Led holistic site merchandising strategies spanning homepage, PLPs, landing experiences, and key digital modules—ensuring a seamless balance between brand storytelling, commercial priorities, and customer needs.

Translated seasonal and product narratives into compelling digital journeys that boosted discoverability, engagement, and conversion across the entire outlet and full-price ecosystem.

Partnered with Creative and Brand teams to elevate visual expression and deliver cohesive stories that reinforced brand identity while supporting revenue goals.

Implemented real-time optimizations based on customer behavior, conversion signals, and inventory dynamics to drive immediate business impact.

Drove enhancements in site functionality and experience, advocating for new features and improvements that strengthened product presentation and digital selling.

Built a rigorous conversion optimization practice using A/B testing, personalization, segmentation, and behavioral analytics to continuously evolve the digital shopping experience.

Leveraged advanced merchandising and personalization platforms (e.g., Dynamic Yield, in-house engines) to create adaptive, customer-first site experiences that increased relevance and performance.

Interpreted customer signals, cohort behavior, and journey insights to shape digital frameworks and guide strategic decision-making across product, merchandising, and marketing.

Synthesized performance insights and emerging trends for senior leadership, influencing roadmaps and identifying opportunities for growth, innovation, and enhanced customer value.

Developed test-and-learn agendas that informed long-term experience planning and supported an agile approach to digital improvements.

Built and led high-performing digital merchandising and experience teams, fostering a culture rooted in curiosity, accountability, agility, and continuous improvement.

Worked closely with Merchandising, Marketing, Creative, Product, and Technology partners to align assortment strategies, brand storytelling, and digital execution into an integrated customer experience.

Drove cross-functional planning to bring new digital capabilities, enhanced features, and content needs to life—ensuring smooth execution across an evolving roadmap.

Mentored team members across merchandising, and analytics, developing future-ready digital talent and building resilient, collaborative ways of working.

Championed new ways of working by promoting data literacy, operational rigor, and customer-centric thinking across teams—enabling faster decision-making and stronger business outcomes.