RESUME + CAREER

“Digital Generalist”

In the words of a corporate personality test...
Sam Sherfey is an outcome-focused, discipline-driven, and down-to-earth eCommerce Strategist with a background in Project Management. With a focus on experiential content (3D/AR + Product Configurators), Sam's current priority is the expansion of Stanley Black & Decker's suite of tools for helping end users find and purchase... tools.

Learn more on LinkedIn

MY WORK

My work at Stanley Black & Decker is largely focused on eCommerce experience, particularly the "moments" we create with tools like Product Finders, 3D and Augmented Reality Models, and Product Configurators. We are looking to make the shopping experience & purchasing decision more streamlined and enjoyable.

Product Finders

Designed to help end users, even professionals, find or discover the “right” tool, resulting in up to 40% fewer returns. Deployed on owned and operated sites for BLACK+DECKER, CRAFTSMAN, and DEWALT, success is measured by Completion Rate, Click-Through Rate, and Referred Revenue. With these data points, we can evaluate the approximate value of a user directed to this journey. 
To date, Product Finders have referred over $8,000,000 in revenue for Stanley Black & Decker, representing a "user value" ROI of over 5,000% in the first year of publishing.

3D and Augmented Reality

Offering end users with a chance to interrogate a product without having it in their physical space while answering questions like "does it fit?" or "does it match the room?" without going through a purchase and return cycle.
It’s a unique experience proven to increase session length and conversion rate. Current models on BLACK+DECKER, CRAFTSMAN, and DEWALT (as well as retail partner sites) have increased session length by 147-487% and lifted conversion rates by 46-93%.

Product Configurators

Key to providing online shoppers with an equal, if not better, experience than in-store as we look to merge the two shopping behaviors. By meeting shoppers where they shop, we can provide them with interaction that is only possible online (such as lifting heavy storage chests and cabinets), resulting in Click-Through Rates over 29% and an AOV lift of 47-125%.

Awards

  • Issued by Stanley Black & Decker

    Award for Visionary Leadership; 1 Annual Winner Selected by eComm President and Commercial Leadership

    Demonstrates visionary leadership, a growth mindset and focus forward, vision. Connects work to larger purpose, inspires engagement across the team, delivers unique solutions to enable better digital business for SBD and partners.

    Awarded for:

    Connecting work to larger purpose, inspiring engagement across the team, delivering unique solutions to enable better digital business for SBD and partners by:

    • Contributing to the design and launch of DTC sites for BLACK+DECKER and CRAFTSMAN; bringing advanced content strategy vision.

    • Creating digital experiences that are first of their kind at SBD and have pushed the organization forward, including five guided shopping experiences with over 110,000 unique visitors and referred revenue of over $9M.

    • Creating digital experiences that are first of their kind at SBD and have pushed the organization forward, including 144 3D/AR models for retail use by Ace Hardware, Acme, Amazon, Lowe’s, and our DTC sites; resulting in conversion lifts of 46-93%.

    • Earning back-to-back annual marketing ADDY awards for SBD.

  • Issued by Stanley Black & Decker

    In every organization, there are people who reach higher. Whether they find a creative solution to a problem or turn in outstanding work on a long-term project, their performance goes "above and beyond" what is normally required by their job. The Stanley Black & Decker Worldwide Incentive Nomination (WIN) Recognition Program is designed to recognize and reward these people.

  • Issued by American Advertising Federation

    Silver — Digital Creative Technology: 3D and Augmented Reality

    DEWALT® TOUGHSYSTEM® Tool Storage Configurator

    The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting nearly 30,000 entries every year in local AAF Club competitions.

    The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

    Conducted annually by the American Advertising Federation (AAF), the local phase is the first of a three-tier, national competition. Concurrently, across the country, local entrants vie to win ADDY Awards—recognition as the very best in their markets.

    Selection of the most creative entries is conducted through a scoring process in which a panel of judges—comprised of accomplished advertising creative professionals—evaluates all creative dimensions of every entry.

    Entries that are considered outstanding and worthy of recognition receive a Silver ADDY.

  • Issued by Stanley Black & Decker

    In every organization, there are people who reach higher. Whether they find a creative solution to a problem or turn in outstanding work on a long-term project, their performance goes "above and beyond" what is normally required by their job. The Stanley Black & Decker Worldwide Incentive Nomination (WIN) Recognition Program is designed to recognize and reward these people.

  • Issued by Stanley Black & Decker

    Awarded to the Digital Merchandising team for extraordinary accomplishments in online strategy and contributions to organization goals.

  • Issued by American Advertising Federation

    Silver — Online Interactive: Apps, Games, Virtual Reality

    20V MAX* DEWALT® POWERSTACK™ COMPACT BATTERY

    The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting nearly 30,000 entries every year in local AAF Club competitions.

    The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

    Conducted annually by the American Advertising Federation (AAF), the local phase is the firstof a three-tier, national competition. Concurrently, across the country, local entrants vie to win ADDY Awards—recognition as the very best in their markets.

    Selection of the most creative entries is conducted through a scoring process in which a panel of judges—comprised of accomplished advertising creative professionals—evaluates all creative dimensions of every entry.

    Entries that are considered outstanding and worthy of recognition receive a Silver ADDY.

  • Issued by Stanley Black & Decker

    In every organization, there are people who reach higher. Whether they find a creative solution to a problem or turn in outstanding work on a long-term project, their performance goes "above and beyond" what is normally required by their job. The Stanley Black & Decker Worldwide Incentive Nomination (WIN) Recognition Program is designed to recognize and reward these people.

  • Issued by American Advertising Federation

    Gold — Elements of Advertising: Brand Launch

    Colossal Blue - World Famous Crab Cakes

    The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting nearly 30,000 entries every year in local AAF Club competitions.

    The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

    Conducted annually by the American Advertising Federation (AAF), the local phase is the first of a three-tier, national competition. Concurrently, across the country, local entrants vie to win ADDY Awards—recognition as the very best in their markets.

    Selection of the most creative entries is conducted through a scoring process in which a panel of judges—comprised of accomplished advertising creative professionals—evaluates all creative dimensions of every entry.

    Entries recognized as the highest level of creative excellence and judged to be superior receive a Gold ADDY.