ABOUT
I boast over 10 years of experience in integral brand building and scalability through a multi-channel approach. As a former VP of e-commerce, I led company-wide digital transformation initiatives, advising the CEO, CRO, and CFO on key decisions informed by market insights and financial analysis.
My contributions were instrumental in guiding Olaplex's journey from a private to a publicly traded company in 2021, leveraging my knowledge and market expertise to navigate the transition. Concurrently, I consulted across Advent International portfolio companies, offering expertise in e-retail and marketplace channel management, driving significant growth and establishing a prominent digital market presence. Furthermore, I played a pivotal role in launching the first fashion brands on Walmart.com post-Jet.com acquisition, showcasing my ability to identify and capitalize on emerging market opportunities.
I have a proven track record in driving profitable new customer acquisition through digital advertising and direct marketing programs. Additionally, I have led brand protection efforts, implementing Selective Distribution Agreements (SDAs) to combat diversion and counterfeit activity globally, leveraging my deep understanding of Amazon 3P and foreign anti-competition laws. My proficiency in Amazon's Retail, Media, and Supply Chain Flywheel has enabled me to establish robust processes supporting long-term business success across various companies.
MISSION
My mission is to utilize my over a decade of extensive eCommerce expertise spanning e-retail and direct-to-consumer (DTC) enterprises. I am committed to driving revenue growth across omnichannel platforms, with a proven track record of success on Amazon and marketplace platforms. My mastery of performance marketing and media strategies ensure impactful conversion rates. I excel in paid search, SEO, and DSP, consistently acquiring new customers through advanced audience targeting techniques.
With exceptional leadership abilities, I will foster cohesive teams to achieve shared objectives to support longevity. My strategic focus centers on brand development, expansion, protection, and diversion tactics, all underpinned by outstanding communication and interpersonal skills. Through these capabilities, I aim to deliver unparalleled value and sustainable growth for all partners and stakeholders.
KEYS SKILLS & INDUSTRIES
With my extensive experience spanning diverse industries and leveraging a comprehensive skill set that includes eCommerce strategy development, performance marketing, international expansion, and brand protection, I specialize in driving long-term success across omnichannel business models.
Brand Protection | Foreign Expansion | Channel Strategy | Merchandising| Digital Media | Amazon 1P & 3P Seller Tactics | Amazon SEO, A+ Content & Keyword Optimization | Amazon Chargeback Analysis | Amazon Annual Term Negotiations | Amazon DSP & PPC Advertising | Consumer Goods | Beauty | Fashion & Apparel | Footwear | Retail
BRANDS
CHANNEL EXPERIENCE
Nordstrom | Saks Fifth Avenue | Neiman Marcus | Bergdorf Goodman | Bloomingdales | Macy’s | Selfridges | Galeries Lafayette | Amazon | Walmart | Zappos | Target | Trendyol | Allegro | Net|A|Porter | Revole | Shopbop | ASOS | Pretty Little Thing | Sephora | Ulta | The Hut Group | Space NK | Blue | Mercury | Beauty Bay | Adore Beauty | The Iconic | Nordstrom Rack | Saks Off Fifth | Century 21 | TJ Maxx | Marshalls | Ruelala | Zulily
I have collaborated with all of the aforementioned clients to meticulously develop and execute long-term, multi-channel retail & eCommerce strategies, driving sustainable brand growth and success in an ever-evolving market.
SERVICES
eCOMMERCE STRATEGY
I empower businesses to thrive in the digital age by crafting visionary eCommerce strategies that drive global expansion, maximize profitability, and deliver exceptional customer experiences.
DIGITAL MARKETING & CUSTOMER AQUISITION
I enable brands to achieve digital dominance through data-driven marketing solutions, fostering profitable customer relationships, and continuously optimizing campaigns for measurable growth.
BRAND PROTECTION & DIVERSION
I pioneer company-wide diversion efforts by implementing and enforcing Selective Distribution Agreements (SDAs) across all channels, leveraging my extensive knowledge of marketplace reselling and foreign anti-competition law to foster brand loyalty and reduce counterfeit activity globally.
SUPPLY CHAIN & GLOBAL DISTRIBUTION
I'm transforming supply chain operations into strategic assets by optimizing distribution networks, mitigating risks, and ensuring compliance, ultimately enhancing market presence and safeguarding brand integrity globally.
HISTORY
VICE PRESIDENT eCOMMERCE
OLAPLEX INC
I developed and executed a visionary global strategy, leading the eCommerce channel to unprecedented success via foreign expansion, digital marketing, brand protection, SEO, and customer profitability analysis while leveraging my expertise in Amazon and anti-competition laws.
SR. MANAGER, SPECIALTY & eRETAIL
CALERES 5
I managed profitability and business strategies for 50-100 accounts, including prominent retailers like Zappos, Amazon, Net-A-Porter, and Saks, driving annual revenues to $50M while safeguarding the brand image. I eliminated unauthorized third-party sellers, curated assortments, and implemented visual merchandising strategies to convey a cohesive brand narrative.
DIGITAL MARKETING & MARKETPLACE CONSULTANT
ADVENT INTERNATIONAL
I advised portfolio companies on optimal marketplace strategies, including navigating Amazon's platforms, facilitating connections with support agencies, advising on logistics best practices, delineating between 1P and 3P models, and optimizing cost-efficient approaches for conducting business on Amazon in a multi-channel model.