Developed and executed DTC growth financial plan that focused on efficiently scaling across all channels Defined and managed KPIs such as RoAS, Traffic Growth, CVR, AOV, and CACDeveloped full-funnel acquisition and retention marketing strategies, optimizing core channels while consistently testing new channels and formats. Managed projects/initiatives that improved the customer experience throughout their journey— pre/during/post purchase with key internal and external teamsDeveloped and managed new partnerships with other brands and tech platformsLaunched Canal to open new sales channel, adding three new sources of revenue with co-branded collaborationsFacilitated multiple co-branded partnership to build brand awareness and reduce user acquisition costs without have to use paid media channels

Develop and execute the overall D2C strategy for ecommerce site and digital marketing channelsOwns P&L creation and management to deliver sales plan and sustainable growthCreates and executes the online marketing calendar to ensure KPIs, fiscal budgets and forecasts are metCreates a full funnel approach to maximize both retention and acquisition for the dotcom businessManages agencies for paid media—creating cohesive campaigns and monitoring ROAS, CPA & CVR to maintain a positive blended ROASContinually enhances D2C site and optimize site performance to create a positive customer experience, increasing conversion rate and driving customer data acquisition*Relaunched site to Shopify’s OS 2.0, increasing CVR 108% post relaunch*Increased online revenue by 330% in the first six months*A/B test custom landing pages for conversion rate optimization

Responsible for creation, development and execution of all SEM, SEO, affiliate, re-messaging and new acquisition and retention programs to drive awareness, engagement and conversionForecast and deliver on volume, costs, and revenue KPIs for e-commerce channelLead on-site initiatives to increase conversation rate and monitor customer journey from landing page to checkoutDevelop and strategize, collaboratively with cross-functional teams, and implement online marketing, advertising and promotions calendarLead digital team in executing vision from concept to launch Lead business analysis of customer and business metrics, maintaining and improving models for predicting lifetime value, repeat rates, and other measures of customer behavior Develop customer segmentation and propensity to purchase modeling to drive lifecycle marketing across customer touchpoints Drive analytical approach to management and decision-making, with strong proficiency in web analytics, performance marketing analytics, customer segmentation and testing/optimization techniques Develop and execute strategy to drive rapid, profitable growth with Digital Marketing channels, while achieving sales and margin objectives Monitor KPI metrics

Oversaw all content management, digital paid media channels, social channels and UX/UI development for both LillaP.com & LeoandSage.comFrom concept to execution, managed marketing calendar and goals to meet KPIs and ensures fiscal budgets and forecasts are metEstablished cross-functional alignment with internal teams and agencies creating cohesive campaignsFocused on customer acquisition, engagement, and retention strategiesManaged day-to-day operations for email, paid search, re-targeting, affiliates and paid social channelsProject managed UX/UI functionality and enhancements for B2C and B2B applications

Solely responsible for managing all aspects of brooklyndenimco.com, including:Product Management, Search Engine Optimization, Producing All Images, Page Layouts and Designs, Inventory Control, Processing All SalesRedesigning and launching new ECommerce platformEvaluates site analytics and implements SEO to all web contentProactively adds new content and products to the site and writes SEO focused copy Conducts all photo shoots as well as post production edits on all imagesDevelops and executes all marketing campaignsManages and implements all social media content across all platforms