Seattle, Washington, United States
Leader of repeatable revenue growth, ecommerce innovation, and management of global, marketing, creative, and customer service teams. Over 20 years of collecting people-first leadership skills from Amazon, DTC, SaaS, Army, and creative production roles.
Leader of North American ecommerce and performance marketing for Amazfit smartwatches. Increased revenue on DTC (Shopify) 163% Y/Y, Amazon revenue 83% Y/Y. Earned Amazon Prime Day top growth brand 2025. Owner of online revenue, reporting to global CEO, partnering with Retail and Product on go to market, content, and supply chain. Head of paid performance marketing for Meta, Google, Amazon DSP/AMS campaigns merging agency and in-house across US and EMEA. Global team manager with direct reports in China and US. Launched Amazon Canada 1P, Amazon B2B, influencer marketing, affiliate, military buying, programs. Negotiated improved Amazon AVN terms and AMS budget. Developed hybrid on/off-shore customer service team, ecom customer assist AI chatbot, AI aggregated customer feedback, and in-market customer segmentation mapped to products. Created fulfillment sample workflow, WoC inventory forecast risk analysis. Executive hire interviewer, global mentor, corporate summit discussion group moderator. Amazfit is a global leader in smartwatches, selling over 200M smartwatches in Europe and Asia, and now in the United States.
Led DTC ecommerce (Magento), UX, SEO, Email. Grew Y/Y revenue 24%, email subscribers 51% by modernizing ecommerce for a premium American clothing and bags brand. Created and delivered a complex three year major digital evolution away from print catalog to ecom, using data analysis, segmentation, CRO A/B testing, AI personalization, and integrating ecommerce into product, creative, and fulfilment strategy. Automated common tasks, recruited top talent, removed silos with cross team conversations to discover online opportunities. Led kaizen to discover product advantages by deep diving internally with technical designers, manufacturing, materials teams to sharpen go to market by leading with ecommerce opportunities maximizing brand differences into SEO, SEM, and content advantages. • Created: outlet, retail email QR, AI search, ADA protections, clothing fit gifs, UX shopper research panels and surveys, heat map tracking, ecom brand guidelines. • Added roles for UX, SEO, IT PM in-house reducing agency spend 43%. • Improved returns 22% adding garment sizing with body size guidance, dynamic population to site. • Launched A/B tests for content and email. • Updated email service (to Klaviyo) during peak Q4, with zero failures. • Created inventory optimization rules to protect margins and control FIFO order backlog in FC. • Evolved ecom tech stack adding: DAM, ESP, PIM, ERP.
Led SaaS ecommerce data transfer technology service and marketplace account management for Adidas, Reebok, Nike, Petco, Orvis, LL Bean and 72 brands totaling $600M. Grew Amazon revenue 27%, Walmart 128%, Google Shopping 326% while leading a reorganization, workforce reduction, and office relocation. Recruited as the senior leader to reorg a complex collection of ecommerce teams providing both marketplace selling optimization on Amazon, Walmart, Ebay with catalog data feed services. Managed 16 client account managers serving 72 marketplace selling brands. Partnered with Walmart and Ebay to create 3P seller education classes, growing revenue for 3P sellers 38%. Expanded internationally to Amazon and Ebay offerings to Europe. Awarded second Facebook social selling partner certification. Developed new selling services for ad spend management, Prime fulfilment, detail page content creation, and social commerce.
Owned B2B ecommerce and demand generation for $306M division of Kenmore appliances. Grew revenue 34%, leads 29%. Second parallel role as senior manager of Amazon 3P selling and marketing launching Kenmore, Craftsman, Diehard appliances on Amazon, adding $16M in marketplace revenue. Digitized 145,000 appliances and parts catalog adding Google SEO discoverability. Reduced returns -12%, increased NPS 18% by adding website order status update UX and dynamic real time order tracking email updates. Upgraded website to Magento architecture for customization and stability. Developed marketing campaigns in Sears retail stores to drive awareness of omnichannel purchasing for appliances on Amazon, including pick up in store (BOPIS), and integrated a 3P installation service. Managed Amazon ad spend, email, segment targeting, ROAS optimization with agency. Pioneered innovative marketing using Amazon AR (view product in your space), Alexa ads, Kindle ads. Developed first appliance delivery and takeaway functionality integrating local delivery time availability, pro installation, haul away, and return documentation.
Optimized site search algorithm performance and CX to improve ecommerce stock photo and video buying conversion, AOV and revenue. Managed organization of Getty search results for 1.2B images and videos earning $300M in online revenue. Increased website visits with a click 26%, grew online revenue 31%, reduced content intake time 57%. Analyzed and adjusted product metadata and algorithmic weighting for search page results. Conducted interviews to isolate customer expectation need gaps and multivariate tested algorithms and UX adjustments to optimize click and revenue. Created user location aware personalization using global geo targeting, search page redesign and UI simplification, and dynamic in-search site merchandising aligning a users' search results with related trending news topics. Standardized the image catalog and metadata tagging intake process for 10,000 a day image submission pipeline. Created algorithm to adjust SERP for user location, i.e. “breakfast” searched in Japan = rice/miso images, but searched in US = bowl of cereal.