• Beat sales budget by +3% & prior year by +56%.• Improved GM by +42% over budget & +59% over prior year.• Improved contribution by 3.6x over budget & 4.5x over the previous year.• Improved Paid Marketing +94% over budget & improved ROAS +31%.• Improved conversion rate on average 25% on 3 sites by introducing new site layouts, payment options, online returns process, recommendations, reviews & personalization. • Implemented a Ratings and Reviews platform that improved customer experience & conversion rate.• Implemented new fraud protection, reducing chargebacks from over 3% to <1% while also improving the decline rate from 8.5% to <2%.• Implemented a comprehensive tracking and returns portal to enhance the customer experience and ease the burden of customer service outreach for help, reducing customer service touchpoint hours by an average of 8 hours a week.• Grew Amazon 3P business by 180% by leading a shifting strategy while improving company profits. • Reduced email costs by 65% while improving results. • Introduced new payment forms like Apple Pay, Google Pay, Amazon Pay, and Sezzle (BNPL) to improve customer checkout options. • Led company efforts to monitor and improve MAP policies.

• Responsible for the overall digital strategy and execution for 5 websites include Hats.com & EU version, Kangol.com & EU version, BaileyHats.com•eCommerce business includes Marketplace strategy and execution on 5+ marketplaces including Amazon, eBay, Jet & Walmart • Came into position inheriting sub-optimal trio of websites and quickly needed to get up to speed to prioritize and address issues and restore functionality.• Broke up with implementation service integrator, bringing in a more experienced team to accelerate site fixes.• Implemented new marketing efforts that resulted in over $51k in additional revenue•Renegotiated 2 main vendor contracts, saving over $100k on renewals in the first 4 months in my role.• Strategized and executed a Q4 marketing plan that garnered the highest sale day in eCommerce history as well as the best Black Friday and Cyber Monday in history.• Reorganized structure of team and functions to better align to a growth strategy.• Have taken over oversight of the first ever Bollman Hat Company store within my first 6 months. Setting in place retail operations structure missing from the store.• Increased average monthly store sales 40% since taking over.

• Increased AOV 5.34% through assortment changes, training on cross sell/up selling, more impactful featuring & category realignment within merchants.• Implemented Master Service Agreement with vendors to define relationships and hold partners accountable, cutting down on mis-shipments and over-invoicing by 22% in the first 6 months• Defined the omnichannel customer experience while growing content on site to incorporate more of the retail store information, menus, hours, etc.• Expanded the online assortment by 55% by introducing products only available in store or as special order, reducing the inventory needed to be carried for online and increasing organic traffic and site sales.• Defined online assortment, taxonomy & content needs to grow the business to a national presence that supports the local retail stores and the national wholesale business.• Introduced an email marketing strategy and achieved top campaigns with a 473% ROI.

• 2016 Magento Imagine Growth Award• Increased sales 235% in 2 years by focusing on providing the best customer experience through the platform, inventory, U/X, assortment, pricing strategy, SEO and product content. • Improved organic search results by implementing a sound content and SEO strategy that increased traffic 561%, conversions 76% and revenue 387%.• Implemented an inventory reduction strategy that resulted in a 42% decrease in excess inventory in the first 3 months while remaining profitable on those sales.• Successfully executed the merchandising assortment plan & transition timeline from Amazon FBA to 3rd party logistics facility.• Assumed responsibilities around site operations, customer service, inventory, analytics & logistics.• Partner with Digital Marketing team on digital marketing strategies, promotions & communications.• Set guidance to Supply Chain on inventory/replenishment, significantly lowering out of stocks and improving stock levels on top sellers, promotional items and focus categories.• Led EDI implementation project.• Overhauled entire site taxonomy to align to a better customer experience and adding SEO value for new platform launch.• Led discovery, plan and execution of merchandising and order process aspects of new eCommerce Magento platform while collaborating on almost all other aspects of the re-platforming process including U/X, home page, brand and landing pages, cart and checkout design.• Defined new product set up and existing product update process and paperwork for a more efficient, detailed and streamlined process for vendors and internal teams.• Expanded online assortment by 30% in first year, aligning more with the brick & mortar stores and extending drop ship categories to compliment existing categories and align with customers’ expectations.• Built and delivered new eCommerce pricing strategy.• Overhauled/streamlined product content gathering & upload process for online.

