With over 20 years of experience in strategy and management of e-commerce, digital, and omni-channel business and technology, I have led and delivered impactful solutions for the luxury and beauty industries. My mission is to create seamless and engaging customer journeys across all touchpoints, leveraging data, innovation, and agile practices. As the Head of Digital Platform Evolution & Innovation at CHANEL, I defined and executed the omni-channel vision and road map for the US market, collaborating with global and local teams to roll out new features and services, such as virtual try-on, buy-online pick-up in store, and chat with store. I also co-led the global client data and CRM program, enabling a personalized and consistent client experience across all channels. I hold an ASCM Supply Chain Planning Certificate and a Leading Production Innovation Certificate from Harvard Business School Executive Education.
Digital Transformation & Investment ● Create investment proposal and value proposition (€500k fundraising target). ● Develop a digital portal for 300+ clients and employees. ● Implement a single CRM and ERP cloud solution to digitize sales and operational processes.
Digital Strategy ● Increased clients digital engagement by 8% and increased e-commerce revenue by 10% by improving customer experience across chanel.com, digital apps, and stores ● Advised executive leadership on innovative technology and digital vision to drive sales and client engagement ● Led chanel.com and apps feature & services road maps to improve product discovery and drive online conversion for fragrance, beauty, skincare, and eyewear categories Digital Product Leadership ● Introduced new omni-channel services such as Buy-Online Pick-Up In Store, and Chat with Store (30% ACR) ● Harmonized and elevated international client experience by introducing single client profile across the world online and in store ● Launched innovative features such as Virtual Try-On for make-up, eyewear and watches ● Oversaw A/B testing of UX on chanel.com to incrementally optimize user engagement Performance Marketing ● Managed traffic acquisition strategies and roadmaps for affiliates program, SEA, SEO ● Managed direct mail marketing and fragrance & beauty clients segmentation program ● Co-led design and rollout of CHANEL’s global CRM in US region Security & Compliance ● Mitigated and responded to security incidents involving client data and complied with GDPR and CCPA regulations ● Designed and implemented security measures that reduced successful attacks on chanel.com to zero ● Ensured accessibility standards were met on chanel.com and exceed ADA guidelines
Business Relationship Management ● Represented technology in the Fashion Leadership Team, managing relations between the division and IT ● Advocated for Chanel’s 53 US stores in the Technology Leadership Committee to solve their challenges ● Built relationship and earned the trust of the US boutique directors on all technology aspects Service Management ● Led Retail IT services team of 15 members in NY, NJ, and FL with an annual budget of $2 million ● Roll out and support over 30 digital solutions to 1,100 store associates to elevate client experience and increase store efficiency ● Improved service level of Retail Service Desk (6 agents, 1 manager) to 80% FCR by introducing new Service Delivery Manager role, changing agents, and introducing new processes
Group Director Promoted to Head of IT Strategy & Governance Strategic Planning ● Organized and led annual 2-day strategic planning exercise with technology and business teams for over 70 participants ● Led 3 year IT financial plan with CFO, CIO, other IT leaders, and business partners ● Leveraged PMO to exceed company’s objectives by advising CIO on projects’ strategic value Governance ● Managed annual overall priorities and P&L for IT department (up to $50 million) ● Built Indirect Procurement practice for IT department including vendor vetting, price negotiations, contracting process, and checks & balances with vendors ● Prepared and led monthly IT Steering Meetings for Fashion, Fragrance & Beauty, and Watches & Jewelry businesses Agile Transformation ● Coached tech department on agile practices and mindset. Within 12 months business reported a noticeable difference in speed of execution, decreasing average project duration by 30% ● Created community of Change Champions to seed innovations regarding user-centricity, flexibility, and speed ● Introduced solutions for department to enable agile ways-of-working (MS Planner and Teams)
Consultant, Hired as Associate Director, Promoted to Director, E-Commerce IT Product Management ● Built new features on chanel.com including new payment methods, improved navigation, skincare guide, sunglasses virtual try-on, improving on-site search, virtual loyalty program, and product reviews, etc. ● Drove annual growth rate for chanel.com US from 12% in 2014 to 27% in 2017 ● Led Solution Delivery ● First Fashion E-Commerce site of Chanel, now the #1 selling door for the brand worldwide for sunglasses ● Product portfolio and vendors for 50+ projects ($4 million), on existing Fragrance & Beauty and Sunglasses E-commerce sites delivery teams, totaling up to 30 individuals and 10 service providers ● Launched 12+ online yearly campaigns to promote and sell new fragrance, makeup, skincare, and sunglasses’ products on chanel.com such as Rouge Coco Gloss and Les Beiges generating up to $100K per campaign Customer Acquisition ● Boosted SEO traffic from 7% to 25% of overall traffic to chanel.com by building SEO strategy and roadmap with external agency, digital marketing, technology, and content teams ● Leverage regional and global media campaigns and product launches such as Chanel N5 Holiday design bottle on dedicated landing pages and web apps, testing partnership with 3rd party bloggers and marketplaces Performance Measurement ● Deployed Webtrends analytics then Google Analytics leading to granular understanding of customer journeys and driving improvements on chanel.com to increase conversion rates ● Implemented marketing funnels to optimize and simplify customer journey, increasing conversion rates and employing analytics to improve customer on-site experience Team Building ● Built and led external product delivery team of 22 professionals broken out into 4 teams ● Hired and led team of 4 direct reports (2 product managers, 1 QA Lead, 1 BA)
Mission-driven dating website designed to connect the niche of politically minded singles passionate about their views and meet significant others with similar views. ● Built solution for an online dating platform including user journey, mockups, UX and design ● Led with the CMO the marketing strategy and sites launch (10,000 members)
● Designed and delivered: ● Event management and social networking solution for nightlife social club with 30,000 members ● One of the first private sales E-Commerce sites in the US, with 150,000 active members at its peak ● Investors survey platform for Royal Bank of Scotland ● Customized and deployed open source Point of Sale CRM solution for a French luxury brand ● Managed staff of up to 16 onsite and offsite consultants, as well as offshore vendors ● Handled P&L, and business development of the company
Web Developer promoted to Software Engineer ● Designed online exchange platform for large files, used by employees and customers worldwide ● Solutioned application for major US airports information kiosks ● Designed extranet site for customers to view invoices and proof-of-posting of ads ● Designed Travel & Expense online reporting system for the 300 North America employees ● Co-developed online mapping application for “street furniture”