Fashion

Music

Skate

Snow

Streetwear

Surf

15+ years of success driving online strategy for high-profile fashion retailers. Highly experienced in
combining the art of merchandising and marketing with the science of web analytics and site innovation.

Ecommerce NCSA
•   Defined and executed the ecommerce vision and digital marketing strategy which is being used as a template to guide the global digital strategy as additional regions launch ecommerce.
•   Developed business plan and annual budget for ecommerce functions while driving business to an average of
+47% increase in revenue YoY during each year.
•   Oversaw the day-to-day ecommerce operations for US region including defining performance measurements for
traffic and conversion.
•   Worked cross functionally with global team to develop roadmap for site relaunch including omnichannel
capabilities ensuring that both the US & Canada needs are prioritized to support growing business.

Provided leadership and strategic direction for all aspects of online business. Managed P&L, established marketing
plan, Demandware site development and operations standards while driving revenue growth 25% year-over-year.
•  Led marketing agency to identify opportunities, manage budget and increase ROI in SEO, Search and affiliate
marketing programs.
•  Guided team of 10 throughout major projects such as a migration to a new OMS, creating an in-house fulfillment
center and full-service photography studio, development of omni-channel shopping solutions.
•  Performed cost/benefit analysis for all site development projects; maintain budget and monitor expenses; partner
with CFO to develop P&L and yearly forecast.
•  Partnered with Creative Director to develop product photography practices, create site content, email marketing
and social media messages.

Ecommerce Director

Launched the ecommerce business to achieve overall brand and business objectives. Led the development of brand
website with the input of key internal stakeholders.
•   Guided agency throughout site design process with goal to elevate brand image while maintaining ecommerce best
practices using Demandware platform.
•   Performed cost/benefit analysis for all site development projects; partnered with team members to develop launch
P&L and yearly forecast.
•   Oversaw buying process in conjunction with retail team with emphasis on ecommerce goals and practices.
•   Managed and grew newly developed ecommerce department leading team to surpass monthly sales plans;
introduced site calendar to organize asset delivery between departments.

Director of Ecommerce

Instrumental in re-launch of noted fashion brand ecommerce site. Coordinated with senior team members to select
proper ecommerce platform for brand.
•  Maintained consistency of brand and developed assortment with retail buying and planning teams. Managed
inventory including monitoring stock levels, selling, and re-orders.
•  Developed site merchandising strategy; evaluate product placement and assortment as well as navigation structure.
•  Organized product photo shoots 6 times/year; teamed with Creative Director to ensure accurate portrayal of product on the site. Teamed with studio producer and creative director for casting and final product images.
•  Developed marketing initiatives in order to build company mailing list; analyzed website traffic and marketing
initiative performance using Omniture and Google Analytics. Developed e-mail marketing campaigns and analyzed
results to strengthen performance.

Ecommerce Manager

Find out detailed information about Katie O'Connell, VP in Brooklyn, NY

Katie O'Connell: VP in Brooklyn, NY

Katie O'Connell

MCM Worldwide

STEVEN ALAN

ELIE TAHARI

DIANE VON FURSTENBERG

Penn State University

University of Pittsburgh