An eCommerce Growth Strategist and Digital Marketing Expert with 10+ years of experience. I’m passionate about crafting seamless customer journeys, driving revenue, and blending data with storytelling to help brands connect, grow, and thrive online.

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Welcome to a space dedicated to all things eCommerce, digital marketing, and crafting unforgettable brand experiences. With over a decade of experience in the lifestyle and CPG industries, the passion lies in building strategies that drive growth, optimize customer journeys, and bring brand stories to life.

From leading product launches and managing multi-million-dollar revenue streams to collaborating with teams to create seamless online experiences, every project is approached with a mix of strategic thinking and creative flair. The goal is simple: turn digital touchpoints into meaningful connections that keep customers coming back.

This site is a place to share insights, explore industry trends, and celebrate the wins (and lessons) that come with navigating the fast-paced world of eCommerce. Whether it’s geeking out over the latest marketing tools, discovering new ways to enhance user experiences, or reflecting on career milestones, there’s always something exciting to dive into.

Take a look around, get inspired, and feel free to reach out — great conversations often lead to even greater ideas.

My Professional Experience

eCommerce Growth and Content Strategy, Treasury Wine Estates

Managed eCommerce and digital marketing programs for multiple brands, driving $4M+ in annual revenue through data-driven strategies, cross-functional collaboration, and optimized digital experiences.

Responsible for managing eCommerce and digital marketing programs for multiple brands, driving over $4M in annual revenue. Lead tracking and performance measurement across platforms like Google Analytics, Salesforce, Shopify, and Klaviyo to shape data-driven marketing strategies. Collaborate with cross-functional teams to create campaigns that enhance website traffic, retention, and conversions. Oversee the setup and troubleshooting of digital tools, ensuring seamless execution from campaign planning to promotion. Develop merchandising strategies, optimize landing pages, and support email campaigns and platform transitions to deliver high-performing digital experiences.

Website Marketing, Rothy’s Inc

Developed seasonal roadmaps and go-to-market strategies, driving $2M growth in Q4 2022 and supporting $10M+ product launches. Led cross-functional teams to optimize site features, enhance user experience, and expand B2B growth through strategic campaigns and the Bulk Order Program.

Crafted seasonal roadmaps and go-to-market strategies, driving key metrics for Fall/Winter 2022 and Spring/Summer 2023 — resulting in $2M business growth in Q4 2022. Collaborated with merchandising and brand teams to support product launches tied to $10M+ in inventory investments, ensuring seamless execution.
Partnered with creative teams to develop weekly visual merchandising strategies, providing clear asset briefs for upcoming launches. Worked closely with the tech team to introduce new site features and over 10 fresh homepage and editorial layouts within six months. Spearheaded the relaunch of the Canadian site with updated content to enhance user experience.

Guided a direct report, delivering regular business performance reports. Teamed up with growth and retention teams to turn qualified traffic into loyal customers, carefully QA-ing landing pages for email, paid search, and social campaigns to ensure a smooth, conversion-optimized experience.

Also led the launch of the Bulk Order Program to accelerate B2B growth, expanding reach and opening new revenue channels.

eCommerce Business and Marketing, Ghirardelli Chocolate Company

Managed the end-to-end eCommerce experience for ghirardelli.com, driving $5-7M in revenue while optimizing performance through data-driven insights. Led product launches, A/B testing, and email marketing strategies, achieving significant growth in engagement and email revenue o rder Program.

Built site metrics to track performance across channels and verticals, ensuring data-backed decisions.

Collaborated with inventory planning and product development to strategically time new product launches, maximizing sell-through by balancing inventory levels, seasonality, and expiration dates. Designed quarterly A/B testing plans for email, Google Ads, and the website — using insights to enhance site experiences and boost engagement by 15-50% across all touchpoints.