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Work Background
AdeptmindAdvisor
Mar. 2023Toronto, Ontario, Canada
Bath & Body WorksDirector, Digital Commerce
Oct. 2021Columbus, Ohio Metropolitan AreaLead a team of 24 spanning Site Merchandising, Personalization, Promotions, Content Operations, and International eCommerce (Canada platform). Lead strategic integration and optimization of premium e-commerce solutions to enhance customer experience and drive revenue growth including AI driven sales driving and product discovery solutions. Revamped on-site product discovery through advanced AI-driven recommendations, ratings & reviews integration, and assisted selling tools, driving a +37% conversion improvement and $60M incremental sales opportunity. Enable new features and functionality including expanded personalization tools that drove +12% increase in demand. Spearheaded a hyper-personalized merchandising strategy, increasing Canada’s eCommerce demand by +12% and unlocking $20M in incremental revenue. Optimized visual merchandising execution through A/B testing, navigation enhancements, and content placement, improving product engagement and sell-through rates. Proven success leveraging data-driven insights and behavioral analytics to support business objectives and refine frictionless digital experiences.
JOANN StoreseCommerce Merchandising Manager
Apr. 2021 - Oct. 2021Hudson, Ohio, United StatesElevate content and engagement across 60k+ SKUs through customer centric navigation, attribution, imagery and SEO optimized content. Business development expanding assortment opportunities by identifying white space and Omni-channel optimizations. Drive test and learn and roadmap strategy in partnership with site experience, UX and product teams within an agile framework.
SomaDirector, Digital Commerce
Aug. 2018 - Apr. 2021Fort Myers, FloridaDrive overall e-commerce strategy across site merchandising, financial planning and digital marketing resulting in year over year traffic and conversion improvements. Lead, develop and strategically expand team across all areas of responsibility while collaborating with cross functional teams including creative, merchandising and product teams to innovate and optimize the omni-channel customer journey. Drove +77% YoY eCommerce revenue growth, with digital accounting for 63% of total brand sales. Developed a data-driven reporting suite (Google Analytics, Tableau) that identified site performance trends, contributing to a $90M YoY revenue increase. Launched exclusive digital merchandising initiatives, including curated collections and trend-focused landing pages that increased AOV and engagement.
SomaDirector of Planning, Digital Commerce
Jan. 2016 - Aug. 2018Fort Myers, Florida Area
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