Daran Herrman
Digital Technology Business & Market Leader

10+ years of experience in managing online businesses, including managing strategy development, global eCommerce solutions, online marketing & multi-channel retail partnerships for business & consumer market sectors.

A winning financial and visual track record in online and omni-channel marketing with multi-channel campaigns across desktop, mobile and tablet including: SEM, SEO, CRM, email, affiliate, social, customer surveying and loyalty. Financially savvy and skilled with providing mission critical reporting on key KPIs, marketing performance, user behavior, browsing paths, traffic flows and channels and marketing tests. Well versed at uncovering insights within data about user behavior that quickly leads to action and improved traffic, conversion and financial results.  A hands-on, pragmatic leader capable of delivering results in a fast-paced environment.

Specialties / Areas of Expertise:

* Online Strategy Development & Execution (B2B & B2C)

* eCommerce Platform Optimization

* Enterprise System Integrations with eCommerce/CMS Platforms

* Leadership & Team Development

* Brand/Product Marketing & Remarketing

* Sales Pipeline Development & Growth

* Third-Party (Partner Management)

* Photography, Video Production & Design

* High-Impact Presentations

* Sales Training & Development

* Online marketing, SEO, SEM & PPC

* International eCommerce & Web Expertise

ECommerce Director
Arrow Electronics (ARW) - 2012 to 12-2014

Arrow Electronics is a global provider of products, services and solutions to industrial and commercial users of electronic components and enterprise computing solutions, with 2013 sales of $21.4 billion. Arrow serves as a supply channel partner for over 100,000 original equipment manufacturers, contract manufacturers and commercial customers through a global network of more than 460 locations in 58 countries.

A Fortune 150 company with 16,500 employees worldwide, Arrow brings technology solutions to a breadth of markets, including telecommunications, information systems, transportation, medical, industrial and consumer electronics.

Key Responsibilities
– Planned & executed the overall eCommerce strategy for Arrow Value Recovery, North America
– Delivered strong selling performance & year-over-year growth via our online store & online partners through executing merchandising strategies
– Lead, motivated & mentored the on-site and off-site eCommerce teams with a focus on conversion, traffic & site experience
– Partnered with external developers (domestic & international) to ensure effective execution of the strategy while staying on budget
– Developed & implemented short & long term strategies to increase website traffic, conversion, AOV, profitability & reduction of cart abandonment
– Managed 3rd Party relationships & programs that add features & capabilities in support of the eCommerce strategy
– Attracted, hired, managed & inspired/motivated a skilled eCommerce team
– Optimization of site design to promote a seamless customer experience & increase customer conversion
– Developed & lead a content strategy to support conversion & traffic/customer acquisition goals
– Lead & managed all aspects of direct-to-consumer online marketing including the areas of SEO, paid search, retargeting, display ads, email marketing, social networking & affiliate marketing
– Continually & rapidly developed & launched both qualitative & quantitative A/B & multivariate tests
– Member of the Integration team that is responsible for finding areas of the business in need of vast improvement & solving them

Key Projects & Milestones
– Grew online sales from $15k per month to $1m+ monthly or 66x increase
– Increased online traffic 3x with launch of an affiliate marketing channel while maintaining a conversion rate over 2.5%
– Acquired entire marketing budget of over $100,000/year via Microsoft Development Funds & maintained the relationship to continue the funding year over year
– Designed automated repricing solution based on various factors including inventory age, product specifications and percent/dollar amount difference from competitors price
– Combined all online operations of five acquired entities into a single integrated organization

Marketing & eCommerce Manager
TechTurn - 2008 to 2012

TechTurn is the trusted industry leader for technology recovery, refurbishing and remarketing. The company is helping to build the foundation for sustainable technology, providing consumers and enterprises with an economically smart, environmentally friendly and risk-free method for the collecting, recycling and reselling of used technology so it can continue to benefit others. Indeed, since 1999, TechTurn has been a preferred take-back partner and information source for the top computer manufacturers. Additionally, the company has piloted consumer take-back events for electronic assets with the EPA. By extending the life of these products, TechTurn is able to enrich the lives of millions while also helping to significantly reduce the amount of e-waste that is filling our landfills and polluting our environment.

Business Highlights during tenure:
Worlds first Microsoft Authorized Refurbisher
Worlds first R2 Certified Electronics Recycler
Acquired by Arrow Electronics (ARW) in 2012

Key Responsibilities
– Responsible for & managed the following departments: eCommerce, Marketing, Customer Service & Pricing
– Developed & executed digital marketing strategy & initiatives across all digital media channels from concept to launch
– Developed digital marketing programs to support awareness, customer acquisition, customer retention & development , digital advertising, email marketing, social media & mobile marketing
– Reviewed & continual optimization of website navigation & product page templates based on site metrics & industry best practices
– Ensured that digital plans are executed in conjunction with offline marketing tactics to enable cross-channel marketing objectives
– Owned & managed the customer experience including design, content, information architecture, branding/marketing, site performance, functionality & usability
– Responsible for digital marketing budget, spend, & related ROI
– Member of the Leadership Team and kept management & leadership abreast of the latest successes, risks & issues

