Implement and shape omnichannel / ecommerce strategies, fundamentals, and programs in collaboration with sales, marketing, customer marketing, retail and ecommerce partners

Drive strategy on the evolution of Diageo product content and helps define landscape for beverage alcohol digital catalog shelf management

Build out insights related to consumer trends in digital and ecommerce through the collection and interpretation of the data

Coordinate with partners and retailers on the product catalogue including syndication, content and product portfolio imagery; Maintain the relationship with Diageo Canada’s digital shelf management agency GS1 including supplier performance and contract management

Assist retailers in development of their assortment strategy of Diageo products and start to build broader insights around the future of endless aisle and warehouse shipping in the future.

Collaborate with the Innovation and On Premise National Accounts teams to ensure innovation product details are available in the GS1 system so that national grocery accounts can list and launch these products as quickly as possible

Oversee the creation of PDP assets and creation of new listings with accurate with correct product dimensions for meta field data in Shopify.

Managed the changing over headers and product listing data in Shopify. Created new static pages in Shopify using backend CMS builder.

Oversee all aspects of the Amazon Seller Central account, including product listings, inventory, marketing strategy, order fulfillment and agency partnership.

Transitioned the company away from a 3PL to Amazon’s Multichannel Fulfillment to improve US fulfilment and delivery timelines as well as improve Amazon sales.

Set up and managed a new returns portal via Loop Returns, creating rules and incentivization structure to promote gift cards over refunds.

Uncovered opportunities in the digital shelf components (ratings/reviews, content), selection strategy and inventory factors – improve 1 star Customer Service experiences, product QA issues

Lead, empower, motivate, and develop the current eCommerce team. (team of 8)

Manage 3 agency partners and ensured deliverables were on time and within budget. Sourced, shared and managed brand assets and company data with agencies.

Managed two Amazon agencies tasked with uploading product catalog, creating A+ brand content.

Audited fulfillment process and found $45,000 in fulfillment savings by optimizing package size, and dimensional shipping rate software

Implemented Scan to Verify in the pack process and reduced incorrect shipments to 0.006% of total orders for Q4 of 2022

Aggregating and analyzing customer website data in Google Analytics and sharing visualize data in Google Data Studio

Tracking and reporting AOV, abandon cart rate, Conv Rate, for different product categories

Implemented a weather bidding solution that adjusted Google Ad bids based on snowfall amounts across Ontario – saw an 40% increase in ROAS over test material

Conducted test and learns with Google’s Performance Max Ads with the goal to move away from traditional text-based ads and incorporate video

Worked with partner agency and recommended Create A/B and multivariate testing programs to continually improve ad copy, creative and ROAS for ecommerce campaigns; monitor industry changes to include in the test strategies.

Create and update weekly and monthly performance scorecards that monitor campaigns and track traffic and conversion metrics to enable continuous improvement of our marketing efforts, including marketing caps calculation.

Collaborate with the internal teams to continuously improve landing pages and overall marketing and merchandising campaigns through the affiliate network.

Assisted in planning, strategy and allocation of the digital paid media budget for various Home Hardware initiatives and strategies

Led the rebuild of the Corner Gas ecommerce site – built a US and Canadian Shopify site

Onboarded new Print on Demand vendors to supply products to the Canadian fans

Introduced new products such as branded coffee beans, coffee mugs, posters and Christmas decorations to expand into additional categories to grow revenue and provide the fan customer with a wider assortment.

Analyzed pricing then created a free shipping offering without a minimum spend to increase conversion rate. Saw an increase of 40% CVR