PROFILE SUMMARY:

Experienced, detail-oriented professional with 7 years of progressive work experience contributing to marketing, ecommerce, product management, and performance metrics. 

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PROFESSIONAL STRENGTHS:

Marketing	Brand Management	Google Analytics
E-commerce	Sales Analysis and Reporting	Amazon Vendor Central
Digital Marketing	Digital Assets Management	E-commerce Merchandising
Marketing Communications	Margin Analysis	Excel
Marketing Strategy	Retail	Product Marketing
Project Management	Pricing & Costing Analysis	Scrum and Agile Project Management
Return on Investment (ROI) Analysis	Budget Management	Keyword Management
Business Forecasting	Content Management Systems	Database management

WORK EXPERIENCE:

E-commerce Manager, Charlotte, NC.

(06/23 – 05/24)

Diamonds Direct, Inc

Responsible for conceptualizing and implementing dynamic features and functionality for the online retail presence. Through strategic analysis and planning, I led development and implementation with stakeholders and the team driving sales and a multi-channel online experience.

Within the role, BigCommerce content management system, Jira, Confluence, and other technology systems were used allowing continuous improvements through agile project management impacting capabilities related to marketing, advertising/promotion, merchandising, SEO, and the user experience.

Experienced management of analytics using Google Analytics, Similarweb, Semrush, and other platforms for tracking pre and post implementation improvement metrics. Measured sessions, durations, and sales funnels across category or product pages. Implemented keyword and SEO tactics optimizing search capabilities internally and externally.

Lastly, digital marketing planning and execution across the online retail channel driving sales growth and marketing capabilities through brand partnerships, advertising, promotions, and much more.

• Spearheaded strategic initiatives at Diamonds Direct, resulting in e-commerce sales growth of $4.75 million, marking a substantial 29% increase over the previous year. Achieved this outstanding growth by implementing innovative measures, including optimizing inventory management, enhancing merchandising strategies, revamping the website for improved user experience, and executing impactful online promotional campaigns.
• Developed a merchandising improvement strategy that analyzed the current content structure being indexed on Diamondsdirect.com. Implemented tactics for keyword inclusion, meta-descriptions, h tags, and alt-image text to drive organic traffic to product and category pages.
• Development of online and digital use cases for development connecting the online customer in Bigcommerce with the CRM and current ERP.
• Conduct competitive analysis identifying features within the lifecycle that will enhance the user’s experience and drive feature development from ideation to implementation.
• Work with developers and stakeholders to document development requirements in Confluence and Jira boards.
• Implement user-generated product reviews and questions application called Stamped.io into a website that strategically curates SEO content about products and serves as a platform for online merchandising questions from shoppers. 
• Manipulated data in Microsoft Excel, managing projects related to inventory, e-commerce product information and attributes, and more 
• Designed and implemented a dynamic promotional campaign discount list feature within the BigCommerce platform, enhancing online sales strategies. Successfully executed targeted promotional campaigns, resulting in increased customer engagement and boosted sales performance.
• Led the development of a Ring Builder component that walks the shopper through the shopping sales funnel improving user experience metrics and reducing cart abandonment.
• Partnering with the development team to expose inventory on the website and in stores creating a connected retail and online experience. 
• Supervise eCommerce team of two that develops site and online merchandising of products.
• Troubleshoot bugs and issues within the site and worked with developers to overcome issues. 
• Utilize Google Analytics 4 (GT4) and other site metrics platforms to measure site performance and opportunity areas. 

Ecommerce Sales Analyst, Charlotte, NC.                                                                               

(Sept. 2021 – 06/23)

Apex Tool Group, Inc

• Managed product portfolio for multiple accounts like Acme, Grainger/Zoro, MSC, and 5 other major e-commerce accounts.  
• Analyzed and tracked category insights for Weller soldering products, identifying opportunities and recommendations.
• Manipulated category and e-commerce data using Microsoft Excel, driving actionable projects toward completion in a timely manner. 
• Developed and executed comprehensive quarterly and annual business reviews, analyzing sales performance and e-commerce KPIs to drive strategic decision-making and enhance overall business effectiveness.
• Worked with brand team and key account managers to execute Weller soldering product roadmaps for new product launches and key focus items.
• New item setup and management for all Weller branded across 7 e-commerce accounts    
• Led digital analytic and health reviews of over 2500 product display pages across industrial account partners.
• Managed strategic content merchandising development plan for Weller soldering products creating best-in-class content for existing Top 200 products for internal and external stakeholders.   
• Contributed to the development and execution of promotional email marketing tactics.
• Nurtured relationships with internal and external stakeholders driving key projects to completion. 
• Managed new creative development for best-in-class digital for Weller key accounts.
• Partnered with the creative team and photographers to ensure content uploads into Adobe Experience Manager (DAM).  

Digital Marketing Analyst, Charlotte, NC.

