Experience

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  Love To Dream™

  • US Ecommerce Consultant

    • Oct 2022 - Present

    • Ecommerce channel analysis, forecasting and strategy building • Analyzed existing website and contributed a robust list of optimization ideas via UX, content and promotions • Co-created 3 year channel strategy deck with a plan to more than double the Ecommerce channel’s revenue • Manage vendor relationships in the US; set up contract for customer review syndication • Manage content updates/optimization and sponsored product ads platform for Target.com; increased Target digital score by ten points • Collaborate closely with global Marketing and Ecomm/Tech teams based in Australia

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  Pipette

  • Senior Director of Ecommerce, Pipette Baby

    • Jul 2021 - Aug 2022

    • Owned Ecommerce sales forecast, promotional strategy and robust reporting• Oversaw website content strategy and daily merchandising operations • Partnered with tech team and product manager to develop and continually reprioritize a roadmap for new site features & functionality, based on changing business needs • Hired a retention marketing team and oversaw email & SMS content strategy & optimization• Partnered with product managers on strategy for implementation of a loyalty program• Stretched to oversee performance marketing for 6 months, owning the annual budget for all paid media channelsResults:✓ Drove biggest Black Friday-Cyber Monday weekend sales in brand history ✓ Improved Email Open/Click rates by 10+ percentage points by focusing on segments & journeys ✓ Implemented successful home page, navigation, cart, and linking strategy updates that reduced bounce rate and cart abandonment

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  Quay Australia

  • San Francisco, California, United States

  • Senior Director, Ecommerce Merchandising

    • Apr 2019 - May 2021
    • San Francisco, California, United States

    • Drove site & email content strategy, visual merchandising and features/functionality roadmap for Quay’s 4 global Ecommerce sites (US, AU, UK & EU).• Collaborated with product & planning/analytics teams to identify promotions & experiences that hit ambitious growth goals across all site KPI’s.• Developed reporting systems to clearly & consistently share site performance data with creative & product development teams.• Owned relationships with external vendors who supply technology to optimize the shopping experience (Virtual Try-On, Ratings & Reviews, UGC, etc)Results:✓ Tripled US E-commerce revenue in 2 years.✓ Increased conversion by 26% in 2 years while traffic grew 150%.✓ Oversaw implementation of a new homepage template and navigation update, resulting in improved engagement and conversion metrics.✓ Successfully launched 2 new product categories with new & innovative site presentation and functionality.

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  Gap Inc.

  • United States
  • Retail
  • 700 & Above Employee

  • Director of Ecommerce Merchandising, Athleta

    • Aug 2016 - Apr 2019

    • Drove Ecommerce content and merchandising strategy & execution, working closely with leads of other channels to ensure a seamless omni-channel experience for customers• Developed go-to-market strategies and successfully launched new products & initiatives to reach operational and revenue goals• Formulated a robust photography strategy and regularly influenced decisions regarding product and marketing that resulted in growth for the entire company• Collaborated closely with Digital Marketing, Creative, Product Development, Finance, Inventory and Catalog Teams to maintain alignment and deliver on pre-season marketing strategy• Influenced sales by reviewing and analyzing product layout and display to ensure optimal site placement and overall customer experience• Determined opportunities to enhance the innovation road map for improved site features & functionality• Grew the Ecommerce merchandising team from three individuals doing minimal visual site merchandising to a best in class, financially savvy team of sevenResults:✓ Drove double-digit comps online, year-over-year with the online business holding a consistent contribution to total omni channel volume despite significant growth in store openings.✓ Updated strategy for site product photography, resulting in a 25% improvement in consumer insights score in a one-year period.✓ Succeeded in obtaining 4 large product categories to over-penetrate online, doing more than 50% of the total omni channel brand volume.

  • Merchandising Director, Old Navy Outlet Womens & Mens

    • Sep 2015 - Aug 2016

  • Director of Ecommerce Merchandising, Old Navy Online

    • Aug 2006 - Sep 2015

    Director of Ecommerce Merchandising: Men’s and Key Categories (2012–2015); Women’s, Men’s and Accessories (2010–2012); Maternity and Plus (2006–2010)• Successfully developed an ecommerce and merchandising go-to-market strategy for Old Navy Online while implementing best in class operational practices across several teams and categories.• Consistently collaborated with cross-functional peers across Digital Marketing, Finance, Creative, Product Design, and Inventory to evolve and refine product pipeline process.• Successfully hired and built high performance teams of up to 10 employees to drive operational efficiency and revenue growth, including overseeing seasonal line selection, site management, and business strategies for the largest divisions of Old Navy Online.• Performed full analysis and review of product lines to focus on the most productive assortments, re-investing in growth areas, boosting profitability and reducing workload for the Design, Production and Sourcing teams.• Coordinated a vision for growth opportunity by category which influenced cross-functional strategies to gain market share through the use of market share data, sales trends and seasonal product stories.• Managed Women’s Plus as an online exclusive business and directed a cross-functional committee to develop a long-range strategic growth plan which resulted in 2X growth over a 2 year-period.

  • Senior Ecommerce Merchandiser, Baby, Old Navy Online

    • Aug 2004 - Aug 2006

    • Drove high growth and high margins, increasing Baby contribution to total Old Navy online.• Worked closely with designers and production team to triple online exclusive volume through special collections andtest concepts.

  • Merchandiser, Girls, Old Navy Stores

    • Oct 2000 - Aug 2004

    • Managed a wide variety of merchandise categories for Old Navy Girls as a traditional, brick-and-mortarmerchant, including knits, graphics, active, swim, and denim. Participated in a large strategic re-launch of the denim line.

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  Abercrombie & Fitch

  • Assistant Merchandiser

    • Jul 1999 - Sep 2000

    Completed Merchandising training program and worked in abercrombie girls knits assisting with line assortment and product development.