Resume
PURPLE INNOVATION
Vice President, Ecommerce ● Jul 2024 - Current
Purple is a disruptive sleep brand that launched via Kickstarter and quickly scaled to a publicly traded company with nearly $300 million in annual sales. Its success was fueled by a viral marketing engine that has generated over 1.5 billion views and a truly differentiated product built around the proprietary GelFlex® Grid — a hyper-elastic material that adapts instantly to the body, offering both pressure relief and support while sleeping cooler than traditional memory foam.
As a member of the Senior Leadership Team, I serve as the revenue channel leader for Ecommerce, overseeing a team of 23 across Digital Product, UI/UX, Site Merchandising, Operations, CRM, and Analytics. I am directly responsible for driving half of the company’s annual revenue and play a key role in strategic decision-making across the business.
- Digital Growth & Conversion Optimization: Led high-impact experimentation and personalization efforts, including a targeted A/B testing roadmap that resulted in a 20% lift in mattress conversion by surfacing and promoting the most resonant product assortment.
- Omnichannel & Revenue Strategy: Developed and executed integrated strategies to accelerate profitable revenue growth across Purple.com and Amazon, while strengthening alignment with Owned Retail and Wholesale to deliver a seamless, customer-centric experience.
- P&L Ownership & Operational Excellence: Own the ecommerce P&L and apply deep analytical rigor to improve forecasting accuracy, optimize inventory, and enhance the end-to-end customer journey.
KIKI DE MONTPARNASSE
Fractional Head of E-commerce ● Feb - Oct 2024
KIKI DE MONTPARNASSE is a luxury fashion and lifestyle brand that celebrates intimacy and inspires the romantic imagination. When it launched in New York in 2005 as an experiential mecca for insiders seeking a refined perspective on sensuality and seduction, it quickly built an iconic reputation. Look out for lingerie, ready-to-wear, and accessories that blur the lines of dressing and undressing and items of pleasure designed to be coveted, experienced, and enjoyed.
As the fractional Head of Ecommerce, I focused on improving performance marketing, on-site conversion rate optimization, and forecasting/budget guidance. Early on I recognized the limitations with Kiki's Shopify website functionality and branding that was outdated and difficult to shop. I pushed for a redesign, and under the recently hired President, this project was approved. I project-managed the redesign process across a number of internal stakeholders and external agencies, eventually launching the new website in July 2024. This website redesign also came with some international improvements, partnering with a solution provider who assisted with standing up websites in the several countries, introducing localization for several languages and currencies to help service the growing worldwide interest in the brand.
While with Kiki De Montparnasse, the website www.kikidm.com experienced consistent year over year growth of over 50%.
BALISTON
Vice President, E-commerce ● May 2023 - Sep 2023
As a true startup, I joined the week of the website's launch and immediately got to work on rebuilding the creative and copy approach to focus on brand awareness initiatives. In a difficult startup climate, the ability to raise funding led to a decrease in marketing spend and pending insolvency. During my tenure, I did have some wins:
• Achieved a 100% increase in earned channel traffic (2X) and elevated email and organic social engagement by 470%+ within the initial 30 days post-launch by revitalizing multichannel paid marketing strategies.
• Engaged with an international team of creatives, developers, and project managers to decrease the bounce rate by 22%, increase the average product views per session by 41%, and boost daily revenue by 114%.
• Boosted brand visibility across Video, Display, Paid Social, Influencers, Paid Search, and other relevant channels.
• Conducted website and creative audits by applying an analytical approach to UI/UX and the customer journey.
• Ensured SEO and WCAG/ADA improvements, led the Email channel, and applied an integrated marketing approach.
CRATEJOY
Vice President, E-commerce ● Dec 2022 to May 2023
Led the charge as the Head of the Direct-to-Consumer website, digital marketing, analytics, CRO, content creation, and project functions for a startup with a penchant for fiscal acrobatics. Tasked with navigating the perilous waters of limited cash reserves, I orchestrated a symphony of cost-cutting maneuvers and strategic pivots.
