Kristen E.

Experience

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  BARK

  VP, DTC eCommerce Sales & Marketing

  Jan 2025 - Present
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  BARK

  VP, DTC eCommerce Site Merchandising & Digital Marketing

  Jan 2025 - Present

  BARK delivers joy to dogs and their owners through products like BarkBox subscriptions, toys, treats, and wellness solutions.

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  BARK

  Director of Merchandise Planning, Multichannel

  Nov 2019 - Jan 2021
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  BARK

  Sr. Director of eCommerce & Lifecycle Marketing - Upsell & Cross-sell

  Nov 2019 - Jan 2025

  • Built and developed “Add-to-Box” program for toy subscribers, resulting in 20x growth over four years to a $40 million+ business across multiple product lines, including one-time & recurring programs
  • Developed detailed sales plans and strategies to partner with finance team on P&L management and mid-cycle forecasting on sales, orders, and margin
  • Partnered with product and engineering team on quarterly roadmap, including A/B testing opportunities, user experience improvements, and funnel and conversion improvements
  • Led data-driven strategies to segment and target customers with the right add-on products (one-time & recurring) at strategic moments during subscription lifetime, substantially increasing per user revenue
  • Collaborated with Creative team on campaign development across CRM channels, internal platforms (web, mobile-web and app), and social to maximize LTV and upsell/cross-sell conversion
  • Led team of 8 to execute merchandising, onsite & email marketing, and operational strategies utilizing internal ecommerce tools and platforms like Shopify, Klaviyo, & Simon Data.
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  BARK

  Senior Merchandise Planner

  Oct 2017 - Oct 2019
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  Blue Apron

  Wine & eCommerce Planning Manager

  Jan 2016 - Sep 2017

  • At Blue Apron, our mission is to make incredible home cooking accessible. With Blue Apron Wine, we plan to make tasting and pairing incredible wine accessible too. Each month customers receive a selection of six 500ml wines sourced from independent, small-lot vineyards and pair perfectly with Blue Apron meals. Customized tasting notes accompany each delivery and teach about the vineyard and winemaking, the flavor profile and pairing of each wine.
  • Responsibilities & Achievements:
  • Partners with winemaker to source an assortment of “food friendly” wines for the upcoming year; based on budget projections, seasonal food trends and wine ratings
  • Implemented new wine buying strategies to improve margins throughout 2016-17
  • Forecasts and models sales, inventory and margin plans on monthly and yearly levels to ensure profitability, advise on new strategies and identify risk to plan
  • Negotiates with new wine partners to establish best pricing and payment terms; developed vendor guidelines and best practices to drop average purchase price by 32% over 2016 and move from net 30 to net 90 terms
  • Developed a set of operational reports and metrics for inventory, sales and forecasting
  • Collaborates with winemaker to facilitate the end-to-end planning of monthly wine bottling and logistics of raw materials to ensure production is on-time, on-budget and meets projected demand
• 

  Blue Apron

  Wine Subscription & eCommerce Planning Manager

  Jan 2016 - Sep 2017

  Blue Apron is a meal kit delivery service that offers pre-portioned ingredients and recipes to customers, simplifying home cooking.

• Flint and Tinder

  Brand, Operations and Production Manager

  May 2014 - Dec 2015

  • Flint and Tinder is the top selling crowd-sourced fashion company of all time. The start-up expanded from selling men’s underwear to a full program including selvedge denim, button-ups, hoodies and socks. After major success on Kickstarter, the company brought the pre-fund model to its own site and continues to innovate in the e-commerce space.
  • Responsibilities & Achievements:
  • Analyzes business performance day to day verse sales, profit and inventory goals; advises on approaches to maximize sales and margin opportunities
  • Devises and helped formulate the on-going “Pre-fund” sales strategy – which ultimately improves cash-flow through upfront sales, decreased inventory exposure and higher margins
  • Manages the Production Team and factories to ensure efficient, timely and profitable production runs of men’s clothing assortments
  • Oversees and directs website merchandising – including pricing, image styling and copywriting

• Flint and Tinder

  eCommerce & Production Manager

  May 2014 - Dec 2015

  Flint and Tinder is a company.

• Manufacture New York

  Director of Designer Relations & Incubator Strategy

  Feb 2013 - Jul 2013

  • Manufacture New York is hybrid incubator, office space, and clothing manufacturer on a mission to reawaken and rebuild America’s fashion industry, foster business, and create a transparent supply chain. They continue to redefine the future of apparel design, manufacturing, and wearable tech.
  • Responsibilities & Achievements:
  • Facilitated relationships between NYC and U.S. based manufactures and clothing designers based on their individual company needs; organized over 200 initial designer applicants and ran monthly meetings
  • Researched and influenced the business plan and strategy for a hybrid fashion incubator and factory
  • Helped run, support, and market a funding campaign to successfully raise over $40,000
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  Silk and Cyanide

  Owner and Designer

  Jun 2010 - May 2014

  • Silk and Cyanide is the intersection of classic style, celebration of twentieth century cocktail culture, and modern necessity. The collection consists of cocktail dresses and pieces perfect for the workplace and stylish for dinner and drinks afterward.
  • Responsibilities & Achievements:
  • Managed product lifecycle from conception to finished product. This included: designing a cohesive collection, sourcing fabric and manufacturing within budget, and producing and marketing the final product
  • Worked with a variety of contractors on a daily basis (samplemakers, manufacturing, photographers, models, etc.)
  • Collaborated with graphic and web designers to create a website, online store and multiple social media outlets
  • Won SOURCING at MAGIC's "Emerging Designer" Competition in 2013
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  Lord & Taylor

  Assistant Buyer

  Oct 2009 - Nov 2010

  Lord & Taylor, the oldest department store in the U.S., is evolving into a modern digital Collective Store with upscale products.

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  Macys.com

  Assistant Buyer

  Dec 2008 - Oct 2009
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  Macy's

  Merchant Assistant

  Apr 2008 - Nov 2008

  Macy's is a leading U.S. department store known for its extensive selection of fashion, accessories, cosmetics, and home furnishings.