Experience Matters
After setting strategic e-commerce & marketing plans for industry leaders for over a decade, my focus now is on tomorrow’s big brands. Providing both strategy and execution with a focus on content management for small to medium sized businesses.
Resume
The Elle Factor
Founder
Defining content strategy that converts for social, email, and websites across food and beverage, CPG, apparel, and more. Executing that strategy to deliver revenue and growth. A trusted partner to founders and female entrepreneurs.
SOREL
National Key Account Marketing Manager
Strategized and implemented multi-channel account marketing plans in-store and digitally each season for all top accounts including Amazon, Zappos, Backcountry, Dicks Sporting Goods, Nordstrom, Macys. Drove consistency between wholesale and DTC channels.
Grew top partner’s business by 150% in one year by maximizing campaign placements.
Designed and implemented new co-op framework and partnership levels to inform all budgeting decisions.
Managed Amazon third party agencies, Brand shop and enhanced product pages, marketing spend and strategy, creative and copy.
Project managed all digital partnership coverage of biggest event in company’s history: The Mile-Long Runway. Resulted in 45% increase in brand awareness across partners and $120K additional sales in following week.
Up-leveled brand story-telling and placement across partner sites to drive awareness and conversion leading to 2000% lift in views and 35% increase in sell thru.
Columbia Sportswear Company
Ecommerce Site Manager, Sorel.com
Responsible for achieving all site KPI’s: revenue, conversion, margin. Decision maker for all roadmap and initiative decisions for brand within larger Ecommerce department. Conduit between brand marketing and e-commerce creative, marketing, and tech teams.
Grew business from $25M to $40M. Utilized Omniture analytics to study traffic and conversion patterns. Resulted in 73% increase in visits, 115% increase in orders, and 24% in conversion.
Created all annual promotions. Introduced new functionality onsite to aid in seasonal storytelling. Resulted in increased time on site and 13% increase in conversion. Aided in growing email subscribers from 200K to 500K.
Brought seasonal stories to life through comprehensive creative briefs and collaboration with cross functional partners.
Instrumental in designing top navigation and landing pages to support product discovery and information gathering. Conversion increased by 12% after redesign.
Evaluated 3rd party vendors such as TrueFit and Curalate for implementation.
Designed A/B Testing plans to optimize site performance and conversion which drove a 5% lift in conversion.
Columbia Sportswear Company
Senior Ecommerce Merchandise Manager, Footwear
Responsible for $75M business in US and CA. Curated assortments to ensure best selection was available on site. Forecasted sales and placed seasonal buys. Maintained stock levels, and developed pricing strategy.
Lakeshore Learning Materials
Buyer, Catalog, Retail and Web
Analyzed historical and current sales trends, market changes, and overstock. Created and presented department plans for approval and implementation. Pitched new products and analyzed performance of existing products to justify inclusion in catalogs. Created catalog layouts, wrote copy for products, worked with design teams for compelling packaging.