• Defined Merchandising assortment strategy and direction, including taxonomy, for all sites with sales volume of $65M+. Incorporating a Good/Better/Best/Unique positioning.• Defined assortment review structure for Merchandising Team ensuring timely review of assortments, pricing, inventory and opportunities.• Defined and optimized customer shopping experience through positioning and presentation of products through taxonomy, product page detail update, SEO integration, on site search, inline commerce links imbedded in content, cross selling tools, A/B testing, etc.• Worked closely with Product Development and 3rd party platforms to optimize U/X, online site navigation, cross selling, search results, and product presentation based on analysis (click-path, traffic, AOV, conversion, etc.). Developed testing strategy; prioritize and execute to test plans. • Leveraged insights from website analysis/reporting, Omniture, Certona, Endeca tools to understand how customers are engaging with the site and collaborate with Product Development, Merchandising, Creative, Replenishment, and Marketing teams to improve online merchandising across all properties. • Led research and structure for new Private Label and Branding experience. • Led the integrated marketing/merchandising promotional calendar planning process. Created a product category seasonal selling calendar to help focus marketing efforts on most relevant categories with highest return. • Defined merchandising and product marketing needs for new ERP & eCommerce platforms.• Determined featured products in marketing campaigns including email, paid search, social and special programs and collaborated with Creative Team on assets.

• Overhauled sales & profit plan bringing better structure and seasonality for more accurate budgeting.• Increased sales 10% and reduced sku count & inventory in the first 6 months by discontinuing underperforming, duplicative and low quality sku’s and introducing a good/better/best/unique assortment plan.• Initiated new cash discount with existing and new vendors, resulting in savings of $15k+/month.• Adopted planning and execution for yearly Shops and Sales for entire Merchandising Department.• Increased Sales, GM$, AUR and assortment quality by introducing over 4500 new sku’s and 100 vendors.• Initiated new, fully vendor funded social marketing promotions “Promo Bombs” & “Brand of the Month” resulting in highest revenue and conversion in social. • Introduced new reporting that incorporated more hierarchy detail to better react to information in the reports.• Planned, launched and maintained first Flash Sales Site.• Introduced a seeding quantity for initial orders of distributor bought products, thus decreasing over-forecasting of new sku’s and excess inventory.• Championed and led more collaboration with Marketing Team.• Responsible for categories including dog/cat hard goods, vitamins & supplements, flea & tick, pharmacy, all aspects of “other” pets as well as dog treats. Approximately 20k sku’s & over 300 vendors.

• Established stores monthly/seasonal/yearly Sales and GM budgets for 30+ stores, Warehouse Sales and 2 eCommerce sites.• Defined assortment plan needs of the retail division by season / division / category / price / color / size /function and managed the development process through the design, sourcing, delivery and distribution to stores.• Managed and reported on forecasts, P&L and OTB on a weekly and monthly basis.• Assisted in the redesign/design of branded eCommerce websites.• Managed eCommerce sales and revenue, increased web sales 450% & gross margins by 370% in the first 3 years.• Initiated and developed seasonal architecture and new product development, determined assortments, forecasts and OTB for 3000 SKU’s.• Responsible for planning, organizing, executing and analyzing all Retail promotional events for the entire Retail Merchandising department for multi-level zones, stores types & eCommerce.• Introduced a new marketing campaign which resulted in 20% increase in redemptions, over a 7% redemption rate and increased revenue of 32%.• Initiated, prepared & reviewed weekly/monthly/seasonal sales and inventory analyses to ensure proper assortment & placement, maximum profit and minimum excess.• Collaborated with Wholesale, Store Operations, District Managers and Marketing on assortments, excess, promotional planning, customer service standards, photo shoots and store events.• Communicated with store staff and DM’s on merchandising direction, selling and merchandising tips, product features and benefits and assortment specifics by region and store.• Initiated and developed new reports through Access and Excel and with the collaboration of IT on an ongoing and as needed basis for entire Merchandising/Planning Team to manage the business more effectively and efficiently.

• Managed all aspects of day to day duties, gift creations, sales and delivery.• eCommerce development, launch and maintenance.• Initiated and managed over 25 vendor relations• Attended Trade Shows to look for new opportunities for sales growth and stay abreast of current trends.

• • Managed assortment plan, inventory and merchandising in flagship store and eCommerce with sales volume of $12 million.• Reduced Excess Inventory by 10% over previous year.• Initiated and implemented a “never out of stock” list of best sellers and best GM profit products, thus increasing sales by 12% in these items in the first 6 months.• Introduced an assortment review process that reduced SKU count and maximized sales by reducing markdowns.• Initial assortment and pricing responsibility.

• Responsible for almost every category in various luxury brands such as Lenox, Gorham and Dansk for multi-channel Retail distribution.• Directed Merchandising & Planning Teams responsible for store counts up to 110 Retail stores with yearly sales of $125+ million.• Created and developed annual Gift Baskets, which drove $500,000+ in sales.• Recruited to be on the committee for a new company wide bonus program for non-bonus employees.• Recruited for new concept store committee.