Sibel Dickson

Results-driven E-commerce and Online Trading professional with proven experience across leading fashion retailers, including Whistles, Boden, Lipsy, Sweaty Betty, and John Lewis. Skilled in managing end-to-end product launches, site content, and online trading operations with a strong focus on accuracy, customer experience, and commercial performance. Experienced in CMS platforms such as Salesforce with strong analytical ability using Excel and other reporting tools.

Recognised for excellent communication and collaboration across cross–functional teams, attention to detail, and a proactive "can-do" approach. Passionate about optimising digital retail journeys and driving continuous improvements to deliver measurable results.

Career Break

(2025-01)

Focused on professional development, industry research, and exploring opportunities within eCommerce and fashion retail.

E-commerce Senior Assistant - Whistles

(2025-04 - 2025-09)

• Optimised product attributes, SEO, copy, imagery, and PLP/PDP content to enhance product visibility, customer experience, and on-site search performance.
• Supported daily eCommerce trading operations by collaborating closely with merchandising, marketing, and creative teams to ensure seamless site performance and campaign execution.
• Executed on-site campaign launches, including briefing, building, and publishing banners, landing pages, and online content.
• Maintained accurate and up-to-date product information, including descriptions, imagery, and product attributes across all websites.
• Managed end-to-end execution of product launches, seasonal updates, and promotional activity across multiple regions.
• Manage regional Visual Merchandising (VM) across key PLPs and high-traffic categories

E-Commerce Operations Assistant - Boden Fashion Company

(2023-10 - 2024-02)

Temp position

• Managed product launches, campaigns, and trading activity across digital platforms, ensuring timely and accurate execution.
• Oversaw product setup, including categories, copy, imagery, promotions, and campaign content across eCommerce sites.
• Collaborated with Merchandising, Creative, and Trade teams to optimise the online customer journey and improve search performance.
• Analysed search KPIs and identified opportunities to enhance on-site search and conversion.
• Coordinated workload and cross-functional priorities to support smooth day-to-day eCommerce operations.
• Managed new product and imagery uploads alongside system updates and campaign launches.

Senior Online Trading Senior Imagery Assistant - Lipsy

(2021-06 - 2023-09)

• Managed communication with leading fashion and beauty brands, building strong partnerships and supporting effective collaboration
• Collaborated cross-functionally with global brands, including Victoria's Secret and GAP, to support commercial objectives
• Oversaw end-to-end product setup, ensuring accuracy and consistency across product data and imagery
• Delivered high-quality imagery to third-party affiliates, enhancing brand visibility and online presence
• Maintained consistent, engaging, and customer-focused product listings across the website
• Supported timely product launches through accurate validation of product data and assets
• Support Monday trade activity. Knowing and preparing the best and worst products and assisting in trade meetings.
• Completing all admin tasks and range plan requirements necessary for each product to meet critical path timelines.

Product Enrichment Specialist - Sweaty Betty

(2020-11 - 2021-04)

Temp position

• Streamlined new product onboarding by coordinating effectively with internal teams and external stakeholders, ensuring a smooth and efficient workflow
• Curated and aligned product selections for trend and edit pages, enhancing brand positioning and driving customer engagement
• Maintained a centralised and up-to-date product database, supporting efficient access to information and informed decision-making
• Ensured accurate data management on SmartSheet while delivering high-quality imagery to third-party partners
• Managed and optimised data across multiple spreadsheets, improving accuracy, consistency, and overall accessibility

Product Administrative Assistant - Lewis Partnership

(2018-02 - 2020-05)

• Led the acquisition, validation, and management of product files and imagery from brand partners, ensuring accuracy, consistency, and alignment with brand and quality standards.
• Maintained full compliance with John Lewis standards, ensuring seamless and accurate product data integration across multiple systems.
• Managed the setup and execution of price changes and promotional activity to support customer engagement and commercial performance.
• Partnered closely with Buying, Merchandising, and Product Launch Operations teams to deliver key trading objectives and ensure successful product launches.
• Worked on critical path timelines to ensure products launched efficiently and on schedule following stock arrival.
• Maintained accurate product setup, ticketing, and customer-facing information across in-store and online channels, protecting brand consistency and integrity.
• Liaised with suppliers to ensure launch requirements, deadlines, and operational standards were consistently met.
• Advanced proficiency in Google Workspace and Microsoft Excel, including VLOOKUPs and data analysis functions.
• Demonstrated strong organisational and prioritisation skills while managing multiple deadlines in a fast-paced retail environment.

Level 3 - Business for Fashion Retail - Fashion Retail Academy, Central London

Level 4 - Buying & Merchandising - Fashion Retail Academy, Central London