My Work

DTC brand development & launch

I have experience creating and launching direct to consumer brands, from existing B2B brands.

Read the Commonthread for DMC case study here.

Email marketing & SMS

During my time as an Ecommerce Director at a plus size fashion brand, I lead the launch of an effective direct marketing program across email and SMS that resulted in increased sales during the peak holiday sales time.

Read the Fashion to Figure case study here.

Outsourced Ecommerce Director

I have been an outsourced Ecommerce Director for fashion and lifestyle brands. Brands have hired me to lead ecommerce strategy across traffic growth, customer acquisition & retention. I manage marketing and ecommerce teams, and help train and hire new talent.

Read the Heidi Daus case study here.

Direct to Consumer brand launch

Commonthread for DMC

I was approached to create a new DTC brand for the worlds oldest thread manufacturing company

Founded in Mulhouse, France in 1746—the DMC Corporation is the largest and oldest thread manufacturing company in the world. The corporation saw an opportunity to increase market share and sales by investing in a separate digital ecommerce team. The CEO hired me to create, launch, and manage this new business.

I created the DTC brand including all the new creatives. I lead the website launch project on the Magento Enterprise platform, hired the ecommerce team and developed a merchandising and sales program.

I ran the brand growth and strategy including the digital marketing, paid media efforts, and implemented a successful influencer program. I was responsible for the business P&L, as well as the marketing and operational initiatives.

Key achievements include:

Opened the New York office by hiring 5 marketers while developing the go-to-market strategy for launch of DTC brand in CPG market
Lead website launch on Magento Enterprise and developed corresponding digital marketing strategy to drive customer acquisition resulting in meeting sales goals MOM - 20K new customers, 100K+ email sign ups, within 3 months of launch
Lead the buying process for all categories and launched over 80,000 SKUs

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Fashion to Figure

Fast fashion with fast growth

Loyalty program with advanced email marketing & SMS

I worked as the outsourced Marketing Director for Fashion to Figure to streamline and optimize the ecommerce web experiences and brick and mortar stores marketing initiatives and campaigns across the website. I oversaw all FTF.com digital marketing campaigns across social media, Google, Facebook and SEO.

I integrated myself into the team and spearheaded organizing and optimizing team workflows—for clearer job definitions and increased productivity.

I worked with the planning and merchandise teams to plan buying schedules of merchandise and product based on the ecommerce P&L and CRM data.

Programs I launched and managed included creating and launching a successful SMS opt-in capture program on the ecommerce site and individual shortcodes for each brick and mortar store. Later I spearheaded and managed the ongoing MMS program which generated a high volume of sales within the first few weeks of launching. I also worked on enhanced online and in-store messaging to drive the loyalty program with FTF cash earning and redemption periods.

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Heidi Daus

Jewelry Ecommerce

Outsourced Ecommerce Director for a jewelry ecommerce business

Heidi Daus is a popular fashion jewelry designer who sells high volume through the Home Shopping Network. The business was looking to invest more resources into the ecommerce website. I worked with the brand on growth strategy initiatives including the technology platform and tech stack audits and assessments, refining the on-going product development roadmap of the ecommerce website, optimized the customer funnels and implemented cart recovery campaigns, browse abandonment campaigns, and loyalty programs.

I worked with our third party agency to enhance and optimize the paid marketing campaigns for Google, Facebook and Instagram.

I implemented a content strategy to drive story telling and conversions for direct marketing programs including an updated personalized email marketing strategy and SMS program. I oversaw all product and editorial photoshoots and created engaging social media content that drove traffic and opt-ins.

I lead the training and hiring of the ecommerce team members, including leading all vendors and third party providers.