Amsterdam, North Holland, Netherlands
With over a decade of experience in e-commerce, I am a passionate and results-oriented director of e-commerce at Gisou by Negin Mirsalehi, a leading beauty brand that offers natural haircare products inspired by honey. As a key member of the leadership team reporting to the CDO/CMO, I oversee the e-commerce operations across Europe, the US, and the UK, with full P&L responsibility. My core competencies include developing and executing innovative e-commerce strategies, managing various departments, optimising customer experiences, driving revenue growth, and expanding market reach. I have successfully aligned our e-commerce approach with the long-term objectives and strategic priorities of the brand, resulting in enhanced performance and increased customer loyalty. I am also fluent in English and French, and have a strong background in DTC e-commerce, social networking, and online marketing. My mission is to leverage my expertise and creativity to deliver the best possible online shopping experience for Gisou's customers and to grow the brand's online presence and reputation.
- Serve on the Leadership Team owning the full P&L responsibility of Gisou global eCommerce (EU, US & UK) including budget development, monitoring and ensuring cost-effective allocation of resources while maximising ROI. - Develop and implement a data-driven digital strategy and vision to enhance brand visibility, customer engagement, and conversion rates. - Manage and lead overall e-commerce operations, driving significant growth in online sales and market share. (+30% YoY growth in 2023) - Own the digital product lifecycle (UI/UX) from ideation to launch, including research, defining requirements and launch strategy while managing cross-functional teams in areas such as website development, user experience and content creation (+30% improvement in CVR YoY) - Implement robust analytics and reporting systems measuring e-commerce performance and track key performance indicators to adjust the digital strategies as needed. - Oversee the creation and execution of highly performing digital marketing campaigns for gisou.com and our retail partners including CRM, SEO/SEM, social media, content marketing, affiliate and display. (+60% new customers YoY) - Drive the strategy and execution of the performance and re-engagement marketing efforts to scale growth, expand channel mix, and drive lifetime value by building habits & loyalty. (+52% returning customers YoY)
- Served as a key member of the Commercial Leadership team, reporting to the CCO and managing Beautycounter's e-commerce P&L. - Developed and implemented financial objectives through annual budgeting, forecasting, and analysis. Drove ecommerce growth with both technical and non-technical strategies, improving traffic, conversion rates, customer acquisition/retention, revenue, LTV and profitability. - Managed and optimised the digital marketing budget to enhance ROI. - Oversaw digital marketing strategies across various channels including paid media, CRM, affiliate, display, and search. - Utilised data analytics to track progress, set benchmarks, and identify growth opportunities. Conducted analysis of key performance drivers, forming and executing both tactical and strategic recommendations. - Collaborated with internal teams to enhance site personalization, segmentation, and customer experience. - Developed and implemented a new CRM strategy leveraging data to drive more sales and improve retention rate.
- Served on the Leadership Team reporting to the CEO, owning the full P&L responsibility of Soylent eCommerce (US, Canada and UK). Interacted with top management to communicate plans and digital strategies. - Managed digital product and user experience while developing the best in class features to create the most effective & frictionless marketplace for customers (+25% improvement in one-time purchase and subscription conversion rate) - Formulated comprehensive omni-channel media strategies for both Soylent.com and Amazon.com, taking charge of their implementations. - Held responsibility for budget management aimed at customer acquisition and retention through various digital marketing channels and platforms, such as CRM and performance marketing encompassing SEM, SEO, paid/organic social, programmatic advertising, affiliate marketing, and influencer partnerships, among others (+28% surge in website traffic and 33% reduction in CPA) - Partnered with the VP of Brand to craft an omni-channel media strategy. New strategy utilized more traditional awareness-driving vehicles in conjunction with direct response marketing, enabling a full-funnel approach.
- Provided leadership and guidance to a team of 10, composed of Merchandising Managers, Paid Acquisition Specialists, Email Marketing Managers, Content Managers and Marketing Managers whilst setting up a central marketing hub aimed at delivering marketing campaigns that drive ROI and increase overall efficiency of campaign delivery. - Successfully improved ROAS, driving brand awareness, and increasing site traffic (+65%) - Managed all marketing related activities for Chefd.com and over 70 partners including brands such as Coca-Cola, Weight Watchers, Clorox and more. - Redrafted the Social Media and content strategies in order to align with current Social Media trends. Launched Chef’d influencer program and celebrity chefs media campaigns. - Created customer life-cycle marketing campaigns to increase customer retention, LTV, and revenue. - Set, monitored and optimized annual budget and quarterly forecast to strategically reduce promotional costs; while maintaining acquisition goals (85% improvement in CPA) - Managed testing projects; website and app redesign (increased conversion rate by 125%)