ecommerce + marketing
As Director of Ecommerce, I championed all things Hammitt.com, making it the primary source of brand revenue and profitability for over two and half years. While there, I designed an immensely successful SMS marketing program from the ground up, which became a pivotal touch-point for the brand's most valued loyalists. I was also a key player within the brand's creative division, executing 360° marketing campaigns across all direct channels. By providing direction from concept to execution, I revolutionized the way that customers virtually experienced the Hammitt product and brand.
marketing
digital marketing - marketing strategy - CRM management - email campaigns - SMS - paid social - direct mail - OTT
I created a comprehensive marketing plan and roadmap for the direct-to-consumer business. I produced a multi-paged Excel document that was used by the executive and wholesale teams as the most up-to-date source of key information on product releases, campaigns, and brand initiatives. I decided the release schedule and strategy brand-wide and developed all brand messaging and storytelling around new products, special events, and engaging with loyalists. My plans included successful pre-order and waitlist campaigns that resulted in company record-breaking revenue and engagement. The direct channels I managed became the most consistent and reliable resource for the direct to consumer sector, generating a significant portion of company revenue.
I took over a successful email program and significantly improved it by doubling its list size and revenue each year. To achieve this, I constantly researched email marketing trends and used A/B testing, segmentation data analysis, and creative direction to develop effective email campaigns and flows. By focusing on results, refreshing content, and targeting new audiences, I made email a reliable and successful source of revenue and retention, sometimes outperforming even our paid social sector. Email became a hero marketing channel under my direction, and I'm proud of the success I brought to the brand.
SMS
In 2020, I introduced a new marketing channel and revenue source to the brand - SMS. We positioned it as an exclusive touchpoint for loyalists, offering early access and maintaining a luxury brand image without using promotional discounts. Through A/B testing, segmentation, and innovative tactics like video and early access, we achieved rapid subscriber growth in combination with a remarkably low opt-out rate eventually making SMS a significant portion of the company's DTC revenue in a reliable way. I became an expert in using SMS to drive revenue and retention, and was invited to speak about my success at a keynote event by Attentive. I made SMS a crucial touchpoint for the brand’s loyalists, not only for the typical new product releases or back-in-stock notifications, but for an elevated, personalized experience, unlike many other brands at the time. Customers wanted to hear what I had to say through Hammitt’s SMS program.
ecommerce
UX design - catalog management - digital merchandising - landing pages - CVR optimization - A/B testing
I was the sole project manager of our entire Shopify landscape including our 3rd party development agency, Abby Rose Design, for all updates, troubleshooting, and housekeeping. Abby Rose Design (ARD) works with other notable brands such as Frankies Bikinis, Bleusalt, and Wildflower Cases. By conducting frequent CVR audits and using data-driven findings, I worked with ARD to make both visual and functional changes on-site to boost user experience and conversion. This was an immensely important part of my job at Hammitt as the livelihood of the website was on my shoulders at all times. I thrived on keeping the website both functional and beautifully branded
In addition to making small improvements regularly, I also capitalized on A/B testing and heat mapping in order to constantly reach new insights about our customers. Using this information, I relaunched the website’s homepage, collection pages, and product pages which coincided with the website’s consistent growth YoY. On a technical level, I was consistently researching and onboarding apps: different ways to accept payments such as installments and try-before-you-buy programs, return portals, customer service software, etc. I troubleshot high-level technical issues, was responsible for the entire Shopify catalog, maintained the proper connection with the backend Netsuite, and oversaw any and all development–ensuring no overlap and launching new themes, as needed, seamlessly.
I optimized site merchandising strategy and aspects of site functionality including navigation, hierarchy, search, and browsing. I oversaw and had our team maintain accurate data across the site, including inventory, titles, descriptions, images, videos, attributes, and pricing. I implemented proactive solutions to improve efficiency in the product launch process and web admin tasks and stayed current with industry trends and best practices in digital merchandising. Additionally, I sought opportunities to personalize and optimize shopping behavior through bundling, upsells, cross-selling, etc. which directly led to the increase of CVR from search pages and collection pages and boosted UPT and AOV.
