Digital Marketing Lead and Webinar Host

Digital & Media

Respected e-commerce executive with 15 years of experience in building end-to-end strategies to maximize profit, revenue, and conversion for Fortune 500 DTC retailers. Leading with an owner-operator mentality, the customer journey is at the forefront of all decisions. Colleagues value my ability to influence the business and key stakeholders with a data-driven approach, delivering results.

• Guide a team of 5 to deliver all strategies and content, providing thought leadership
• Doubled Instagram following in 3 months, while increasing engagement rate by 50%. Grew total social media follower base to +90% over prior year
• Designed and implemented processes, such as content calendar, SOP, workflow process, and insight reporting

• Manage overall project coordination for data-driven campaign at startup nonprofit
• Accountable for all digital marketing, content creation, site content & experience, digital advocacy, networking, budget building, and patient reported outcomes
• Building relationships with potential sponsors and partnerships

Executive Director

Under the Saks Off5th brand, I led a team of 10 and capitalized on the newly launched website to improve Women's performance by 15%. Leadership sought my proven digital know-how to transform the e-commerce business, as Sr. Director of Saksoff5th.com. I later added Gilt.com (divested in 2018) to my responsibilities, owning 50% ($0.5B) of total HBC outlet revenue.
• Drove MVP Off 5th site to $350M business, increasing revenue by 800% in 6 years. Achieved +35% YoY growth in 2019, an enterprise-wide record
• Managed $60M annual digital marketing budget, right sizing marketing mix spend by channel and by day, to drive sales and positive iROAS
• Grew traffic +40% through marketing spend efficiencies identified by transitioning analysis from last click attribution (LTA) to marketing mix modeling (MMM)
• Built and maintained content calendar, ensuring creative design is on-brand
• Developed and grew a quality client base +25% YoY by managing acquisition, retention, and loyalty marketing
• Applied test and learn phased approach to implement and scale opportunities to improve marketing spend efficiency and effectiveness, driving traffic +30% to LY
• Enhanced CX and raised net promoter score (NPS) by 3 pts, by combining complex data and customer research into valuable insights
• Forecasted digital KPIs against targets to identify any gaps and actions to resolve

Divisional Vice President of Digital Outlet

•	Directed team of 3 to manage full life cycle of products (from ideation to exit), representing 33% of total brand revenue
•	Drove sales +20% to LY on $350M business through pro-active management
•	Forecasted current season and long term plans for business KPIs, adjusting strategies to course correct
•	Leveraged customer focus groups and A/B tests to align on pricing, promotions, and in-store marketing plans for several new product launches
•	Programmed key customer events, ensuring revenue incrementality and ROI positive


Manager of Merchandise Planning

•	Developed inventory, allocation, and buy plans for various $150M businesses
•	Increased footwear sales by +30% by developing store ranking system to right size inventory levels; later applied process to other divisions
•	Analyzed market research, demographics, and sales trends and leveraged insights to improve women’s business 
•	Coached and developed teams of 4-5, resulting in several promotions


Planning Manager

Find out detailed information about Sarah Sheppard, Digital Marketing Lead and Webinar Host 

Sarah Sheppard: Digital Marketing Lead and Webinar Host

Sarah Sheppard

BOSTON UNIVERSITY, Questrom School of Management