Building personalized brands that connect and engage with your audience to drive sales.

Bringing customers to your store and then once they're there, making sure they convert are the two most important goals of any ecommerce business. I have over 10 years of experience in digital marketing and I bring a unique approach to branding and performance marketing for ecommerce businesses. I don't just take on a project, I will immerse myself in your business and help you grow your online selling channel to actually connect with your customers. Through my expertise, and the collective expertise of my membership at Collab NYC, I can grow your brand into a powerhouse to form the right engaged community to advocate for why your brand is special.

MY SERVICES

 
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DIRECT MESSAGES

A successful ecommerce store needs a well defined brand with clear messaging and a streamlined sales process. Download my free 'Brand Worksheet' to get a sample of the types of strategic deliverables we will do together to successfully develop your message into clear compelling emails and SMS/MMS programs.

PERFORMANCE MARKETING

We will develop a comprehensive paid marketing strategy so that you have a clear customer acquisition and lifecycle plan. We will create authentic branded content that drives performance marketing targeted at different audience segments depending on their place in your sales funnel. 

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WEB OPTIMIZATION

You can't afford to not have your website convert visitors into customers. I will conduct a performance and user experience audit and pull in my partners depending on your platform. We will develop an effective on-going web optimization strategy to be included in your workflow. 

WHAT MY CLIENTS ARE SAYING

From the client side, I have worked closely with Alli on several key initiatives for the External Corporate Communications group at Johnson & Johnson. Alli is the type of leader that consistently goes above and beyond the client’s needs to provide unique and valuable solutions. Her skills and knowledge in the area of digital media strategy are extensive, and she is always on top of the latest news and trends. In addition, her upbeat personality gives projects positive momentum from the concept stage through completion. I would welcome the opportunity to work on projects with Alli in the future.
— Alexis Zanger - Corporate Communications Johnson & Johnson
“Alli is a bright, conscientious and hard working individual who is extremely easy to work with. She is very responsive, persistent and sensitive to deadlines. I highly recommend her. “
— Rob Halper - Director, Corporate Communications
Alli was instrumental in my franchise startup marketing strategy to target local business owners to advertise the mobile app in their bars and restaurants . Alli’s creative campaign resulted in over 35 local businesses opting into the program, driving over 500 mobile app downloads in one month. I highly recommend Alli on developing creative marketing campaigns to drive consumers to take a buying action.
— Joshua Heffler - CEO StearClear New Jersey
Alli has a comprehensive knowledge of both traditional and digital marketing practices. She understands business and is able to combine her marketing background and business acumen to help develop successful Ecommerce platforms. I hired Alli to work on the launch of our new Ecommerce lifestyle brand. She lead the entire project from branding, team hiring, strategy, go-to market and beyond. Alli exhibits professionalism and meticulous attention to detail in everything she does. She is a pleasure to work with and I recommend her to anyone looking to startup or grow their ecommerce business.
— Joe McCabe - CEO The DMC Corporation

PORTFOLIO

Lifestyle ecommerce platform for the world's leading thread company.

 

The DMC Corporation saw a business need to re-position themselves as innovative and appealing to the emerging younger consumer and hired me to create a new ecommerce selling channel. Market research revealed the opportunity for DMC to create a lifestyle brand so they could broaden their product offering and increase revenue by selling consumer project kits, and launching a new direct to consumer marketing strategy. Commonthread was born and I lead the entire project from concept to execution and management. I started with working with a branding team to create brand messaging and content including new product photography, editorial content and social content. I opened the New York office and hired a five person team. I lead the website development project to bring the small DMC yahoo website onto a Magento Enterprise platform. I spearheaded the digital marketing including search, shopping and social channel performance, email marketing. influencer marketing and SEO. 

Key Results

  • Commonthread launched August ‘15   
  • Revenue increase of 60%
  • Increased conversion rates by 35%
  • Grew new visitor traffic by 20%, referral traffic by 75%
  • Monthly unique visits increased by 215%
  • Increased average order value by 42%
  • Lead the buying process for all categories of business represented on the site maintaining appropriate sell through and merchandising, forecasting of new product launches and seasonal launches
  • Launched over 80,000 new SKU’s on website within the arts and crafts CPG category
  • Hired five new permanent employees
  • Secured press mentions in Martha Stewart Living, Better Homes & Garden
  • Became a Martha Stewart Content Contributor 
 
To attract new customers to the brand and grow email list we partnered with key DIY influencers to create appealing patterns that were sold as project kits and offered free gated content downloads that our customers loved. 

