DIGITAL TRANSFORMATION | eCOMMERCE EXPERT | GROWTH MARKETER

PROFESSIONAL EXPERIENCE

Optimal Commerce Advisory                                                                       

Independent Consultant                                                                                     Oct 2023 – Present

• • • Providing strategic, marketing and ecommerce consulting and fractional services. 

    • Advising startup founders on business and marketing strategy. 

Dollar Tree, Inc.  (Dollar Tree / Family Dollar)                                                                        Chesapeake, VA

SVP, Digital & eCommerce                                                                                     Oct 2020 – Sep 2023

• • • Responsible for a ~100 person digital marketing and e-commerce team at Dollar Tree and Family Dollar.

    • Developed strategic roadmap to build new capabilities, improve customer experience and drive revenue growth.

    • Developed organizational design, obtained approval and built out an Enterprise Digital team.

    • Served as GM for $100+ Million ecommerce business, driving 89%+ growth in 2 years.

    • Led transformation by improving customer experience (CX), digital marketing and building new capabilities.

    • Responsible for User Experience (UX), Product Management, Online Merchandising, Digital Marketing, eCommerce Operations and Customer Service.

    • Growth marketer responsible for Paid Search (SEM), Google Shopping (PLAs), SEO, Social Media, Email, Mobile Marketing (App/Push notifications), Affiliate marketing and website management.

    • Restructured the customer care organization to improve service, reduce costs and increase customer satisfaction.

    • Introduced same-day delivery at more than 14,000 stores through local delivery partnership.

    • Led the development of Family Dollar's proprietary Retail Media Network website (Chesapeake Media Group).

    • Successfully launched Dollar Tree's first Retail Media client, including personalized website content, targeted emails, paid social and display.

    • Implemented a Customer Data Platform (CDP) and personalization program.

Pier 1 Imports                                                                    Fort Worth, TX

SVP/GM, eCommerce                                                                                      Feb 2020 – Oct 2020

• Managed ecommerce business (UX, site merchandising, operations, planning and analysis) through rapid revenue growth.

• Company went out of business in June 2020, due to COVID-19 + Chapter 11 bankruptcy proceedings.

Harry & David (a 1-800-Flowers.com company)                                                                    Medford, OR

VP, Marketing & eCommerce                                                                                      Jan 2017 – Feb 2020

• Defined and implemented the roadmap to drive the digital transformation of an iconic gifting business.

• Served as GM for $400+ million ecommerce business and $30 million digital marketing budget supporting Harry & David, Wolferman’s and Stockyards brands.

• Reported to Chief Marketing Officer, and led a team of 30+ ecommerce & digital marketers.

• Supervised Web Merchandising, Mobile Commerce, User Experience (UX), Product Management and Analytics.

• Drove digital enhancements to improve customer experience (CX) and visit productivity (details here).

• Drove profitable growth through marketing including email, SMS, push notifications, SEM/SEO, PLA, affiliate, social and display.

• Led a cohesive go-to-market process resulting in several consecutive quarters of ecommerce revenue growth.

• Developed and implemented CRM strategies to increase customer retention and frequency.

• Implemented a Customer Data Platform (CDP) and personalization program.

• Led the team to receive an “Internet Retailer Hot 100 Companies” award in 2019, through digital innovation.

BIG LOTS INC.                                                                                                                          Columbus, OH

VP, eCommerce (startup role)                                                                               Jun 2014 – Jun 2016

• Developed comprehensive omnichannel strategy and supporting multi-year functional roadmap.

• Developed organizational design and built out the Enterprise Digital team (digital marketing + ecommerce).

• Responsible for 50-person team of digital marketing, e-commerce and enterprise-wide customer service.

• Led cross-functional team through research, planning, development and rollout of new online business (launched Q1 ’16). This included a new ecommerce platform, order management, payment processing, fulfillment center, email platform, customer service overflow & more.

•  Led complete redesign & implementation of new biglots.com site including shopping, investor relations & careers.

• Led business process development including assortment planning, content creation, marketing & promotions.

• Led digital marketing channels including: email, social, SEM/SEO, affiliate and comparison shopping.

• Responsible for online business functions including ecommerce merchandising, digital marketing, product management, user experience, visual design, website content and operations management.

• Improved customer service through staffing, training, increased utilization and voice of customer programs (NPS & loyalty).

SEARS HOLDINGS CORPORATION                                                                            Hoffman Estates, IL

DVP e-Commerce & Omnichannel                                      Apr 2010 – May 2014

• Responsible for omnichannel integration, international and home services (>$1.5 Billion in annual revenue).

• Managed cross-functional team of 40+ UX, Marketing, Merchandising, Call Center and Operations staff.

• Leveraged customer feedback, competitive benchmarking and usability studies to develop a comprehensive omnichannel retail strategy. Partnered closely with IT and various teams to implement the roadmap and deliver new capabilities.

• Led omnichannel integration between www.sears.com / www.kmart.com and over 2,000 stores. This included Buy Online Pick Up in Store (BOPIS), Ship-to-Store, Ship-from-Store, Web @ Point of Sale and In-store Kiosks.

• Partnered closely with Store Operations team to implement process improvements and optimize performance.

•  Improved the digital experience for Home Services including Repair Services, DIY Parts and Home Remodeling through www.searshomeservices.com & www.searspartsdirect.com.

• Developed marketing and promotional strategy to optimize sales, margin and fuel profitable growth. In Q1 2013 we launched a viral campaign (“Ship My Pants”) promoting Store to Home.

• Launched Kmart.com “Deal of the Day” program, driving repeat visits and multi-million dollar profitable revenue.

• Launched and oversaw operations for international ecommerce websites, including: merchandising, marketing, translation, international logistics, user experience and customer service. Launched Latino social media program.

CFO - eCommerce Business Unit                                                                         Mar 2008 - Apr 2010

• As business unit CFO actively partnered with the executive team to develop & implement e-commerce strategy.

• Conducted financial oversight including planning, reporting, analysis and evaluation of business opportunities for a rapidly changing >$1 Billion e-commerce business.

• Led the annual planning process, including setting revenue, margin and expense targets.

• Supervised financial reporting and communicated results to the internal board of directors on a monthly basis.

• Developed/reviewed business cases for all major investments, tracked actual results and reported on variances.

• Partnered with budget owners to ensure optimal use of resources, maximize marketing ROI and increased profitability.  

VARIOUS FINANCIAL ROLES                                                                                           Mar 1998 - Mar 2008

• Held progressive accounting & finance roles at Illinois Institute of Technology, Principal Manufacturing, CNA Financial and MetLife performing financial analyses.

• Became Finance Manager for ServiceMaster digital marketing group tracking spend and reporting on marketing ROI.

• Joined Sears Holdings in 2006 as Finance Manager for Service Contracts & Retail Installation businesses leading planning, reporting and analysis. Promoted to business unit CFO role for e-Commerce business in March 2008.