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Co-founder | Associate Director of Digital Merchandising 

Top Management

Experienced Merchandiser with a demonstrated history of working in the fashion industry. Skilled in Site Merchandising, Marketing, Site Analysis, Email Marketing, Social Media, E-Commerce Operations and Promotional Strategy. Strong business professional with a Bachelor of Science focused in Business Administration with an emphasis in Marketing, from the University of Southern California. With a well-rounded and broad perspective founded in ethics and entrepreneurial accomplishments, I bring a team leadership perspective and am passionate about creating a positive environment and making a difference.

- Solely responsible for directing and launching digital store and primary revenue stream (Zigmano.com)

- Lead and manage marketing content, database creation and direct outsourced B2B agencies, such as SEO, photo production, web design and web development

- Lead and oversee site operations, driving necessary website changes and efficiencies to execute merchandising strategy 

-Unify marketing and creative teams to create a cohesive, omnichannel experience 

- Developed and formalized  creative art direction, brand tone, and voice for Zigmano

- Responsible for creating a dynamic, visually appealing, highly engaging e-commerce merchandising experience 

- Create promotions and digital assets to support campaigns that target various consumer profiles to drive sales and increase bottom-line revenue  

- Manage internal communications and project statuses with various projects across Merchandising, Digital Store Team, and Software Development teams

- Responsible for creating database architecture and processes to manage over 1,000 (+) products

- Launched branded social media profiles on Facebook, Instagram, and LinkedIn with content calendars designed to increase brand awareness and establish voice

- Spearhead pre and post-production processes involving retoucher, copywriter, social media manager, studio crew, model casting, bookings, stylists, and creative studio projects

- Manage the end-to-end physical product creation process from development ideation and real-time production, to creative content strategy and digital storefront design

- Formulate and communicate campaign strategies to marketing that support Zigmano's growth objectives

- Lead project manager and point of contact with development team to define and execute the short and long-term product roadmap


- Founding Member and Lead Merchandiser responsible for web content and site + app functionality

- Developed and executed all merchandising processes/strategies for categories across online start-up business, bringing gross merchandise sales from $0 to $7M in year 1

- Solely responsible for merchandising all category, brand, and custom pages contributing to 4M page views (30% of year 1 page views)

- Generated revenue from $0 to $2M during holiday season, year 1 of business, exceeding revenue targets

- Monitored product selling ie. best and worst selling styles & trends in the marketplace to provide feedback to the allocation and planning teams regarding eCommerce style selling

- Read and reacted to weekly/daily site-based stats including: traffic, conversion, demand, gross profit, AOV and best selling styles and implemented action plans to increase sales by improving struggling categories or capitalizing on successes

- Investigated user behavior to conduct merchandising conversion tests - developed data-driven reports, rolling
 out successful initiatives

- Partnered with internal stakeholders to create promotions and price changes, ensuring marketing alignment with business objectives

- Planned and coordinated social and email assets, staying ahead of emerging trends and adapted to evolving customer behavior

- Worked closely with marketing growth team on amplifying performance digital marketing ads to grow audiences 

- Collaborated with Creative Director and UX Designer on site design, social content, landing pages, and other assets from concept to launch





Lead Merchandiser

- Supported the Merchandiser in analyzing and creating the weekly sales recaps	

- Oversaw the management of site content and functionality of the website

- Managed strategy and optimization of product merchandising, online content, promotions, landing pages, marketing emails, banners, weekly site updates, and taxonomy for desktop and mobile site by analyzing category reports, tracking code reports, and Key Performance Indicators (KPIs)

- Created email marketing calendar based on product trends, promotions and LY sales comps. Worked with the design and copywriting teams to ensure that trends and promotions were executed to offset revenue generated from LY. Approved all assets across 3 websites (Guess.com, Guess.ca, Guess.ca/fr)

- Reviewed weekly email statistics including revenue, subject lines, CTO, CTR and conversion to constantly improve email-marketing campaigns

-  Improved customer shopping experience by developing taxonomy, site functionality, and personalization through A/B testing

-  Analyze business daily and weekly to drive key KPIs (demand, conversion, UPT, AOV and traffic) and make informed decisions to improve business

- Worked with cross-functional partners from the design, visual merchandising and the buying team to ensure that all products were online and that site merchandising aligned with design vision, buying intentions and store merchandising

- Collaborate closely with indirect cross-functional teams including CEM, Analytics, Email Marketing, UX/UI, Web Designers, Copywriters and Buying teams

- Managed the redesign of GUESS.com into a responsive platform. Ensured seamless transition between pre- and post launch by testing all site functionality, improved site navigation and overall UX


- Created looks for all photo-shoots in collaboration with the visual merchandising, design & buying teams to establish and maintain a cohesive brand aesthetic across B&M and online channels

Associate Merchandiser

- Oversaw sample management calendar to coordinate samples between the buying, ecommerce and visual merchandising teams. Scheduled the monthly photo shoots and coordinated over 300+ Women's and Men's apparel samples with the Buying team to ensure that all products were shot for web

- Created and managed monthly product buy plans to confirm that all products were accounted for, shot on model and received for product copy. Assisted in all product photo shoots for the YC and Men’s brands to guarantee that all product and creative trends were executed. Managed samples on set as well as assisted in dressing and styling models, both in studio and at offsite shoot locations

- Monitored apparel inventory to ensure that photographed products were pushed live in a timely manner to guarantee the longest full-price selling duration

- Assisted in creating weekly Monday business recaps

- Updated/created webpages to maximize click through and conversion

- Managed optimization of online content – banners/bi weekly homepage refreshes/look book pages/feature pages by analyzing Key Performance Indicators 

- Merchandised all webpages online using merchandising tools and sales reports



eCommerce Merchandise Coordinator | Marciano | GUESS Kids | GUESS Women & Men's

Find out detailed information about Kaitlyn Dunn, Co-founder | Associate Director of Digital Merchandising  in Carlsbad, CA

Kaitlyn Dunn: Co-founder | Associate Director of Digital Merchandising in Carlsbad, CA

Kaitlyn Dunn