• Direct the user experience, day-to-day operations, development, and website performance.• Define the desktop and mobile testing strategies to constantly improve the user experience and optimize shopping and checkout funnels.• Planning and execution of promotions, coupons, pricing, shipping thresholds, and follow-up analysis.• Analyze and segment data to uncover audiences, opportunities for growth, and areas of improvement.• Content and data management, page building (HTML), product set up, and content creation. • Email marketing lists growth, email creation and scheduling, and email deliverability optimization.• Cross-functional strategy on digital advertising, customer acquisition, and ROAS goals.• SEO/SEM optimization to increase visibility in search engines, promote brand awareness, and drive traffic to the website. • Ownership and execution of the eCommerce and digital marketing project roadmap and backlog.• Shopify theme optimization, template creation, app management, and other third-party integrations.• Lead ADA initiatives to make the website compliant as required by the Americans with Disabilities Act.

• Directed mobile and desktop user experiences, development, performance, and day-to-day operations. • Re-designed product detail page templates to be intuitive, user-friendly, display important decision-making information above the fold, and provide additional product and merchandising options, which reduced bounce rates 40% and increased conversion 125%.• SEO optimization resulted in organic keyword placements on pages 1 and 2 increasing 20%, greatly improved SEO score, and increased organic traffic to the website.• Updated the website to be ADA compliant as required by the Americans with Disabilities Act.• Expanded product offering internationally by implementing local currency shopping and checkout.• Develop and present learnings from data analysis, including actionable insights and recommendations.• Conducted usability testing to ensure the website was intuitive and easy to use.• Utilized heatmaps and visitor session recording technology to further understand how visitors interact with the website and to identify trends and trouble spots.• Conducted Klaviyo email campaign testing and optimized deliverability, increasing email revenue 25%.• Onsite implementation of behavioral targeting to increase revenue and grow the email list.• Launched product upsell and cross-sell merchandising to increase sales revenue and AOV.• Extensively reworked product attributes and metadata for search engines and social media.• Produced banners, icons, and logos for advertising, affiliates, social, and the website.• Optimized Magento code and content, reducing overall website load time by 5 points.• Developed brand and asset guides to ensure a consistent brand image and voice across all channels.• Managed a digital advertising agency to meet revenue, growth, and ROAS goals.• Managed a development agency on website user experience enhancements and development projects.• Oversaw technology development, operations, associated interdependencies, and applications.

• Directed the experiences and operation of Pacificcoastfeather.com and Hollandersleepproducts.com. • Monitored website and email KPIs to improve user experience, checkout funnel, C2P, and revenue. • Led the personalization and product recommendation strategy on the websites and email.• Partnered cross-functionally on social media strategies, worked with influencers to increase fan base. • Owned content and promotional strategies, calendars, and tactical execution for the websites and email.• Reworked Salsify product information architecture to support multiple channels, streamline data entry and syndication, improve data quality, and set up marketplace direct connect functionality. • Oversaw the creation of content and gathering of product information for the websites and marketplaces.• Completed RFPs and managed vendor relationships with eCommerce technology solutions partners.• Managed departmental and technology Jira project backlogs, Kanban boards, and scrum meetings.• Managed a development agency to make sure allocated hours and budgets were utilized efficiently, projects adhered to scope and timelines, smooth code releases, and successful pre/post-release testing.• Oversaw Salesforce upgrades and back-end integrations with systems including Oracle.• Collaborated with Merchandising, IT, and other departments to improve product forecasting/inventory. • Tracked departmental budgeting, vendor invoices, and payment requests.

• Oversaw the development and launch of Hollandersleepproducts.com start-up website on Magento, from concept through post-launch analysis. Including hands-on involvement.• Created in-depth technical and business requirements docs, plus testing and launch timelines.• Developed branding and content style guides, and SOPs for all processes and channels. • Diagramed the layout, architectural flow, and navigation of the new website for mobile and desktop.• Oversaw the creation and approval of all mobile and desktop wireframes, graphics, and content.• Worked closely with the development team to ensure the website designs were implemented correctly.• Partnered with IT and an agency on a Salesforce with Oracle (RP/CRM/SCM) integration.

• Designed and implemented a new homepage, category pages, and product categorization taxonomy.• Championed the Akeneo PIM integration with Magento, AS400 and other in-house legacy systems. • Implemented new product description processes to improve the product page user experience and SEO.• Managed the Jira backlog of open website functionality, technical enhancements, and bugs.

• Directed mobile and desktop user experiences, development, performance, and day-to-day operations. • Oversaw the creation of copy and graphics for the website, blog, email, newsletter, and recipes.• Managed products and content in both Magento and WordPress. Created related menus and templates.• Established SEO friendly standards for page and product naming conventions, category and navigation structures, meta-data, copy, and graphics.• Launched Certona personalization and product recommendation strategies for the website and email. • Worked closely with Google on a strategy for PPC, Search Ads, Display Ads, Gmail Ads, and Targeting.• Managed and executed upon the technology roadmap and backlog of enhancements and bugs. • Managed the redesign and re-platforming of Gardenoflife.com (DTC) on Magento.• Created website mockups and user flows to communicate designs to stakeholders and solicit feedback.• Oversaw the implementation of Algolia site search on WordPress and Magento.• Supported the implementation of a WordPress instance with Magento to support the blog.• Partnered with IT on the integration of Magento with Oracle (RP/CRM/SCM).• Oversaw the launch of a Vitamin Advisor and ensured the tool adhered to branding and FDA guidelines.

• Directed the Vitacost.com website which generated over $450M in annual online revenue.• Led a team of 20 on front-end development, website updates, product set up, and content creation.• Monitored customer behavior to optimize website navigation, categorization, site search, and checkout.• Conceptualized and oversaw development of one-page checkout, with a focus on improving UI/UX, reducing cart and checkout abandonment, security enhancements, and reducing page load time.• Built over 30 brand microsites strategically designed to carry-over each brand’s unique experience and appeal directly to existing customers of those brands and drive traffic to the site and promote retention.• Launched an in-house designed and developed vitamin and supplement advisor quiz.• Refer-a-Friend and Loyalty programs strategy, design, development, and post-launch-management.• Cross-functional development of a Monthly Mystery Box auto ship program. • Led the creation of an in-house CMS, PIM, product pricing utility, and website merchandising tools.• Worked with merchandising teams on product selection, inventory, bundling, promotions, and pricing.• Conducted weekly website usability testing and focus groups. Analyzed and implemented findings.• Oversaw on-site product photo-shoots, and photo processing for eCommerce and marketing channels.• Drove cross-departmental involvement in experiences for desktop, mobile, social, SEO/SEM, email.• Oversaw the implementation and management of Endeca for site search and merchandising.• Partnered with IT on the project backlog, development status, QA/UAT, and code releases.

• Analyzed and set improvement goals for key website metrics including visits, conversion, and bounce.• Managed two successful website redesigns and one major website widening project.• Successfully launched translation functionality on the website.• Performed quarterly departmental project and performance presentations.• Managed product attributes, naming conventions, images, videos, descriptions, categorization, pricing.• Maintained website FDA, Hazmat, and Prop65 compliance and customer facing messaging. • Reviewed and acted upon customer satisfaction and exit surveys.