At Core Strategies, we empower brands to thrive in the digital age by crafting strategies that are core to their success. Our tailored consulting solutions drive revenue growth and operational efficiency, founded on industry-tested strategies and a commitment to excellence. We maximize digital potential across omnichannel platforms, analytics, merchandising, performance marketing, marketplace optimization, and IT, helping clients achieve sustainable, impactful results.Omnichannel Strategy and Customer Engagement:Our expertise in Omnichannel Strategy and Operations allows brands to deliver seamless experiences across all touchpoints, strengthening customer loyalty and conversion rates. Leveraging advanced Customer Analytics and Insights, we help brands engage and retain target audiences effectively, reactivating millions of customers and optimizing significant marketing budgets for maximum impact.Performance Marketing:Our Performance Marketing strategies are meticulously designed to drive measurable results, focusing on maximizing ROI. By harnessing data-driven insights and precise audience targeting, we enhance customer acquisition, retention, and conversion, ensuring that each marketing dollar contributes to robust bottom-line growth.Digital and Marketplace Optimization:From Site optimization to Marketplace strategies, we elevate brands across digital platforms. Our site optimization and marketplace strategies ensure an enhanced brand presence, superior user experiences, and maximum conversion potential, driving growth across all digital channels.IT Optimization and Data Transformation:We deliver strategic IT Optimization, establishing scalable, secure digital infrastructures for long-term success. Through data democratization and comprehensive IT transformations, we empower brands to leverage their data fully, boosting operational efficiency and enabling informed decision-making across their organizations.

As Chief Digital & Technology Officer at Leslie’s, I led digital transformation initiatives that aligned technology and marketing strategies with the company’s long-term goals. Responsible for overseeing the digital business P&L, I drove growth by expanding ecommerce channels and optimizing digital marketing efforts, resulting in increased customer engagement and revenue. My team and I leveraged data-driven insights to enhance the customer experience and grow the brand's digital footprint. I also played a key role in board meetings, where I provided strategic insights and presented performance updates around digital, marketing, and IT initiatives.

I rose to Chief Digital Officer, a reflection of the transformative impact I delivered across digital and physical channels. Managing a $350 million digital channel P&L, I led pivotal omnichannel initiatives such as Ship from Store, Reserve Online Pick Up In-Store, and an endless aisle app, collectively driving millions in revenue while enhancing customer experience. I transitioned our ecommerce platform to a headless microservices structure, reducing costs by 60% and accelerating innovation, and reallocated catalog marketing funds to digital channels, achieving over 25% growth in customer acquisition.As Chief Digital Officer, reporting directly to the President, I continued to deliver high-impact results, achieving 10 consecutive quarters of positive comp growth pre-COVID and fostering strong loyalty with an 80% penetration rate. I led store teams from 2018 to 2021, driving profitability through a 12% payroll reduction while preserving conversion rates—ultimately contributing to $9 million in savings. Under my leadership, Eddie Bauer’s digital transformation advanced significantly, supporting a successful sale to SPARC Group in 2021 and positioning the brand for sustainable growth.

I was initially recruited as Vice President, Global Digital Experience, with oversight of the ecommerce and analytics teams, and was later promoted to Vice President of Commerce, expanding my responsibilities to include leading store operations for nearly 300 stores.

As Senior Vice President of Digital at Paula’s Choice, I led the rapid expansion of the brand’s digital channel, generating over $60 million across the U.S. and Australia. Responding to a major traffic decline due to regulatory changes prior to my arrival, I identified new growth opportunities in paid search, social media, and Amazon marketplace, helping the brand recover and grow. I implemented a strategic roadmap, including a robust promotional calendar that produced record-breaking sales days. Additionally, I led the seamless transition to Salesforce Commerce Cloud, delivered on time and on budget, modernizing the digital infrastructure to support ongoing scalability. My initiatives positioned Paula’s Choice as a digitally forward brand in the competitive skincare market​.

As Vice President of Ecommerce at Eddie Bauer, I led the transformation of the company’s digital sales channel, driving consistent positive growth and reversing a multi-year decline in customer count. Overseeing the Direct-to-Consumer business with $300 million+ in annual sales, I implemented a strategic acquisition and reactivation plan leveraging the loyalty platform, which boosted customer engagement and retention. I optimized the digital marketing budget, reallocating resources from traditional catalog marketing to high-impact digital channels, leading to over 25% growth in digital customer acquisition year over year. Through a customer-focused approach, I improved ecommerce profitability, managed a comprehensive $60 million+ marketing portfolio, and expanded my role to include direct mail and analytics, identifying key opportunities to enhance productivity and ROI. My contributions helped position Eddie Bauer’s ecommerce division as a core driver of the brand’s multichannel success.

As Senior Vice President of Client Services at Onestop Internet, I was instrumental in scaling the company’s revenue from $5 million to $74 million by building a robust infrastructure and high-performing team. Overseeing client relationships and strategy, I expanded Client Services from a two-person team to a 27-member organization, ensuring deep expertise in ecommerce trends, digital marketing, and analytics. Partnering on multi-million-dollar client acquisition efforts, I helped secure major accounts with brands like 7 For All Mankind, Lululemon, and John Varvatos. Through two rounds of venture capital funding, I provided consistent, high-impact service execution, positioning Onestop Internet as a trusted partner for rapid ecommerce growth.

As Director of E-commerce at GUESS?, Inc., I drove a dramatic increase in digital revenue, growing it from $8 million to $18 million through strategic marketing, enhanced site functionality, and innovative channel expansion. Leading a 22-member team, I transformed the online shopping experience across Guess.com, Guessfactory.com, and Marciano.com, boosting conversion rates by 50% with new features such as advanced search and guided navigation. My proactive fraud prevention initiatives reduced fraudulent transactions by 52%, while my decision to develop an in-house ecommerce platform saved the company $3 million. Additionally, I launched multiple online stores to support GUESS’s retail and Canadian market expansion, establishing a scalable foundation for long-term digital growth.