• Launched inaugural, DTC brand site bridging the vision of brand founder with a best-in-class e-comm experience • Recruited an inhouse digital team of 4, plus lead and owned paid media AOR selection, and dev agency selection • Lead end to end digital content strategy across dotcom, paid media and CRM initiatives encompassing both customer acquisition and retention activities• Own P&L for website development, e-comm enhancements & partnerships, promotions, paid media• Supervise DTC ops including cross border e-comm partner, 3PL logistics and customer service management

In house and on-demand, Digital Strategy, eCommerce Planning and Growth, Paid Social Strategy, eCommerce Redesign, ad-hoc digital services.

• Lead customer acquisition strategies to grow core DTC to scale post-launch-phase halo (+25%)• Lead and implemented digital performance reporting necessary to justify investor support

- Implemented digital strategies to grow market share among multicultural consumers in the US- Full accountability for Digital A&P (+$15MM) ensuring prioritization against brand missions and growth- Oversight of all digital brand content resulting in the Digital channel surpassing traditional advertising/content in Media Mix study for the first time in Brand history (2016/2017) - Lead digital integrations within major brand PR and Experiential events, i.e. Art Basil, Lollapalooza, Tribeca Film Festival

- Created global/local consumer content, driving recruitment across social communities (5MM+ at time of employment)- Strengthened retail operations by bringing digital experiences in-store, i.e Foundation Finder consumer tool, geo-fencing advertising offers, content creation for iPads at Makeup stations)- Defined social media strategy for annual colour collections and major collaborations, i.e Lady Gaga, Nicki Minaj, Fashion Week and Holiday digital content)

• Managed email campaigns, creative testing studies, and customer segmentation, to increase engagement and loyalty program conversion• Leveraged property developer relationships to secure prominent brand placement in local marketing campaigns for OFF5TH retail locations• Served as project manager for the MasterCard/Saks Fifth Avenue co-brand credit card and loyalty communications

• Conceptualized and implemented regional marketing programs for the East Coast• Delivered in-store merchandising and product visibility for developing music acts through music and lifestyle retailers• Managed relationships with independent music accounts and coalitions to increase market visibility for artists