Wendy Smith Email & Phone Number

Vancouver, British Columbia, Canada

At One & Body (Simpli) I oversaw our frontend experience, optimization efforts, marketing channels, Amazon business, and customer care team. Ultimately responsible for our revenue objectives, I focused on developing clear KPIs, targets, and strategic roadmapping processes, enabling the team to properly forecast and understand opportunities for growth and optimization at a detailed level. Further, I worked tightly with all department heads in their strategic planning; leveraging product and experience performance data to help define their objectives and ensure a collaborative and unified approach to our broader ambitions.

At Canopy Growth I oversaw the ecommerce revenue and performance for their retail brands, Tweed and Tokyo Smoke; my objective was to create a best in class ecommerce business and team in support of our continued growth and profitability, while always considering the customer experience and creating a seamless, on-brand, omnichannel experience.Revenue Management: Responsible for the revenue performance of the ecommerce channels, I generated and consistently measured our performance against detailed forecasts and the supporting KPIs required to achieve set targets.Analytics: On-boarded Adobe Analytics with a third party integration partner, customizing all data points and ensuring access to rich, consistent, and reliable information. I developed detailed ecommerce performance reporting as well as feedback and recommendation cadences for the product and marketing teams through analyses of the onsite impact of their efforts.Conversion Optimization: A key piece in revenue performance, I consistently measured and analyzed each level of the conversion funnel identifying opportunities which informed our roadmap and priorities. I partnered with our Tweed UX UI team providing their targets and approval/oversight of their roadmap.Marketing: Overseeing our acquisition and retention targets, I worked tightly with our marketing team to optimize channel performance. I ensured optimal product placement and supported the creation and optimization of any supporting site experiences, as well as analyses of asset performance.Merchandising: Accountable for product performance on the website, I generated and measured the parameters of assortment success. I ensured optimal search and discovery of products through attribute management, filtering, and search functionality, as well as product engagement through education and recommendations ensuring confidence and ease of selection.

Vancouver, Canada Area

At Clearly I was responsible for the performance of the glasses business and the leadership of the glasses team; I set the 3-year plan for growth and was responsible for the P&L. I oversaw and delivered on both revenue and margin targets for the category in each Clearly geography and brought the glasses category back to profitability.Product: Built and delivered a data-driven glasses product strategy, delivering on: • Collection and assortment plan: Built a comprehensive and optimized collection plan to fulfill consumer wants and properly forecast based on demand. • Sourcing and forecasting: Readjusted both buying methodology and supplier partnerships to support financial ambitions and refine the product onboarding and lifecycle process. • Pricing: Defined and monitored an optimized pricing strategy for the full glasses range (catalogue prices, discount waterfall, promotion modelling by tier). I built and executed strategies within this roadmap to ensure revenue growth and secure margins. Marketing: Partnered with the head of marketing to oversee budget management and channel spend allocation ensuring high-growth through all digital channels. Developed briefs, and oversaw implementation and success of all campaigns. Final sign off for all creative, copy, and asset creation.Merchandising / UX|UI / Web Operations: Lead front end efforts for the glasses business ensuring maximum conversion for the category through behaviour testing and analysis as well as onsite technical improvements.Operations: Worked closely with the operations team to ensure efficiency in service level. Reviewed and adjusted service promises and commercial policies.Competitive Analysis: Conducted market studies to drive continuous competitive benchmarking on products, services and financials.Strategic Projects: A key player in steering projects for the company.I developed and led the Product, Merchandising, and Business Support teams.

Vancouver, Canada Area

Managed a dynamic team of merchandising coordinators and specialists within the technology team, championing their growth, development and engagement.Developed robust data driven merchandising strategy which included identifying and measuring web and product KPIs, overhauling strategic sort order, planning and executing search and navigation improvements and owning merchandising A/B testing.Managed operational challenges, provided escalation management, influenced and balanced the business needs versus technical constraints, and maximized ROI while providing a great customer experience.Worked cross-functionally with the project management, marketing, analytics and business teams to bring campaigns and initiatives live on site.Worked collaboratively to define, develop, and implement online opportunities and initiatives to reach revenue targets.Communicated and presented effectively, to technical and non-technical audiences, at all organizational levels.

Vancouver, Canada Area

Oversaw day-to-day operational activities of the Merchandising Creative and Photography teams.Partnered with sales, user experience and technology teams to identify gaps in the search and discovery process; analyze product, category and customer interaction data to test and improve site functionality and experience.Partnered with technology team to ensure improvements meet merchandising team requirementsResponsible for merchandising strategy as it pertains to search, functionality, on site promotion and photography.Managed reporting teams to provide consistent testing of site functionality and experience as well as analysis of search and page performance data.Provided content for weekly email marketing campaigns with a focus on product features, trends and design.Supported implementation of new merchandising products and systems.Coached and trained team members to develop strong site and user experience knowledge, product expertise, critical problem solving abilities and analytical prowess.Guided, mentored and supported team on personal development and growth, recognizing and celebrating team and individual accomplishments.

Dealt with day-to-day operational merchandising activities of the team.Ensured 60 day goals were on task and projected to meet target; further defined measurable action items against goals with timelines for completion.Facilitated problem solving & collaboration both within Merchandising and with other BuildDirect teams Coached and trained new team members to develop strong product knowledge, process and system understanding and critical problem solving.Guided, mentored and supported team on personal development and growth, recognizing and celebrating team and individual accomplishments.Project managed new category development by ensuring effective collaboration with other teams and timeliness of build-out for a successful launch on site.Assisted with Merchandising Coordinator responsibilities in peak periods and team member absences.