Katherine Rodriguez Email and Phone Number

Lead Global DTC Operations team managing demand planning, supply chain, customer service, and fulfillment across Kylie Cosmetics, SKKN by Kim, philosophy, Orveda, and Infiniment Coty Paris

• Led Global DTC Operations team supporting demand planning, supply chain, customer service, and fulfillment agencies across Kylie Cosmetics, SKKN by Kim, philosophy, Orveda, and Infiniment Coty Paris• Managed concierge services for Orveda.com; set up processes for beauty agents within Zendesk and Shopify, optimized 1:1 email messages to VIP clients, collaborated with PR and Marketing teams to leverage the concierge team at physical events bridging online and offline interactions for an elevated, personalized experience• Oversaw day-to-day business operations of philosophy.com; managed promotional calendar and sales targets, led email and SMS strategies, and established reporting requirements for site analytics

Served as the 2nd member of the executive leadership team at an early stage oral health startup to lead their eCommerce & digital marketing strategies, disrupting the space with a subscription-based D2C model.• Led and executed the relaunch of bruush.com resulting in strong YoY increases: 3X CVR,+53% transactions, and +18% revenue• Closed out 2021 almost tripling sales and doubling traffic despite the rise in competitionentering the space; Brüush was up against an aggressive Q420 but ended Q421 with+29% nets & a 4.2% CVR, whilst spending -52% less in paid media YoY• Transformed CRM strategies resulting in 16X growth in email sessions and 38X growth inemail revenue, launched brand’s first SMS program generating 1k members in 2 months with a high CVR of 19.5%

• Led the YSLBeauty.com eCommerce strategy; driving online sales to contribute to the brand’s double-digit YoY growth, creating a best-in-class luxury shopping experience, and producing digital content across site, e-mail, and paid social to elevate brand exposure and increase conversion • Worked hands-on with graphic designers and technical PMs to deliver a sophisticated, elevated user experience; showcasing our exclusive services across loyalty, customization, engraving, and gifting• Collaborated with cross-functional partners including: IT, Demand Planning, Operations, Merchandising, Finance and Marketing to ensure all initiatives are achieved and to provide insights that will drive business growth• Optimized and monitored SEO, SEM, affiliate marketing and CRM channels to maximize ROI and ensure profitability• Continued the journey to become a data-driven organization by enabling every team member to base decisions on insights and facts

• Oversaw Maybelline’s digital platforms and innovations; defining the strategy and roadmap with a focus on strengthening brand equity, maintaining #1 in SEO ranking/visibility, growing CRM acquisition and retention, and boosting eCommerce profitability• Managed the ongoing updates and maintenance of Maybelline.com’s content and user experience, diagnostic tools, guided experiences/chatbots, and augmented reality innovations; leveraging explicit and implicit customer data alongside supporting brand storytelling initiatives and equity builders • Led agencies and internal global partners to develop and present solutions and recommendations, including analysis of options, justifications, and tradeoffs to sell through projects to senior management and to secure budgets• Oversaw customer acquisition and retention through SEO/SEM management, e-mail marketing, customer loyalty, and user generated content

• Conceptualized, managed, and maintained a best-in-class college planning Online and mobile tool that helps students find the right college that fits their academic skills and personal interests• Defined the product strategy partnering with business stakeholders; prioritized the backlog with a team of copywriters, developers, and UX/IA designers to deliver exceptional experiences to students and their families• Optimized the user experience and informed decisions using qualitative and quantitative analysis; performed usability tests, a/b tests, user research, market analysis, and user surveys for feedback focusing on the personalization of an overwhelming college planning journey• Defined KPIs for identifying successes and failures for every product launch or enhancement; built consensus with various business partners to manage goals and expectations• Collaborated with Editorial, Marketing, Customer Service, IT, and Design throughout an Agile product development process; led daily standups, wrote user stories, and assisted with sprint planning• Coordinated with other product managers to ensure the Web experience is unified by expressing a consistent voice and design structure across all properties

