database of 47,000+ SKUs from 300+ vendors. I increased customer satisfaction and retention by writing compelling website copy optimized for search engines (SEO) such as Google, Yahoo! and MSN/Bing. I also expanded the company’s online marketing presence by deploying Twitter, YouTube and Facebook profiles, managing content posting schedules and attracting thousands of followers. In addition to managing email and social media marketing, I implemented day-to-day content strategy, seasonal online promotions, email marketing collateral, transaction/auto-reply emails, affiliate marketing and SEM/PPC campaigns.

Big Picture

Along with day-to-day website operations, there was always the bigger picture to focus on too. I worked closely with the team to decrease website operational costs and increase online-generated revenue through design, navigation, content and technology efficiencies gained over two website redevelopment cycles, as well as by implementing in-house style guides that standardized in-house content and web development.

The end result? A powerful e-commerce presence with effective copy, strong search engine performance, and user-friendly design and content.


  • 2007 Multichannel (MCM) Award, Silver, Business Specialty Products Website
  • 2009 Outstanding Achievement Award


Project Dates: 2004-2011

Client Comments

“Anthony is a conscientious and efficient web-content editor who employs multiple work tools to maintain a high level of work output, generating positive and actionable organizational results. Anthony thrives on working within the web medium and is a pleasure to work with.”
— John Procopio, Director of Digital Marketing & e-Commerce, CHIEF