Ema Ode Email & Phone Number

Chicago, Il, Us

Commerce Township, Michigan, Us

FKA's first Chief Marketing Officer (CMO) recruited me to lead the DTC eCommerce business. I reported to the CMO until her departure; then, I moved to report to the founder's son, the Head of Corporate Strategy.P&L Management & DTC GrowthI was responsible for the US e-commerce P&L and led the digital and e-commerce strategy to drive revenue growth for US direct-to-consumer sites homedics.com and thehouseofmarley.comIn FY2023, we delivered on these key YoY improvements vs. FY2022:• Increased gross revenue +18%• Increased order volume +4% • Increased gross profit +12% • Increased average order value +6% • Increased repeat purchaser rate 4 PP • Reduced Paid & Retention Marketing media spend by -5% & increased consolidated ROAs by 17%eCommerce LeadershipI led a cross-functional team of 16 FTEs & consultants across these eCommerce functions:• E-commerce Site Merchandising• Web Operations• Agile Product Management• Front-end Web Development • Digital Analytics• Retention Marketing (email, SMS, direct mail, subscriptions)• Digital Marketing (Affiliates, SEO, Paid Search, Paid Social)Global Digital StrategyI lead the global eCommerce platform roadmap. This included platform development, vendor integrator management, and defining the platform architecture strategy for 22 global stores on the BigCommerce platform. This supported cross-functional global eCommerce operations & revenue growth across owned US, EMEA & Canada DTC channels with consulting support for other international markets

Chicago, Illinois, Us

When our Headless Shopify+ replatform launched, I transitioned back to the consumer division to manage the rollout and lead the post-launch consumer roadmap. I reported to the Chief Marketing Officer.eCommerce Leadership: I led a team of 10 professionals across these eCommerce functions:• Site Merchandising• UX/UI Design• Web Operations• Site Testing/Conversion Rate OptimizationDigital Transformation LeadershipMy driving purpose was to convert FTD’s business and technology strategies into an e-commerce vision. That required boosting our site conversion rate through A/B web/feature flag testing and landing page optimization, increasing our AOV by optimizing our florist-delivered product mix, and driving consumer LTV through new category initiatives for consolidated $550MM+ direct-to-consumer marketplace sites, ftd.com and proflowers.com. I prioritized the Consumer Division Platform Roadmap in partnership with the realigned eCommerce Technology division & collaborated with the executive leadership team on initiatives to drive site and web funnel optimization, web pricing and promotions, category performance, retention/loyalty marketing initiatives, and the rebranded site experience.

Chicago, Illinois, Us

eCommerce Strategy & Roadmap: Translated the business strategy defined by the CEO and technology strategy defined by the Chief Technical Officer into the e-commerce vision and digital product strategy to drive traffic, site conversion rate, average order value & consumer lifetime valueeCommerce Technology Leadership: Led a team of 35 across digital product management, software engineering, software QA, web operations, UX/UI, site merchandising & eCommerce conversion rate optimization eCommerce Platform Ownership: Responsible for eCommerce platform & product management, design, and web engineering development of consumer eCommerce sites ftd.com and proflowers.com, as well as 1,500+ hosted and managed florist direct-to-consumer sites

Chicago, Illinois, Us

I transitioned to FTD's technology division to lead the newly created eCommerce Technology department & was promoted to VP of eCommerce Technology in Feb 2021. I reported to the Chief Technology Officer.I led a team of 35 across key eCommerce functions- eCommerce CRO optimization.- Digital Product Management- UX/UI Design- Site Merchandising - Web Operations- Front-end engineering, - QA / SDETThe eCommerce Technology team was responsible for eCommerce platform & product management, design, and web engineering development of consumer eCommerce sites ftd.com and proflowers.com, as well as 1,500+ hosted and managed florist direct-to-consumer sites.

