Strategic eCommerce Leader & Optimization Expert
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I’m an E-commerce polymath, turning complex digital challenges into straightforward strategies that deliver real results. CEOs turn to me when they need clarity in the ever-evolving digital landscape, and I thrive on creating roadmaps that prioritize high-impact initiatives while sidestepping costly missteps. Using a data-driven approach to continuous optimization, I guide teams to design scalable, high-performing e-commerce sites and strategies that meet—and exceed—key performance indicators.
With 15 years' experience, I’ve built a career crafting engaging digital journeys that drive measurable revenue growth across home, fashion, beauty, and CPG markets. Whether it’s leading the re-platforming of multiple e-commerce sites, spearheading team development, or improving content strategies to boost conversions, I’m all about delivering on-time, on-budget solutions that make a difference.
Some highlights I’m proud of:
🌟 Strategic Leadership: At Beauty By Imagination, led the platform migration + redesign of two sites while launching two others, resulting in a 169% revenue increase.
🌟 Team Building: Built the entire direct-to-consumer team at Ouidad, managing all DTC functions, and expanded the team at Beauty By Imagination, growing the customer base by up to 457% for some brands.
🌟 Collaboration: Led Site Content Task Force at Beauty By Imagination, partnering across teams to improve product page performance, resulting in higher conversion rates across all digital channels.
I bring order to chaos by analyzing data, interviewing stakeholders, and identifying roadblocks and opportunities. From there, I craft actionable roadmaps, implement solutions, and continuously refine them based on measurable results.
This approach has launched multiple direct-to-consumer sites, streamlined processes across teams, and consistently improved KPIs such as customer acquisition, order conversion, repeat purchases, and revenue.
I’m passionate about optimizing online performance and creating seamless, customer-centric experiences that drive engagement and growth. If this resonates with you, I’d love to connect—let’s chat!
Beauty By Imagination (acquired Ouidad)) | New York, NY | 2018 – 2024
Global innovator in haircare offering diverse portfolio of brands, including Wet Brush, Goody, Ouidad, Bio Ionic, and CURLS.
VICE PRESIDENT, E-COMMERCE
Led direct-to-customer (DTC) eCommerce strategy for 5 renowned haircare brands, overseeing site management, operations, conversion optimization, digital merchandising, and promotional planning. Recruited and led team of 3 direct reports and 6 indirect contributors, driving cohesive execution and sustained growth across channels.
Brand specializing in curl-specific haircare products and salon services, dedicated to enhancing and embracing natural curls.
E-COMMERCE DIRECTOR
Owned direct-to-consumer sales channel, leading strategic platform migration and site redesign grounded in mobile-first approach to eliminate purchase barriers and improve user experience. Drove growth across entire customer lifecycle through commitment to maximizing engagement and revenue.
Skincare company offering medical-grade, natural products with proprietary enzymes for gentle exfoliation and anti-aging benefits.
VICE PRESIDENT, E-COMMERCE
Directed operations for direct-to-consumer website and Amazon storefront, crafting and implementing strategic roadmaps to drive rapid improvements in e-commerce KPIs and enhance user experience.
Luxury skincare brand renowned for science-backed, ritual-focused products that enhance skin health and well-being.
E-COMMERCE DIRECTOR
Led e-commerce and digital marketing strategy for luxury skincare brand, overseeing channels including email, social media, SEM/SEO, and affiliate marketing.
Site Merchandising Manager for Getty Images | New York, NY
E-commerce Manager for Spiegel Brands | New York, NY
Online Merchandising Manager for Curran Catalog | Seattle, WA
Bachelor of Arts, English, summa cum laude | Temple University, Philadelphia, PA
