Cindy Shepherd: Senior e-Commerce Merchant in Dove Canyon, CA

Manage product assortment, budget, customer retention/acquisition and site strategy. $5M annual sales/15% of total company • Develop customer and product strategies by analyzing product selling, customer behavior and demographics. Execute competitive site research. Build seasonal line plans and partner with cross-functional teams to develop exclusive product • Create quarterly budgets focused on improving net profits using both historical site metrics (Sessions/AOV/CVR) and retail build sales forecasting. Incorporate overall company strategy to inform decision making process • Increase margin rate by 350 bps YOY and decrease reliance on promotions by shifting marketing message to regular price product stories and targeting full price shoppers. Fine tune affiliate marketing strategy to grow regular price customers • Increase YTD CVR +10%, including a +7% increase in email CVR, by managing customer acquisition/retention and email strategies. Position historically-proven, seasonal email sends, site updates and promotions to convert profitable traffic. Coordinate with graphic design, copy and site coordinator to execute updates • Drive +51% increase YOY in social channel revenue by collaborating with design, creative, and merchandising teams to create content, assigning product and confirming inventory. Engage with a best in class agency to optimize social media marketing • Manage available and future inventory, seasonal launches and product markdowns. Implement frequent cross-checks to ensure products go-live on the site, including asset and attribute/tag tracking • Decrease return rate 2.4% YOY by implementing a Final Sale strategy, integrating the Yotpo product review extension and partnering with cross-functional teams to prevent and resolve QC issues • Lead product content and merchandising strategy for re-platform from Magento to Shopify Plus by identifying key issues with Magento environment, researching competitive sites, proposing desired UX/UI for Shopify Plus site and working closely with dev team to implement • Create and maintain key reporting tools, including Daily Sales Flash, TY vs. LY KPI reporting for product attributes, assortment planning, hindsighting, buy planning and sales forecasting/OTB. Utilize tools to analyze and react to business trends

8% of total Women's direct-to-consumer sales • Increase YOY sales 10% by effectively managing budget, optimizing omni inventory, and developing eCom exclusive product • Build profitable product lines by analyzing attribute and product KPIs, creating line plans, and streamlining pricing architecture • Improve UX by managing site content and product merchandising. Implement regular CF team meetings, update site navigation and provide feedback on copy • Procure directional and brand-aligned content by collaborating with creative team. Implement best practices for product shot process by maximizing styling, model and sample opportunities and reducing photoshoot and retouch lead time

Drive $15M annual net sales, 6% of total company sales/50% of shoes sales, +22% sales comp and +16% margin $ comp • Increase sneaker and exclusive product sales +8% and +2% YOY, respectively, by analyzing customer behavior, market trends and product sales, crafting strategy, and sourcing key vendor partners to execute • Create line sheet/assortment tool in partnership with Analytics team. Lead training of team for implementation • Facilitate launch of SalesForce re-platform by acting as the Subject Matter Expert for non-apparel buying • Manage department assistant by providing organizational tools, frequent and clear feedback/reviews/communication