• Led the Online Merchandising & Content team at Indigo; focused on strategic planning and execution of site content, seasonal and promotional campaigns to drive seamless omnichannel experience, product findability, and conversion optimization. Led the FY23 Black Friday campaign and created a new landing page experience that resulted in an increase of 18% YoY conversion.• Cross-functional leader with integrated digital marketing including email, paid media, social and SEO to drive quality… Show more • Led the Online Merchandising & Content team at Indigo; focused on strategic planning and execution of site content, seasonal and promotional campaigns to drive seamless omnichannel experience, product findability, and conversion optimization. Led the FY23 Black Friday campaign and created a new landing page experience that resulted in an increase of 18% YoY conversion.• Cross-functional leader with integrated digital marketing including email, paid media, social and SEO to drive quality traffic to site; ensured seamless top-funnel to site journey.• Deep understanding of customer retention and loyalty program; drove site strategy on loyalty program discovery, acquisition and retention by identifying key touchpoints for loyalty content.• Identified site functionality gap in system tooling and provided Product team with user problems and requirements for short- and long-term e-commerce promotion roadmap. Show less

• Developed quarterly and seasonal content strategy, collaborated closely with integrated digital marketing include email, paid and social to create optimized browse and search experience and drove conversion.• Partnered with the Merchant team to receive over $300K annually of paid marketing support from brands including Lego, Kobo, Herschel, Benefit, Fitbit, Casper, Fujifilm etc. by showcasing proven brand content recipes that drove customer engagement and conversion.• Project managed… Show more • Developed quarterly and seasonal content strategy, collaborated closely with integrated digital marketing include email, paid and social to create optimized browse and search experience and drove conversion.• Partnered with the Merchant team to receive over $300K annually of paid marketing support from brands including Lego, Kobo, Herschel, Benefit, Fitbit, Casper, Fujifilm etc. by showcasing proven brand content recipes that drove customer engagement and conversion.• Project managed site-wide taxonomy overhaul; created and implemented an end-to-end process for internal users. Scrum lead on data migration and project updates to keep cross-functional teams on track for deliverables. Show less

• Led part of the Site Merchandising & Digital Operations team at Hudson's Bay. Optimized site navigation, attribution, search and digital merchandising to drive product findability and conversion.• Developed business cases for user testing and A/B testing; rolled out tests and implemented improvements to site experience based on test results.• Team scrum lead on taxonomy migration from IBM to PIM.

• Managed editorial, promotional and corporate events pages; monitored page performance and optimized conversion.• Responsible for accurate content delivery to ensure accurate and timely site publication; created internal document and process to facilitate hand-off across multiple cross-functional teams.• Completed thorough quality checks of categorization and attribution to improve category performance and increased product findability.