To attract new customers to the brand and grow email list we partnered with key DIY influencers to create appealing patterns that were sold as project kits and offered free gated content downloads that our customers loved. 

Pinterest and Instagram drove 30% of referral web traffic where we focused on DIY project tutorials and community generated content with a call to action to share projects through our hashtag #ModernMaker. 

Pinterest and Instagram drove 30% of referral web traffic where we focused on DIY project tutorials and community generated content with a call to action to share projects through our hashtag #ModernMaker. 

I worked with my development team to develop the new ecommerce website on Magento Enterprise with over 80,000 product SKU's. The site was built mobile first with a unique 80/20 focus of meeting the needs of the current DMC consumer (female, age 60+) while making modern features and mobile accessibility enhancements for the new target demographic; female 18 - 35. We implemented an optimization strategy where we conducted on-going A/B testing analysis and sales conversion analysis on the website to ensure that once customers got to the website, they converted. 

I worked with my development team to develop the new ecommerce website on Magento Enterprise with over 80,000 product SKU's. The site was built mobile first with a unique 80/20 focus of meeting the needs of the current DMC consumer (female, age 60+) while making modern features and mobile accessibility enhancements for the new target demographic; female 18 - 35. We implemented an optimization strategy where we conducted on-going A/B testing analysis and sales conversion analysis on the website to ensure that once customers got to the website, they converted. 

Performance Marketing

Our performance marketing strategy included paid advertising on Pinterest, Google, Facebook and Instagram. Our advertisements were creative DIY tutorials or embedded videos that linked over to our blog so we could cookie the visitor and re-target them with offers or additional ads based on where they were in our sales funnel. 

Kit Program

Commonthread needed a new product line that would make the DMC threads applicable to at home DIY projects and appeal to a younger audience. I worked with my team and partnered with a fabrication studio called Collab, to create a packaging system that would fit into a larger packaging functional echo system. Laser cut corrugated cardboard trays of threads and accessory holders fit into the boxes so that customers could have a place to stash their threads and supplies. We partnered with artist influencers to create projects and marketed the kits as Instagram bait to snap selfies of your progress creating the kit project. 

 
 

Heidi Daus Jewelry Ecommerce website

 

Heidi Daus is a popular fashion jewelry designer who sells her products on HSN. Heidi was looking to market her newly launched ecommerce website to her HSN fans with new online exclusive pieces, develop an engaging social media strategy to drive traffic to her ecommerce website and create exclusive content that she could share with her fans. I worked with Heidi on optimizing her ecommerce business and developing a content marketing strategy so that we created targeted ads and messaging for current and prospective customers. I conducted a CRO analysis of the website and identified some key checklist items to address. I also worked to optimize the paid search and Google shopping ads.

 

Key Results 

 

  • Grew revenue on heididaus.com by 46% from prior year   
  • Launched a new Affiliate Marketing program, resulting in increased traffic of 15%, and increased sales first quarter of launch
  • Collaborated with internal teams including product development, tech, operations, and customer service to optimize and build optimal customer experiences
  • New visitor traffic increased by 20% 
  • Reviewed web analytics, developed recommendations for campaign optimization, and implemented recommendations for increased web conversions
  • Optimized profitability by developing a comprehensive email marketing strategy

 
I worked with the Heidi Daus merchandising team to create an internal system to ensure ecommerce marketing was synced up with HSN marketing. When Heidi Daus products were being aired on HSN, we pulled back paid marketing bids that day to not compete with HSN's larger marketing spend. I implemented a color and style attribute system in the backend of the Heidi Daus Magento website to automatically pair complimentary jewelry styles together for a robust product recommendation feature. 

I worked with the Heidi Daus merchandising team to create an internal system to ensure ecommerce marketing was synced up with HSN marketing. When Heidi Daus products were being aired on HSN, we pulled back paid marketing bids that day to not compete with HSN's larger marketing spend. I implemented a color and style attribute system in the backend of the Heidi Daus Magento website to automatically pair complimentary jewelry styles together for a robust product recommendation feature. 

We created a new social media strategy for Heidi Daus. Because of her target market and fashion vertical, I created a Heidi Daus Instagram channel and worked with the creative team to produce high quality social media assets aligned with the new editorial calendar. I launched a new social media campaign called "AdoreyourJewels" and called the customers "Heidi Girls" with a call to action for customers to #AdoreyourJewels their wardrobes and share their styles. 

