Growth-oriented D2C eCommerce leader with 15 years of experience driving digital strategies, leading business development efforts, and excelling in team management to consistently meet multimillion-dollar revenue goals.
Skilled in launching multiple new business lines, leading platform transitions and redesigns, and delivering stellar user experiences. Strong foundation in category management, site optimization, and strategic roadmap development. Expert in identifying key business strengths and weaknesses for effective decision-making by conducting market research and competitor analysis. Adept at utilizing SEO, SEM, data analysis, email marketing, and other channels to maximize visibility and customer acquisition. Unrivaled leadership qualities, with the ability to develop and mentor multifaceted teams to achieve top- line growth. Skilled in adapting to dynamic business environments and driving success through strategic initiatives and effective communication with stakeholders. Energetic, critical thinker and self-starting leader with a high level of resilience, courage, and the ability to instill confidence in teams and stakeholders.
Strengths & Expertise
eCommerce Strategy
Business Development
Revenue Optimization
Category Management
Digital Marketing Data
Data Analytics & Insights
Site Merchandising
Partnership Management
Team Leadership
Technology Integration
eCommerce Operations
UX Optimization
Professional Experience
America’s Test Kitchen
Director, eCommerce & Affiliates • May 2016 - March 2024
Developed and implemented initiatives to expand eCommerce business while steering day-to-day operations. Amplified digital footprint and advanced the company's overarching digital vision, collaborating cross-functionally with UX, design, product, engineering, and editorial teams. Formulated and nurtured an eCommerce and Affiliate roadmap encompassing scoping, prioritization, execution, functionality, usability, and measurement. Direct sourcing, purchasing, and on-site presentation and merchandising of all products. Identified and prioritized opportunities for revenue growth, margin improvement, engagement, conversion, and site navigation. Ensured effective oversight of day-to-day site merchandising and operations.
Accomplishments:
Yielded a 34% growth in the company's eCommerce business over a few years by successfully launching multiple new business lines and overseeing website management and optimization initiatives.
Worked on three website migrations, including one transition to a different platform and two comprehensive redesigns, ensuring seamless and improved online experiences.
Increased affiliate revenue by over 50% by successfully implementing an enhanced affiliate link management system, introducing a custom multi-retailer affiliate approach, and diversifying and expanding affiliate networks.
Magnified site's SEO performance, uplifting mobile score from the 70s to an impressive 93 and achieving a desktop score of 92.
Elevated the accessibility score to 93, a substantial improvement from the previous high 70s score--achieved through close collaboration with the Perkins School of the Blind.
Attained a stellar 100 rating from Google for overall best practices on ATK’s shop.
Revamped eCommerce content strategy and promotional calendar, ensuring full integration and consistency across channels in collaboration with marketing, creative, and planning partners.
Implemented site monitoring software that led to a savings of $600K in potentially lost revenue within the first year.
BJ's Wholesale Club
Buyer, Beauty Care • January 2015 – April 2016
Spearheaded day-to-day operations for a multi-category Beauty Care business, ensuring seamless functionality. Procured national brand merchandise, negotiating the lowest costs to provide excellent value and maintain competitive pricing thresholds. Collaborated cross-functionally with marketing, in-club demos, inventory control, supply chain, merchandise presentation, and merchandise operations to contribute to the realization of planned sales, margin, and inventory goals.
Accomplishments:
Surpassed the yearly sales target of $280M by proficiently managing assistant buyers and implementing effective sales strategies.
Expanded a $10M holiday gifting category by 10% through detailed competitive research, trend analysis, and strategic store planning.
Pioneered a year-round sun care business model for warmer climate stores, optimizing revenue streams and ensuring sustained business growth.
Enhanced the $5M sun care business by 8% through meticulous inventory management and allocation strategies tailored to individual store needs.
Demonstrated a keen ability to navigate and thrive in a dynamic business environment characterized by frequent shifts in strategies and products, exhibiting a talent for adapting and pivoting with the latest industry trends.
Assistant Buyer, Beauty Care & Home Chemicals • October 2013 – January 2015
Contributed significantly to propelling the $280M Beauty Care and $600M Home Chemicals business by conducting daily sales analysis and fostering effective communication with vendors. Analyzed market trends, consumer preferences, and competitor activities to make informed assortment decisions. Built and maintained strong relationships with vendors. Negotiated terms, pricing, and promotional opportunities. Communicated with vendors to ensure product availability and resolve any issues that may arise.
Accomplishments:
Achieved a 70% growth in the online beauty business and a 15% increase in the online home chemicals business within one year by working collaboratively with Buyers to implement new eCommerce product strategies.
Earned the prestigious "Rising Star" award in 2014 for exceptional contributions to the 15% and 70% growth of the Home Chemicals and Beauty Care eCommerce businesses, respectively
Additional Experience
Sales Event Manager, Karmaloop • Boston, MA • January 2013 – October 2013
Assistant Buyer, Men's Apparel, Rue La La • Boston, MA • June 2012 – January 2013
Event Producer, Men's & Outdoor Active, Rue La La • Boston, MA • June 2010 – June 2012
Manager, Addo Novo (retail store) • Portland, ME • February 2007 – June 2010
Principle Dancer, Portland Ballet Company • Portland, ME • September 1999 – March 2011
Education
University of Southern Maine
Portland, ME
Bachelor of Science (BS) in Business Administration
Technical Proficiencies
Google Suite
A/B Testing
Google Analytics
Jira
Mixpanel
Basic HTML/Coding
Magento
Shopify
Weebly
Square Space
Trackonomics
SEO
Tableau
SQL
R
Wrike
Teamwork
Coda
Soft Skills
Attention to Detail
Adaptability
Curiosity
Problem-solving
Integrity
Self-movitation
Communication
Collaboration
Empathy
Time Management
Results-oriented
Organization
Teamwork
Leadership
Decision-making
Accountability
Reliability
Strategic