My role is to identify consumer preferences that inform strategic insights and key business decisions across product, marketing and creative teams. Over my career at Athleta, I have developed and installed customer segmentation strategies to inform key decisions, optimized marketing efforts and enhanced the customer journey. In this role I have applied rigorous agile A/B testing methodologies focused on personalization and driving customer lifetime value.

In this role I led catalog and direct mail marketing to drive customer engagement and lifetime value. Responsible for A/B testing, segmentation strategies, customer scoring, financial modeling and ROI analysis to inform media mix.

Responsible for building circulation strategies to support brand growth through customer acquisition, retention, and reactivation. Develop annual budget and forecasts and long range planning.

Developed circulation strategies to meet financial goals and sales growth targets for the core business and brand extensions. Responsible for the catalog budget, catalog execution, customer modeling and customer database.