Rebecca Romero: in Denver, CO

• Planned and executed digital merchandising strategy for product ecosystem on popsockets.com (America site) utilizing the SalesForce Commerce Cloud (SFCC) e-commerce platform. • Functioned as an integral part of the Direct to Consumer (DTC) team, which in 2021 had increased average order value by 18% and increased average daily conversion rate by 43%. • Coordinated effective brand storytelling across mediums by working closely with email, social, and paid advertising teams. • Advised on UX best practices to implement new site functionality and make for a seamless online shopping experience for visitors. • Conducted Google Analytics reporting to gauge effectiveness of website endeavors and pivot strategy as necessary. • Aided in the planning of A/B testing to optimize and gain valuable learnings on consumer behaviors.

• Designed & implemented phased approach to utilizing Shopify as a comprehensive, curated, internal product database with the goal of significantly reducing time & resources spent on sourcing products, locating vendor information for fulfillment, & creating client proposals. • Established internal standards for vendor relationships, including requirements for margins, quality, & integrity, with the intent of conducting a comprehensive audit. • Owned relationships with new & potential vendors, which included learning about company backgrounds, giveback stories & mission statements, manufacturing location & practices, & other relevant information needed to adequately vet & pitch products to meet client needs. • Utilized Salesforce, Proposify, Shopify, Sage, WordPress, Wix, WooCommerce & Dropbox platforms to manage client, vendor, product, & marketing information, as well as build proposals & microsites for the purpose of virtual gifting & employee recognition. • Consulted on business strategy, streamlining operations, & HR best practices as a member of the leadership team.

• Successfully exited. Achieved sales growth of 287% over first 3.5 years. • Drove implementation of new market expansion to propel business forward & adapt to market changes; expanded client database to more than 13k, with 80% of sales generated from repeat clients in 2019. • Maintained at a minimum 4.8 out of 5 in review ratings across Google, Facebook, & Yelp. • Executed purchasing decisions for retail side of store, men's apparel, accessories, & personal health/grooming products. • Created aesthetically arranged commercial merchandise for in-store displays with inventory, lighting, & staged interior decorating of both client-facing & employee spaces. • Revitalized barber payment structure with a 2-month deadline increasing job satisfaction through transition of independent scheduling, price structures, & contractors retained 100% retainment of earnings. • Established & administered annual budget with effective controls to prevent overages, minimize burn rate & support sustainability objectives. • Conducted target market research to scope out industry competition & identify advantageous trends. Special Project: Spruce Beard Collection, Denver, CO Special Project: Spruce Beard Collection, Denver, CO Creator October 2017 – March 2020 o White-labeled collection of all-natural beard balms, oils, & washes made in a cruelty-free, FDA-approved lab. o Wholesaled to 15 retail locations, including Whole Foods Union Station in Denver, CO. o Oversaw product creation, labeling, brand design, sales, distribution, & brand marketing.

• Assisted in account management and documenting client needs and product requests. • Oversaw development team’s sprint, scheduling and follow-through; projects included phone application for SlimGenics Weight Loss Program. • Delivered projects to pre-determined budget, maintained time parameters and quality standards. • Adjusted project plans to account for dynamic targets, contractor changes and operational specifications.

• Assisted 400+ boutiques in generating merchandise orders by way of creative visual merchandising displays & knowledge of innovative industry trends & overcoming marketing obstacles. • Participated in gift & apparel trade shows as well as post-show follow-up distribution to ensure that orders were processed with vendors successfully. • Oversaw processing of orders, sales travel agendas, & vendor relationships. • Created a digital order lifecycle tracking tool to record each order's status (e.g. Order received, sent to vendor, shipped, etc.). • Implemented online cloud-based storage & fax process to digitally transmit orders, increased organization & transitioned all physical files/catalogs electronically for ease of client & company use; reduced loss of orders by 100% & increased information flow, control & access company wide. • Maintained knowledge of all new items & promotions & relayed information to the other representatives & clients of 40+ vendors/product lines at any given time; scheduled sales representatives at trade shows as needed.

• Collaborated with 5-8 team members of the creative, account, & development teams to identify & execute solutions for clients' strategic digital needs. • Orchestrated small-to large-scale web-based projects including websites, software, mobile applications, & complex, multi-touch marketing campaigns allocating resources appropriately. • Strategized & performed web banner & email media campaigns. • Built a web-based tool for Lowe's customers to calculate how much & what type of Johns Manville insulation would be need for their home project. • Ensured quality of deliverables by writing & implementing test cases; reviewed banner ad campaign responses to different creative variations & based on clicks/conversions adjusted which variants ran on specific sites. • Created & implemented analytics plans, then subsequently gathered & interpreted data. • Created a quality assurance process & wrote technical documentation which reduced the number of bugs in the software delivery significantly. Career Note: Early experience includes Project Manager/VP of Marketing at LiquidFire Ventures, Founder of The New Pink, Promotions Team Member at Entercom, Software Quality Assurance & various retail/fashion Sales Associate roles in Denver, CO.

• Served as liaison between clients and developers to assure that web development projects met objectives within projected time and $10-$20k per site/project budget. • Compiled bug reports for websites and applications built by team by running through test scenarios in various browsers and operating systems. • Managed general finances and client negotiations, determined client needs and composed Statement of Work (SOW) from which developers could attach time/budget estimates. • Oversaw professional social media messaging through content development, follower engagement, social listening, trend analysis and by leveraging competitor research. • Took active role in company growth by consistently providing quality services and drafts of technical documentation to promote growth and retention.

• Aided in the development of new grant submission software by testing and reporting bugs found. • Executed software test plans and test cases to uncover, identify and document software problems and causes. • Improved product usability by creating feature enhancement requests and performing systems analysis on existing products. • Conducted software compatibility tests with programs, hardware, operating systems or network environments.

• Developing and executing online marketing campaigns, including but not limited to search engine optimization (SEO) and search engine marketing (SEM). • Served as project manager to oversee web development projects averaging $10-$20k; included serving as the point of contact for the clients and ensuring project budget and timelines were not exceeded. • Supported business development efforts and coordinated with various departments. • Drove company branding efforts to increase market presence and brand recognition. • Developed websites for clients who represented eco-sustainability requiring a lot of technical and scientific research.

• Planned, budgeted, executed, and maintained online marketing campaigns for clients averaging $500-1K, including pay-per-click advertising, viral marketing, social network marketing, and SEO methods. • Copywriting and editing for web and printed marketing collateral. • General managing of finances and client negotiations. • Led implementation of best practices to support B2B satisfaction initiatives. • Streamlined operational processes and workflow to increase efficiency of allocated time and resources. • Planned and executed strategic business marketing campaigns.