Overseeing global eCommerce and brick-and-mortar operations for Burton, driving direct-to-consumer initiatives. Pushing contribution of company sales through channel growth and strategic sales campaigns.Revenue Growth: Orchestrated the eCommerce and marketplace business, while implementing data-driven strategies and optimizing the online sales funnel.Team Management: Direct oversight of 40+ direct reports, fostering cross-functional collaboration and leveraging agile methodologies to enhance team efficiency.Technology Oversight: Led functions focusing on consumer-facing application development for eCommerce, mar-tech, customer service tech, point of sale, and order management technology teams, and solutions for seamless customer experiences.Marketing Strategy: Manage team focused on global acquisition, paid media, and retention strategies, for our eCommerce sales and loyalty program.Operational Excellence: Working to move stores into a higher operating margin through strategic cost management, operational efficiency improvements, and an enhanced in-store customer experience.

Began working on optimized digital affiliate business marketplaces globally, focusing on giants like Amazon and Zalando to reach new cross channel customers and achieve revenue maximization. Part of a team in building business cases that secured approval, marking the inception of our transformative journey as the driving force behind our digital transformationCustomer Service: Established the customer service team, elevating customer satisfaction and increasing our transactional NPS score. Digital Transformation: Drove digital transformation initiatives for Burton's retail business, strategically aligning business operations with evolving digital trends. Implemented technologies to enhance efficiency and elevate the overall customer experience.Global Marketing Expansion: Worked with our Chinese team to establish snowboarding awareness through strategies like tapping local influencers to resonate with the target audience or with the launch of Burton's WeChat Mini Program in region in time for the 2022 Beijing OlympicsSales Expansion: Worked with teams to launch successful sales expansion programs, launching Zalando in Europe & Zozo town in Japan.

Successfully scaled the Global Direct to Consumer team, providing leadership across Merchandising, UX, Ops, Retail Development, and Finance. Ensured cross-functional collaboration for a streamlined approach.Roadmap Development: Crafted a roadmap for direct expansion in both eCommerce and retail, focusing on optimizing operational efficiency. Aligned business goals with customer expectations to drive sustainable growth.Market Penetration: Led the direct-to-consumer transformation in Japan, overseeing the successful launch of an eCommerce site and three physical stores. Strategic Expansion: Led China expansion, launching the TMall site and opening the first Beijing retail store. Navigated market complexities for a successful entry, ensuring sustained growth.

Oversaw the successful implementation of the APAC Distribution Center in 6 markets, supporting operations in 9 languages and 6 currencies. Leveraging 3 years of living and working in Asia, I integrated cultural insights into strategic decision-making using third-party logistics (3PL) for a seamless and efficient supply chain. Global Merchant Transition: Led the transition of GoPro to act as a merchant for all digital and hardware transactions globally. Streamlined processes and enhanced control over transactions to optimize revenue and customer experience.eCommerce Inventory Optimization: Managed the eCommerce inventory transition in Europe, implementing strategies to optimize costs and operational efficiency. Leveraged data-driven insights to streamline inventory management processes.Global Pricing Strategy: Established a global pricing strategy, focusing on margin levels across established channels. Conducted comprehensive market analyses to align pricing with competitive landscapes, ensuring profitability.

Managed a dynamic team of 4 employees focusing on operations, online marketing, analytics, and merchandising. Fostered a collaborative and high-performing work environment.Global eCommerce Platform Implementation: Led global Salesforce Commerce Cloud eCommerce implementation, ensuring seamless platform integration. Enhanced online shopping experiences and optimized operational efficiency for a successful rollout.Website Redesign: Redesigned GoPro.com to align with in-house brand guidelines, enhancing brand consistency and user experience. Ensured that the online presence reflected the brand’s values and resonated with the target audience.Forecasting and Inventory Management: Developed eCommerce forecasting guides, minimizing on-hand inventory and establishing sell-through rates. Applied data-driven forecasting methods to optimize inventory, cut costs, and enhance supply chain efficiency.

Led the strategy and integration of the product recommendations engine for Columbia.com. Implemented a personalized and data-driven approach to product suggestions, enhancing user engagement and driving cross-selling opportunities on the platform.Sales Growth: Part of a team that grew the Mountain Hardwear brand to an impressive year-over-year online sales growth of 64%, showcasing strategic merchandising and marketing initiatives.Data-Driven Decision-Making: Monitored and analyzed site metrics for quick reactions to emerging trends, optimizing the online shopping experience and maximizing conversion rates. Utilized data insights to inform merchandising strategies and enhance overall site performance.Product Coordination: Coordinated seasonal product photography production and publishing for four brands. Ensured seamless execution of seasonal campaigns and maintained a visually appealing and cohesive online presence.

Managed inventory levels with precision, aligning them to achieve projected sales targets and meet sell-through expectations. Implemented effective inventory control measures for optimal stock levels.Strategic Planning: Developed a comprehensive merchandising strategy encompassing product categorization, sequencing, cross-sells, up-sells, and outfit configuration. Optimized the online shopping experience and increased average order values through strategic product presentation.Global Merchandising Guidelines: Established merchandising guidelines for international sites in 10 EU countries and Canada. Ensured consistency in product presentation while adapting strategies to align with diverse regional markets and customer preferences.

Successfully merchandised over 1,000 styles, strategically categorizing them into 415 distinct categories for European and Canadian websites. Contributed to an organized and user-friendly online shopping experience.Coordinated quality assurance (QA) testing for twelve fully localized sites across Canada, Europe, and the US. Ensured seamless functionality, user experience, and compliance with regional requirements.Gained hands-on experience in customer interactions by assisting with customer service during the 2010 holiday. Developed insights into customer needs and concerns, contributing to a well-rounded understanding of eCommerce operations