digital PRODUCT & ecommerce leader | certified SCRUM MASTER

Digital Product and Ecommerce Leader with over 15 years of experience in driving digital transformation and e-commerce initiatives for major fashion brands. Expertise in product vision, strategy, roadmaps, and execution with a strong focus on enhancing user experience and increasing conversion rates. Skilled in Agile methodologies, backlog management, and cross-functional team collaboration.

case studies & featured projects

Site MIGRATION TO SHOPIFY HEADLESS: New York & Company

Spearheaded the re-platforming initiative for New York & Company, transitioning their e-commerce site from Oracle ATG Commerce to Shopify Plus. This involved overseeing the entire migration process, ensuring data integrity, and maintaining minimal downtime. Key responsibilities included managing the product catalog, coordinating third-party integrations, setting up SEO redirects, and preparing the site content and merchandising for launch. Regular collaboration with cross-functional teams and thorough QA testing were essential in achieving a successful and seamless transition. The project resulted in improved site navigation, enhanced user experience, and empowered the site operations team to manage the platform more efficiently.

OPERATIONAL EXCELLENCE

Led the initiative to achieve operational excellence by defining and tracking key operational metrics on a weekly basis. Implemented process improvements across various operational areas and collaborated with cross-functional stakeholders to ensure alignment and visibility. Analyzed customer feedback to drive continuous improvement, resulting in increased efficiency, reduced return rates, and enhanced customer satisfaction. Key actions included optimizing PLCC acquisition and communication, streamlining shipping processes, initiating a returns and exchanges program, and improving order approval and chargeback rates. The project achieved significant outcomes such as a 10% increase in PLCC rewards program participation, improved delivery times, reduced chargeback rates by 14%, and better overall customer satisfaction. This case study highlights the importance of data-driven decision-making, continuous process improvement, and effective collaboration across teams.

Custom Website Development on Squarespace with Backend Integration

Implemented a series of optimizations for the Lord & Taylor mobile app aimed at increasing revenue. Key responsibilities included enhancing navigation and product discoverability, launching push notification campaigns, and introducing abandoned cart and win-back triggered notifications. Additional actions involved promoting app installs with incentives, implementing percentage-off messaging on PLP and PDP, and managing product availability and app refresh. These efforts resulted in a 450% increase in app revenue within the first two months.

Site re-design and re-platform for fashion to figure

Led the comprehensive re-design and re-platforming of the Fashion to Figure website, transitioning to Shopify Plus. This project focused on modernizing the user interface, optimizing the user journey, and improving backend performance. By incorporating data-driven design changes and leveraging the robust capabilities of Shopify Plus, the new site achieved a 26% lift in conversion rates, streamlined site management processes, and significantly enhanced overall user satisfaction.

Custom Website Development on Squarespace with Backend Integration

Developed of a custom website for Brighton Swim Academy on Squarespace, incorporating the Jackrabbit Class registration system. The project involved defining the scope and requirements, managing the end-to-end design and development process, and implementing effective SEO strategies. Overcame challenges related to integrating a third-party registration system with Squarespace's limited backend customization options by creating custom code snippets and conducting thorough testing. The successful launch resulted in a user-friendly website that streamlined the registration process and enhanced user satisfaction, as evidenced by positive feedback and registrations.

revenue retention: Exchange & return to gift card

Conceptualized and managed a return exchange program for New York & Company and Lord & Taylor aimed at retaining revenue. Responsibilities included aligning stakeholders from finance, marketing, customer service, and fulfillment on processes and incentives. Overcame challenges such as securing stakeholder buy-in, ensuring seamless system integration, and effectively training customer service teams. Key actions involved conducting market research, designing program policies and workflows, and implementing the program in phases for continuous improvement. The program successfully achieved 10% revenue retention, increased customer satisfaction and loyalty, and streamlined the return process.

UX Enhancements: New York & Company and Lord & taylor