Combining Marketing Strategy, Digital Merchandising and Product Management expertise to lead the strategy & prioritization of the DTC VMS brand website roadmap. Develop user experience and merchandising strategiesto drive both short & long term strategic objectives for brand & OMNI channel profitable revenue growth. Deliver best-in-class DTC experience through cross functional collaboration with Data, Brand, Design, Creative & Engineers.Develop and lead website optimization initiatives includinglearning agenda and testing plan to optimize site performance, consumer experience and design optimizations. Coach, mentor and development of site experience and merchandising team.

Developed Merchandising strategies driving eCommerce growth for our DTC Retail VMS Brand websites. Responsible for leading cross functional team collaboration bringing a best-in-class experience that drove discovery, conversion and revenue. Responsible for driving learning agenda and site roadmaps with our product team. Focused on improving the onsite consumer experience through a data driven customer first approach that identifies areas of improvements and optimizations.Key Achievements:➢ Drove product discovery & basket building strategies driving improvements in AOV & CVR➢ Drove CVR improvements by increasing our UGC coverage and ranking➢ Established a Site Learning agenda improving customer experience and driving optimizations leading to growth in CVR & AOV➢ Implemented Merchandising best practices, processes and documentation to support scale, education and efficiency➢ SEO Strategic lead for DTC, developing roadmap for improving organic traffic➢ Led diverse team across eCom, developers, agencies and third-party vendors➢ Coach, mentor, and developed Site Merchandising team

Category Manager for Vitamins, Supplements, Minerals, Herbs & Beauty products. Responsible for driving profitable sales through product planning, execution of strategic marketing plans and merchandising of category website pages. Oversee product sourcing managers and new product planning. Working closely with inventory team to maintain healthy inventory position, manage buy ins and exit strategies. Responsible for maintaining vendor relationships, leading complex negotiations and developing a category strategy to increase sales through new customer acquisition, improve conversion and attachment rates. Continued collaboration with web teams and marketing to enhance customer experience and make Vitacost.com a destination for Vitamins, Supplements and other health and wellness products.

Category Merchant responsible for Wireless Accessories, Software, Services and No Contract Cell Phones. Developed category strategy to drive sales through assortment planning, execution of retail and web marketing plans and in store merchandising. Managed vendor relationships and complex contract negotiations.

Buyer for No Contract wireless phones, airtime and mobile broadband.

Merchandising professional with experience in buying, marketing, financial planning, retail sales, inventory management and complex negotiations. Categories managed include printers and ink & toner.