• Created omnichannel digital merchandising strategy; email, the websites, paid search, organic search, and social- transforming to a digital-first mindset from catalog-first approach• Optimized product assortments for the websites (PLP and PDP), leading to an improved user experience for 4,000 active products in each of the 7 brands, which is creating less friction on the websites, 4% higher conversation rates YOY, and SEO average position growing by 5 in less than a year• Switched website platforms for all 7 brands and rebuilt site navigation by evaluating analytics, search terms, and user journey leading to less friction and higher conversation rates on newly created gifting landing pages• Developed cohesive brand tone across digital and the catalog, including making a style guide and inspiration board for the company’s largest brand, resulting in greater user engagement• Reimagined new item process leading to efficiency, higher speed to market, and better data to analysis sales for inventory buys

• Reinvented the strategic growth plan for FTD and ProFlowers in the plant and gift categories by reviving the product assortment with new gift baskets and boxes, plants, and plant containers• Created value proposition statements in order to differentiate the brands from the competition • Oversaw budget for the plant and gift categories, managing inventory and planning for trends and seasonality• Managed Category Manager for plants & gift categories

• Curated the product assortment across all marketing channels and site for $160M business• Led a 3-person site merchandising team and developed long-term and short-term merchandising and marketing strategy• Oversaw assortment and production of the quarterly 100-page catalog• Analyzed customer personas and behavior, historical sales and data, internal and external trends, etc. to develop cohesive product stories; gift guides alone had a 5x increase in contribution to revenue YOY• Managed site taxonomy and landing pages and optimized for conversion, SEO, and paid search resulting in 30 basis points increase in conversion rates

• Led 16 people across the site merchandising and buying teams to discover products, with sales growing50% and exclusive sales growing 71% in 3 years• Added buying categories for wellness and growing garden, leading to $1 million+ in incremental salesduring the first year• Produced product merchandising brand guides and cross departmental RACIs so that the assortmentvision could be better understood leading to clearer communication and more efficient processes• Margin grew 100 basis points during leadership of buying team, 2014-2018

• Managed 4 people, half of the company’s buying team, as owner of the tabletop, kitchen, food & drink categories• Oversaw buying strategies that contributed to tabletop sales growing 24% in 1 year

• Increased tabletop business by 30%, making it grow to 33% of total company sales• Launched the first vendor manual and charge back program at the company

• Introduced the food and drink category to the business, which became 11% of total sales in 2019• Managed the tabletop category, 31% of the company’s retail sales, and grew it by 50% in 1 year

• Created 2 new brands and grew them through product launches (400+ items per year)• Developed giftware lines for Canada, UK, and France and grew worldwide sales 10% in 1 year• Managed inventory for a 97% fulfillment rate and found sourcing partners in China and Thailand

Worked with the executive team and managed the new $6 million wholesale brand, whose customer base grew 1,000% in the first year of operation