Led the development and execution of a comprehensive eCommerce growth strategy that delivered 12–14% annual DTC growth by identifying key constraints across demand, conversion, and operating model. The business was operating with fragmented planning across marketing, merchandising, and site teams, resulting in reactive launches and inconsistent execution.

I restructured the growth approach around three core drivers: accelerating demand, improving conversion, and building a coordinated operating model. Demand was driven through product-led strategies including innovation and seasonal launches, expanded acquisition channels such as Amazon, increased brand awareness through paid media, and testing emerging platforms like TikTok. In parallel, I led conversion rate optimization efforts through funnel analysis, continuous testing, and improvements to merchandising, product discovery, and on-site storytelling.

To enable scale, I implemented a more disciplined operating model, introducing quarterly planning tied to category growth targets, a unified marketing and site calendar, and shared KPIs across teams to improve alignment and execution.

This approach improved conversion by ~200 basis points, drove 14% year over year DTC growth exceeding targets, and reduced cross functional rework by ~25%. More importantly, it transformed the organization from reactive execution to a more collaborative and repeatable growth engine.

Led the development of a structured CRO strategy to address revenue constraints across the mid and lower funnel, where performance was limiting growth despite healthy traffic. Existing optimization efforts were fragmented, reactive, and driven by opinion, resulting in inconsistent and unscalable impact.

I repositioned CRO as a strategic operating model, building a funnel led roadmap that prioritized high impact opportunities across PDP and cart using a RICE framework. This included partnering cross functionally with Product, UX, and Analytics to define testable hypotheses tied to business metrics such as CVR, ATC, and revenue per visit, and standardizing PDP frameworks to improve value proposition clarity, product education, social proof, and delivery transparency.

I also implemented a disciplined test learn scale cadence, ensuring successful experiments were rolled out across the site and integrated back into Paid and Lifecycle channels to improve upstream performance.

This approach delivered sustained CVR lifts of 6-10% across prioritized PDPs, increased revenue per visit without additional traffic spend, and reduced internal decision friction by grounding prioritization in data. More importantly, it transformed CRO from a series of one off tests into a predictable, scalable growth engine embedded in how the business operated.

Led the development and expansion of Amazon as a strategic growth channel, repositioning it from a transactional marketplace into a key driver of demand, customer acquisition, and incremental revenue. Across roles at YETI and Everlane, I’ve worked across both 3P and 1P models, bringing a nuanced understanding of how to optimize for growth, profitability, and brand control.

At YETI, I helped scale Amazon as a high-performing 3P channel by refining assortment strategy, improving PDP content and merchandising, and aligning inventory and demand planning to support key launches and seasonal moments. Amazon played a meaningful role in contributing to 12–14% annual DTC growth by expanding reach, driving incremental demand, and supporting product-led growth strategies.

At Everlane, I oversaw Amazon Vendor Central (1P), leveraging the channel strategically to reduce excess inventory and drive incremental revenue. By aligning pricing, assortment, and inventory flow, Amazon became an effective outlet for managing inventory health while still supporting brand positioning. I also ensured Amazon complemented DTC rather than cannibalizing it, positioning it as part of a broader demand ecosystem to support customer acquisition and brand awareness.

Across both businesses, this approach strengthened channel performance, improved inventory efficiency, and positioned Amazon as a scalable growth lever within a more integrated commerce strategy