PROFESSIONAL EXPERIENCE

ECOMMERCE & DIGITAL MARKETING CONSULTANT
April 2018 – present

Clients include Backroads Active Travel, Bank of the West, and Lawrence Livermore Lab. Consult on various digital projects related to:

• Site content and strategy, user experience, and product road map.
• Go-to-market process to launch new products.
• Marketing content to support brand initiatives and drive sales.

URBAN REMEDY
Senior Ecommerce Manager | January 2017 – March 2018

Managed website operations and grew e-commerce through digital marketing channels and site optimization.

• Developed marketing strategies and optimized user experience to achieve 45% YOY revenue.
• Collaborated on omni-channel strategy to drive customer lifetime value.
• Created marketing content to drive sales and support brand objectives.
• Managed vendors to optimize digital marketing spend (SEO, Facebook, email marketing).
• Leveraged metrics and insights into meaningful strategic recommendations.
• Worked with internal team and external developers to launch new company website.

DECKERS BRANDS
Senior Digital Marketing Manager | August 2013 – July 2016
Online Producer | May 2011 – July 2013

Lead digital brand experience and eCommerce for multiple brands (Hoka One One, Ahnu, Tsubo). Worked with cross-functional teams to surpass revenue goals, increase consumer engagement and optimize user experience.

• Drove 40% YOY revenue and increased engagement through: cross-device optimization, A/B testing, partnerships, email marketing, paid media, SEM, SEO and social media.
• Grew email acquisitions 10 fold and achieved improved revenue contribution.
• Expanded social reach by 30% through compelling content, promotions and ambassador program.
• Transitioned brand websites to Salesforce/Demandware platform and responsive site design.
• Recipient of Employee of the Month award – July 2015

PEET’S COFFEE & TEA
Online Marketing Manager | December 2005 to April 2011

Lead online experience and drove traffic and sales to website, call center and retail locations via digital channels.

• Grew coffee and tea subscription program 20% by optimizing customer lifecycle marketing, new customer acquisition and A/B testing of promotions.
• Serve as category manager for coffee/tea products increasing category annually to $7 million. Responsible for product assortment, pricing, forecasting, content development and marketing.
• Leveraged CRM data to enhance marketing through customer segmentation, personalization, promotion mix, and creative optimization.

BRITESMILE
Online Marketing Manager | July 2004 to November 2005

Managed customer acquisition and retention for website and call center through paid search, SEO, email marketing, affiliates, lead generation programs and partnerships.

• Launched new website improving user experience, conversion rate and increased revenue.
• Managed site content and optimized email marketing efficiency improving conversion.
• Managed relationships with designers, agency, IT vendor, affiliates and partners.

BIRKENSTOCK
Web Marketing Manager | 2000 to November 2003
Product Trend Forecaster | 1999 to 2000
Brand Marketing Specialist | 1995 to 1999

Advanced through several marketing roles, culminating in leading cross-functional teams to strategize and manage company websites and digital initiatives.

• Managed successful development and launch of company websites and e-commerce store.
• Developed content and improved site usability to increase on-line traffic and sales.
• Analyzed key performance indicators to evaluate performance and identify opportunities.
• Collaborated with cross-functional marketing teams to promote the brand via key entertainment, media and brand partners.