Natalie Scully Email & Phone Number

Minneapolis, Mn, Us

Red Wing, Mn, Us

Drive revenue growth for Red Wing Shoes’ DTC, B2B2C and B2B ecommerce channels by developing and aligning strategies with cross-functional teams (Brand, Product, Demand Planning and Finance) to achieve sales growth targets. Own weekly reporting of ecommerce KPIs to leadership and stakeholders, providing actionable insights to optimize performance.• Collaborate with cross-functional partners to identify sales opportunities, crafting strategic action plans to address them and maximize conversion rate.• Manage and enhance digital analytics capabilities, delivering key reports and insights to inform business decisions and improve funnel conversion.• Partner with the development team to prioritize and implement new site features, improving functionality and optimizing the customer shopping experience.• Oversee ecommerce P&L management, ensuring profitability through effective inventory planning and demand forecasting.• Lead ecommerce inventory planning and forecasting to align with sales trends and minimize out-of-stock risks.

Minneapolis, Mn, Us

Partner with vendors to develop multi-channel, integrated media campaigns across digital channels and platforms.

Minneapolis, Mn, Us

Lead optimization of branded site experiences for key Target vendors. Develop insights and digital customer experiences by analyzing site KPIs, consumer insights, internal search and SEO data. Collaborate with internal and external partners to blend vendor objectives with digital insights to drive positive results.• Consult and partner with vendors to drive optimal campaign performance. Present insights and recommendations, collaborating on future program content strategies to achieve vendor and enterprise goals.• Analyze page performance and develop optimization strategies, resulting in conversion growth of up to 246%, demand sales growth of up to 276% and decreased exit and bounce rates by -40%. • Influence internal tools and provide necessary insight to decrease touch points and increase tool effectiveness.• Refine internal processes to streamline workflows and minimize pain points. Partnered cross-functionally locally and globally to improve existing and design new processes, reducing last-minute edits and late-night work for global partners.• Build curated assortments to create ideal site experiences for vendor and customer needs.

Wheat Ridge, Colorado, Us

Selected to bring the region’s largest privately-owned plumbing & HVAC distributor into the e-commerce world for the first time. Designed and now manage the digital experience, strategy and processes to ensure continued double-digit growth online. Partner cross-functionally and with third-party vendors to bring a B2C experience to B2B customers. Develop and nurture third-party partnerships to consistently enhance e-commerce capabilities and offerings.• Re-platformed website resulting in 10x revenue and 1.5x revenue goal in the first year. Managed timeline, scope, budget, development, UAT and rollout of website.• Manage third-party developers and implementation teams (customizations, hosting, online payment partners, product content curation).• Successfully launch new initiatives through project management, collaboration and digital roadmapping.• Enhance e-commerce customer retention by leading cross-functional initiatives such as content development, product marketing strategies and online invoice payment capabilities.• Build and analyze reports on sales and KPIs, and communicate analysis and numbers to leadership.• Manage digital merchandising strategy and execution of 17,000 SKUs. • Ease purchasing decisions by implementing new taxonomy, identifying gathering necessary data points for individual product categories and managing ongoing relationships with third-party vendors.• Manage department roadmap and employee responsible for customer support, development assistance and content placements.• Created and own digital content calendar for web placements, promotions and marketing tactics.

