Functional Skills
Customer Relationship Management
Business Planning
Product Innovation
Revenue Growth
Sales Forecasting
User Experience Design (UX)
Marketing Strategy
Marketing Analytics
Leadership Development
Forecasting / Projections
Innovation Management
Sales and Operations Planning (S&OP)
Digital Marketing / Advertising
Marketing Mix Planning
Media Strategy
Software Skills
Shopify
WooCommerce
Jira
Asana
Canva
Amazon Marketplace
Google Analytics
Looker
Sector Experience
Business Services
Consumer Goods
Financial Services
Experience
T.Blacksmith Consulting
Marketing
Fractional Marketing Executive & Advisor
1/2022 - Present
Drive sustainable growth for DTC-first brands through holistic marketing strategies across the customer journey.
Offering Fractional, Consulting, Interim and Advisory engagements.
Offering Fractional, Consulting, Interim and Advisory engagements.
Dropps
Marketing
VP, eCommerce
6/2023 - 2/2024
• Own and manage P&L and forecasting for the two primary sales channels: DTC & Amazon driving $35M+ annually for the eco-friendly laundry/dish pod brand.
• Developed marketing and brand strategies that led to improving the DTC quarterly YOY trend by Q4'23 and achieving the highest eCommerce (DTC + Amazon) sales month ever in Nov'23 at $3.7M.
• Managed all DTC growth (paid, SEO, CRO etc.) & retention (email, SMS, direct mail etc.) marketing strategies across the customer journey to grow awareness, conversion, repeat purchases and AOV.
• Directed and managed two key 2024 projects: site redesign to bring brand refresh to life and elevate the digital experience (Q2) and loyalty program transformation (Q3).
• Oversaw eCommerce marketing budget and manage a team of 10 responsible for growth, retention, digital product and CX.
• Member of the leadership team leading cross-functional collaboration across the organization.
• Developed marketing and brand strategies that led to improving the DTC quarterly YOY trend by Q4'23 and achieving the highest eCommerce (DTC + Amazon) sales month ever in Nov'23 at $3.7M.
• Managed all DTC growth (paid, SEO, CRO etc.) & retention (email, SMS, direct mail etc.) marketing strategies across the customer journey to grow awareness, conversion, repeat purchases and AOV.
• Directed and managed two key 2024 projects: site redesign to bring brand refresh to life and elevate the digital experience (Q2) and loyalty program transformation (Q3).
• Oversaw eCommerce marketing budget and manage a team of 10 responsible for growth, retention, digital product and CX.
• Member of the leadership team leading cross-functional collaboration across the organization.
LOVE WELLNESS
Marketing
VP, Digital & eCommerce
4/2022 - 9/2022
• Owned and managed P&L and sales forecasting for DTC & Amazon sales channels accounting for 65% of the total net sales for the health & wellness brand.
• Managed all DTC digital marketing (paid social, SEM, SEO, affiliates etc.) and brand building strategies across the customer journey to grow awareness, traffic, and conversion; improved paid media ROAS to above $1.00 and reduced CAC by 50%.
• Drove Amazon Q2 gross sales + 46% vs LY with new customers +77% and repeat customers +36% vs the prior Quarter. Led a successful Prime Day promotion execution that resulted in +90% gross sales vs LY.
• Directed retention and CRM marketing initiatives to drive engagement and repeat purchases resulting in an improved subscription churn rate to below 10%.
• Oversaw the overall brand marketing budget across all sales channels (incl. Ulta & Target) and managed a team responsible for site merchandising, UX/UI, retention and acquisition programs.
• Managed all DTC digital marketing (paid social, SEM, SEO, affiliates etc.) and brand building strategies across the customer journey to grow awareness, traffic, and conversion; improved paid media ROAS to above $1.00 and reduced CAC by 50%.
• Drove Amazon Q2 gross sales + 46% vs LY with new customers +77% and repeat customers +36% vs the prior Quarter. Led a successful Prime Day promotion execution that resulted in +90% gross sales vs LY.
• Directed retention and CRM marketing initiatives to drive engagement and repeat purchases resulting in an improved subscription churn rate to below 10%.
• Oversaw the overall brand marketing budget across all sales channels (incl. Ulta & Target) and managed a team responsible for site merchandising, UX/UI, retention and acquisition programs.
BioSchwartz
Marketing
Senior Director, Direct to Consumer Marketing
3/2021 - 12/2021
InterimHead of Marketing
• Drove overall eCommerce strategy, business planning and growth plan for 3 health & wellness brands with a primary focus on Anser, a brand co-founded by Tia Mowry in 2020.
