I bring 20+ years of strategic, digital first CX DTC leadership for best-in-class, high growth organizations to short term (due diligence) or long-term (team augmentation) engagements.

• Led the re-design, re-platform and consolidation of 4 brand websites to one Shopify+ experience for consumers on doreljuvenile.com providing efficiencies in SEO, marketing & support across brands.• Drove planning of DTC (including 3P Marketplaces) strategy and calendar to effectively drive sales through new product launches, promotions, re-stocks, CRM/loyalty programming that maximize total lifetime value of each consumer• Developed & owned commercial planning for the DTC business to drive revenue and profit growth, partnering closely with Product Marketing, Digital Tech, Operations, and Finance teams.• Oversaw growth of consumer database and management of CRM channels, including email and SMS. Owned lifetime value roadmap and optimization.• Directed merchandising and management of site experience, including multivariate testing & site personalization strategies.• Led a growing team (today 50+ members across CRM, Omnichannel Site Experience, DTC performance, Insights, and Consumer Care), motivating and coaching the team to deliver high-quality results and think creatively in consumer experience. • Collaborated with product marketing on acquisition and retention strategies, including consumer segmentation and targeting tactics to drive first-time and repeat purchases on branded websites.• Partnered closely with the technology team and external resources to plan digital product roadmap and drive enhancements to consumer journey on site, conversion rate improvement, and NPS (Net Promoter Score).• Defined the end-to-end CX framework that evaluates and measures customer perception in a consistent manner• Worked across the organization to create and own analytics and reporting on KPIs to measure success and includes these metrics in ongoing reviews that drive decision-making, covering database health, sales results, site performance, and service level performance

• Developed and managed execution of an innovation roadmap focused on expanding Weber’s Global DTC product and service offering, driving traffic and acquisition across channels and growing conversion rates. • Partnered with key stakeholders across the local and global organization in Commerce, Brand Experience, IT, Finance, Operations, and Consumer Care to build Weber’s Global DTC capabilities and deliver high value, differentiated offerings to consumers.• Provided global governance of owned commerce channels, establishing guidelines that direct best practice across all DTC activities, approving all local deviations.• Supported emerging markets with limited DTC resources to reach their growth targets and build their internal capabilities• Formulated a global CRM strategy and initiatives that maximize and grow data capture and Opt-ins while driving loyalty, revenue and consumer engagement.• Managed the registration, onboarding and lifetime relationship with our consumers, keeping them informed, inspired and connected to the brand and all its activities and products• Created and established global CRM guidelines that direct best practice globally across all CRM activities, approving all local deviations.

• Led the development of D2C business unit strategic plans designed to significantly grow revenue and EBIT for brand websites (Frigidaire.com, electroluxappliances.com) and 3rd party relationships• Managed P&L for the entire business providing financial forecast updates including units, sales, GP1, and EBIT• Identified, developed, and implemented promotional opportunities that creatively and cost effectively generated new direct business• Ownership of online ‘Company Store’ for the direct sale of major appliances with responsibility for driving revenue growth through expansion of final mile capabilities and maximizing consumer exposure while ensuring to maintain and communicate consistent Company brand, usage, and sub-brand strategies• Developed innovative content that lived within owner section branded websites, social media platforms and direct consumer channels that not only educated consumers, but continually improved consumer engagement • Enhanced the ownership experience by improving post purchase customer engagement through the use of various digital channels. Led CRM efforts for all direct consumer interactions. Created innovative relationship building programs to drive accessory/services sales and increase brand loyalty• Partnered with Ownership Solutions product lines to drive revenue through direct channels, including e-commerce, mobile, mail, catalog, and call center, while enhancing the consumer experience across channels and exploring new routes to market• Overall responsibility for North America’s Extended Service Agreement (ESA) programs to ensure consistent year-over-year performance improvement with sales growth, earnings growth, new customer acquisitions, and program enhancements

• Tasked with bringing eCommerce shop, fulfillment and operations in house – previously managed by 3rd party. Launched North America (US & Canada) eCommerce business for www.braunhousehold.com, www.kenwoodworld.com and www.delonghi.com with full budget and P&L responsibility. o 73% eCommerce Sales Growth 2016 v. 2015 with 86% Growth in Contribution Margin $• Analyzed business demands in markets and help to coordinate projects - establishing 3 Year Business Plans• Defined delivery milestones, tracked progress, and regularly communicated results to the leadership stakeholderso External vendors (3PL provider in Canada, technical agency and Episerver platform, payment processor, etc.) as well as internal stakeholders (Legal, Logistics, Finance, IT, Marketing, Customer Service, etc.)• Managed budget and related expenses for each website & market • Developed processes, measures and standards for application development• Coordinated with global brand/trade marketing and digital teams to develop local online programs designed to increase engagement, traffic, conversion and revenueo CRM – email, loyalty programs, promotions; Automated marketing efforts to segment & retarget consumers; SEM – Paid Search, Product Listing Ads, Remarketing; Affiliate marketing programs• Worked to ensure that internal sites, along with retailer sites consistently deliver the brand(s) image and overall adherence to strategy and process• Analyzed site statistics and advertising performance through Google Analytics and in partnership with media agencies ensuring that KPIs are met• Managed outside call center support for eCommerce

• Full budget ownership and P&L responsibility for the eCommerce business for www.debeers.com• Led redesign of website with 3rd party partner (Createthe Group) to strike a better balance between branding and ecommerceo Rolled out 6 different instances of website in 5 different languages• Centralized global customer service into one office, servicing all 6 website instances (both telephone & email communication). Oversaw the team and ensured internal SLAs were met• Implemented SEM campaigns for both branded and non-branded terms. Targeting regional areas surrounding boutiques to drive in store traffic (specifically areas within the country identified as “recession resistant”)• Targeted communications for different segments – identifying key dates/experiences in client lifecycleo Implemented new CRM application o Drove greater registration for prospects on line through incentive/positioning o Identified key trigger points at each stage of a client’s interaction with De Beers

• Responsible for developing and managing monthly sales budget and P&L statement. o Sales growth of 31% in 2007 over 2006; 1st year profit realized• Liaised with 3rd party fulfillment center, Mercedes Distribution, on all fulfillment and shipment activities. • Managed Customer Service Department (email & phone support) • Led initiatives related to promoting repeat & driving new traffic to the Pokemoncenter.com website o With website platform partner (Venda) implemented SEO best practices to drive organic traffic o Developed targeted SEM program with major search engines to reach customers in specific markets • Directed the web management/development team in updating web functionality and performance

• Led the Merchandise Transformation Sales & Inventory projecto Supervised team of analysts who were responsible for assessing project scopeo Coordinated between business team and MIS the development of detailed system designso Reviewed project status weekly with Executive Steering Committee to achieve corporate business objectives.

o Determined inbound sales and operations forecasts for Amazon.com fulfillment centerso Developed profitability analysis tools for Merchandising o Implemented reverse logistics processes – RTW, RTVo Partnered with Finance Director to develop Operational project P&Ls