(01/21 – 09/21)

Spinrite, Inc

• Developed execution strategies and implemented new item product launches using Salesforce Commerce.
• Manage digital content quality for merchandising and e-commerce.  
• Managed new item setup and other projects to improve the digital experience in Walmart.com supplier portal called Retail Link. 
• Conducted gross margin analysis for Walmart and e-commerce fulfillment determining whether category or specific products are profitable in channels based on pricing agreements. 
• Oversee contracted employees for e-commerce rebranding projects and product implementation on digital accounts.
• Forecast sales and inventory strategy for new and existing product launches
• Developed creative content strategy for digital products across e-commerce channels that will increase platform content scores and SEM.

Digital Marketing Analyst, Salisbury, NC.

(04/18 – 04/20)

Sagarmatha USA, Inc.

Worked at the vendor Marketing Agency for Food Lion grocery stores, an Ahold Delhaize brand, to plan and execute digital marketing campaigns with an average monthly targeting list of 4.5 million households/customers. Through multi-channel marketing programs, our trade marketing and advertising solutions were executed to drive sales by various initiative-driven marketing enacted across e-commerce, emailing marketing, programmatic marketing ads, and more. Marketing efforts resulted in 12-20M in sales lift between the different marketing campaign programs.

Utilized syndicated data tools such as Nielsen and customer-vendor portals to conduct market and category research. Analyzed and evaluated category and product-level performance to forecast trade marketing e-commerce programs. Collaborated with CPG business managers to strategize trade marketing spend at Food Lion, providing insightful recommendations and reporting comprehensive results upon the completion of promotions.

Partnered in the development and execution of Food Lion’s monthly campaigns that resulted in an average of 400,000 redemptions from participating branded products and produced millions in incremental sales for the brands.

Presented sales decks to brokers and brand managers that educated decision-makers on the value of marketing funds and forecasted future marketing ROI based on current performance metrics.

Project management of monthly 360 Connect loyalty campaigns that incorporate private brands and other consumer product group brands.

Developed processes that improved the execution of marketing campaigns by streamlining tasks within the execution strategy.

Worked with the creative team to drive the execution of omnichannel marketing campaigns. Delivered trade marketing programs enabling sales strategies for agencies or consumer product goods (CPG) businesses.

• Utilized syndicated data tools such as Nielsen and customer-vendor portals to analyze and evaluate category and product-level performance in trade marketing e-commerce programs. Collaborated with CPG business managers to strategize trade marketing spend at Food Lion, providing insightful recommendations and reporting comprehensive results upon the completion of promotions.
• Nurtured relationships with important stakeholders that drove over $1.4 million invested yearly in e-commerce and trade marketing participation.
• Partnered in the development and execution of Food Lion’s monthly campaigns that resulted in an average of 400,000 redemptions from participating branded products and produced over 3.6 million in incremental sales for the brands.
• Presented sales decks to brokers and brand managers that educated decision-makers on the value of marketing funds and forecasted future marketing ROI based on current performance metrics.
• Project management of monthly 360 Connect loyalty campaigns that incorporate private brands and other consumer product group brands.
• Developed processes that improved the execution of marketing campaigns by streamlining the marketing preparation stages.  
• Worked with the creative team to communicate omnichannel promotional asset needs and delivered upon trade marketing commitment to agencies or consumer product goods (CPG) businesses.  

E-commerce Product Analyst, Mooresville, NC.

(08/17 – 04/18)

Lowe’s Companies, Inc.

• Worked within Lowes.com Digital Marketing teams to audit and drive online improvements that contributed to a 20 percent increase in e-commerce sales.
• Analyzed various Lowes.com categories to determine profitability and margins after shipping expenses.
• Managed development and migrating parcel auditing database to Microsoft sequel server system.

•  Reported and made recommendations to drive parcel in-stock improvements.
• Controlled stocking and non-stocking of products in regional distribution centers.

Product Marketing and Sales Coordinator, Charlotte, NC.                                                                        

(03/16 – 08/17)

Robert Bosch Group (Sia-Abrasives, Inc. USA).

• Managed relationships with Amazon’s abrasives market Product Managers and strategized the launch of Robert Bosch brand Sia-Abrasives products to be sold on Amazon.
• Managed contracted team members on projects that gathered and prepared attributes for digital  e-commerce platforms and online websites
• Managed marketing budgets and processed monthly department expenditures to accounts payable. 
• Conducted gross margin analysis for abrasives market products strategizing category and marketing plan to improve sell-through of products   
• Supported demand planning for specific key accounts growth of brands like Boeing in the Aerospace industry.
• Created and launched sales promotions in the US Market for Sia-abrasives products.
• Developed marketing strategies to drive growth within specific product sales channels.
• Created and updated year-over-year financial reports for the VP of Sales in the US Market.
• Managed the implementation of Salesforce integration within Microsoft Dynamics as a strategic process for lead management and marketing with B2B vendors. 

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EDUCATION:

Master’s in Business Administration; Project Management                                       

(12/20 – 03/23)

Grand Canyon University, Phoenix, Arizona

Bachelor of Arts in Communications; Public Relations

(08/06 – 12/10)

Millikin University, Decatur, Illinois