Work Overview

As the Interim Director of eCommerce at Wella Company, I spearheaded the strategic expansion of Wella's brands online business across Amazon. My efforts were centered on developing channel-specific strategies that resonated with each brand's unique identity and business objectives. I collaborated with cross-functional teams in marketing, product development, and supply chain management to optimize workflows and ensure superior execution.

I was tasked with recruiting and expanding a high-performing team, including appointing a Head of Analytics to enhance performance measurement and facilitate data-driven decision-making. Together, we established operational processes that significantly boosted team productivity and enabled us to meet ambitious revenue goals across various beauty categories.

Key Project Highlights

• Designed and implemented a growth roadmap for Amazon for brands such as Clairol, Nioxin, Wella Professionals, and OPI

• Led activation plans for key sales events (Prime Day & Cyber Week), exceeding both forecasted goals and prior year performance.

• Worked with external agencies to enhance Glance Views, conversion rates, and ordered units

• Conducted tri-weekly forecasting and performance assessments to ensure alignment with financial objectives

Global Brands Supported

Wella Professionals, GHD, OPI, Nioxin, Sebastian Professional, Clairol Professional, Wella Color Charm, BRIOGEO