Digital Commerce & Growth
Digital Product Marketing
Defined vision, strategy, and execution of a premium consumer-facing lifestyle digital products. Led the full product marketing function for a premium consumer brand — owning GTM strategy, audience identification, consumer positioning, creative briefs, marketing plan/media mix, experimentation, and cross-functional product roadmap partnership from inception through scale.
01 — Impact at a glance
02 — What I build
15+ years experience
GTM Strategy & Product Launch
Led go-to-market strategy for new products (guest designers) and channels (dropship to Nordstrom and Amazon) from scratch — identifying initial beachhead audiences, developing positioning, owning product roadmap and KPIs, and scaling distribution of products that found product-market fit.
Consumer Positioning & Narrative
Crafted focused, insight-driven positioning and messaging architecture for all products and campaigns, adding 10% to annual revenue from identified guest designers that brought in new audiences for efficient budget.
Customer-Centric Product Development
Oversaw end-to-end product development across site architecture, customer messaging, content strategy, UX/UI, platform integrations, and ongoing optimization — driving continuous conversion optimization across the full customer journey.
Personalization, Analytics, A/B Testing & Experimentation
Initiated and defined customer profiles and segments, and built performance measurement infrastructure leveraging demographic, interest-based, and behavioral data, customer insights, and A/B testing — developing dashboards, defining KPIs, running experimentation frameworks, and using data-driven insights to continuously optimize conversion rates and business performance.
Creative Briefs & Cross-Functional Partnership
Worked shoulder-to-shoulder with development, operations, finance, creative, customer service, external agencies, and technology partners to ensure seamless execution — serving as the force multiplier who got things unstuck across a complex environment.
Marketing Mix & Media Mix Strategy
Owned full marketing mix strategy with P&L accountability — continuously optimizing investment across paid media (Meta, Google, Bing, DuckDuckGo), Shopify and Shop App, organic/SEO/AEO/GEO, email, SMS, influencer, PostPilot, and direct mail.
Team Leadership
Built and led a team spanning operational marketing, content manager/copywriter, social media, and creative — plus cross-management of product — to work collaboratively in a high-performing environment, leading with enthusiasm and focusing on innovation, accountability, and measurable outcomes.
Loyalty Program Development
Built and managed customer loyalty programs integrating tiered rewards, exclusive access, and community-driven benefits — translating engagement into long-term customer retention and lifetime value.
Channel Strategy Optimization
Established channel operations across DTC, wholesale, marketplace (Nordstrom, Amazon), and international digital partners.
Digital Transformation & Product Roadmap
Transformed the business from wholesale-only into a world-class global digital premium customer brand by initiating, strategizing, and executing a scalable, multi-channel eCommerce ecosystem. Owned the end-to-end digital product roadmap — defining a multi-year, cross-device roadmap, planning and executing across B2B/B2C/B2B2C, leading product development and marketing by continuously tracking business impact, customer needs, technology investment, industry and market trends.
Predictive Modeling
Implemented demand forecasting models to align inventory and SKU decisions with digital performance data — improving sell-through, in-stock rates, and margin.
AI & Innovation
Built AI-powered tools in production including agentic content workflows (GPT) and dynamic landing pages (Lovable) — optimizing backend efficiency, content velocity, and conversion rate for ads.
03 — MarTech Stack
A full-stack commerce & growth toolkit.
The platforms, partners, and AI models I use to run, measure, and accelerate modern consumer brands — from storefront to creative production.
04 — Selected achievements
A track record of building things that compound.
- 01
Built an entire digital and marketing ecosystem from the ground up for a premium fashion brand serving women 45+.
- 02
Created a profitable editorial magazine and community that became the brand's largest lead-generation and retention channel.
- 03
Owned the full Shopify Plus eCommerce P&L and delivered sustained year-over-year revenue growth.
- 04
Led performance marketing initiatives that increased new customer acquisition by more than 30% annually.
- 05
Built CRM infrastructure across Klaviyo and Attentive, driving approximately 60% customer retention.
- 06
Developed integrated campaigns across paid, earned, owned, influencer, affiliate, and creator channels.
- 07
Expanded distribution across Amazon, Nordstrom, affiliate networks, and international markets.
- 08
Introduced AI-powered marketing workflows that dramatically increased team productivity and content velocity.
- 09
Implemented predictive demand and merchandising models to improve inventory performance and margin.
- 10
Managed internal teams and agency partners across creative, media, SEO, analytics, and operations.
05 — Philosophy
Growth happens where community meets commerce.
The strongest brands do more than sell products — they create belonging. My approach combines performance marketing, customer experience, community building, retention strategy, and AI-powered execution to help brands build durable competitive advantages and profitable long-term growth.
Get in touch
Let's start a conversation.
Whether it's a leadership role, a fractional engagement, a stage, or a bottle worth sharing — I'd love to hear from you.