Focus on building integrated web strategy and optimize user journeys that deliver strong growth goals and long-term ecommerce vision with the ultimate goal of helping to inspire adults of all ages to book a dream trip for life-changing travel experiences across the globe.

Provided leadership and direction for the functional and financial performance of the E-commerce channel. Responsible for the overall performance of all Pure Fishing DTC and digital sales, online marketing, digital content development, and social media engagement channels. Owned company objectives in regard to sales, expenses, customer service, and profitability.

Responsible for leading the strategy and innovation for the direct to consumer (DTC) and business initiatives. Included integrating the Direct to Consumer (DTC) with Trade Marketing into the company’s overall business operations and seeking to deliver an outstanding customer experience. Continually worked to Identify ways to build the value of the company’s brand and expand its traditional customer base.

As the leader of Yankee Candle’s e-commerce marketing team, I was responsible for developing, analyzing, and implementing strategic and tactical changes to internet properties to drive business profitability by increasing visitors, improving conversion rates, and manage margins for Yankee Candle e-commerce business.

* Responsible for driving ROI-focused results in marketing, creative services, and customer service channels.* Led the creation of the consumer direct division that included the development and execution of sales, promotion, and customer marketing strategies across the direct channels.* Created and oversaw plans and strategies to grow on-line and off-line marketing programs with a focus on ROI and customer acquisition metrics.* Developed and led the e-commerce traffic-driving and marketing strategy, time-and-action calendar and budget to ensure on-time and under-budget execution.* Defined marketing metrics and developed the team into effective report builders who could measure successes, opportunities, and appropriate action plans based on actionable conclusions.

* Developed a site optimization program that established the processes and tools to identify areas of opportunity in onsite performance and online marketing programs and improve them.* Led the acquisition of new business ventures which resulted in the expansion of the TGW portfolio into 2 additional sports verticals.* Assumed a project management leadership role that resulted in the launching of 18 projects aimed at driving enhanced user experience and strategic business relationships.* Began the process of creating a data-driven culture by creating better reporting tools and setting the expectation throughout the company that decisions must be backed by data* Spearheaded the business reach into social networking and mobile commerce channels.

* Led web merchandising team to drive lift in online marketing sales through onsite and marketing program product placement* Established e-commerce best practices through building onsite and e-mail tests. Responsible for designing and deploying tests, reporting on the results, and maintaining best practices guide * Identified and managed projects to drive increases in online marketing sales. Responsible for creating project vision, cost/benefit analysis, and manage interdepartmental and vendor team through implementation process* Led Search Engine Optimization (SEO) team in efforts to increase sales and engagement of non-branded natural search terms through technology and site content enhancements* Managed all e-commerce reporting and analysis, including regularly published Flash, Dashboard, and ad hoc analytics projects* Developed Key Performance Indicators for e-commerce team

* Responsible for data-driven merchandising of several categories on the US website* Quantified impact of website features and functionality to online sales, conversion rate, and customer experience* Supported the design and analysis of site merchandising and marketing tests* Analyzed and reported web traffic and site usage data for business trends and performance analysis and communicated findings regularly to merchandising, marketing, and advertising teams

* Responsible for driving all ShopPBS.com online marketing initiatives through paid and natural search, affiliate marketing, comparative shopping engines, portals and other online channels* Responsible for incremental demand growth and optimization for all online marketing channels* Created and implemented strategic online marketing plans and provided quarterly online marketing business updates

* Provided project management for implementation of strategic business processes and applications* Supervised internal call center and managed all aspects of e-commerce customer service * Managed product life cycle, ensuring data integrity for multi-channel direct-to-consumer retailer* Developed strategies and policies for implementation of Oracle database upgrade

* Account management for higher education distance learning customers* Complete billing oversight of higher education distance learning consortia* Provide live satellite event technical support.

* Drove store sales results by ensuring a consistent quality customer experience in the store * Partnered in building and retaining a customer focused and sales intense store team * Recruited, interviewed, developed and trained store teams to deliver the required performance objectives * Directed the shipping, receiving, and inventory flow * Delegated daily workload among associates to meet merchandising and visual presentation standards