• Responsible for the optimization of College Board's corporate and student Web properties throughout all phases--discovery, IA, design, development, QA, launch, and post-launch enhancements based on site analytics and user feedback• Worked closely with business stakeholders across multiple departments to build consensus and to define overall Web strategy and project requirements• Built project plans based on user experience evaluations through analytics reports, A/B tests, and usability testings; defined KPIs for upcoming launches to measure successes and failures• Managed products annual budgets; ran utilization reports to correct scope creeps, reconcile budgets, and adjust forecasts • Collaborated with project manager counterparts to develop resource allocation and project planning processes; discussed scope of upcoming work, viewed resource utilization percentages, reassembled teams to meet scope needs, and re-prioritized and adjusted project schedules

• Responsible for delivering projects against agreed scope, budget, schedule & client expectations, while supervising, directing & motivating teams of multi-discipline contractors & employees• Planned and managed projects aligning business goals with technology solutions to drive process improvements, competitive advantage, and bottom-line gains• Managed large project teams delivering high-quality products that meet or exceed timeline and budgetary targets, such as redesigning, rebuilding, and replatforming IFC.com's entire Website in less than a 4 month period• Scoped, budgeted, and scheduled client-based integrations across the Website; defined design, editorial, and development processes for building out co-branded microsites on a scalable platform; and tagged necessary ad units and pre-roll videos to track impressions for clients• Applied various third-party APIs to support user growth and engagement, such as Echo, Outbrain, and Twitter• Grew Website traffic and network viewership by launching products such as Portlandia Sync, where users tweeted with the stars of the show during episode premieres• Created and presented wireframes to business stakeholders and recommended architectural changes to improve user experience and design

- Maintain and enhance various Web sites simultaneously by developing reusable JSP and JavaScript, writing cross-browser compatible CSS, and updating existing XML code for award-winning sites, including Lucky, Vanity Fair, and The New Yorker- Work closely with Project Managers, Back-end programmers, and Information Architects to help identify feasible enhancements and to acquire and understand project requirements for efficient implementation

- Provided daily support and continual maintenance of 5 online publications including luckymag.com, cookiemag.com, and wmag.com; updated, constructed, fixed and tested XHTML, CSS, and XML; assisted and trained Web editors with TeamSite (CMS)- Worked closely with editorial, marketing, graphic design and back-end development groups to help define requirements and feasibility for new features and tools; initiated creative technical solutions; updated and troubleshoot existing products- Built new features, sections, newsletters, online contests and sweepstakes using HTML and CSS

Project Managing:- Managed Web production for Fairchild Fashion Group’s major B2B sites, including WWD.com, DNRNews.com, FootwearNews.com, and FashionCareers.com, by supervising front-end producers and third-party resources- Wrote project plans and created flow charts, site diagrams, wireframes and production schedules to support business needs- Worked with a variety of teams, such as editorial, marketing, graphic designers, back-end programmers, front-end producers and production freelancers, to achieve project goalsProduct Development/Marketing:- Played a role in all parts of a product's lifecycle – from it’s vision and market research, through design and testing, to implementation and day-to-day maintenance- Contributed online technology expertise and best practices to fulfill WWD’s goals to be the Fashion and Retail industries’ leading news resource online- Discussed and debated the product definition for News-oriented sections and channels with editors and Web producers to enhance user experiences leading to maximized traffic and revenue- Gathered and understood short term and long term customer needs and ensure successful product implementation and utilization- Evaluated competitors’ products and analyze market trendsWeb production:- Built Web pages using JSP, XML, HTML, CSS and JavaScript- Managed daily production tasks; built new features, sections, promotional microsites and advertorials, developed online contests/sweepstakes targeting new subscribers, and created and promoted events produced by the Ad Sales and Marketing departments - Collaborated with on and off site Project Managers and back-end programmers to define projects, wrote and set technical and business requirements, and tested and approved development- Led the production team during the redesign of WWD.com launched in February 2007, and was a key stakeholder during the early phases of WWD's 2008 relaunch

CotyeCommerce - Philosophy, OrvedaDTC Operations & Customer Care - Orveda, Kylie CosmeticsMarch 2023-presentBrüushVP, eCommerceSeptember 2021-April 2022Seventh GenerationEmail Marketing2009Fairchild PublicationsWeb Producer - WWD.com2005-2006