Kristy M.

Eddie Bauer is a renowned retail brand specializing in outdoor clothing and accessories. Founded in 1920, it is known for its innovative designs and high-quality materials, catering to outdoor enthusiasts worldwide.

• Led ecommerce strategy, driving significant growth in online sales.
• Implemented innovative digital marketing campaigns, increasing customer engagement.
• Enhanced user experience on the website, resulting in improved conversion rates.

• Key responsibilities:
• Responsible for driving combined revenue of $34MM annually with full P&L ownership.
• Drove a 45%+ increase in YoY sales growth leading to an incremental $4MM in revenue for the company during a supply chain challenged post pandemic environment.
• Responsible for 3-year incremental Amazon 1P sales growth of $10MM.
• Lead the strategy and implementation of a website migration project to deliver a best-in-class digital product.
• Develop and implement website merchandising strategy, SEO content development and marketing campaigns in support of ecommerce and retail channel growth.
• Lead acquisition marketing team to plan, prioritize and successfully execute cross channel marketing strategies and optimize efficient ad spend.
• Partner with Demand Planning, Product and Retail Sales Teams to drive sell through and forecasting for strategic category and product launches.

Tripadvisor is the world's largest travel site, offering advice from millions of travelers and a wide variety of travel choices. It operates in 47 countries and is a leader in the travel and tourism industry.

• Developed and executed destination merchandising strategies for top-tier destinations.
• Increased revenue per visitor by analyzing customer behavior and optimizing product assortment.
• Led cross-functional teams to enhance digital merchandising across multiple platforms.

• Developed ecommerce and catalog merchandising plans that support global brand strategies and seasonal product messages to drive $20MM in annual direct channel sales. Built compelling catalog and ecommerce merchandising assortments that elevate the brand experience and encourage cross channel shopping. Collaborated effectively with senior level members of buying, planning, creative, marketing and finance teams to develop and implement annual ecommerce and catalog sales and marketing plans.
• Key responsibilities:
• Execute an integrated ecommerce and catalog merchandising strategy that aligns with channel financial and inventory plans.
• Manage $4MM annual catalog operating budget and customer acquisition plan.
• Analyze sales and product performance for catalog and online channel.
• Determine merchandising assortment and appropriate space allocation for customized monthly catalog drops.

• Responsible for the P&L for a $70MM athletic footwear category. Determined product assortment, forecasting seasonal buys and managing vendor relationships with strategic athletic shoe brands. Negotiated and managed $4MM in annual co-op marketing agreements. Responsible for open-to-buy, inventory allocation and ecommerce sales plans for over 30 athletic shoe vendors selling on Amazon.com.
• Key responsibilities:
• Reviewed sales, receipt flow, inventory and margin projections for open-to-buy to maximize sales and minimize risks.
• Created business plans for new opportunities and the launch of new features, incorporating merchandising and pricing strategies.
• Managed supplier/partner contracts, pricing strategies and negotiation of promotional offers.
• Developed a thorough understanding of the industry, seasonality and global trends while continually monitoring industry developments.
• Secured marketing funds to increase sales and improve profit margin.

T-Mobile is a leading wireless network operator in the U.S., known for its advanced 4G LTE and 5G networks. It offers a wide range of wireless services and products, including smartphones and tablets.

• Managed ecommerce operations, driving growth in online sales channels.
• Implemented strategic initiatives to enhance customer experience and satisfaction.
• Collaborated with marketing teams to develop targeted campaigns, increasing customer acquisition.

Expedia Group is a global leader in travel services, offering a wide range of products through brands like Expedia, Hotels.com, and Vrbo. It connects travelers with partners worldwide, focusing on inclusivity and sustainability.

• Directed merchandising and product marketing strategies, enhancing brand visibility.
• Led initiatives to optimize product offerings, resulting in increased market share.
• Collaborated with global teams to implement innovative marketing campaigns.