As the Head of eCommerce at ICON AMSTERDAM, I lead the digital roadmap and strategy for our DTC only brand. Under my leadership, the online business has achieved a remarkable global revenue of over $30 million in 2024, with a record-breaking $1 million in a single day. I oversee a substantial budget to drive these results, focusing on delivering a premium brand experience and optimizing the customer journey through innovative solutions.Key Responsibilities and Achievements: - Oversee the digital roadmap and strategy, ensuring alignment with business objectives and market trends. - Drive product sell-out by enhancing the brand experience and customer journey. - Responsible for all website enhancements and innovations, focusing on Conversion Rate Optimization (CRO) and defining A/B testing strategies across all regions. - Implement a customer data platform for data-driven decision-making and personalization, optimizing on-site search results for better product and content findability. - Develop data-driven sorting, linking, search, and navigation strategies for product launches. - Focus on AI-powered solutions and automation to streamline processes, enhance efficiency, and free up human resources for strategic tasks. - Collaborate closely with digital partners, including Web Development, IT, Digital Products, SEO, Supply Chain and Buying, Marketing, and Creative, to achieve eCommerce priorities. - Analyze data and report on numbers and results to founders, ensuring informed decision-making. - Lead a team of three direct reports, fostering a collaborative and high-performance culture.

- Oversaw the digital roadmap and strategy of Gisou.com- Drove sell out of Gisou products by delivering a premium brand experience and customer journey- Responsibiliy for all website enhancements and innovation at Gisou- Responsibiliy for CRO (Conversion Rate Optimization) and for defining the A/B testing strategy across all regions of Gisou.com- Responsibiliy for the implementation of the Gisou customer data platform for data-driven decision-making and personalization- Website personalization- Optimized on-site search results for better product and content findability on Gisou.com- Data-driven sorting, linking, search, and navigation strategies for product launches- Focused on AI-powered solutions and automation for more optimal workflows, to streamline processes, enhance efficiency, and free up human resources for more strategic tasks- Collaborated closely with digital partners, such as Web Development, IT, Digital Products, SEO, Supply Chain and Buying, Marketing, Creative to achieve greater E-commerce priorities- Analyzed data and reported on numbers and results to higher management

- Drove sell-out of Brooks footwear, apparel and accessories by optimizing product findability on site and delivering a premium brand experience. - Focused on AI-powered solutions, website personalization, data-driven sorting, linking, search, metadata and navigation strategies for product launches. - Collaborated closely with key digital partners including marketing, digital content, IT, buying, and SEO to achieve greater E-commerce priorities. - Responsibility for A/B testing strategy, setting up the digital roadmap, overseeing the buying process for upcoming seasons, and providing valuable insights and reporting on the numbers and results to higher management. - Managed a team of 2 eCommerce Merchandisers (2 direct reports)Key achievements: - Digital transformation of brooksrunning.com in 2021 - Launched the refreshed Run Happy Blog - Introduced multiple new country locales and website enhancements - Defined product sorting rule strategy and optimized the navigation and on-site search strategy - CRO and AB testing - contributed to significant conversion rate and revenue increase - Endless Energizer

As the Manager of eCommerce and Marketing for a TikTok-focused marketing scaleup, my core objective was to help KALU Marketing establish solid brand identity and digital marketing guidelines, and increase brand visibility in the Middle East and Eastern Europe. - Led a team of marketing professionals to execute marketing campaigns, eCommerce initiatives, and social media marketing efforts. - Developed and implemented eCommerce and marketing strategies that align with the company's business goals and objectives. - Engineered and built a marketing funnel connecting all marketing channels to optimize spending and yield a better return on marketing spend. - Implemented and integrated a new content management system for better customer experience, communications, and better management reporting. - Managed monthly budget of $100,000 to support online and offline marketing activities. - Led and strategized the process of product development from user journey, UI and UX design, operation, development, testing, and go-live. - Created and executed on paid traffic campaigns to drive traffic, conversions, and revenue through the agency's eCommerce platforms. - Analyzed performance metrics to identify areas of opportunity for improving eCommerce and marketing initiatives, and presenting findings and recommendations to the executive team. - Stayed up-to-date with industry trends, and leveraging market insights to develop innovative and effective eCommerce and marketing strategies. - Collaborated with internal teams, including creative, content, and product development teams, to ensure a cohesive brand message across all channels.