Defined the B2B and B2C online business strategy for a 4000+ sku product catalog consisting primarily of the beauty, hair accessory, and kids/baby pretend play categoriesVetted and selected vendor for new B2B site projected to reach $10M in sales in 2-3 yearsResponsible for ensuring product catalog accuracy for a B2B user base with personalized pricing and product assortment availability based upon prior sales volume and business type. Launched and manage Amazon marketplace program including assortment selection, product presentation, and pricing strategy.Optimize product assortment by using category, brand, and price point analysis.Work with product development and design team to develop web only product.Increase browse to buy and site conversion rates by continually monitoring product page performance via on site analytics tools and ensuring users have the information necessary to making an informed purchase decision.

Developed and implemented ecommerce strategy with goal of achieving $1M in sales year oneEstablished ecommerce KPIs and reporting to be used for business performance measurement.Grew ecommerce sales 9.5% in first 4 months in roleEvaluated all ecommerce processes/systems to identify areas for improvementImplemented consumer driven merchandising strategy including product selection, inventory management, and product presentation on siteSourced, identified, and contracted with vendors for paid search & affiliate marketing programs

Responsible for redefining and executing online business strategy for a shoe & accessory wholesaler/retailer focused on revenue and traffic growthDirect and execute ecommerce marketing, merchandising, and customer experience initiativesIncreased year over year online sales 56%, traffic 23%, and conversion rate 31%Responsible for assortment planning at the item and product category level, placing web buy, and managing inventory lifecycle based on ecommerce revenue goalsConceptualize and execute all site content updates including homepages and landing pages to support master marketing & merchandising calendarManage all third party vendors including photographer, freelance creative resources, SEM/SEO agency, development agency, and affiliate marketing partnerDirected the development of initial social media strategiesDeveloped and instituted weekly & monthly web sales/site performance recap

Member of ecommerce team charged with implementing online best practices on several B2C websitesInstituted process for documentation of business requirements & wireframes used by tech team for development Led implementation and launch of Omniture Site Catalyst, Discover, and Test & TargetDesigned and implemented on site A/B tests on multiple UI and functional elements leading to UI enhancementsManaged team of three, including creative department

Developed launch strategy including all merchandising/marketing initiatives and creative presentationAchieved $20M in revenue and 4% conversion rate in first yearPartnered with creative services to establish brand voice and consistently execute in emails, homepages, and all other creative initiatives including national print ad campaignConceptualized first ‘magalog’ for OneStopPlus.com and developed process for ongoing theme and season driven ‘magalogs’Developed interactive product guides with the goal of driving sales through the use of expert and user generated contentDeveloped business requirements for guided navigation leading to a 5% increase in site conversionAnalyze site traffic, product & category sales, and consumer shopping patterns to enhance website presentation to optimize conversionManaged team of three

Business leader of cross functional team responsible for the relaunch of the Redcats ecommerce platform, a 2 year project which included the relaunch of 10 sites & the initial launch of OneStopPlus.com, representing annual revenue of $300MSuccessfully influenced the decision making process at the c-level in the prioritization of feature adoption & selection of third party software providersParticipated in the vetting and selection of third party agencies for platform relaunch projectDirected 3rd party vendors in the documentation of user interface specifications and business rules that served as a development tool for the online technology teamDesigned and launched state of the art private label credit card initiatives including real time approvals, display of pre-approvals, and open to buy information with the goal of increased acceptance use rates

Responsible for online merchandising strategy for 9 websitesDeveloped online merchandising business analysis template for use throughout organizationPerformed monthly analysis of on-site customer behavior and made recommendations for enhancements to the user experience