Experience

Online Retailer

• Australia
• Retail
• 1 - 100 Employee

• Director of Ecommerce

  • May 2017 - Present

  Greater New York City Area Lead North American Ecommerce operation including budget oversight, digital marketing, site merchandising and management of internal team of 5.



The Rockport Company

• United States
• Retail Apparel and Fashion
• 200 - 300 Employee

• Director of Ecommerce

  • Aug 2016 - Apr 2017

  Boston, MA

• Senior Manager, Digital Marketing & eCommerce Development

  • Jan 2015 - Aug 2016

  Canton, MA • Oversaw budget and operations for Rockport eCommerce. • Led all aspects of digital marketing (email, PPC, SEO, & affiliates). • Launched onsite blog: managed Wordpress plugin implementation and subsequent content strategy. • Drove site enhancement program to increase traffic and on-site conversion. • Managed two direct reports and several external agencies.

• Manager, Online Marketing & Site Operations

  • Mar 2013 - Jan 2015

  Canton, MA Online Marketing • Oversaw North America channel strategy, target setting, budgets/forecasting, and agency management for affiliates, paid search, and SEO. • Affiliate Marketing: Responsible for affiliate program since its inception in 2011, maintaining a balanced sale-active mix between loyalty, daily deal and niche/content affiliates. • Paid Search: Responsible for all SEM efforts including PPC, Display, Remarketing (Criteo), PLAs and CSEs. • SEO: Responsible for all organic… Show more Online Marketing • Oversaw North America channel strategy, target setting, budgets/forecasting, and agency management for affiliates, paid search, and SEO. • Affiliate Marketing: Responsible for affiliate program since its inception in 2011, maintaining a balanced sale-active mix between loyalty, daily deal and niche/content affiliates. • Paid Search: Responsible for all SEM efforts including PPC, Display, Remarketing (Criteo), PLAs and CSEs. • SEO: Responsible for all organic search efforts. Recent initiatives include overhauling all onsite copy to implement new keyword strategy, and implementing competitive SEO tool (Conductor Searchlight). Optimisation/Testing • Devised optimisation/UX strategy across all pages of the conversion funnel utilizing A/B, multivariate, and remote usability testing methods. • Worked cross functionally with design and technical teams to see tests through from the ideation stage to the production stage. • Key projects have included a new checkout design/layout, and multipage navigation overhaul. The resulting outcomes each produced double-digit revenue-per-visit lift. Site Operations • Worked closely with third-party shipping and returns teams to ensure operational efficiency; most recently set up online exchange order capabilities through working with IT and logistics teams. • Oversaw online customer service standards and conflict resolution processes; this includes ratings and reviews (Bazaarvoice) content. • Managed French content translations on .ca, ensuring periodic changeovers were on budget and consistent with Canadian market expectations. • Managed content/merchandising direct report, ensuring .com, .ca and mobile experience is aligned with business needs.

• Associate Manager, eCommerce Content

  • Jan 2011 - Mar 2013

  Canton, MA • Managed eCommerce merchandising, content/promotion implementation, and analytics reporting • Oversaw affiliate and PPC channels; budgets and forecasts • Planned periodic MVT projects and site optimization targets • Coordinated with internal marketing teams on seasonal campaigns and digital brand strategy • Assisted with US Demandware platform launch, .ca rollout, and mobile optimized site build