Functional Skills
Business Analysis
Business Operations
Content Strategy
Customer Experience
Digital Marketing / Advertising
Marketing Strategy
Product Marketing
Product Strategy
Strategic Planning
User Research
Vendor Management
Brand Strategy
Commercial Strategy
Growth Strategy
Sector Experience
Consumer Goods
Retail
Technology
Fortune 500
Experience
Ulta Beauty
Corporate Strategy & Development
Sr. Director of Digital Shopping Experience - eCommerce
1/2024 - Present
• Lead UX, User Research (UXR), Site Merchandising, and SEO teams to deliver best-in-class digital shopping experiences across desktop, mobile, and app channels.
• Drive AI-powered automation initiatives to optimize site merchandising, content personalization, and search relevance, reducing manual effort, increasing speed-to-market, and optimizing Guest's experience.
• Partner cross-functionally with Product, Marketing, and Merchandising to align digital experience enhancements with brand growth and revenue goals.
• Spearhead SEO modernization initiatives, leveraging AI and entity-based optimization to improve organic visibility and conversion rates.
• Drive AI-powered automation initiatives to optimize site merchandising, content personalization, and search relevance, reducing manual effort, increasing speed-to-market, and optimizing Guest's experience.
• Partner cross-functionally with Product, Marketing, and Merchandising to align digital experience enhancements with brand growth and revenue goals.
• Spearhead SEO modernization initiatives, leveraging AI and entity-based optimization to improve organic visibility and conversion rates.
Amazon
Product Management / Strategy
Director of Product Management
5/2024 - 8/2024
• Directed enterprise-wide personalization strategy, aligning product roadmap with business growth goals, loyalty engagement, and omnichannel guest experiences.
• Delivered a multi-year Martech product roadmap, prioritizing features based on ROI, customer insights, and technical feasibility, driving increased guest engagement and conversion.
• Partnered with IT to lead end-to-end integration of Adobe Experience Cloud suite (CDP, Target, AJO, CJA), delivering real time, data-driven personalization at scale.
• Delivered a multi-year Martech product roadmap, prioritizing features based on ROI, customer insights, and technical feasibility, driving increased guest engagement and conversion.
• Partnered with IT to lead end-to-end integration of Adobe Experience Cloud suite (CDP, Target, AJO, CJA), delivering real time, data-driven personalization at scale.
Amazon
Product Management / Strategy
Head of Strategy and Product for Beauty Personalization
5/2022 - 5/2024
• Lead both the personalization strategy and product roadmap for Beauty at Amazon, a +$24B business.
• Developed the 3-year product roadmap by conducting market research and analysis to identify customer needs, market trends, and advancements in tech (Generative AI and Large Language Models).
• Launched multiple features globally that enhanced the customer shopping experience from search to check-out, and executed strategic initiatives that enabled Amazon to launch 13 holdout Brands with +$500MM revenue potential.
• Developed the 3-year product roadmap by conducting market research and analysis to identify customer needs, market trends, and advancements in tech (Generative AI and Large Language Models).
• Launched multiple features globally that enhanced the customer shopping experience from search to check-out, and executed strategic initiatives that enabled Amazon to launch 13 holdout Brands with +$500MM revenue potential.
Amazon
Operations
Head of Mass Cosmetics
3/2020 - 5/2022
• Responsible for the Cosmetics business on Amazon; including full P&L ownership of the $400MM category that saw +22% YoY growth in 2021 despite lapping COVID-19 e-commerce demand spike in 2020.
• Spearheaded Covergirl's first ever, cross-platform integration with 'Making the Cut' on Amazon Prime and Amazon Live, a livestreaming shopping event, reaching 1.3MM unique viewers and obtained +63% new to brand sales.
• Oversaw assortment planning and sales and inventory forecasting for top Beauty brands, and identified and executed strategic growth initiatives to improve both operational efficiencies and marketing tactics to increase conversion.
• Created framework to track and achieve Beauty's '21 Subscribe and Save goals, surpassing targets by 52%.
• Spearheaded Covergirl's first ever, cross-platform integration with 'Making the Cut' on Amazon Prime and Amazon Live, a livestreaming shopping event, reaching 1.3MM unique viewers and obtained +63% new to brand sales.
• Oversaw assortment planning and sales and inventory forecasting for top Beauty brands, and identified and executed strategic growth initiatives to improve both operational efficiencies and marketing tactics to increase conversion.
• Created framework to track and achieve Beauty's '21 Subscribe and Save goals, surpassing targets by 52%.
Kraft Heinz
Corporate Strategy & Development
Senior Associate Brand Manager
10/2017 - 3/2020
• Oversaw all agency relationships and led internal cross functional teams through commercialization process; including product inception, P&L management, customer sell in, and full-scale product execution.
• Rebranded Gevalia's retail and marketing communication strategy, resulting in .3 ppt increase in household penetration in Q2 2019 despite a history of declining HHP and an increase in category competition.
• Negotiated licensing partnership with Baileys and HERSHEY'S and successfully launched Bailey's flavored coffees and HERSHEY's hot chocolate mix with projected net sales of $40MM and $10MM respectively.
• Rebranded Gevalia's retail and marketing communication strategy, resulting in .3 ppt increase in household penetration in Q2 2019 despite a history of declining HHP and an increase in category competition.
• Negotiated licensing partnership with Baileys and HERSHEY'S and successfully launched Bailey's flavored coffees and HERSHEY's hot chocolate mix with projected net sales of $40MM and $10MM respectively.