Tell us about where you work and what you do there.
I am the Director of eCommerce & Search at goop.com. I began my career at goop in October of 2018 as their Director of SEO. I rapidly drove an influx of quality traffic to goop and worked to convert that traffic, which led my role to evolve into a broader eCommerce capacity. I now oversee all site merchandising, retention, and paid marketing, in addition to SEO.
How would you describe yourself?
I lead with curiosity in everything that I do, which is part of why I am in the perfect career! Outside of work, I enjoy staying active and am really into music. Pre-COVID days, you could find me at a workout class about five days a week and a concert at least once a week. I live in Los Angeles and take full advantage of everything that it has to offer.
What is your leadership style?
I am a bit hands-off as a leader and I empower my team to be strategic thought leaders in each of their verticals, while ensuring that we are all working towards the same business objectives. At the onset of a project, my team and I define our goals and the ideal end result, identify which portions of the project that each member of the team will own, establish timelines for each deliverable, and hold regular check-ins. I like to steer my team in the right direction and arm them with the appropriate knowledge and business context and then let them take the reins.
What do you think has been your biggest professional success so far?
One of my biggest professional successes was accepting a position with Anthropologie in 2016, which led me to move across the country and launch a successful global website migration. I left all comfort behind in Los Angeles and shifted my general digital marketing skillset into an SEO specialization in which I became an expert in all things technical SEO. Website migrations are no easy feat, and I owned all SEO components of the migration from its inception. Mobile SEO traffic increased by 37% and mobile SEO revenue increased by 29%.
What goals do you have for 2021?
My goals for 2021 include successfully migrating goop to one domain in support of SEO, finalizing our email flows and growing our list, restructuring our AdWords account, supporting a multitude of new product launches, and driving increases in revenue and traffic across all channels I manage. I would also like to mentor my team by exposing them to new marketing channels.
What do you think is the next big trend in eCommerce?
I think personalization will become even more prevalent in 2021 as a top eCommerce trend and that it will become more consistent across the user journey (i.e. not solely relying on segmented homepage experiences, but rather moving towards intent-based personalized user journeys).
Name an eCommerce brand you admire and why.
SKIMS. I recently discovered their “See In Your Size” functionality on their PDPs and was really impressed with how inclusive it was. I would also bet that it reduces the cost of returns!
What do you geek out over?
Technical SEO, bass music, the stock market, and the latest trendy workout classes.