DTC | Social Commerce | Amazon 3P LeaderBuilt & launched net new Kenvue org overseeing all direct to consumer business operations including 4 DTC sites (Neutrogena.com, Rogaine.com, Neostrata.com and Exuviance.com).• Spearheaded subscriber loyalty data project for Rogaine.com uncovering 3-month subscriber retention problem. Led charge for new site updates and CRM activation forecasted to reduce attrition by ~20%• Launched Neutrogena's Tik Tok Shop (a Kenvue’s first) focused on priority SKU expansion. Running E2E brand shop with limited support and marketing dollars. Focused on expansion to new NTG categories and Dermco brands in 2024 to drive improved P+L. • Lead first ever Exclusive Tik Tok Shop Product Launch for Kenvue/Neutrogena. Oversaw outreach to 35K Tik Tok Content Creators and sampling of 1500 units to drive awareness/buzz and sales of Neutrogena's Collagen Bank + SPF Moisturizer. Delivered 10M impressions and 2K pieces of content after 1 month. • Directed launch of unified reporting featuring daily, weekly, quarterly reporting vs prior year and vs forecast for first time in Neutrogena.com and Rogaine.com DTC history.• Commercial lead on migration of 3 DTC sites to Shopify in 4 months• Lead Neostrata.com to its largest Black Friday/Cyber Monday revenue in brand history.

Tasked with establishing a digital first mindset across Johnson & Johnson’s two prestige beauty brands. Focused on driving eCommerce to represent 60% of the business through D2C, Amazon and etail activations. Educate internal team & Skin Health leadership on digital first best practices.• Drove ecommerce business to +112% vs 2020 resulting in NEOSTRATA ranking as the fastest growing brand in Johnson & Johnson Skin Health, 8th fastest globally. • First year of EBITDA positive performance since acquisition exceeding expectations of deal model.• Restructured ecommerce org to focus on acquisition, engagement, and loyalty. Structure adopted across all Consumer Health brands, launching Growth and Performance function at J&J.• Grew top customer cohort 6x while increasing our first-time buyers +41%.• Pioneered 4, first-ever, Johnson & Johnson NA emerging tech experiences including Neostrata in the metaverse, livestream selling, SMS and creator commerce texting. Livestreams draw 1K+ concurrent attendees while metaverse sees 2x engagement vs traditional site content.• Championed launch of first ever CDP, providing unified consumer view, predictive insights and real-time segmentation. Forecasted to drive $300K in year one. Educated broader org on value/use cases resulting in pilot expansion to Neutrogena and Listerine.• Directed launch on Amazon Premium Beauty, first Johnson & Johnson brand invited to participate. Deployed ASIN specific growth strategy to convert new consumers in the non-brand space. • Overhauled email channel, propelling it to 312% growth in demand via focus on real time reporting and benchmarking. Grew CRM 330% while improving OR and CTR via optimized content and personalization. • Revitalized SEM resulting in 110% growth via pivot to feed based ads, daily trackers. Early adopters of Google PMax driving revenue +91% on CPC -55%.• Grew Organic Search rank 15x for non-brand keywords by implementing informational keyword strategy.

Specializing in digital transformation and performance marketing, Lisa works across legacy retailers and start-up D2C brands to provide strategic guidance to the C-Suite. Using a customer first approach to marketing, projects include advising on paid media efficiencies, spend incrementality, marketing funnel analysis, and email effectiveness along with P&L management and organizational structure. Particular attention paid to innovative growth marketing tactics as well as customer churn and loyalty.

Transform and grow role of digital marketing across Full Beauty Brands, the largest direct to consumer plus size apparel company, inclusive of 8 standalone websites. Lead team of 20+ accountable for developing touchpoints across all stages of the marketing funnel for both acquisition and retention as well as PR and events.• Built cohesive digital marketing function covering the full funnel customer journey inclusive of Natural + Paid Search, Social, Email, Affiliates, Influencers, Display and PR while educating senior leaders on the role and value of the digital marketing channels. • Developed first ever Omni-channel marketing campaign for Woman Within and Roaman’s , resulting in 20% growth in brand awareness • Drove positive new customer growth in Q4 for first time in 2 years, finishing +3%, (December +8%), by shifting paid media mix from exclusively bottom of funnel activities to 20/55/25 split across top/middle/bottom of funnel• Consolidated performance media agencies to reduce cost and increase transparency resulting in +54% ROAS improvements driven by conversion up 150+ bps• Revamped email program to focus on CTO and performance by promo type, 5 of 8 brands seeing a CTO improvements year over year • Overhauled digital performance reporting, featuring comps to LY based on weekly, monthly, quarterly and annual KPIs• Instituted marketing as a key functional partner to ecommerce, planning, creative, and merchandising. Collaboratively relaunched promotional planning & digital asset creation processes resulting in more accurate daily forecasts and reducing last minute changes• Lead Full Beauty Brands to its largest single traffic day in Full Beauty Brands history while keeping industry best conversion levels across all 8 sites• Partnered with influencers and models on “The Real Catwalk” in Times Square to encourage more inclusive runways in the fashion industry. Fashion show generated 223M PR impressions covered by 49 media outlets

