Tell us about where you work and what you do there.
I am the eCommerce Director, Americas over at RIMOWA. I started off my career in tech but pivoted to retail after a couple of years. Here, I manage our site, CRM, performance marketing, and customer service for North and South America.
How would you describe yourself?
I’m originally from NYC (which justifies my lack of driving skills) but I have lived in various cities on the east and west coast. Currently, I reside in Lenox Hill but I love to travel (a given when you work at a luggage company). I’m not athletically inclined but recently started biking, snowboarding, and tennis again. During lockdown, my social calendar freed up and I tried to learn two new languages. I’m a terrible cook and still have no plans to improve.
What qualities do you think a great marketer needs to have?
A great marketer should be open to testing new ideas but most importantly, they should know when to pivot or end a project when something isn’t working.
What do you think has been your biggest professional success so far?
Leaving one industry (tech) to go to another (retail) in the middle of my career was a challenge at first but I’m proud of taking the plunge and growing such an amazing team at RIMOWA. It was daunting to start from scratch (I didn’t even know the difference between UPC and SKU) but having great coworkers and resources helped (shoutout to my former Proenza Schouler eComm team).
What goals do you have for 2022?
When I first joined RIMOWA, it was a small team overseeing a nascent site so priorities were focused on performance and automation. This year, I’m growing my team’s headcount significantly. I want to focus my time on empowering the team and becoming more of a resource for them as they grow their careers.
What do you think is the next big trend in eCommerce?
Personalization isn’t new but I’m seeing an uptick of brands shift content and marketing to cater to a customer’s history and preferences. Due to this, more eCommerce sites have also gone headless to improve on content delivery and speed.
Name an eCommerce brand you admire and why.
Dyson. Their product is similar to RIMOWA’s offering with an emphasis on functional luxury. Their homepage clearly displays value propositions and they’re utilizing features that we have been looking into (social commerce, AR, etc).
What do you geek out over?
Design, Formula 1, plants, Korean food, and streaming content