Reporting into European MD, responsibilities included development and management of online trading and merchandising strategy for La Perla’s 7 global, multichannel websites, alongside direct team management. On leaving, net revenue was +20% on target and +125% vs LY. • Analysis of site data to drive on-site improvements for all major KPI’s (net revenue, visitors, CR, ATV, UPT)• Leading site-redesign • Regular on-site merchandising based on analytical review of product performance, stock availability, search terms and global brand strategy.• Ownership of seasonal online strategy and campaigns; buying, range presentation, site content and creative editorial schedules. • Ownership of maximising sales and onsite promotions; GWP, basket offers, cross sales, up sales, related products• Developing and managing seasonal sale and outlet strategies.• Close liaison with site development and technical team to manage bugs and new developments whilst ensuring the websites sit at the forefront of technical developments.• Maximising user experience and customer journey through detailed data analysis and qualitative and quantitative user testing, sharing and acting upon results to improve site functionality across all channels.• Close liaison with brand team to continually develop brand message online, giving customers a fully immersive, branded online experience. • Close liaison with Digital Marketing Manager, continually developing the site to maximise the success of the digital marketing strategy.• On going reporting to peers and senior management detailing site development and commercial performance, product performance and strategic plans. Delivered daily, weekly, monthly, quarterly and annually.

Reporting into Ecommerce Director, responsibilities focus on online trading and marketing and on-site management of three branded fashion websites (www.modalu.com / www.fiorelli.com / www.nica.co.uk). Responsibilities include:• Setting online sales and margin plans for the financial year, broken down into accurate monthly and weekly targets with a supporting sales and marketing strategy.• Detailed analysis of sales and margin performance and pre-set KPI’s on a daily, weekly and monthly basis, reporting findings to Management and the Board of Directors.• Using analytics to drive on-site improvements in traffic, conversion, AOV and sales by reviewing and enhancing customer journey and website usability, ensuring every sale is maximised and the websites sit at the forefront of new technological developments. • Planning and managing seasonal stock allocation and online launches based on sales targets, as well as monitoring stock levels in-season, identifying best selling and slowest selling lines and reacting appropriately.• Setting strategy for clearance periods: defining product, allocating stock, managing discount hierarchy and monitoring sales performance and stock levels. • Working with branded teams to develop Web Exclusive & GWP products, based on analytical review of previous product performances• On-site merchandising of products, updated based on analytical review of product performance and stock levels • Developing & implementing marketing calendar for each brand to support trading plans; including content plan for emails, homepages, affiliates, PPC.• Analysis of online marketing efforts, including e-marketing, SEO & PPC performance (liaising with external agency) and affiliates (liaising with external agency).• Manage Photography studio, Graphics Dept, Online Project Coordinator and Social Media & Content Exec to ensure that all aspects of Marketing Calendars are delivered in a timely fashion and to the highest standard for each brand.

•Charged with developing and improving the company’s 3 websites•Monitoring day to day sales and conversion rates•Preparing weekly and monthly sales reports on excel, providing in-depth analysis of figures and developing strategies to increase sales•Direct contact with E-commerce customers – initiating and developing relationships, providing all relevant information to ensure that the product is perfectly presented on their website and assisting with any enquiries they have•Responsible for writing all the copy and details for products, all areas of communication with customers on the site, press features, ‘get the look’ pages and news features •Liaising with brand managers to ensure the look of the website represents the brand•Liaising with graphics team to ensure that the creative output represents the brand•Developing and organising creative and promotional ideas and implementing them on to the sites•Liaising with the brand teams and acquiring relevant information to help develop E-Commerce business•Managing mannequin photo-shoots with photography team to ensure that the products are maximised on the sites•Managing FTP server for customers, and organising in-house image library

•Developed brand pack for marketing purposes – wrote all text, liaised with graphics team on the creative look of the pack, negotiated printing prices and sent to all relevant parties. Significantly increased brand awareness.•Managed PR for Nica: wrote press releases, organised two successful press days, sent out samples, liaised with press on upcoming features, managed sample room •Assisted Sales Manager with all wholesale and retail enquires•Sold new ranges to wholesale customers at trade fairs around the country