Key Projects & Milestones
– Redesigned eCommerce strategy including the entire backend & front-end infrastructure
– Redesigned all marketing materials including company website, partner portal, print/web graphics & videos
– Developed the marketing roadmap & measurements for the collection and analysis of actionable analytics (Analytics, A/B Testing & metrics on web and mobile platforms) that guided continuous improvements in our customer acquisition, retention, & action funnel and conversion to purchase performance
– Created an automated inventory management communication system between Microsoft Dynamics based ERP system with backend Magento eCommerce platform for a near real-time online & offline inventory control & availability
– Created presentations, attended meetings, showcased capabilities and was heavily involved with the acquisition to Arrow Electronics

ColoredLion.com - 2009 to present

ColoredLion.com specializes in bringing out the amazing colors that are all around us with photography and video. If you want vibrate, colorful and dramatic images we are the experts. ColoredLion.com also has classes and tutorials for photographers from beginners to experts that want to learn more about how to enhance their skills and advanced editing techniques.

ColoredLion.com started out with a simple idea. To produce photography that was as bright and vibrant as the scene was in real life. Daran Herrman, who created ColoredLion.com, purchased a top of the line camera with expensive lenses and went out for his first shoot. The pictures came back dull and no where near the imagery he had in his head. Daran began editing his photos with Photoshop and taking multiple exposure levels of the same scene and merging them together to digitally recreate what our eye sees. His first shoot was with this new approach created beautiful images that were very unique. This grew into a business as more and more people wanted to be captured with this new look.

After a few different business names, ColoredLion.com was created in 2009 and has a, well, unique meaning. The ‘colored’ part stands for all the color and vibrancy that is captured through photography. The ‘lion’ is short for ‘lion heart’ and stands for never giving up and giving it your all.

Key Responsibilities & Highlights:
– Photographer, Producer, Graphic/Web Designer & Owner
– #YOUGOTSHOT viral brand built via gorilla marketing
– Created full image strategies for bands and brands
– Producer of creative projects with over 20 crew members
– Management of on-site and off-site employees including international outsourcing
– Creation of web strategies and websites for clients
– Please visit www.ColoredLion.com to view portfolio

Here Are Some Of ColoredLion.com Satisfied Brands & Bands


Sales & Marketing Manager
Showcase Diamond Jewelers - 2002 to 2008

– Developed, implemented & continually measured a new marketing strategy
– Designed, implemented & maintained online eCommerce store
– Assisted customers with high end jewelry & diamond purchases
– Purchased & managed inventory
– Performed jewelry appraisals for insurance purposes
– Trained & managed employees on customer service & retail sales
– Designed company logo & graphics for print ads & Internet site
– Oversaw the relocation of the company to larger location
– First year of taking over sales & marketing equated to a 38% increase in sales & 34% increase in gross profit.

President & Co-Owner
Flatlander - 2005 to 2007

– Purchased semi-loads of closeouts/returns from large discount stores
– Managed inventory
– Trained & managed new employees on customer service & retail sales
– Purchased & pawned items from the public
– Created online store with integration with eBay
– Negotiated sale of company

Marketing & eCommerce Manager
SJ2 (SJ Squared) - 2005 to 2007

– Directed & implemented the creation of the store
– Created second location after initial success of first brick & mortar store
– Designed, implemented & maintained online eCommerce store
– Purchased & managed inventory
– Trained & managed new employees on customer service & retail sales
– Designed company logo & all graphics for print & online advertisements
– Wrote, directed, & recorded radio ads
– Implemented POS system & inventory management system

President & Co-Owner
EStop - 2004 to 2007

– Built custom websites for Internet sales
– Listed customer’s items on eBay
– Created & maintained store’s website
– Trained & managed new employees on customer service & retail sales
– Oversaw the relocation of the company
– Negotiated sale of the company
– Created company


– SXSW Platinum Level Volunteer (4 years)

– Boards and Bands Fundraising event for Townlake Animal Center

– EcoAustin Fundraising event for The Trail Foundation

– Multiple KickStarter Crowd Funding Projects raising over $40k for independent musicians


Fort Hays State University

Leadership Studies, Corporate Emphasis

May 2006

Here are a Few Examples of Video & Web Projects

Web Sites & Stores
  • 640-2arrow
  • 640-bri
  • 640-arrowdirect
  • 640-coloredlion2
  • 640-briwhiskey
  • 640-fnvid
  • 640-psmv
  • 640-5fitvid
  • 640-5fit


80 Red River #219 Austin, TX 78701

Fill Out the Form Below to Contact Me

Go do what you want to be and  it will become.

Daran Herrman

Believe in yourself and all that you are.  Know that there is something inside you that is greater than any obstacle.

Christian D. Larson

Your life is an occasion, rise to it.

Suzanne Weyn