Wendy Francois: Ecommerce Strategy and Operations Manager

Manage, create strategy, and lead execution for eCommerce operations, sales, financial analysis, analytics, and marketing. Make time, information, follow-up, and decision-making processes more effective, leading to sharp gains in revenue, productivity, and market penetration. In first year, instituted sales plan, operational changes, financial reporting models, and developed creative new initiatives for boosting business and tracking ROI through clearly defined KPIs, leading to a 50% increase in profitability and 5:1+ ROI. Research + Strategic and Operational Planning • Validate and implement plans and strategies for sales, buying, and merchandising for the DTC business. Ensure product assortment and content is rich, well-merchandised, engaging, complete, accurate, fully optimized for search engines and conversion, and available according to marketing and promotional schedule that I developed. Manage ecommerce inventory to maximize profitability, but also reallocate units to other channels. • Source partnerships and created and implemented several new revenue-generating brand awareness and conversion campaigns based on market and competitor research and due diligence that I conducted regarding the best partnerships and brand collaborations to leverage. • Increased margins by implementing trainings, new customer service processes, communications strategies, and better integration with logistics teams that made fulfillment more efficient and accurate, increased customer satisfaction, and decreased instances of order cancellation. • Research the market and best practices and formulate strategy for new direction of ecommerce business. Ensured that creative decisions were backed by data that can increase UX in a manner that drives conversion. • Present weekly business and digital marketing performance to co-founders and VPs and monthly presentations to department heads and managers advising on milestones and proposing new goals. Serve as thought leader on emerging trends, best practices, and advising overall digital strategy. • Successfully problem-solve complex issues and navigate sensitive situations with internal and external partners. Manage legal issues such as: overseeing website's ADA accessibility compliance updates and associated inquiries; drafting, negotiating, and reviewing leases, contracts, licensing agreements, third-party vendor agreements, etc.; managing trademark litigation and defense of our mark internationally. Financial Analysis • Highly proficient in Excel. Manage P/L and built financial models and reports that analyzed and forecasted: daily, weekly, and monthly cash flow and style and category selling; budgets; sell throughs and SKU productivity; return rate; trends; cost of goods sold; email marketing performance; consumer journey; marketing funnel and performance by channel with Google Analytics and other systems and tools; and digital ad buys. • Drive significant financial returns that reshape business growth and efficiently manage spend on paid channels by coupling business acumen with strong understanding of the digital marketing disciplines required to drive traffic, including email marketing, social media, and use of analytics. Project Management • Oversaw launch of ecommerce platform. Created roadmap for site upgrades and integrated it with hitlist of business development opportunities. • Manage and facilitate interdepartmental and omni-channel coordination with design, retail, wholesale, production and technical teams, to create new business and growth opportunities, anticipating any problems therewith, and developing robust roadmaps and campaigns to ensure success or projects. Work cross functionally with marketing department to direct product placement and strategy for creative assets. • Manage relationship with and direction of external partners, ensuring deliverables are provided within scope, budgets, and timelines I prepared.

Developed and executed innovative data-driven business and marketing optimization strategies to identify and target digital growth opportunities. Measured and analyzed campaign results and ROI through A/B testing, audience insights, and quantitative data. Used these results to iterate. • Prepared detailed reports to track KPIs. Achieved month-over-month net improvements in traffic, impressions, and click-through rates. Planned and launched new products and unique omni-channel campaigns that outperformed expectations. • Developed knowledge of key market, competitor, and business dynamics. Assisted businesses in pitching prospective clients and managing client relationships by using data used to deepen understanding of target clients and their behavior and customer insights. Developed segmented customer profiles and personas for better targeting of different market segments. • Created engaging visual content, content calendars, and benchmarks. Also created marketing and branding solutions which included: brand guides; events; email marketing automation; graphic design; content design; influencer relations; and social media management.

Drafted and implemented contracts and strategic plans for complex matters, which involved: preparing technical roadmaps, identifying key business decisions, performing research to clarify contract interpretation questions, issue spotting, creating legislative avenues for new business in emerging markets, and advocating for clients through persuasive verbal/written communication with industry groups, customers, governmental bodies. • Represented national and international clients and retail placemakers on destination commercial centers including: L Catterton (LVMH) and DACRA in development of the Miami Design District; Taubman in connection with the Miami World Center mall; Goldman Properties in the redevelopment of Wynwood; and Swire in the development of Brickell City Centre. • Managed deal teams and client relationships. Acted as a liaison, team lead, and project manager on significant matters, which required: collaborating with design consultants, contractors, and engineers; working independently and with groups; managing multiple concurrent work streams; creating timelines; and ensuring execution of project deliverables and coherence of brand identity and message across all work product.