Chicago, Illinois, Us

Selected for a new role focusing on site conversion optimization for one of the leading brands in the outdoor space. Enhanced site merchandising and usability of Coleman.com and 5 DTC sub-brand websites for a consistently pleasing customer experience. Optimized websites from a content, navigational, creative and functional perspective. Owned digital analytics analysis to determine site experience optimizations, driving positive bottom-line results month-over-month. Motivated peers cross-departmentally to continue driving positive sales growth despite impending office closure and layoffs. Trained and designed processes for incumbent ecommerce department ensuring a smooth transition, and proudly grew DTC digital sales until very last day.• Increased conversion by 60% over year prior, and increased AOV despite lower traffic in off-season.• Increased Holiday sales by over 50% over previous year by managing innovative holiday campaign.• Developed reports on a daily, weekly, monthly and quarterly level to analyze KPI trends and drive decisions in user experience updates.• Created and analyzed reports pairing KPIs and site content to better identify consumer preferences and trends.• Implemented and led cross-functional meetings with product designers reporting on web category performance and collaborating on go-forward strategies and priorities.• Designed user flows and wire frames based on data, competitive research and personal experience.• Developed and implemented site-wide promotion and optimization plans across 6 brands. Created all creative briefs for digital campaigns, and managed proofing and execution of campaigns.• Built out new process and procedures with internal creative team to make campaigns more efficient, cohesive and planned.• Established and managed collaborative processes with other departments to build trusting, effective relationships cross-functionally.

Denver, Co, Us

Managed category site experience for apparel and accessories targeting technical running customers. Accomplished day-to-day tasks such as merchandising products on the website, SEO copy updates, pricing and building custom product pages for marketing campaigns. In addition to daily tasks, managed larger strategy projects such as implementing Review and Q&A onto the website, designing functionality of landing pages and streamlining the merchandising process between merchandisers and merchants.• Managed Accessories and Apparel categories’ online performance and experience on two company direct-to-consumer ecommerce websites.• Initiated monthly meetings with merchant teams to drive category performance, opportunities and priorities.• Owned digital analytics reports, monitoring KPIs and trends to influence category experience decisions.• Partnered with marketing and merchant teams to organize and execute product priority campaigns.• Designed optimized landing page experiences for marketing and site experiences.• Participated in brainstorm sessions and proofed for marketing and site experience campaigns and updates.

Minneapolis, Mn, Us

Hired to design and develop additional position within a newly-built department. Strategized and executed website updates for 4 businesses within Target.com. Partnered closely with merchants to streamline customer experiences within specific categories of Target.com, including product data and refinements, taxonomy restructures, product detail page copy process and monthly photography needs. Quickly became the go-to person across the department for any systems or reporting questions, as well as any new system testing, concepting and roll-outs.• Improved KPIs by building reports and analyzing data to determine digital guest experience optimizations.• Primary business resulted in increased digital conversion by 59% over prior year making category conversion twice the amount of site average.• Analyzed SEO, paid search, internal search data and competitive experiences to develop optimization plans. • Collaborated with merchants to develop strategies to promote sales, product launches and key items.• Strategized with teams company-wide to create and execute an omni-channel plan for the first-ever showrooming pilot for Target as an enterprise. Increased sales to previous year by 60% and average basket size by $6.72 in test market.• Created new mobile and desktop shopping experience to support quadrupled assortment growth.• Executed weekly site changes including link navigation, photography shoots, product placement and content.• Onboarded new employees across department and led digital educational sessions cross-functionally.

Minneapolis, Mn, Us

Managed execution of branding landing pages and ads within Target.com. Quickly learned processes and took on stretch projects in addition to daily tasks. Revamped creative and operational processes to cut timelines to launch. Onboarded a new creative agency in India, created and rolled out processes going forward to streamline timing and cut expenses for entire department. • Managed and moderated between internal Account Managers and external agencies to execute build and launch of vendor pages on deadline.• Developed custom site navigation based on data, facets and specific item needs within content management systems to create optimal guest experience.• Supported strategic decision to shift creative concepting and coding from external to internal resources in India. Developed, documented and trained new process model and communication plan, cutting agency expenses in half.• Partnered to design streamlined internal process reducing weeks from program kick off to launch by 42%.

Minneapolis, Mn, Us

Lead agency employee for market research execution for numerous clients. In addition to market research helped on many client projects and proposals from video shoots to competitive analyses. In addition to client work, co-managed the rebranding of the agency across all online platforms.• Executed market research studies and analyze report data; generate client recommendations on deadline.• Co-managed rebranding strategy and trafficking of Axiom’s company website and social media outlets.• Developed promotional recommendations from client research and social media press tracking.

Bachelor'S, Communication, Economics

Bachelor'S Degree, Communication, Economics