Ecommerce:• Lead UX efforts and site architecture for website redesign, including CMS optimization, taxonomy, tagging, and URL/site structure.• Drove business profitability by increasing visitors, improving conversion rates and managing margin performance, managed against departmental P&L. • Lead a dedicated team of ecommerce professionals and digital creatives.• Ideated new ways to engage users through content, including new platforms and topics.• Managed the implementations of the CRM platform, live chat, wholesale online platform, automated RMA program, and online hemming service.• Lead direct-to-consumer ecommerce product management and marketing in the areas of search engine optimization, email, social media, and influencer campaigns. Branded Retail Expansion:• Oversaw the construction project management, working with international teams in UAE, Qatar, China, USA.• Partnered with internal teams, vendors, architects, general contractor, landlord to ensure stores were built to work letter, maintaining brand standards and cultural respects.• Reviewed, approved and tracked project construction costs for all retail store build-outs.• Developed retail training guidelines and seasonal product knowledge training.

• Directed the re-design and launch of the branded ecommerce website. • Implemented an international ecommerce solution that opened up doors in over 150 countries.• Built brand voice and style guidelines to create consistency in voice, tone, and grammar usage.• Wrote copy for seasonal design inspiration, product descriptions, blog articles, and press releases.• Developed digital marketing campaigns.• Oversaw online product management, including site merchandise, product uploads, and photoshoots.

• Coordinated seasonal photoshoots and look book production.• Built and maintained collection line sheets.• Partnered with key retailers on in-store events and partnerships.• Coordinated the development of all brand touch points, including but not limited to package structure and design, trade programming and point-of-sale materials.• Designed website and responsible for blog, social media and website updates.