Merchandising, E-commerce and Digital Marketing Leader
Passionate Cyclist and Avid Outdoorsman
A Few Examples of My Recent Work
Worked with the Rotor Supply team in December of 2020 to update their site and launch their web store to sell coffee, merch, and everyday carry items direct to consumer.
I worked with some friends in Asheville, NC on their lifestyle brand Après State. This project included initial website design, logo treatment, branding advice, and sourcing the initial run of soft launch products for content generation.
Specialized B2B Video
I worked with Specialized on this B2B video about the history behind an in-store kiosk made by a local trail builder, for MTB specific retail stores. I worked with them on the story path, building out the shot sequencing, on location filming, editing, and all post production work.
I served as Lead Project Manager on this upper funnel destination to completely transform our accessories ecosystem. We moved from one static landing page to over 20+ dynamic, segment based experiences. In other words, we went from a brick wall to a sponge.
We were able to immediately showcase our top brand, product, promotional, and category messages, as well as develop a new site marketing program to offer these spaces to our third party brands.
Email Acquisition Through Partnerships
Garneau and Competitive Cyclist partner up to send someone to Quebec City, for a first hand encounter of the Grand Prix Cycliste de Québec.
Audio Technica Digital Campaign
New brand launch on Lenovo.com. Dedicated email focusing on key categories, backed with a 3X Rewards incentive, and dedicated on-site merchandising.
Before this experience, when a customer navigated to our monitors destination, we only showed an assortment of products.
By building this experience out with UX testing along the way, we were able to showcase top messages, and segmented assortments based on end use or spec type.
Upon launch, this page immediately drove triple digit growth in monitor sales, a trend which has continued.
All we had to do was show the customer what we had.
I worked with the Oculus Marketing team & my design and development team to build out a customized experience for their new halo product launch around the Rift S, which served as a lower funnel experience for site navigation, and a direct destination for upper level marketing campaigns. It became our #1 seller in electronics any week we put the product in front of our customers, and drove traffic to this page.
As we onboarded over 1000 skus from 75+ brands, we needed an efficient way to showcase enriched content on lower funnel destinations. By working with Syndigo, a thrid party vendor, we were able to pull in rich content from our top brands to display on our PDPs, thus driving conversion rates and overall revenue.
I led this project from start to end, including introductory conversations, contract negotiations, working with IT to implement RSS feeds onto our PDP containers, and tracking successes and opportunities along the way.
As part of our kid’s bike marketing campaign at Garneau, I helped build out content to educate consumers on the importance of buying quality gear for their kids, and providing a great first experience. This was one of many levers we pulled across the funnel to showcase our assortment of kid’s merchandise, and engage the customer on our site.