At Vari (creators of the VariDesk), I manage our global US and international (Canada, Australia, Europe, UK) digital channels, including DTC and Amazon (Seller Fulfilled Prime). This comprises user experience (UX) design, optimization, analysis, merchandising, email marketing automation, marketplaces, and technology. While here, I've also implemented a web platform migration to Salesforce Commerce Cloud B2C and B2B, concurrent with a re-branding effort. Having been a long-time user of sit-stand desks and VariDesk products, now I'm spreading the word about the Active Workspace™.Results :- Implemented new DTC web site platform (Salesforce Commerce Cloud/SFCC), concurrent with full redesign and company rebrand- Achieved organic traffic recovery 4 weeks after domain change, and 30% lift by week 8- Launched separate B2B website for corporate sales channel- Rapidly implemented strategic and tactical changes during COVID-19 quarantine period- Improved website conversion rate and average order value- Turned around year over year negative trend of online channel sales into positive revenue gains.

At VOLT® Lighting, I led the e-commerce and multi-channel marketing teams, and was responsible for profitable growth of our online business. While achieving above 25% year-over-year growth, I also launched a new brand, re-platformed our web sites, grew our team, and had lots of fun doing all of this at a great company.Results :- Increased revenue more than 55% over two years- Increased site conversion rate more than 15%- Grew email subscriber list 60%- Implemented new web site platform (Mozu/Kibo), order management system, and related technologies- Launched two Web sites (one brand new B2B site, one redesigned B2C/DTC site)- Executed domain name change for e-commerce Web site- Added in-house development to e-commerce team- Led major change initiative of marketing team processes and communications

In the role of Director of E-Commerce Services, I helped clients optimize their e-commerce channels. I analyzed how they drove traffic to their Web sites, how effective their content and merchandising were on their Web sites, and how effectively they were managing their Web sites. I recommended ways to improve traffic, conversion, and average order value, and worked with these clients as they implemented the recommendations.On the marketing side, I helped clients with search engine optimization (SEO), search engine marketing (SEM), advertising (PPC), social networking, email marketing, comparison shopping engines, affiliate networks, and other types of campaigns.On the merchandising side, I helped clients with online experience management, product content, cross-selling, up-selling, outfits / ensembles, content management, behavioral targeting, and promotions.Clients include: Steve Madden, Shopko, Caldrea, Mrs. Meyers, Hastings Entertainment, Wet Seal, Legendary Whitetails, PacSun, Pendleton Woolen Mills, Cabela's, Meijer, Orion Telescopes & Binoculars, Goodyear Auto Service Centers, Lilly Pulitzer, James Avery, Bebe, Orchard Brands, True Value Hardware, Kirkland's, Charlotte Russe, Dollar Tree, Express Fashions, CooperVision, Central Garden & Pet

• Led e-commerce strategic services practice• Developed e-commerce strategies for clients, including marketing, merchandising, and technology plans• Formulated business requirements for B2C and B2B e-commerce channels• Created strategic and operational plans for new e-commerce businesses, entry into new markets, mergers/acquisitions, technology re-platform, and new product line introductions• Reviewed and improved clients’ digital marketing campaigns, including search engine optimization (SEO), paid search advertising (PPC), social networking, affiliate programs, comparison shopping engines and affiliate networks• Performed click-stream Web analytics to help clients improve marketing and merchandising• Authored Fry point of view and white papers on Web strategies for brand manufacturers• Managed day-to-day e-commerce operations (merchandising, content management, analytics) for Fry clients on an interim basisClients include: Cabela's, Wet Seal, Meijer, Napa Style, Whirlpool, Mattel, Herman Miller, Seagate, Pet Edge, Aramark