Areas of responsibility include digital commerce, digital marketing, user experience, customer retention management, email marketing, SMS, digital operations, analytics & insights, content, technology & transformation. Successfully led the cutover of Keds.com from the Wolverine Worldwide environment to the Designer Brands Inc. environment, completing the transition four months ahead of schedule.Led and managed the RFP process for vendors during the cutover of Keds.com, ensuring seamless integration, continuity of operations, and optimal performance of the website.Implemented change management strategies to support the entire Keds team in transitioning to new companies, tools, ways of working, and systems.Develop and execute short and long-term strategies for Keds.com, focusing on key site and consumer strategies to enhance the customer experience and drive sales growth.Own the P&L and successfully delivered on revenue and operating margin budgets, consistently optimizing business performance and customer satisfaction metrics.Manage a large and cross-functional team, providing support, guidance, and development opportunities to ensure their success in navigating the organization and achieving business objectives.Oversee site merchandising and operations, continuously optimizing site merchandising strategies to drive top-line sales and margin results.

Led the business, strategy, and performance of Keds.com, driving revenue growth, managing expenses, and delivering strong financial results.Collaborated cross-functionally to create a best-in-class brand and product experience, ensuring a brand-rich experience for consumers.Developed and executed brand and eCommerce strategies, identifying opportunities to propel the business forward and exceed consumer expectations.Owned the strategy for eCommerce marketing channels (SEM, SEO, affiliate, email, etc.), CRM, and site design, leading the core eCommerce team to execute across various digital channels.Developed financial plans and forecasts, managed advertising budgets, and owned the P&L for the eCommerce business.Provided maternity leave coverage for Chaco during Q4, delivering a significant increase in conversion and revenue (+20% conversion, +10% revenue).Played a key role in the Keds pitch and subsequent sale to Designer Brands, Inc., presenting the eCommerce business to executives and contributing to the successful sale.Demonstrated strong leadership skills by supporting the Keds.com team during the uncertainties of the brand's sale, ensuring their continued success.Collaborated with key partners across the business to achieve financial targets, executing buying strategies for healthier inventory levels, and advocate for necessary tools to drive strategic goals.Responsible for the success of the Buying and Planning teams. Ensure the team understands what in the assortment is priority and the nuances of product lifecycles. Optimize inventory to deliver on all metrics. Guarantee the product mix is brand accretive while delivering on sell-thru and margin targets and adhering to the open to buy.Oversee site merchandising and content strategy with the goal of continually optimizing to drive both top line sales and margin results.

Maternity leave coverage for Chaco

Owned and managed the business, strategy, and performance of the Harley-Davidson Footwear and Bates Footwear eCommerce sites, driving sales and building brand presence.Demonstrated full P&L responsibility for both brands, effectively managing expenses and delivering financial plans.Developed and executed profitable marketing initiatives, resulting in increased revenue growth and brand visibility.Successfully managed the 3P marketplace, optimizing product listings and driving sales through strategic partnerships.Led a diverse team, fostering a fail-fast culture rooted in empowerment and risk-taking, resulting in increased innovation and productivity.Presented to the Board of Directors on business growth opportunities and long-term strategies, effectively communicating the vision and goals of the digital business.Maintained clear and concise documentation of business strategies and performance metrics, facilitating effective communication and decision-making.Led the team in developing strategies for content, merchandising, planning, and buying.Owned and managed a 52 GTM calendar that included email and content strategy, promotional tests and executions, key product stories supported by our brands, and important days to consider when planning business from the previous year.Identified white space and new category initiatives within the assortment and worked with the product development team to bring styles/categories to market.Collaborated with the tech and optimization team on roadmap plans and site improvements, along with additional testing needs to improve performance on the site and enhance the consumer experience.Analyzed business trends through Google Analytics and other data-generated reporting to determine shifts needed in the business plan to deliver revenue targets.