• Led Anser's brand positioning, consumer research, product innovation roadmap and media mix diversification that resulted in over a ⅓ customers averaging 4+ lifetime purchases at LTV of $175.
• Directed creative and content briefs for all growth initiatives (celebrity content, podcasts, influencers, Tia Mowry's Quick Fix integration, retail launch etc.) to be used on owned and paid media channels.
• Selected as interim head of marketing overseeing DTC, Amazon, Creative and overall marketing budget; Managed a team of 12 and built team structure proposal to fill in gaps.
• Drove overall eCommerce strategy, business planning and growth plan for 3 health & wellness brands with a primary focus on Anser, a brand co-founded by Tia Mowry in 2020.
• Led Anser's brand positioning, consumer research, product innovation roadmap and media mix diversification that resulted in over a ⅓ customers averaging 4+ lifetime purchases at LTV of $175.
• Directed creative and content briefs for all growth initiatives (celebrity content, podcasts, influencers, Tia Mowry's Quick Fix integration, retail launch etc.) to be used on owned and paid media channels.
• Selected as interim head of marketing overseeing DTC, Amazon, Creative and overall marketing budget; Managed a team of 12 and built team structure proposal to fill in gaps.
Swell
Marketing
Director, Direct to Consumer
9/2018 - 3/2021
• Drove the development and execution of the overall eCommerce strategy, business planning and financial forecasts for US and UK websites.
• Optimized the customer journey and increased overall conversion rate by 12%.
• Advised and managed go to market strategy and media plan (OOH, Digital, Audio) for "More Ways to Use Less" brand campaign that drove +34% in traffic and +4% in sales in the first month.
• Lead the integration of behavioral email triggers which resulted in the email database growing by 32%, email revenue growth +60% and email conversion rate growth +100%.
• Originated and launched the Club S'well Loyalty Program resulting in members with a LTV 1.8x the
average S'well customer within the first 4 months of launch.
• Managed the monthly brand marketing calendar and promotional strategy to support product launches, provide brand storytelling/positioning and drive conversion.
• Oversaw customer acquisition and top line growth through SEM, SEO, affiliate marketing, and
• Optimized the customer journey and increased overall conversion rate by 12%.
• Advised and managed go to market strategy and media plan (OOH, Digital, Audio) for "More Ways to Use Less" brand campaign that drove +34% in traffic and +4% in sales in the first month.
• Lead the integration of behavioral email triggers which resulted in the email database growing by 32%, email revenue growth +60% and email conversion rate growth +100%.
• Originated and launched the Club S'well Loyalty Program resulting in members with a LTV 1.8x the
average S'well customer within the first 4 months of launch.
• Managed the monthly brand marketing calendar and promotional strategy to support product launches, provide brand storytelling/positioning and drive conversion.
• Oversaw customer acquisition and top line growth through SEM, SEO, affiliate marketing, and
The Estée Lauder Companies
Marketing
eCommerce Director
9/2011 - 9/2018
• Executed online marketing strategies for the billion dollar brand, Estée Lauder, that resulted in
exceeding financial plan by $14M (FY18) for the North America online websites.
• Implemented marketing plans that drove growth of +47% in sales on the US site, +68% in sales on the CAN site and +18% in email database for FY18.
• Developed, launched and managed the revamping of a comprehensive lifecycle program to enrich the acquisition of new subscribers/customers and increase retention/conversion through personalization, customer profiles and real-time segmentation scoring.
• Integral part of the launch and marketing strategy for the loyalty program. Oversaw several other site enhancements providing a high touch customer shopping experience online.
• Lead monthly omni-channel marketing strategy for digital content, site merchandising, retention/acquisition promotions and A/B testing.
• Managed budget and analyzed performance across all channels to maximize growth opportunities, op
exceeding financial plan by $14M (FY18) for the North America online websites.
• Implemented marketing plans that drove growth of +47% in sales on the US site, +68% in sales on the CAN site and +18% in email database for FY18.
• Developed, launched and managed the revamping of a comprehensive lifecycle program to enrich the acquisition of new subscribers/customers and increase retention/conversion through personalization, customer profiles and real-time segmentation scoring.
• Integral part of the launch and marketing strategy for the loyalty program. Oversaw several other site enhancements providing a high touch customer shopping experience online.
• Lead monthly omni-channel marketing strategy for digital content, site merchandising, retention/acquisition promotions and A/B testing.
• Managed budget and analyzed performance across all channels to maximize growth opportunities, op
Lord And Taylor
Marketing
Marketing Analyst, CRM
6/2005 - 8/2009
Marketing Analyst, CRM (2007-2009)
Assistant Buyer/Planner (2005-2007)
Assistant Buyer/Planner (2005-2007)