Developed the product strategy for the launch of the "Athena" swimsuit, increasing women's swimwear sales by 20% and addressing a growing market segment. By gathering customer feedback and conducting usability testing, refined the design to exceed expectations while collaborating with manufacturing in China to align production with design goals. Led the product life cycle from conception to post-launch, ensuring continuous improvements driven by customer insights.

Oversaw the design, development, and optimization of a Shopify-driven website, managing all sales, promotions, and third-party app integrations. Led a comprehensive overhaul to modernize the site for Shopify 2.0, enhancing features such as interactive product details and streamlined navigation, while integrating a Racing Team portal for discounted pricing. Since the July 2023 launch, the revamped site has achieved a 16% increase in overall sales and traffic, along with a 13% improvement in online conversion rates.Successfully launched two international Shopify stores in 2024, adapting the USA site for the UK and European markets through theme customization, pricing adjustments, and language translations. Provided ongoing support to the UK distributor for site optimization and product updates, while overseeing all aspects of the EU site, including product management and email marketing campaigns. Managed app integrations and site enhancements to ensure compliance with regional requirements.

Developed and designed a variety of print and digital marketing assets, including product catalogs and magazine advertisements, while executing comprehensive email marketing strategies with weekly campaigns and automated flows to enhance engagement. Collaborated with external agencies to optimize PPC campaigns on Google Ads and Bing Ads, and managed the affiliate marketing network to drive targeted traffic and conversions.

Managed all aspects of product photography from shoot to post-production, delivering high-quality images for the online store, vendors, and distributors through both studio and on location shooting. Maintained online photo database to streamline access to assets.

SoCal Shootout - Underwater Photography Competition:• Managed all aspects of the competition, including sponsor acquisition, competition webpage development, registration management, organizing submissions for judges, and publishing results to media outlets.• Increased registrations by 40% since taking over in 2013, and expanded the prize pool by 55% through securing additional sponsors.• Fostered relationships with key sponsors, elevating the competition’s visibility and prize offerings.Other Bluewater Events:• Secured and managed booth presence at the top three consumer trade shows in the scuba industry, overseeing booth design, product selection, marketing collateral creation, and staff scheduling.• Organized and led "Demo Day" diving trips, providing underwater photography systems for customer testing. Responsible for dive boat charters, marketing, event registration, camera system setup, and gear rotation during trips.

• Proven experience in personnel management, including staff scheduling, payroll administration, bookkeeping, and bill payment.• Developed and implemented standard operating procedures (SOPs) for daily retail operations. Initially utilized shared documents for tracking orders and shipping, then transitioned to an integrated retail software system to streamline processes.• Directly supervised shipping and purchasing associates, ensuring adherence to procedures, efficient task completion, and maintaining high job satisfaction. Indirectly led sales staff, providing product education, promoting customer engagement, and driving brand alignment with company goals.• Established workflows to effectively track inventory movement and streamline shipping processes, reducing errors and avoiding missed deadlines.• Collaborated with the owner to select and negotiate a new inventory and customer management system. Led the system implementation, including testing, employee training, workflow creation, and successful migration of product and customer data for an on-schedule launch.• Achieved success in loss prevention by implementing procedures to verify orders, minimizing chargebacks and mitigating avoidable losses.• Skilled in customer service and sales, with a track record of resolving challenging customer issues and improving customer satisfaction and retention.• Technically proficient, capable of troubleshooting and modifying underwater camera systems without prior training, delivering effective solutions to complex technical issues.

• Oversee product listings management, ensuring accurate and up-to-date content across the retail website.• Optimize product listings for SEO, driving high rankings and visibility for top-selling items.• Developed a cohesive product listing style guide, creating a unified and professional presentation to enhance the user experience (UX) across the online store.• Lead a small team to ensure rapid product launches, managing updates for pricing, promotions, and sales events.• Collaborate with developers to maintain website functionality, testing and deploying new features to improve performance and user engagement.

• Shoot and edit underwater photography for use in product listings, gear reviews, and various marketing materials.• Write, upload, and publish content across multiple platforms, including the web store, blog, and sister sites like the Underwater Photography Guide and Bluewater Dive Travel.• Design, write, and send monthly newsletter campaigns and announcements for local events, driving customer engagement and brand awareness.• Serve as an expert in mirrorless cameras, performing in-depth testing and reviews of camera systems and underwater housings to ensure compatibility and optimal performance.• On-camera expert and behind-the-scenes editor for video gear reviews, with content uploaded to YouTube, Facebook, and embedded on websites.• Conduct comprehensive in-water testing of cameras and lenses, evaluating compatibility with new gear before sharing insights with the sales team and customers.

• Produce comprehensive review articles on new cameras, underwater housings, and related underwater photography gear, delivering detailed insights and recommendations.• Conduct hands-on testing of new camera systems and housings, crafting in-depth guides on camera settings, performance, and usage for both novice and advanced users.• Capture and edit high-quality underwater photography for use in product reviews, marketing materials, and promotional content, showcasing gear performance in real-world conditions.

•Successfully certified open water scuba students through engaging, hands-on instruction.• Demonstrated a strong ability to break down complex concepts into easily understandable lessons, fostering confidence and skill development in students.• Led in-water training sessions, managing student safety while creating a fun and engaging learning experience.• Consistently received positive feedback from students for delivering high-quality instruction and enhancing their overall diving experience.

• Established and maintained contact with high profile clients such as TV Guide, Comcast (E!, G4, Style) and Discovery, etc to coordinate ENG and reality television crews in the Los Angeles area.• Developed competitive quotes for equipment rental and crew in order to win contracts for long term shoots. •Coordinated equipment rental, pick up, delivery and crew schedules to best streamline the daily operations. Implemented procedures to organize and streamline equipment prep and breakdown.• Managed accounting tasks including budgeting, invoicing, crew payroll, and bank account reconciliation.• Produced advertising content in the form of email, print fliers and news updates; also created our promotional sales kit to leverage new and existing client base.