Frontera.com is a luxury outdoor living store with a 32 year brand legacy.As leader of the Sales, Merchandising, Marketing, and Customer Service teams, I foster a collaborative environment that valued a high level of ownership, cross-departmental collaboration, and a resourceful, scrappy attitude.Develop and implement retail and commercial merchandising strategies, as well as marketing lifecycle initiatives for Meta, Instagram, Facebook, Pinterest, SEM, SEO, Email, and Affiliate channels.P&L responsibilities / forecasting / present financials to the BoardManipulation of dashboards for tracking sales and marketing KPIs, including campaign metrics, A/B testing, forecasts, and budgets.Scaled customer retention metrics by developing a loyalty program and engaging remarketing campaigns. Manage the merchandising team, responsible for website design, enhancements, advanced features, and content

Ecommerce / Marketing Consultation FirmDeveloped online brand and merchandising strategies for B2B and B2C organizations like Human Rights Campaign and Lather.comConsulted on customer care training and proceduresStrategized campaigns and content for cross-channel marketing efforts, including PPC, email, affiliate, and social mediaIncreased website traffic volume and improved metrics related to conversion rate, average order value, and remarketing

Based on my Ecommerce education at Hayneedle.com, I founded an ecommerce business of my own, literally out of my garage.I carefully researched product categories based on years of developing niche product websites and decided upon step stools, which offered limited selections at brick and mortar stores, and were under-represented on Amazon and other webstores.Next steps were vendor sourcing, developing a website, and building out marketing strategies.I launched the business and handled all customer service and fulfillment myself.In less than two years, I grew the company to sales of $250+ annually and sold it to a large East Coast step stool manufacturer.

Instrumental in scaling Hayneedle.com from inception to a $300 million retail business within six years, by strategically developing and managing over a dozen e-Commerce stores across various categories such as outdoor furniture, sports, kitchen, and apparel.I was the lead buyer and merchandiser for the stores under my supervision, and I partnered with creative and marketing departments, as well as customer service, to eliminate roadblocks to purchase.Led multiple small business acquisitions, including inventory, to bring e-Commerce stores under the Hayneedle brand.Developed best practices for product and category page merchandising, including filtering by attributes and price.

My web marketing career began as the VP of Advertising & Marketing for information powerhouse InfoUSA, where I managed VideoYellowPages.com in the Omaha, NE and Silicon Valley areas. I developed television spots, billboards, radio, print ads, sales collateral, and direct mail pieces.