Andrea Lee Email and Phone Number

Integral member of the Four Seasons global headquarters team that drives marketing and strategy for one of the world’s leading luxury hospitality brands.Lead the Online Retail strategy and execution for all Marketing & Ecommerce related aspects of the retail platform, as well as P&L management and business performance delivery. Strategic Retail Model• Lead strategic online retail business model and framework to guide roadmap, execution and ongoing decision making for the Online Retail program• Work collaboratively with cross-functional team on future go-to-market strategy in new geographies, new product categories, and synergies with offline retail channels• Identify and implement, key opportunity areas for program enhancement, and incremental revenue opportunitiesMarketing Strategy and Communications• Work in partnership with agencies to develop integrated communication plans and best-in-class creative to support online retail program, amplified across owned, earned, shared and paid environments• Lead digital marketing efforts for online retail, working with media agency on performance management for SEM/SEO and Social strategy• Responsible for overall marketing budget planning and trackingEcommerce• Lead ecommerce roadmap to deliver optimal UX strategy and digital experience on the shop site• Refine roadmap over time based on stakeholder feedback, guest insights and analytics• Develop test and learn approach to optimize traffic, conversion and revenue• Conduct A/B and multivariate test for various elements of eCommerce Retail digital experience• Monitor competitive landscape and identify opportunities for growth• Work with agencies and internal partners to develop online assetsAnalytics and P&L• Ownership of Online Retail P&L• Responsible for oversight and management of ongoing reporting and performance scorecard, working closely with Finance and Analytics teams• Lead overall program analysis and results communication to stakeholders

Manage $11.5M direct-to-consumer Product Marketing business, with accountability for full scope of customer funnel, leading the eCommerce site strategy, product roadmap and integrated marketing campaigns. Responsible for annual marketing plan and budget, period reconciliation and reporting.• Grew overall Get Better Gifts program revenue by 183% over the course of 4 years through optimizing customer journey and effective management of end-to-end integrated marketing campaigns, delivering qualified traffic to the site.• Led the strategic re-design of the Get Better Gifts website, including strategy, design, development, testing, and implementation. Resulted in improved user engagement; 56% increase in avg session duration, 31% decrease in bounce rate and 109% increase in mobile traffic.• Currently leading launch of the new SickKids eCommerce shop (to be launched Sept 2019), with a focus on improved information architecture, UX design, clear value proposition and mobile-first design. • Lead site merchandising, content planning and strategy, with focus on creating data rich sites. • Provide data-driven business insights through site analytics and testing, aimed at increasing on-site engagement, conversions and revenue. • Oversee content creation/updates, content calendar, enrichment process and operational issues.• Responsible for acquiring new and retaining existing customers through effective campaign and program management. Execute a ‘test, learn & optimize’ approach to drive efficiency, increase revenue and enhance learning.• Ensure all marketing and web assets align to overarching Brand strategy.

Lead role in highly targeted business development to grow retail revenue through online channels. Expanded business with Amazon Worldwide, Costco Worldwide, Sears North America, Target North America and more. Accountable for all aspects of the business including eCommerce strategy, promotional opportunities, pricing, budget, sales and profitability.• Led site merchandising, content planning and strategy, with focus on creating visually compelling, data rich sites. Analyzed SKU productivity on partner sites to refine assortments, enhance clarity of offering and improve site conversions.• Worked closely with buyers to identify promotional opportunities. Utilized web portals to evaluate site activity and developed merchandising plans to improve traffic & conversion• Managed eCommerce promotional strategy and development of new product offerings specific to .com partners. Implemented buying guides, editorial content from industry professionals and expert reviews on partner sites to create knowledge portals.• Managed high performing team responsible for content updates on partner sites, order entry and customer service.• Liaised with logistics and fulfillment to optimize fulfillment process and ensured accurate sales forecasts to address increasing customer expectations for rapid inventory availability.• Sourced new eCommerce business & implemented successful drop-ship models, with responsibility for contract negotiation & pricing.

Launched cross channel marketing campaigns, inclusive of Radio, Print, Out of Home and social media.• Designed, developed, and implemented promotional marketing strategies.• Analyzed and researched market trends, competitor advertising and consumer preferences to determine gaps, develop best practices and ensure competitive positioning in the marketplace.• Well versed in profitability relating to advertising expense and sales uplift.• Planned/forecasted daily sales and gross profit, ensuring YOY growth through strategic marketing initiatives.• Provided leadership to marketing team to ensure effective implementation of strategy, including copy notes and art design.• Collaborated with merchandising on product strategies and new product launch.

