Created and maintained all processes pertaining to online sales and services including webdevelopment, order fulfillment, customer acquisition, and customer satisfaction. Successful goalcompletion dependent on the effectiveness of data analysis, communication, staffing, and projectmanagement. Continually increase conversion rate for stated goals through testing and iteration.Managed the omni‐channel user experience across multiple domains, subdomains, and fulfillmentoptions. • Full P&L responsibility covering all online sales channels • Drove cohesive and unified customer experience across the integrated omni‐channel platforms • Increased conversion rate from 2.5% to over 20%  • Increased revenue by over 26x in 4 years  • Launched Same Day Delivery and Curbside Pick‐Up programs  • Built a customer service call center comprised of 5 agents utilizing live chat, call andemail support  • Built SMS marketing program adding over 100,000 new subscribers in one year  • Ensured WCAG 2.1 compliance   • Managed the acquisition process and site migration of 3 separate company’s E‐Commercedomains • Built and managed 6 internal company domains • Managed a growing product catalog consisting of over 4,000 SKUs • Oversee and report on sales performance at the level of item, category, brand, and channel • Collaborate with the store operations team to ensure customer satisfaction in relation to in‐store fulfillment options • Performed load testing and stress testing on multiple domains to ensure useability in regard toupdates or expected increases in traffic

Developed brand and marketing strategies to meet company goals. Promoted brick and mortar storelocations in existing and new markets ensuring brand recognition by generating interest during the store development phase. Curated blog content from in‐house and 3rd party authors resulting in Google first position ranking for nearly a dozen valuable keywords.• Created customer personas for use in relevant campaigns  • Negotiated media buys based on budget and goal requirements  • Created and coordinated email marketing strategy, PPC strategy, and content marketingstrategy resulting in combined successes of over 1 million customer acquisitions and over600k subscribers  • Attended and participated in industry tradeshows and product exhibitions in the pursuit ofbrands for acquisition and products to add value to our existing catalog • Created and maintained social media strategies for execution by the relevant team • Created and launched an extraordinarily successful direct mail campaign propelling the newlyopened Dallas, TX market to profitability in under a year.

Grew company footprint from 3 to 25 stores with direct oversight of store development, merchandising,staffing, training, and marketing. Developed and maintained merchandising strategies with the goal ofincreasing average transaction and profitability. Designed and implemented store constructionprinciples for new and existing store locations, working in concert with architects, generalcontractors, and municipal regulators.  • Built and managed 25 stores with 5 relocations and 3 expansions  • Managed a staff of over 100 employees including training and succession  • Built an interactive training program complete with 2‐way video and audio allowing a localpresenter to interact with all employees and all store locations, either live or online  • Developed brand standards for use in hiring, creative, and marketing  • Shifted company direction during the 2008 financial crisis to maintain a 50% to 70% growth ratethrough the recovery in 2012 • Developed a 40‐hour new hire training program including sales, pet nutrition, policy andprocedures, and company culture• Coordinated with vendor representatives, nutritionists, veterinarians, and industry experts topresent their content to all employees, locally and remote• Completed 2 competitor acquisitions requiring a consolidation or dissolution of staff,merchandise, real estate, vendors, and customers