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Summary

Executive ecommerce and commercial leader with 20+ years of experience building and scaling physical and digital revenue engines for premium consumer brands. Known for translating brand vision into high-performing ecommerce strategy by aligning merchandising, customer experience, operations, and technology to drive sustainable growth.

I bring a structured, data-driven approach to site performance, product launches, and channel strategy, and create clarity in complex environments by building strong teams and operational frameworks that improve conversion and strengthen the customer journey without sacrificing brand integrity.

My leadership style is grounded in collaboration, accountability, and calm execution across ecommerce, retail, wholesale, customer experience, logistics, and platform ecosystems—ensuring ecommerce operates as a central driver of commercial performance.

Lunya SVP Commercial

Santa Monica, CA | August 2022 - current

Lead the digital business for a $25M+ direct-to-consumer brand with oversight across site performance, digital merchandising, customer experience, logistics, retail, and wholesale. Own ecommerce strategy as the primary revenue driver, partnering cross-functionally with marketing, merchandising, operations, analytics, and engineering to improve conversion, strengthen product discovery, and increase customer lifetime value. Direct the ecommerce technology roadmap across platform, integrations, personalization, and CX infrastructure to support scalable growth and operational efficiency.

  • Direct onsite experience strategy across navigation, recommendations, promotions, and merchandising to improve engagement and cross-sell performance; sustain site CVR of ~2.2%.

  • Lead prioritization of engineering resources and platform enhancements across Shopify and supporting systems to improve scalability and analytics visibility.

  • Launched and scaled a paid membership program generating $1.3M in year one and increasing cohort spend 121% YoY.

  • Improve fulfillment and post-purchase experience through operational alignment with 3PL and CX teams, increasing SLA performance 31% YoY (Q4).

  • Align digital and physical customer journeys to reduce OPEX 9% YoY while strengthening cross-channel performance.

  • Build and lead a high-performing team of 9 across ecommerce, CX, and operations, establishing clear priorities tied to measurable commercial outcomes.

  • Guide the organization through structural change while maintaining site performance and customer experience continuity across channels.

Consultant Retail, Experiential Marketing & Project Management

Pasadena, CA | August 2020 - August 2022

Advised luxury and lifestyle brands on retail strategy, experiential marketing, and operational execution, leading end-to-end development of physical and brand activation initiatives from concept through launch.

  • Directed cross-functional teams across design, construction, merchandising, staffing, and operations to deliver elevated retail and experiential projects on time and within budget.

  • Partnered with founders and executive leadership to translate brand vision into structured roadmaps supporting retail launches, pop-ups, and scalable expansion strategies.

  • Built operational frameworks and project management systems that improved cross-functional alignment, accountability, and execution while balancing creative integrity with financial discipline.

goop VP of Retail

Santa Monica, CA | October 2016 - July 2020

Led strategic growth and performance of goop’s retail division, overseeing store development, brand experience, and team leadership across domestic and international markets. Scaled permanent stores, pop-ups, and experiential activations while maintaining operational consistency and brand alignment.

  • Built goop’s retail business from inception to $20M+ in under four years.

  • Developed scalable operational frameworks and high-performing teams to support rapid expansion while maintaining strong execution and customer experience.

  • Led and developed a corporate team of 12, establishing processes that supported growth across multiple retail formats.

Clare V. Director of Retail

Los Angeles, CA | January 2014 - October 2016

Led retail and ecommerce operations across physical and digital channels, overseeing budgeting, lease negotiations, store openings, and operational strategy for a $10M+ business with sustained 10%+ YoY growth.

  • Built scalable communication and operational frameworks that aligned corporate and field teams, improving execution consistency and leadership development.

  • Led and developed a team of 7, strengthening operational discipline while supporting continued brand growth.

Steven Alan West Coast District Manager

Los Angeles, CA | October 2008 - November 2013

Led multi-market retail operations across the West Coast, driving consistency in staffing, customer experience, and operational performance across a growing store portfolio.

  • Oversaw 8 stores across 4 cities generating $6M+ annually, maintaining strong operational performance and brand standards across markets.

  • Built and developed high-performing teams that improved execution consistency, store productivity, and customer experience.

  • Partnered with leadership to translate merchandising and brand strategy into consistent multi-location execution while streamlining communication and operational processes to increase efficiency.

Abercrombie & Fitch

Los Angeles, CA / Columbus, OH | August 1999 - April 2008

Regional Brand Manager | Los Angeles, CA / Columbus, OH

Led brand experience execution and operational standards across flagship locations in the U.S. and London, ensuring consistency in customer experience, merchandising, and operational excellence at scale.

  • Developed and implemented training programs, merchandising standards, and operational processes to ensure consistent brand execution across multiple markets.

  • Partnered directly with executive leadership, including the CEO, to translate brand vision into scalable field operations and regional alignment.

  • Progressed through multiple leadership roles while mentoring teams and strengthening operational consistency, leadership development, and cross-market performance.

Senior Field Coordinator | Los Angeles, CA / Columbus, OH
Senior Brand Coordinator | Columbus, OH
Senior Brand Coordinator Hollister Betty’s | Columbus, OH
Brand Coordinator Hollister Betty’s | Columbus, OH
Associate Brand Coordinator abercrombie “boy’s” | Columbus, OH
Assistant Brand Coordinator Abercrombie & Fitch Women’s | Columbus, OH
Store Manager, General Manager Aventura Mall | Miami, FL
Brand Representative, Manager in Training, Assistant Manager | Tampa, FL

Education

Project Management Certification, Cornell University
Bachelor of Arts, College of Liberal Arts, University of South Florida
Associate of Arts, Gulf Coast College

Board & Community Involvement

HOA Treasurer | Bellgrove HOA | Pasadena, CA
Oversee budget, reserves, and monthly financial reporting; partner with property management on forecasting, vendor payments, and financial planning.