Experience

A decade-plus of leading digital growth — grounded in buyer instincts, executed with clarity.

Before I was an eCommerce strategist, I was a merchandise buyer — making judgment calls on what sells, what doesn’t, and why. That commercial foundation shaped how I lead digital today: pairing instinct with analysis, and creative thinking with operational discipline.

I’ve guided brands through every stage of digital maturity — from foundational merchandising and SEO to full-scale platform modernization. My focus has always been on turning complexity into forward motion and motion into measurable growth.

Leadership & Impact

Led Cross-Functional, High-Impact Teams
Built and led multidisciplinary teams spanning CRO, UX, SEO, digital merchandising, content, and personalization.
Fostered collaboration across product, IT, marketing, legal, and analytics to align on shared outcomes.
Elevated performance, engagement, and throughput by clarifying ownership and tightening feedback loops.

Scaled Revenue and Margins
Directed digital strategies that grew eCommerce revenue over 10x, expanding online contribution from 3% to 27%+ of total business.
Balanced acquisition and retention tactics to maximize long-term margin growth and customer value.
Integrated testing, analytics, and UX optimization to consistently outperform targets.

Modernized and Transformed Platforms
Led replatforming and modernization across SAP Commerce Cloud, Salesforce Commerce Cloud, Shopify, and custom platforms.
Oversaw full life cycles — from vendor evaluation and scoping through implementation and optimization.
Introduced visual search, virtual try-on, headless CMS, and reviews ecosystems that improved flexibility and time-to-market.

Built Scalable Systems and Testing Frameworks
Established enterprise-grade CRO programs that reduced testing cycle times by 50% and delivered 20–30% conversion lifts.
Implemented repeatable frameworks that institutionalized experimentation, ensuring sustainable growth beyond individual wins.
Unified analytics, UX, and creative teams under shared hypotheses and KPIs.

Balanced Brand Experience with Business Outcomes
Translated data insights into experiences that deepened customer trust and brand affinity.
Developed executive-level reporting linking conversion performance directly to marketing and revenue KPIs.
Led with curiosity, empathy, and clarity — creating calm, structured momentum in fast-moving environments.

Key Accomplishments

eCommerce Growth: Scaled digital contribution from 3% to 27%+ of total revenue.
Testing Velocity: Cut CRO cycle times by half, accelerating insights and wins.
Omnichannel Expansion: Launched hybrid order integration that drove 60% of peak-season online sales.
Product Discovery Innovation: Conceived and launched interactive shopping tools that reshaped online jewelry buying:
- MatchMaker: Swipe-based engagement ring finder leveraging custom APIs
- Diamond Recommender: Guided selection tool aligning customers’ preferences with inventory in real time.
- Budget Buddy: Experience connecting diamonds and ring settings within budget constraints, simplifying a complex purchase.
- Ecosystem Integration: Managed dozens of app and partner integrations to enhance personalization, reviews, and product search capabilities.
Visual Search Leadership: Pioneered the jewelry industry’s first visual search tool, driving early adoption of image-based shopping.

Closing Perspective

The throughline across my career has been growth — of teams, systems, and customer understanding. Each challenge, from merchandising to modernization, reinforced a simple truth: sustainable digital success starts with clarity.
Clarity of insight, process, and purpose. That’s what I bring to every initiative I lead.