Responsible for full P&L ownership across our digital channels (.com and Amazon) and contribute meaningfully to the strategic vision and execution of the future of Allbirds.

Lead cross-functional eCommerce team responsible for Digital Product, UX/UI Design, Engineering, & Site Merchandising across 8 sites globally, serving 35 countries. Define the vision of Allbirds digital properties and manage the cross-functional execution of the strategy.Key Accomplishments:- Built a digital merchandising team - hired and onboarded a team, established process and protocol, built cross-functional partnerships, applied technology for automation of manual tasks- Lead the redesign and rebuild of all core templates in the shopping funnel - approach defined and validated using analytics and user research- Onboarded internal team of Native app developers and PM and launched Allbirds native iOS app - homegrown tech and design, built in 8 months- Introduced re-usable modular templates to alleviate dependency on design and engineering resources, redirecting those valuable resources to other high impact work- One of first retailers to adopt and roll-out Virtual Try-on technology, integrated in both web and app- Streamlined and operationalized process to launch products in hours vs. days, and removed dependency on engineering

Created and led strategic initiatives for consumer-side of marketplace (backer). Developed KPI’s, established and socialized OKR’s, drafted roadmaps and executed with cross-functional teamDelivered strategic plan and forecast to executive leadership for most critical area of business - building backer trust. Managed team of 2 PMs; directed weekly sprints to improve existing UI as well as introduce new featuresLed the following major initiatives from concept to launch:- Apple Pay (launched in 5 weeks, featured as launch partner in Apple's marketing material)- Campaign page re-build and redesign (test and iterate to ensure gains on most viewed page)- Equity crowdfunding (creative solution for launch during a time where resources were constrained)- Seller Program (cross-functional leadership to develop policies, onboard sellers and launch feature)- Collections (introduced curation and merchandising into our platform)

Led growth team of designers, engineers and analysts in short-cycle experimentation; experimented with viral loops, conversion funnels, landing pages, discoverability and email to improve backer growth and retentionOverhauled web analytics platform and a/b testing infrastructure so team could effectively gather insights and cycle through iterationsExecuted call-to-action experimentation which led to 40% increase in users entering payments funnel and 300% increase in email click-through rates

Managed the full-funnel experience for users acquired through paid marketing (85% of new customers); ran 50 experiments in just 6 months time with a 50% success rate Defined a/b testing program; decentralized capabilities so product and marketing teams could run concurrent testsImproved sign-up conversion rates by 35% and activation rates by 20% through iterative testing; landing page tests for paid search yielded sign-up conversion rate gains of over 60%

Clients:One Kings LaneArmani ExchangeROI DNA (Symantec)Eleven Inc. (Virgin America, Apple) LiveAreaLabs (TRX)