Digital Merchandising

Turning discovery into purchase — one decision at a time.

Digital merchandising is where product strategy meets customer behavior. It’s not just about what’s on the shelf — it’s how it’s presented, positioned, and optimized to move customers from curiosity to conversion.

Across my career, I’ve turned merchandising from a static function into a dynamic growth engine — guided by data, design, and a deep understanding of why people buy.

How I’ve Applied Merchandising Strategy

Audit and Align
I’ve led end-to-end merchandising audits across complex catalogs — rethinking taxonomy, category structure, and navigation logic to reduce friction and lift engagement.
My approach aligns presentation with how customers actually shop, not how internal systems are organized.

Optimize Pathways to Purchase
Through behavioral analysis and testing, I’ve identified the moments that move customers to act — from product discovery to checkout.
At Shane Co., these insights informed PDP redesigns, cross-sell placements, and guided selling tools that consistently raised AOV and conversion rates without discount dependency.

Balance Brand and Performance
I treat merchandising as both an art and a science.
Each decision — from product sequencing to promotional mix — is tested for its impact on revenue and its alignment with brand promise, ensuring consistency across storytelling and sales performance.

Collaborate Across Teams
I’ve worked at the intersection of merchandising, marketing, UX, and operations, building shared visibility into how content and product strategy drive outcomes.
This collaboration ensures merchandising supports both near-term KPIs and long-term customer value.

Leverage Data to Inform Decisions
I’ve developed reporting frameworks that move beyond “what’s selling” to “why it’s selling.”
By integrating real-time data with customer journey analysis, I’ve enabled teams to act on insights faster — guiding everything from assortment decisions to promotional calendars.

My Approach, in Context

For more than a decade, I’ve helped eCommerce teams turn digital merchandising into a disciplined, data-backed growth function.
Whether driving category-level optimization or building interactive product discovery tools, I see merchandising as the connective tissue between your brand story and your bottom line.