Director, Web + Ecommerce
May 2015 – February 2016
At Mitchell Gold + Bob Williams, I led eCommerce initiatives that increased online sales by over 40%. To support omni-channel initiatives, I managed website updates and optimized local SEO, ensuring a seamless customer experience across digital and physical storefronts. I evaluated re-platforming options and negotiated a multi-year agreement with Demandware (now Salesforce Commerce Cloud). Additionally, I established a media partnership with Google to launch SEM and display marketing campaigns for local stores. I also executed design and functionality enhancements that reduced homepage bounce rates by 32% and directed an email marketing strategy shift that boosted click-through rates by 44%.
I led the development of new web functionality using reusable modules to enhance scalability and efficiency. To optimize user experience and conversion rates, I implemented A/B testing strategies. Building on these improvements, I spearheaded a re-platform evaluation, ultimately negotiating a multi-year agreement with Demandware (now Salesforce Commerce Cloud) to support long-term e-commerce growth.
Created mobile concepts to shift internal perceptions towards a mobile-first strategy, highlighting how a mobile-optimized website would function and enhance user experience.
Revamped our email marketing strategy and template design, prioritizing mobile optimization and tailored messaging. This initiative led to a 44% increase in click-through rates.
Helped develop and execute regionally targeted social media ad campaigns to drive in-store traffic and online sales. Implemented new Facebook ad formats and expanded campaigns to emerging platforms like Instagram, optimizing performance through audience segmentation, budget allocation, and data-driven insights.
Partnered with the marketing team at MG+BW to launch the company’s first-ever SEM campaign on Google for a holiday promotion. In doing so, I established a strategic relationship with Google, enabling regional targeting for in-store traffic and incorporating retargeting strategies for eCommerce customers.