Craft omni-channel, full funnel marketing campaigns aimed at growing brand awareness and customer acquisition. Lead cross-functional team of performance marketers, brand marketers and design along with agency partners, including Google and Facebook.• Turned jcrewfactory.com traffic from -3% in Q1 to +3% in first 8 weeks, driven by email and paid search optimizations. Site continues to outpace last year with Q4 traffic +19% and demand +12% with all digital channels showing growth vs last year.• Returned digital new customers to a state of growth, turning a –11% comp to +21% via Search, Social Media & Affiliate optimizations.• Collaborate with planning/merch on promo posture, resulting in 3 consecutive quarters of positive margin comp, first time since 2013• Launched brand’s first ever Omni-channel marketing campaign , resulting in brand awareness +5% on -6% same time last year • Instituted first ever top customer, early access program driving incremental $1.9M in store revenue over 1 weekend.

Oversee digital marketing for JCrew Global. Tasked with driving digital revenue and growing new customers across email, natural + paid search, affiliates, social media, and display remarketing while maintaining EBITDA positive ROI. Reporting to the SVP of Marketing, lead team of 7 and agency relationships while working alongside partners at Google and Facebook.• Evangelized the importance of personalization, from display and social media to email. Worked across the aisle with the creative and brand team, to create templates then fed by explicit and implicit user behavior. Personalized creatives saw a 1.5x-2.5x lift in response.• Launched personalized email experience for 3.6M J.Crew email subscribers featuring advanced trigger programs, gender preferences, location based versions and time zone deployments. Personalized deployments show as high as 20% increase in revenue.•Piloting internally developed, multi-channel attribution model based marketing, aimed at funding top of funnel channels vs last click ROI• Established affiliate task force across direct marketing, social, PR and blog teams. Successfully turned the affiliate channel from -2% in revenue in Q2 to +10% in revenue by year end.• Partnered with merchants and IT to launch initiatives to capture non-branded search traffic and drive new customers. Key terms saw traffic increases anywhere from 20%-65%.• In 2016, expanded responsibilities to include purview over international markets as well as marketing technology and operations

• Oversee team of four responsible for digital consumer marketing of five sites, reaching 33MM uniques (including: People.com, EW.com and InStyle.com)• Social media expert responsible for integrating social into all product launches while increasing platform engagement. Improved PEOPLE’s engagement on Facebook from 8% to 22%.• Leveraged exclusive content to personalize Entertainment Weekly’s conversation calendar, driving 30% lift in digital magazine sales• Launched real-time ad sales inventory recirculation program across Time Inc, funneling traffic to internal sites with the highest CPMs. Generated $1.6MM in annual revenue.• Directed optimization of PEOPLEStyleWatch.com’s e-commerce newsletter by focusing on subject lines, time of day and day of week, improving open rate from 5% to 29%• Developed marketing plan and directed execution for new premium paid PEOPLE mobile apps aimed to increase reach, consumer revenue and retention– products projected to deliver over $2M in revenue in 2014• Piloting CRM program to enhance cross-selling capabilities via email newsletters and social brand pages• Audience Development lead on Time Inc’s first ever premium loyalty program, responsible for content strategy, editorial newsletter cadence and PEOPLE.com site integration.• Collaborate with Edit, Product, PR & IT to steer innovative multi-channel marketing campaigns for breaking celebrity news and tent-pole events including: Fashion Week, Sexiest Man Alive and World’s Most Beautiful to drive brand engagement

• Tasked with translating franchise tent poles into social media moments while being challenged to grow search referrals in the face of Google algorithm changes. Expanded responsibilities to include management of staff of two.• Institutionalized SEO across PEOPLE, EW, and InStyle edit teams resulting in a 40% lift in referrals from natural search• Created first ever Sexiest Man Alive on Facebook campaign driving 220K+ likes in ten days• Developed PEOPLE.com’s optimal social media posting strategy resulting in 200% increase in referrals

• Drove 500K+ downloads of Time Inc’s first paid mobile app thru unique online and mobile efforts• Modeled alternative revenue stream brand extensions via e-commerce Hautelook partnership, yielding 50K new signups in 6 months

• Used KPIs to drive traffic and marketing decisions contributing in 85% increase in on-site engagement on InStyle.com• Instituted light, medium and heavy segmentation reporting to customize content promotion based on frequency of visit• Implemented daily, weekly, monthly and quarterly reporting via Omniture, Hitwise and Comscore to better gauge website performance

Launched CSTV's Facebook campus outreach program, marketing cstv games through a network of selected on-campus brand ambassadors.