Chicago, Illinois, Us

I was recruited into this role & reported to the SVP/GM of eCommerce. My team & I were responsible for site merchandising, digital experience strategy & web operations for consumer sites ftd.com & proflowers.com. I led a team of three site merchandisers & I partnered with consumer marketing & merchandising teams to prioritize digital channels & products to get consumers to the best product for their gifting needs. We also partnered with the technology division's product & engineering teams to implement & test new site functionality to drive eCommerce revenue & conversion during FTD's digital transformation toward a custom react.js micro-services driven front-end.

Chicago, Illinois, Us

I reported to the Global Director of Merchandising. As McDonald's Path to Frictionless Digital Transformation & Global Rebrand rolled out to the McDonald’s system, the Global Merchandising Marketing team consulted on how digital food merchandising evolves across the replatformed digital ecosystem.Partnering with the Global Marketing and Digital Product teams, I provided digital merchandising subject matter expertise on food merchandising best practices across McDonald’s digital ordering platforms: • GMA (Global Mobile App)• GMAL (Global Mobile App Lite)• Global Digital Kiosks

Chicago, Il, Us

Marbles the Brain Store was a highly seasonal, multi-channel, specialty DTC retailer within the educational toy & game gifting space. I managed the eCommerce P&L and digital roadmap to support the growth of the e-commerce channel. I reported to the Senior Director of eCommerce, until his departure in Jan 2016, then reported to the CEO. The eCommerce channel accounted for 20-25% of total company revenue, with 80% of eCommerce channel sales recognized in the last 8 weeks of the fiscal year (Nov - Dec)In 2016, we delivered on these key YoY improvements vs. FY2015:- Increased revenue by 10.8%- Increased order volume by 5.8%- Increased traffic by 25.7%I led a team of 20+ FTEs, Consultants & Agency teams across essential eCommerce functions:- Web Merchandising- Web Operations- Web Development- Software QA - Enterprise program management- Digital Marketing (Affiliates, Paid Search, Paid Social, SEO)- Customer Service (full-time & seasonal)

Lake Forest, Illinois, Us

I joined the Grainger site merchandising team on a contract basis to support the department while three team members were leaving for maternity leave. I reported to the Senior Manager of Online Merchandising.Led on-site merchandising strategies for assigned categories and supporting landing pages to ensure a positive brand and customer experience. Assessed and reported on category, campaign, and landing page conversion web analytics & site sales performanceCollaborated with online merchandising & digital marketing teams to develop and implement merchandising strategies to help customers navigate the right products across Grainger’s extensive catalog. Coordinated with on-site search, on-site testing/optimization, merchandising operations, and digital marketing channels to execute merchandising strategies to drive category traffic and revenue

Chicago, Illinois, Us

Managed web operations of Rand McNallyʼs three online stores - consumer, trucking, education Implemented & coordinated onsite development & web page updates, monitored onsite performance & alerted IT Teams of any site or server problems, Managed web promotion campaigns, including creation and maintenance of promotions and associated content, in collaboration with the Digital Marketing Director, Design, & Web development teams

Chicago, Illinois, Us

Managed online store product merchandising and categorization across Rand McNallyʼs three Online Consumer Stores. Promoted to Merchandising Manager in April 2011

Chicago, Illinois, Us

Coordinated all activities related to new product setup at over 75 national retail accounts including Walmart, Sams Club, Walgreens, OfficeMax/Office Depot, Rite-Aid, CVS, 7-11Provided ongoing management of customer data systems to ensure smooth transition from new product release to product placement in stores.Researched and analyzed customer sales histories to recommend new products according to account requirements and geographic analysis.

I supported the psychometric norming process for school-age assessments, the Iowa Test of Basic Skills (ITBS) and the Iowa Algebra Aptitude Test (IAAT).In short, I recruited schools nationwide to administer our tests to a demographically aligned US census sample audience to ensure test measurement accuracy and validity. This required highly organized operations supporting each study's completion, including assessing participant eligibility, tracking the progress of student sample acquisition, and adjusting recruitment strategies according to research needs and design.