Anita Ehui

As the Freelance Marketplace Manager at The Folklore, I spearheaded the relaunch of The Folklore Shop on the Shopify platform, designing an intuitive site architecture and navigation for an improved and seamless user experience. I helped lead the e-merchandising strategy, optimizing product categorization, promotions, and visual merchandising to drive sales and elevate the customer journey. I partnered with the shipping integration team to ensure efficient and reliable order fulfilment, enhancing operational workflows and customer satisfaction.

As the Freelance Direct-to-Consumer Project Manager at Lancôme's DMI for e-business channel differentiation, I developed and executed digital initiatives to increase brand owned website sales while achieving alignment across global markets and operational excellence. I encouraged local markets to adopt best practices, integrate innovative content animations, and implement new site features to enhance the customer experience. By auditing and analyzing site performance, I ensured compliance with brand standards and drove optimizations that elevated the customer journey. Additionally, I coordinated cross-functional teams to execute global e-commerce campaigns and content calendars seamlessly.

Led project management of Louis Vuitton x Nike Airforce 1 by Virgil Abloh sneaker collaboration. Facilitated contributions across departments - digital, communication, PR, IT, legal and retail. Liaised with communications team to produce online promotion of the collaboration through an immersive landing page, sneaker gallery, superzoom + 3D product models on product pages. Strategized and executed VIC ordering and ecommerce sales plan for worldwide markets. Tracked project risks, progress, sales, client insights and cross-selling.

Worked as Project Lead in developing an ecommerce acceleration plan to recruit the new digital consumer.

Consulting specialisation: User experience design, digital strategy, brand management, business coaching, e-commerce, luxury, fashion retail, beauty and skincare, marketing, and the African luxury market (new market entry strategies). Consulting Services include: user experience design, market research, report writing, strategy proposals, workshops, branding, creative direction, business plans, marketing, product and project management. Clients include: Louis Vuitton, L’Oréal, Lancôme, Bettina Vermillon, israella KOBLA, Viva Boutique Ghana, ESSEC business school, NEOMA Business school, Foundervine, Survey 54, Hill & Co., The Folklore, ATLER, nécessité, Pure Persona, freelancer.com and Softeams.

In my role as Founder at ZHURI Africa Inc., I focused on promoting African luxury creators globally through media, events, and consulting. This involved strengthening the African luxury infrastructure, promoting cultural and economic growth for Africa, and empowering African creators and consumers through community building efforts. • Enhanced global representation for African luxury brands • Built a strong community to support African creators and consumers • Promoted cultural and economic growth for Africa

Managed vendor and brand selection of beauty, fragrance and women's activewear department while developing strong vendor relationships. Monitored industry trends, evaluated the competition, and attended markets and competitive shops. Assisted Buyer in developing the merchandising strategy, and assisted with sales analysis in order to identify and react to trends in-season. Ensured timely delivery of merchandise through communication with vendors, distribution centres, and merchant teams. Reviewed and maintained vendor cost/retail/UPC/RTVs. Effectively managed and monitored digital processes including e-commerce accuracy, overall productivity, and business needs. Worked closely with advertising/digital/marketing teams to manage the advertising process including: determining advertised styles, prep sheets, coordinating sample collection, managing in-stocks on ad styles, approval process, and recapping. Assisted with line reviews/style outs for management. Provided product knowledge to store associates and participated in-store visits.

The Hudson's Bay Company adds thousands of new items to thebay.com each week and as the Product Supervisor for premium and luxury beauty, fragrances and handbags Oversaw the digital workflow of 100 brands launched on thebay.com including Hermès, Dior, Lancôme, Yves Saint Laurent, Viktor & Rolf, Giorgio Armani and Nars. Initiated product movement through the digital item lifecycle. Supervised product onboarding from the logistics centre onto the website. Setup product image, copy & inventory to optimise customer UX on site. Identified areas of underperformance and strategised e-merch solutions. Liaised with vendors, merchants, studio, and digital partners to ensure the timely publication of items to thebay.com.

Built a client base of +150 VICs through CRM strategy. Generated $500k in sales within 10 months of store launch. Achieved sales targets, created sales reports and quarterly forecasts.

Fulfilled SEO-driven priorities and writing assignments, with direction from Managing Editor and Digital Director. Pitched and wrote 3-4 creative pieces of original content daily—including slideshows, articles, listicles, infographics, and more–covering fashion, beauty, and lifestyle. Supported Social Media Editor on programming and worked to increase engagement. Assisted other web editors with key editorial tasks, including building stories, image sourcing, research, copy editing, and more. Managed the fashion closet and samples for celebrity cover shoots.