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Consulting

Digital product/project consultant | current

Helping clients launch their E-commerce and digital experiences.

Hairstory

Head of eComm & Digital Product | February 2021 - April 2024

Trusted leader, manager and voice driving the tech behind a hairdresser-first experience.

• Hired and grew team from agency-dependent to in-house crew: software engineering, product management, data engineering, UX/UI, and CRO.

• Led migration of tech stack from custom monolith to Shopify ecosystem.

• Building custom hairdresser and salon commissions and loyalty functionality.

Coterie

Director of Digital Product | February 2021 - February 2022

Led the launch of “Coterie 3.0” a subscription-first, best-in-class e-comm experience for parents.

• Own digital roadmaps including e-comm business model, text order management and additional proprietary technology.

• Led development of an owned, custom account credit app.

• Oversaw product management, UX/UI design, and engineering functions.

Convene

senior product manager | January 2020 - February 2021

Hired to build an ecommerce business for luxury meeting space, but pivoted when COVID-19 devastated the business. Lead for the sole revenue-driving product: Virtual Meetings Platform. 

• Launched MVP of meetings platform that secured Series E funding.

• Agile methodology for weekly releases; collaboration with full engineering team.

Andie Swim

director of digital product; Employee #2 | April 2018 – December 2019

Digital product lead working directly with CEO, Operations, Marketing, Physical product and CX to establish technical vision and lead all aspects of Andie’s technological platforms in support of becoming a generation-defining D2C swim brand. 

• Own long-term digital product strategy and tactical roadmap including international expansion.

• Established systems and practices for user testing, data collection and synthesis. Scope market opportunities including plus size swim, maternity, and long-torso. Write user stories, create wireframes, support creative with design and copywriting when needed.

• Implement go-to-market plans by leading external UX designers, engineers and vendors.

• Launched two new features in the first 60 days.

Consultant

Product Management + Creative Strategy | July 2015 – April 2018

Product development, visual strategy, digital design for a range of clients, including: Translator, BigApps2017, Community x Design, Urban Outfitters/Anthropologie (Terrain), Textile Arts Center, Thea's English Standard Tea, Kivvit, Google, White Heat Yoga, Queer Soup Night

Just because I wanted to…Loss Letters | Product: digital grief recovery resource and community. Results 15% month over month UGC increase (primary KPI for Loss Letters); 70% average open rate.

Lilly Pulitzer

Manager of Art Direction + Design; Senior Leadership Team | July 2010 – july 2015

Developed and led implementation of visual strategy through creative direction, team management and 3-year planning. Grew team from one to fully-staffed department servicing web, print, social media, retail and B2B.

• Created Life in Print visual brand identity across multiple touch points: digital, direct mail, and facilitated the translation to store design; Results 9% homepage bounce rate, email campaign response at double and triple the industry standard, $12-14 ROI for direct mail,.

• Selected for the Senior Leadership Team, a group of 24 employees (the top 3% of LP employee body) developing and implementing strategy to double revenue over a 3 year period.

• Directed photo-shoots with world renowned photographers including Russell James, Ben Watts and Roland Bello.

• Co-led ecommerce website relaunch and innovated on product photography. Results Highest online sales since site launch, record sales year for the brand.

• Collaborated with Consumer Relations Manager to implement design strategy based on consumer segmentation and test new segments. Results Consumer retention rates and average annual spends have steadily increased.

Quaker City Mercantile

Art director | Apr 2007 – July 2010

Developed and designed brand identities, packaging design, illustration and guerilla strategies with a balanced conceptual approach. Accounts include: Hendrick’s Gin, Sailor Jerry Spiced Rum + lifestyle brand, William & Grant, Lilly Pulitzer, and Art in the Age spirits + lifestyle brand.