✓ Led successful launch of a new site taxonomy on Macys.com and app for 27 categories (~95% of total volume) in <6 months while managing 30+ stakeholders across Product, Engineering, SEO, and Site Merch; achieved +10bps in SEO traffic and +9bps in conversion improvement within just 2 months of launch✓ Directed GTM strategy and execution of first in-app purchase offer, ensuring seamless and timely execution of messaging and creative across organic (email, push, in-app modal) and paid channels (app store campaigns); drove $1M in app sales within 1.5 weeks of test launch✓ Build, mentor and lead a high-performing team, providing guidance and ongoing feedback to exceed performance standards

✓ Drove omnichannel CX design of Macy's Star Rewards (loyalty) program through experience concept development across the end-to-end member journey; facilitated enterprise buy-in on design process and support qualitative research design to prototype digital & in-store concepts, assessing desirability and relative impact on members' loyalty✓ Defined the omnichannel vision and strategy for Macy’s and Bloomingdale’s registry business; established enterprise-level governance model and managed interdependencies across 17 cross-functional workstreams including Digital, Stores, Marketing, Merchandising, Operations teams to execute a successful launch strategy✓ Spearheaded 12-week strategy sprint to articulate Macy’s social commerce strategy including a clear definition of social commerce, consolidated YTD financial performance summary and near and long term opportunities; established bi-weekly working sessions to facilitate collaboration across 30+ stakeholders in Product, Media, Live Commerce and UGC and Brand teams✓ Led operating model re-assessment of Macy’s Site Merchandising organization by facilitating working groups with senior leadership to discuss key opportunity areas in the E2E digital turn-in process; delivered role-level RACI with tactical recommendations to improve PDP health and drive conversion✓ Created compelling year-end performance narratives highlighting key accomplishments and successes of the Customer & Digital organization; content shared with 600+ team members & C-suite executives

✓ Value-driven design target definition for omnichannel experience journey map designCreated design target with priority need states and pain points to inform low-fi prototype and experience journey map design. Analyzed cross-sections of high-value customers (top customer deciles) across disparate segmentation data to identify key behavioral and attitudinal traits of high-value customers. Partnered closely with designers to create value-driving omnichannel experience design for the client's most highly valued customer across different lines of businesses.✓ Demand generation for Buy Online Pickup in Store offering for a $37B pharmacy retailerIdentified and drove execution of key demand generation levers for BOPIS customer experience to drive greater conversion, AOV, and frequency. Orchestrated tactical execution of 50+ digital and in-store interventions, drawing from customer insights and analytics to inform prioritization. Use data to define digital engagement targets and optimize conversion flows.✓ Promotional effectiveness strategy that delivered +$20M in margin in Q3, contributing to 14% increase in operating income for a mass retailerManaged data analytics offshore team of 5 to co-create a promotion effectiveness dashboard for executives and merchants. Validated time-series model outputs with business knowledge to drive incremental promotions. Led 30+ client training sessions to co-create model and presented insights to VP’s and merchants across 63 product categories. ✓ Category and channel-specific private brand strategy for a $11B office supplierLed analysis and presented insights for client's private brand strategy to the Chief Merchandising Officer, defining key "right to win" categories for increased private brand penetration based on historical market performance and category strategy✓ Co-developed thought leadership POVs on major retail consumer trends shaping digital disruptions within the industry (key outputs below)

✓ Led process innovation project achieving $500K annual fee savings; supervised cross-functional communication across engineering and billing teams leading to 93% efficiency improvement✓ Designed cost simulation models to analyze fee proposals by four major payment processor vendors for Galaxy Apps Store; final vendor recommendation to CFO was implemented, resulting in 40% monthly payment processing fee savings✓ Analyzed fluctuations in logistics costs and key performance indicators to highlight business insight into operations, contributing to management’s annual targeted 12% cost reduction