Working on the 3rd wave of e-commerce

Delivering great products to women!

Expanded role, challenged to rebuild business operations and retain customer base—following the loss of the company’s founder. Led teams across engineering, design, marketing, customer support, operations, and finance; managed a multimillion-dollar P&L. -- Turned around operational expenses, return rates, and order fulfillment time, reducing costs 25% and developing a more interactive return process.-- Led negotiations and secured merchandise on consignment from hundreds of leading women’s brands, analyzing sales data to present a strong value proposition and building internal brand tracking and reporting system.-- Built custom vendor order management system to streamline new product entry.-- Developed and executed a drip marketing campaign and lead-nurturing sequence that drove a 50% increase in customer conversion rates, utilizing data analytics to identify problems in sales funnel.

Challenged to transform this small, in-home, women’s styling service into a thriving online/digital business—to drive customer acquisition, retention, and revenues. Established and led marketing and technology teams—overseeing the planning and execution of marketing and sales strategies across all consumer touch points, recruiting and hiring the company’s engineering and design teams and leading the entire product development lifecycle.-- Increased customer satisfaction and sell-through rates to 75%, identifying disconnects between stylists and consumers and architecting a back-end e-commerce solution for stylists.-- Designed and developed an internal stylist platform, optimizing every aspect of the stylist journey from onboarding and training to enabling self-help among stylists through FAQ’s and chat forums, reducing stylist support tickets by 40%.-- Doubled revenues and expanded customer base by 900% per month, managing the planning and execution of earned media, content marketing, referral programs, retargeting ads, landing pages, SEO and SEM strategies, PPC, Adwords, and social media campaigns.-- Introduced and trained a team of stylists on the Sandler sales methodology and proprietary No/Ell method for consultative sales, leading with the psychology of empowering women through fashion, and the stylist as a confidante.-- Identified opportunities, and secured media and press—including Fortune, The San Francisco Chronicle, 7X7, BetaKit, and Forbes, developing messaging to align with consumer/market trends and landscape, and leveraging network of contacts.

Helped build this women’s styling service from the ground up—providing leadership and expertise in product marketing & analysis, business plan development, investor funding, market identification, and product development.-- Led the redesign, development, and launch of new company website, performing A/B testing on brand and messaging to drive decision making related to improving consumer conversion rates and online revenues.-- Developed and led multiple iterations of the product, collecting quantitative and qualitative data from customers, sales data, and website analytics to introduce features and functionality that dramatically improved conversions.-- Led the planning and execution of grassroots marketing events to showcase products and services, partnering with local businesses, such as hair salons and mommy meet-up groups to expand consumer base.-- Recruited, selected, and hired hundreds of professional stylists, negotiating win/win 1099 agreements.-- Identified angel investors and secured capital to start up new business, performing market research, and developing and presenting a winning business proposal and pitch deck.

Identified market opportunity, and launched an online community for women to share lifestyle products and services. Developed and launched a website, and an affiliate marketing and ad revenue program. Managed a team of seven editorial writers.

Served as the primary presenter of business/consumer news stories and other content—presenting in a clear, engaging, and meaningful way to news consumers. Collected, analyzed, and presented facts about newsworthy events by interview, investigation, or observation. Ensured all news content met company standards for journalistic integrity and production quality. Assisted in writing, copy editing, researching, and coordinating news.Presented live daily in up to 3 newscasts.Won Knowledge@Wharton journalism award for a story on subprime mortgages in 2006 and received a fellowship to study at Wharton Business School.

Acted as the air traffic controller of a newsroom—monitoring, selecting, developing, and generating news events or feature stories to be covered by reporters—within a 24-hour breaking news environment. Determined priorities and assigned coverage to news units. Collaborated on story ideas and coordinated and prioritized assignments of the news gathering staff.

Served as a presenter of daily news stories and other content for this student-produced 30-minute nightly news program serving the University of Southern California student body and Downtown Los Angeles.