Manager, E-commerce & Site Merchandising , 12/2018 to Current Shutterfly, Inc – Redwood City, CA
Entrepreneur in Retail E-Commerce -Strategy - Marketing & Consumer Behavior -MBA Graduate, Define and oversee the execution of Merchandising strategies (across Web & App) that is consistent with business goals for the following categories: Cards & Stationery, Tiny Prints, Wedding, Photobooks, Prints, and Calendars.
Optimize funnel conversion & key pieces of site functionality.
Business Lead for E-commerce Roadmap projects.
Define the long-term merchandising strategy across devices and identify areas to improve site conversion.
Lead, develop and retain a team to support the merchandising strategy and operations.
Work closely with the GM's and Integrated Marketing to understand business goals for the brand and product categories.
Partner with PM, Engineering, UE and Web Dev teams to ensure technical support for and execution of eCommerce features and functionality, site usability, and the overall customer experience.
Oversee the creative development process (creative briefs, creative reviews, shot lists) across all devices/platforms for brand(s) managed.
Deliver feedback at creative reviews on creative/copy that does/doesn't meet business goals.
Provide direction for prioritization of site projects for creative.
Monitor meet and report on e-commerce KPI's (conversion, bounce/exit, cart abandon, RPV, brand/category revenue, etc.) across devices, pages and customer segments.
Contribute ideas for testing based on analysis of site data.
Drive innovation and optimization through testing and application of eCommerce best practices.
Support testing by leading the merchandising strategy for the test.
Ensure all new products launch on the site (and across devices) on time and meet business goals.
Review key page/category metrics (conversion, exit, revenue, trim attach & revenue, ABN usage, etc.) to continuously optimize the strategy for visual merchandising.
E-commerce Account & Merchandising Manager, 03/2017 to 11/2018 Walmart Global E-commerce& Jet.com, Nestlé USA – San Francisco, CA
Vendor Manager, Co-Founder & President, 12/2010 to 03/2017 Walmart – Orange, CA
For Nestle USA on, & Jet.com.
Core Functions: Merchandising/Buying
Analysis, Site Management, Cross Functional team management.
Omni channel Merchandising Management:.
Inventory management-item set up and content updates, writing copy, identify issues
impacting item online availability, item maintenance and optimization for site, store &
Category Management-Conducted analysis on Nestlé's business identifying opportunities
for growth in brand's respective categories.
Identified key item drivers for the items in
Merchandising/Buying Analysis: Developed strategies to drive and created forecasts
reports for Nestle and Buyers (i.e.
Seasonal Buys) (Adobe Analytics, Looker Reporting,
Establish, implement and measure the effectiveness of Nestle products on
site, store and mobile apps (wmt.com app, online grocery app, jet.com).
Supplier Communications: Point of contact for problem resolution / internal advocate to
relevant functions and submitted critical tickets for system or data repairs that impact
Marketing Implementation: Supported site & mobile marketing efforts on behalf of
Develop strategic partnerships to expand our customer base and add value
to the apps (online grocery, Walmart app, and jet.com).
Identified opportunities to
promotional effectiveness on key items in collaboration with the Marketing team at Jet &
BIB Fashions: Like.Borrow.Return.
Borrow it Hassle Free, Conceptualized & developed www.Borrowitbindaas.com-An E-commerce platform that offers
South Asian jewelry & apparel for rent or purchase.
Grew Revenues from start-up to excess of $250,000 annually.
Achieved a 30% Increase in
conversion rate by collecting and analyzing competitive performance data, results, and
building an incentive program based on qualitative and quantitative results.
Vendor/Supplier Management- Cultivated relationships in India's emerging market with
key fashion industry partners.
Distribution Channel Management-Lead team for inventory management and
optimization of products on Amazon& Etsy.com.
Project Management: Executed a Brand Marketing plan to grow the client base to over
15,000 clients and 12,000 social media followers.
Promoted lead generation to drive new business& create brand presence through both
traditional marketing channels such as TV, Radio, trade expos, print ads, and digital
channel marketing& advertising through E-mail& social media campaigns
Marketing Analytics- Tailored digital marketing campaigns through use of Google
Analytics, Google Ad words.
Executed Industrywide events + Pop up Shops for 500-1200+customers.
Featured in WSJ, NPR, Buzz Feed, and 2014 Orange County Metro'40 under 40' cover story.
MBA: Marketing & Strategy, Consumer Behavior, 2014 University of California - Irvine, CA
BA: Business Economics, International Studies, 2008 University of California - Irvine, CA