Armoire is a clothing rental membership that helps ambitious women love what they’re wearing. Armoire serves as a trusted advisor to help women build an elevated wardrobe that inspires confidence. With smart data and stylist picks, Armoire provides members with curated and personalized recommendations that make getting dressed all that much easier.➤ Led the 10-person Member Experience team and spearheaded initiatives to improve retention and acquisition through personal styling, customer service, retail, and events.➤ Managed local marketing for events and retail in collaboration with the marketing team, including developing partnerships, managing communications and creating events and promotions to drive store visits.➤ Collaborated with cross-functional partners on the marketing, tech, merchandising and operations teams on the development of initiatives and interventions to support company-wide churn reduction goals.➤ Improved retention rate of new members by 9% through a program of proactive, personalized member engagement.➤ Designed and created a retail space and member lounge in Armoire’s warehouse and increased unique visits by 45% year over year for the company’s highest retention cohort.

➤ Developed a cohesive event strategy to expand brand awareness, drive revenue and support customer retention targets.➤ Created, planned, executed and marketed more than two dozen events at Armoire’s headquarters and throughout the Seattle area in six months.➤ Built collaborative partnerships with local businesses and organizations to create custom special events, including SIFF, Women in Tech, RevelEleven, Yonder, WiSE & W Marketplace.➤ Collaborated with speakers and event partners to produce and source event deliverables, including layout design, event technology, presentation materials, participant takeaways and marketing assets.➤ Led a cross functional team to plan and execute a quarterly inventory sale to generate revenue from retired inventory and support new member acquisition, resulting in the highest ever revenue per hour sale event.➤ Established a center of excellence for customer experiences and events, utilizing playbooks and an event debrief process to ensure the customer experience was engaging, delightful and on-brand.

Art & Design Mercantile is the shop I launched to sell digital art prints created using generative AI tools.

The Village Haberdashery was a London-based omni-channel retail destination providing classes, supplies and inspiration for a creative lifestyle.As founder and director of The Village Haberdashery, my achievements include:➤ Founded a category-defining premium omni-channel retail business in the £3.4 billion UK craft sector. ➤ Successfully closed equity crowdfunding campaign, scaling business operations and doubling revenue.➤ Responsible for managing business P&L, including various budget lines and statutory reporting. ➤ Leveraged customer analytics, insights and trends to create business opportunities to meet and exceed revenue and profitability targets.➤ Designed and built e-commerce storefront, continuously optimizing the user experience and merchandizing strategy to improve the customer journey, conversion rates and LTV.➤ Created and executed a full-funnel marketing strategy to grow the brand via social media, paid media, email, affiliate marketing, SEO and community relations.➤ Developed a retention strategy that leveraged CRM segmentation data and cohort analysis to improve key customer metrics.➤ Managed all direct-to-consumer marketing communication campaigns and automations throughout the customer lifecycle including email and SMS.➤ Produced or oversaw creation of all photography, video and copy for social media, email newsletters, blog posts and in-store promotions.➤ Evaluated, negotiated with and onboarded dozens of local and international suppliers to curate a unique product mix and a profitable pricing strategy.➤ Hired, managed, trained and motivated a team to provide a personalized, customer-obsessed online and in-store experience.➤ Designed and project-managed the fit-out of a 1500 sq ft retail shop and class studio from the ground up. ➤ Developed a program of hundreds of creative workshops, events and pop-ups designed to educate, engage and inspire our customers.

MSL Group is a global network of public relations companies owned by French multinational Publicis Groupe. I was part of the MSL Group team in San Francisco and London and my achievements included:➤ Created strategic external communications plans for emerging growth B2B and B2C technology brands in the US and UK. ➤ Executed on a wide range of marketing programs including media and analyst relations, event management, social media campaigns, content creation and influencer and customer relations.➤ Led public relations, brand marketing and influencer relations campaigns for US coupon website RetailMeNot.com, growing the brand from start-up to market leader and $90 million acquisition (2010).➤ Managed PR agencies across Europe for clients to provide cohesive campaigns in key markets.➤ Spearheaded strategic business development initiatives for the UK technology practice group to support overall business goals.➤ Developed high performing client teams, providing career guidance, training and mentorship for junior staff.

➤ Represented high-profile authors and delivered national public relations campaigns to support book launches.➤ Managed all aspects of publicity for national author tours and secured national and local print, online, television and radio coverage.➤ Created press materials, including galley letters, press releases, praise sheets, and tour sheets.➤ Escorted authors to New York media interviews and bookstore events.➤ Oversaw the creation of media lists and coordinated and executed warehouse mailings.➤ Worked with cross-functional teams to meet and exceed publishing timelines and sales targets.

➤ Handcrafted delicious beverages.➤ Created moments of connection with customers.

➤ Managed all presentation and registration elements for 130+ professional seminars across North America.➤ Worked with hotel and conference staff to ensure proper set up of seminar rooms, food and beverage orders and on-site audio and visual equipment.➤ Traveled by car and plane to a different city each day and problem-solved travel-related issues.➤ Registered and welcomed participants to each seminar, providing customer service as needed.➤ Handled all on-site transactions and completed all necessary paperwork including a summary of each seminar, continuing education credits for participants, evaluations of seminars and travel schedules.➤ Negotiated contracts with hotels and convention centers and coordinated daily travel throughout North America.