• Driving Tonies US site performance and revenue goals• Establishing a deep understanding of the user needs that drive user experiences, conversion and customer growth• Building the Tonies US ecommerce product vision, considering technology, merchandising, content and user experience requirements• Managing the feature roadmap for Tonies US site• Defining the requirements for monthly / quarterly feature releases and manage the backlog and prioritization process• Partnering closely with e-commerce operations and growth teams• Leading US user testing and user research to inform recommendations and decisions• Collaborating with cross-functional partners• Managing the technical touchpoints between platform and third party vendors• Acting as triage for all bugs and technical QA issues• Collaborating closely with central digital team in Europe on joint projects and handoffs• Owning US site performance and ensure the right business intelligence tools are in place to make actionable data-based decisions• Defining e-commerce KPIs and create reporting dashboards• Managing customer segmentation modeling and cohort analysis• Continuously monitoring site health across devices, pages, and customer segments• Applying test and learn methodology to continuously drive improvement for page level metrics• Collaborating with and serving as a thought-partner to US sales channel leaders• Embracing the role of subject matter expert for tracking, analytical tools, attribution methodologies and technology

• Hired and guided a 9-member product team consisting of information specialists, graphic designers, contracted developers, and SEO analysts using leadership and coaching skills • Crafted a team philosophy to ensure a continuous cycle of improvement based on 4 primary pillars: trust, learning, independence, and balance with an emphasis on rapid failure • Initiated new strategies to improve on-site search, product recommendations, navigation, and product information for an ecommerce site with 25 thousand monthly orders • Created the backlog of projects to achieve MVP for a new ecommerce platform spanning 3 operations while translating business requirements into projects for the development, design, and marketing teams • Planned UX and graphic improvements on a large-scale ecommerce site on legacy software, requiring full redesign including homepage, product page, collection, search, cart, and checkout on a site with 45 million annual visits • Reviewed full site structure to plan a platform transition on a site with 20 million annual SERP visits: URL structure, title improvements, search console integration, redirect scripts, and schema data setup • Developed 30 different user scenarios for the team to build front-end interfaces and workflows through checkout • Established baselines for improvements in 20 different areas including speed, SERP traffic, conversion using GA and GSC • Planned, implemented, and monitored A/B tests from launch to statistical significance while QA testing results with individual developers to confirm production-ready releases

• Launched 4 ecommerce sites focused on fashion, adventure sports, and family • Produced 10 site-connected apps for search, gift registry, product quality control, and product sort • Expanded advertising & email marketing for ecommerce sites across SAAS platforms • Built & maintained the backlog for site design, product information management, and data integration

• Redesigned the MotoSport.com site with a responsive framework: from navigation and landing pages to cart & receipt • Trimmed down the checkout to increase conversion by 15%, bring parity between mobile and desktop display, and meet PCI standards for security • Rebuilt site URL structure to reduce the Google index by 50% with 0 loss in SERP traffic using proper redirects • Led a team of 4 designers and developers, to completely rebuild product recommendation strategies, visual display, and data integration with the third-party recommendation partner, using hands-on cross-functional partnership skills

• Set up requirements and implementation plans for improvements in site functionality, speed, analytics, internal search, creative consistency, and content integration • Supervised an off-site development team of 6: set business requirements and priorities, investigated QA initiatives, and integrated completed projects with the in-house development team • Directed a complete rebuild of the site for phone/tablet-friendly functionality to increase mobile traffic by 30% • Updated landing pages for merchandising updates and standardization of creative assets to cut site update time by 40% • Led a rebuild of SEO priorities over a 6-month project to bring the Google Index into line: canonical tagging, robots & sitemap formats, duplicate content, pagination, product schema data, backlinks, and URL strategies

• Instituted A/B tests of product pages for improved add-to-cart rates, video engagement, customer acquisition, and conversion with proprietary testing tools with a 36% increase in conversion for watched vs hidden video assets • Streamlined the checkout for fewer steps and cross-device parity with iterative testing and low-res prototyping for a 20% increased conversion year-over-year • Guided top-level navigation, refinement, and search indexing with custom tools on a site with over 20k products • Pushed site-wide product recommendation strategies with enhanced data feeds and analytics for a 5% drop in bounce rate • Scoped new site management tools: for projects including video engagement, daily deals, sizing charts, and trigger emails

• Designed ecommerce site and integration with custom templates, CMS and 3rd-Party content partners • Coded site templates with HTML and CSS, optimizing for speed and reusability• Integrated javascript for product recommendations, analytics, reviews, ad tracking, remarketing, affiliates, and social integration

• Designed identity & sites for various clients: ChefTools, Van Valkenburg Furber Law Group, Anywear Shoes, Enic.cc, Microserv Technology Services, Peer Mentoring...• Built custom html templates & web-ready imagery• Created print-ready marketing materials for trade-shows & advertising

Contract work designing internal division identity, web sites and print advertising:• Seattle WebWorks• Times Info Services• InfoLineResponsibilities included:• Logo/identity design• Preparing press-ready marketing materials for Times Info Services• Working directly with the Times in-house offset printing services for press checks, paper selection and die-prep for custom-cut materials

Worked as a freelance Graphic Designer for several Seattle area businesses including:• College Inn cafe: Developed complete identity including: menus, signage, advertising• Ruden Marketing: print advertising design with an emphasis on photo cleanup• Bizhost: Designed initial print identity and web presence• Med-ID: Redesigned web presence• McIntyre Construction Services: Logo and print design

Design & Illustration as part of the first Electonic Music Interactive team: Electronic Music Interactive is a multimedia primer for electronic music that prepares students for more advanced study. Electronic Music Interactive includes diagrams, interactive animations with sound, and a glossary that defines the content distributed across topic modules.