We created a new social media strategy for Heidi Daus. Because of her target market and fashion vertical, I created a Heidi Daus Instagram channel and worked with the creative team to produce high quality social media assets aligned with the new editorial calendar. I launched a new social media campaign called "AdoreyourJewels" and called the customers "Heidi Girls" with a call to action for customers to #AdoreyourJewels their wardrobes and share their styles. 

I created a simple wordpress blog for Heidi Daus so we could publish  articles that positioned her as an expert in the fashion jewelry industry with unique and informative content. The blog provided an opportunity for SEO and customers could comment on her posts and view her calendar for upcoming HSN and press   
  
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    appearances   . I worked with the HSN PR team to highlight Heidi Daus's Disney Maleficent collection for HSN. 

I created a simple wordpress blog for Heidi Daus so we could publish  articles that positioned her as an expert in the fashion jewelry industry with unique and informative content. The blog provided an opportunity for SEO and customers could comment on her posts and view her calendar for upcoming HSN and press appearances. I worked with the HSN PR team to highlight Heidi Daus's Disney Maleficent collection for HSN. 

JNJ.com and Corporate Communications Blog

 

I worked with the Corporate Communications team at Johnson & Johnson on internal and external websites including the on-going evolution and managed services of JNJ.com, the Corporate social media handles and the corporate blog.

 
I worked with the Director of Video and Communications to optimize the JNJ video for YouTube search. I worked with the video content team on  the corporate communications editorial calendar to align messaging with the blog and other JNJ social channels on their corporate editorial themes and stories. 

I worked with the Director of Video and Communications to optimize the JNJ video for YouTube search. I worked with the video content team on  the corporate communications editorial calendar to align messaging with the blog and other JNJ social channels on their corporate editorial themes and stories. 

I worked with the web team to re-design the JNJ website to be mobile responsive. The project went smoothly and we were able to deploy the site updates in time for to make their annual review website mobile responsive. 

I worked with the web team to re-design the JNJ website to be mobile responsive. The project went smoothly and we were able to deploy the site updates in time for to make their annual review website mobile responsive. 

I worked with the Director of social media to implement a blog taxonomy for Johnson and Johnson's blog, and helped develop editorial guidelines for evergreen content and develop an efficient cadence of their key corporate topics for social media communications. 

I worked with the Director of social media to implement a blog taxonomy for Johnson and Johnson's blog, and helped develop editorial guidelines for evergreen content and develop an efficient cadence of their key corporate topics for social media communications. 

I was the head Digital Strategist on the Janssen team to manage their corporate website including content, new website features and partner communications. 

I was the head Digital Strategist on the Janssen team to manage their corporate website including content, new website features and partner communications. 

Fashion to Figure - Plus Size Fast Fashion 

I served as the interim Marketing Director for Fashion to Figure to run their marketing efforts for their online ecommerce business and 25 brick & mortar stores. I worked on creating optimal team workflows between the marketing department, merchandising, store operations and ecommerce departments to achieve company wide goals. Other projects included creating and launching a new SMS/MMS company wide program. Creating a content marketing workflow that increased efficiencies within photoshoots, product communications and campaigns. I oversaw all FTF.com digital marketing campaigns including Google search and retargeting ads, Facebook prospecting and retargeting ads. Organic SEO and social media. 

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key results:

  • Increased Q4 2016 revenue by 24% from prior year
  • Drove CRO analysis of website to increase conversion rates of over 60% 
  • Increased conversion rates of all performance campaigns 
  • Implemented SMS/MMS program and achieved 10K signups in under two months. 
  • Enhanced content marketing workflow that ensured team alignment and communication by leveraging a new content management project management tool 
  • Drove enhanced content for marketing materials and ad sets with a better defined brand identity 
  • Achieved enhanced communication and organization within in-store program execution 
 
 

Local Campaign to drive mobile app downloads

 

I worked with Stear Clear, the mobile application that drives you and your car home, to run a campaign that would increase the mobile application downloads of the app and promote the functionality of the app. I worked with the Northern New Jersey franchise owner and developed a local campaign targeted to bars and restaurants to incentivize them be Stear Clear brand advocates to promote the main app benefit, to reduce drunk driving. The campaign resulted in 2,500 app downloads in one month and an active user increase in 58%. 

 
I worked with my graphic designer to create marketing materials for Stear Clear trade events and a store front decal so that   
  
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    participating    Stear Clear partners could proudly display their alliance to the apps positive message on their store windows. 

I worked with my graphic designer to create marketing materials for Stear Clear trade events and a store front decal so that participating Stear Clear partners could proudly display their alliance to the apps positive message on their store windows.