• Managed selection and assortment of product and drove overall business of the following categories: Accessories and Gadgets, Home Furnishings, Home Organization and Albums• Doubled Accessory category sales over a 2 yr period, while decreasing inventory by 10%• Grew overall Home portfolio by $1M within first 7 months and increased profitability/contribution dollars +627 basis pts• Maintained domestic/overseas vendor relations and ensured optimal performance through negotiations, resolution of issues and collaboration on opportunities. Worked with Asian/European agents to source goods overseas.• Managed OTB process. Executed gross profit, sales and inventory targets within planned receipt budget• Upheld gross margin targets by continuing to source and negotiate sharper pricing• Identified emerging product opportunities through researching product trends and attending trade shows• Developed exclusive offerings and introduce new proprietary goods• Developed pricing strategy that ensures competitive value driven product• Collaborated with Merchandising team to create plannograms, worked with SKU planning & Allocations to optimize product flow• Managed and executed markdown process in conjunction with planning team

Contributed to improved department performance, growing the Paper business from $26M to a $43M business within 3 yrs, through developing recommendations and providing insights based on analysis using the BW systemProvided ad hoc/sub category level analysis to improve category sales, penetration and profitability. Net margin contribution was improved by +107 basis points Played an integral role in growing the business 63% while only increasing inventory by 33%Provided post mortem reporting, forecasts and comparative analysisDeveloped, executed and monitored initial allocation strategy using the SAP systemCollaborated with various internal groups to improve category performance, resolve category issues and act as a customer service representative to the organization

Played integral role in buying function of the sunglass dept; built a customer-centric assortment in alignment to the Hbc Merchandising vision & business objectiveProvided input to and implemented post-season learning'sContributed to the 2005 luggage expansion initiative to expand the dept by 70% and to grow the dept. by $6.3 Million in sales Provide support to the Buyer in driving overall performance of the following departments: luggage, backpacks, handbags, sunglasses and rain Execute gross profit, sales and inventory targetsPrepare analysis on merchandise performance (weekly sales reports, tracking RTV's, and inventory contribution reports)Accountable for all pricing, administration and data entry (assign accurate UDAs and item attributes for Distributor, create and maintain all items and vendor info, and markdown execution)Execute sales and promotional activities (sample procurement, price adjustments, coordination, maintenance and entry into advertising database)Work with ISM for non-ad downloads, in-store set-up, fixture creation and allocation

•Provided support on the development and implementation of programs/tools to retain existing Sympatico customers and migrate them up the value chain. •Contributed to Bell’s corporate objectives of ending DSL customer count and increasing average revenue per user.•Created & analyzed weekly/monthly reporting •Assisted with tracking, post analysis and research to assess the effectiveness of customer retention programs and campaigns•Managed direct mail/email tactics by liaising with ad agency. Reviewed and approved copy, layouts, data counts, film and lives. •Developed scripting and positioning for outbound and inbound calls•Monitored customer interaction w/ call centers•Attended focus groups to better understand customers’ attitudes towards Sympatico. •Helped plan retention programs by providing customer insight.•Managed collection of receivables outstanding

Coordinated a number of marketing tasks related to national programs and events such as sampling programs, promotions, post analysis, and trackingWorked with the Customer Marketing Team and Sales Force to develop artwork and promotional information required in execution of programsWorked with agencies/suppliers on creative, merchandising and POS opportunities by briefing them, providing feedback and executing programsManaged all project elements through legal system to ensure that Coca-Cola trademarks are properly executed in all communicationsMonitored and issued relevant consumer trend information based on a variety of external sourcesCreated post-evaluations for various promotionsCreated internal newsletter for both immediate consumption and future consumption channels

Allocated merchandise to stores based on fashion trends, retail and inventory requirementsConducted ongoing report analysis to improve store unit and dollar sales performance of individual commodities within the girls' apparel departmentWorked with planning manager to plan seasonal and weekly shipping forecastsPlanned special features and successful promotional strategies for new and existing storesBalanced inventory shipping strategies to achieve monthly sales and inventory objectives for each store within a departmentWorked closely with buying, distribution facilities and store operations to solve problems and assess departmental merchandise assortment for quality and relative value as compared with competitorsMonitored success of dept. through store visits