Developed and executed engaging content strategies for two brands, driving sales and enhancing brand storytelling across company-owned websites and digital marketing channels.Led cross-functional design and UX projects, including full site redesigns, acquisitions, and website launches, ensuring seamless collaboration with internal and external partners.Prioritized test and learn initiatives, analyzing consumer behavior using Adobe Analytics, Google Analytics, A/B testing, and conversion rate optimization tools to optimize campaign performance.Balanced revenue-driving priorities, brand marketing initiatives, and brand-building activities to maximize eCommerce business growth.Collaborated closely with Planning and Buying teams to align web content with arrival dates, sell-outs, and inventory management.Worked diligently with CRM and acquisition teams to expand contactable lists and improve customer retention.Managed team priorities using project management tools such as Asana and JIRA.Planned and executed eCommerce content strategies to meet plan and forecast metrics, leveraging promotions, new and existing product mix, and brand stories.Managed end-to-end projects with cross-functional teams, including brand marketing, front-end development, email coding, and digital marketing specialists.Tracked site and digital campaign performance using Content Square, Tableau, and Google Analytics to drive data-driven decision making.Conceptualized and executed engaging email content, utilizing buyer data and brand voice to optimize open rates, click-through rates, and revenue.Crafted purposeful and consumer-facing copy, tailored to target purchasers and brand voice.Collaborated with brand marketing and user experience teams to create exceptional customer experiences for brand and eCommerce stories.

Work on the Cat Footwear, Hush Puppies and OnlineShoes e-commerce teams to develop engaging content that will drive sales, create relationships, and implement strategic plans to bring seasonal product and brand stories to life online and through digital marketing channels. Responsibilities include: • Led Monthly Business Reviews for Hush Puppies and Cat Footwear presenting to brand Presidents and executive staff. • Performed quarterly forecasting for Hush Puppies and Cat Footwear and developing the financial plan for Cat Footwear and OnlineShoes. • Manage cross-functional design and UX projects with internal and external partners, including full site redesign projects and website launches. • Analyze, test and report on consumer behavior using Adobe Analytics, A/B testing, conversion rate optimization, onsite search, user testing and other reporting tools. Utilize web analytics to monitor site activity and drive business decisions.• Generated 20%+ increase in revenue in 2017 and 2018 for the Hush Puppies e-commerce platform. • Write brand-voice copy for web, marketing, catalog and other applications.

Created the foundation for the Heels Down Media marketing team from the ground up. Led a team of multiple employees, generated leads and maintained relationships with Heels Down Media clients, planned and managed global trade show endeavors, developed and implemented digital marketing campaigns and an influencer network for HDM clients around the world. Creating innovative mobile marketing and integrated digital communication strategies, plans, and campaigns. Passionate about building a diverse team through effective coaching and creating a safe environment to take risks, challenge the status quo, and overcome limitations. Responsibilities included: • Managing and directing the Heels Down Media marketing team and editorial team.• Procuring new accounts for Heels Down Media while managing existing accounts and maintaining client relations.• Led the team at Heels Down Media to acquire global advertising partners and clients to create 200% company growth for Heels Down Media and an average of 60% growth for clients.-Developing and implementing influencer advertising campaigns-Performing project management for Heels Down Media clients.-Managing the marketing and relations for international trade shows attended by Heels Down Media-Project management; managing a team of content specialists and providing regular updates to clients -Drafting and pitching client RFIs and RFPs.-Managing the digital marketing efforts for all of Heels Down Media's subsidiaries. -Writing & editing articles for Heels Down Magazine.-Drafting press releases, communication plans, and campaign strategies. -Writing copy, generating content for partner websites, blog posts, and social media.-Researching market competition and competitive campaign strategies.-Managing multiple social media accounts for Heels Down Media

-Managing multiple social media accounts for various clients.-Performing technical writing for client's based on their industry.-Drafting press releases, communication plans, and campaign strategies. -Writing copy, generating content for websites, blog posts, and social media.-Researching market competition and competitive campaign strategies.-Creating and compiling content and materials for media kits.-Attending events such as press conferences, client events, and networking opportunities.-Communicate to high-level media staff and senior level client staff for press releases, & status updates.-Create engaging content by streamlining large amounts of data on industry practices.

Responsibilities included running the JMR social media accounts, digital traffic, sponsorship promotions, generating content, & vendor relations.

Responsibilities included riding horses (from green broke to 4* level), facility management, professional grooming, managing orders, competing, clipping, braiding, exercising polo ponies, grooming polo events, owner relations, sponsorship promotion, event planning, website management, and social media promotion.