- Assembled a marketing team that could rival an Avengers lineup – minus the capes but with an equal sense of camaraderie.
- Expertly executed a financial magic trick, conjuring an annual cost reduction of over $500K by working to transform the custom-built ecomm platform into the wizardry of Shopify Plus.
- Danced through the email service provider maze, seamlessly migrating from Braze to Klaviyo.
BRYDGE
Vice President, E-commerce ● Jan 2022 - Nov 2022
Park City, UT
• Oversaw global direct-to-consumer websites (US, UK, EU, AU) and Amazon Seller Central (US, UK, and EU) channels with $25M in annual revenue, acting as the VP of Ecommerce.
• Transformed online EBITDA from near break-even to 20% by improving fulfillment efficiencies, returns management, and demand creation scalability.
• Built the e-commerce/digital P&L structure to address the absence of an effective online financial structure.
• Streamlined international websites and Amazon channels by using a global perspective for revenue growth.
CARILOHA
Vice President, Ecommerce ● 2019 to 2022
Salt Lake City, UT
• Built investor-targeted CIM showcasing online channel potential with data-driven LTV/CAC analysis, enabling valuation discussions for an omnichannel brand focused on the home goods category as a manufacturer of sustainable bamboo sheets, towels and apparel.
• Grew online channel revenue 150% ($14M-$35M), across Cariloha.com, Amazon, and eTail platforms (Costco, Target, Wayfair), boosting its contribution to total revenue from 23% to 47% (while maintaining an online profit margin over 15%).
• Introduced an omnichannel loyalty program and incentive-based lead generation system at company-owned retail stores, resulting in a 97% increase in the opt-in database within one year.
• Migrated the e-commerce platform from Magento to BigCommerce, boosting site speed by 50%+, mobile conversion rates by 86%, and enabling the launch of a B2B Trade Program for interior designers, alongside a hub-and-spoke SEO content strategy promoting bamboo benefits and driving organic traffic.
EVENT NETWORK
Senior Director, Ecommerce ● 2015 to 2019
Park City, UT
• Led the ecommerce revenue channel for Event Network, managing 90+ websites for major cultural institutions like the National Museum of the Marine Corps, the National Museum of the U.S. Army, the American Museum of Natural History, and the Henry Ford Museum.
• Rescued 90+ partner websites from an unreliable platform and hosting solution by migrating them to a Magento 2 cloud solution, ensuring 24/7 uptime and restoring client/partner trust.
• Provided the financial analysis for a strategic shift to category-based online product-selling across similar cultural attractions to facilitate warehousing and fulfillment efficiencies.
• Migrated 90+ websites to Magento 2 and a cloud-based hosting solution which resulted in uninterrupted website functionality (zero downtime) through operational excellence in the e-commerce landscape.
• Transitioned from digital marketing to e-commerce operations, showcasing a strategic career move to diversify skill sets and prepare for career progression and leadership advancement.
SKULLCANDY
Senior Manager, Digital Marketing ● 2011 to 2015
Park City, UT
• Joined at IPO to accelerate digital presence, helping to lead digital transformation of Skullcandy moving from a nearly purely wholesale model to a “digital first” model.
• Part of the high growth and turnaround of Skullcandy growing revenue from $200M to $300M, and from losing money to double digit EBITDA margins.
• Part of the team responsible for moving Skullcandy from #3 to #1 in most headphones sold in the US.
• Drove digital marketing for Skullcandy and Astro Gaming websites, helping to accelerate brand and commerce for digital transformation.
UNDER ARMOUR
Manager, Digital Marketing ● 2007 to 2011
Baltimore, MD
• Part of Under Armour’s rapid growth from $300M to $1.5B, led all online performance and brand marketing for UnderArmour.com.
• Helped grow Under Armour's direct-to-consumer e-commerce revenue from a catalog- and email- only business generating $20M in 2007 to over $150M within four years, driven partly by channels I introduced: SEM, display, re-targeting, affiliate marketing, shopping engines, and paid social.
• Managed annual marketing budgets of $15M across direct response and brand awareness objectives in the US, Canada and EU.