Work Overview

In my role as AVP of eCommerce for Urban Decay at L'Oréal, I spearheaded the development and enhancement of both the direct-to-consumer (DTC) and Amazon business channels. I oversaw all aspects of digital growth, including merchandising, promotions, SEO, email marketing, and affiliate partnerships, significantly contributing to revenue growth and increased brand visibility.

Among my key achievements was the successful launch of Urban Decay on Amazon, surpassing initial targets and enhancing the brand's presence in a highly competitive digital marketplace. Additionally, I led a comprehensive website relaunch, improving site performance and conversion rates across various devices.

Project Highlights

• Managed the end-to-end eCommerce P&L and budget, overseeing over $Ms in revenue

• Successfully launched and expanded the Amazon channel, reducing grey market activities

• Collaborated with global stakeholders to improve site speed and user experience

• Increased conversion rate through strategic testing and redesigns