-Own the end-to-end DTC website experience and metrics-Lead the roadmap and prioritization of development work for website-Optimize the customer journey - including navigation, PDP, homepage and guided search re-designs-Work closely with development partners to triage customer pain points-Own the Amazon marketplace agency relationship and channel metrics -Plan homepage marketing campaigns and coordinate all web marketing-Design and create new web pages and experiences based on customer needs / search trends-Optimize landing pages based on channel trends-Work closely with agency partners to understand external site traffic and collaborate on paid ad strategy-Collaborate with brand team on triggered and promotional emails-Report on website analytics and hold a deep understanding of website behavior

-Led the overall strategy, roadmap, A/B testing, analytics and new integrations of our AI-based product recommendations and conversational search, in partnership with Certona and Zoovu, that accounts for 11% of total website revenue together.-Led the integration, optimization testing, and growth of our third-party outfitting recommendation software, Stylitics, that showed an average incremental value of 16 million annually online through increases in AOV and UPT.-Worked closely with Product Management and UX teams to write stories, design new concepts, provide QA, A/B test and deploy new features and functionality for the recommendations and monetization program.-Led our retail media efforts on the web and grew website monetization 11x over 4 years, from 1 million in 2018 to over 11 million by 2022 by working cross-functionally with technology to expand capabilities and unlocking new sellable real estate.-Managed the relationship and growth strategy for our ratings & reviews partner, Bazaarvoice, and size/fit rec partner, True Fit.-Managed a team of 3 direct reports, covering 3 unique sub-programs across DICKS.com and its vertical brands.

-Own and advise on product & content recommendation strategy across web, email and in-store applications-Understand and advise on customer trends and browse behaviors online using both quantitative and qualitative data-Identify category variances and opportunities for site optimization-Own category experience with navigation, on-site search, attribution, and product recommendations-Own lean A/B optimization testing in category to determine optimal category experience -Establish key metrics for success measurement-Ensure category experience aligns with larger global eCommerce Experience strategy-Partner cross-functionally to understand category objectives-Partner cross-functionally to drive best-in-class eCommerce experience-Educate and inform business partners on customer behavior within category-Train and educate partners on eCommerce merchandising tools

-Manage the overall strategy, implementation and day-to-day operations of product & content recommendations on the web-Identify web pages that can benefit from third-party recommendation algorithms and build a road map for execution-Partner with site merchandisers and product managers on opportunities to utilize algorithms in driving traffic, conversion and basket size-Act as liaison between internal business teams and third-party account management (Certona & Criteo)-Log, track, and help resolve issues that arise with the recommendation program using JIRA agile project management software-Manipulate third-party algorithms according to the specific web behavior of DSG customers-Work with IT and attribution teams to ensure third-party algorithms have sufficient data for recommendations-Identify areas for A/B optimization testing and analyze test results in tandem with third-party account management-Report on KPIs for the product/content recommendation program-Analyze data on costumer shopping behavior from entry to exit to provide insight on merchandising and use of creative-Research, design, implement, test and monitor site navigation in partnership with site merchandisers-Establish and enforce guidelines for optimal navigation across all platforms that optimize conversion, highlight product and drive optimal traffic patterns-Develop global merchandising strategies that enhance the ways customers find products resulting in improved web interaction metrics including but not limited to sales, conversion and $/visit

- Help optimize website presentation and email promotions by analyzing customer intent with web analytics tools (Google Analytics & Omniture)- Work with design team to create and position promotional offers in a way that drives optimum business results.- Create and maintain an assortment architecture and visual presentation on the website that maximizes selling opportunities and delivers the EMS, Bob's Stores and Sport Chalet Value Proposition to their perspective websites.- Categorize new product to the website using the Content Management System (Demandware) and create new categories where necessary- Collaborate with and inform Vendors, Merchants, and Marketing Teams to ensure that imagery, product copy and promotions are accurately represented- Maintain an acute awareness of the business context, competitive pressures, and internal variables (i.e. branding objectives, stock position, pricing, deliveries, site performance, etc.)- Conduct analysis and utilize data on competition to help guide ongoing improvements to both the website taxonomy and product assortments- Ensure 3rd party links lead to relevant product and/or assortments that support our brand message and optimize business results

Manage various aspects of both email campaign performance and website merchandisingWeb Merchandising:-Manage the display and categorization of products on the site-Develop, manage, and maintain product information according to SEO best practices to ensure consistency across the entire online catalog-Use Google Analytics to track sales and engagement on the site-Conduct market research by designing customer surveys and compiling/analyzing the results-Create new categories on the site to maximize customer experience and ensure user-friendliness-Write copy and chose products for various web promotions-Compile monthly reporting on where people have clicked and purchased-Assign keywords to products using search engine software to improve the site search -Make selections for the "related products" on our product pages -Advertise new products on social mediaEmail:-Manage the selection of products, inventory tracking and rolling schedule for our special discount email campaigns-Use sales data, product reviews and pricing strategy to make informed decisions about which products to use in emails and when to schedule campaigns-Choose categories to discount based on customer trends, past behavior and revenue potential-Use purchasing history and click-analysis to optimize customer experience of emails-Set up testing with subject lines and creative and analyze the performance-Write copy for our plain text email series-Suggest new ideas for email promotions based on site engagement and trending products-Provide monthly KPI (Key Performance Indicator) reporting of email financials

-Work with Google Analytics to track purchasing and engagement on the site-Pick products for e-mail discounts and promotions/ manage the e-mail calendar-Manage display of products on the site-Advertise new products on social media-Add keywords and related products to enhance website experience-Research and analysis of mobile campaigns

-Helped the sales team prepare quotes on orders of co-branded promotional products-Provided ideas for products to be used in golf tournaments and trade shows-Researched and called suppliers about pricing/custom design on products-Managed customer information in the CRM database