Alex Hansen

Marketplaces Growth Strategy

• Spearheaded growth initiatives for Amazon, TikTok, Walmart.com, and additional marketplaces, driving a $10M annual portfolio.
• Engineered an advanced listing optimization framework utilizing Amazon’s top organic competitor data, customer reviews, and keyword analysis, integrated with AI technologies to generate data-driven content. Delivered improved product conversions and reduced return rates across marketplaces.
• Transitioned 50% of our top-revenue drivers from FBM to FBA, resulting in a 97% average Buybox capture rate and enhanced product visibility.
• Streamlined Amazon advertising by partnering with independent contractors, leading to more precise TACoS alignment and enhanced ROAS performance.
  

Data Analytics Leadership

• Directed company-wide analytics, managing platforms including GA4, GTM, and tagging implementations to deliver actionable insights on customer behaviors.
• Developed financial models to analyze marketplace costs, guiding strategic decisions and annual budget planning.
• Led conversion rate optimization (CRO) initiatives for D2C Shopify operations, improving performance through data-driven redesigns and A/B testing.
  
• Shopify Operations & CRO
• Redefined Below The Fold content with a focus on CRO best practices by developing evergreen copy and collaborating with designers and agencies to implement projects.
• Enhanced operational efficiency by ensuring integration of essential Shopify applications, resolving 404 errors, and redirecting links via Google Search Console.
• Optimized Above The Fold content with comprehensive A/B testing, significantly improving customer conversion metrics.

Division Launch: Yes You Can! Medical

• Launched the "Yes You Can! Medical™" division, integrating medical treatments like GLP-1 medications, hair growth products, and sexual health solutions with the existing wellness portfolio.
• Designed and launched a custom API-enabled bilingual website, connecting multiple endpoints to manage prescription cases and streamline daily order processing via automated JSON parsing.
• Led end-to-end division rollout, including branding, pricing strategy, copy development, and collaboration.
• Established data infrastructure foundations, including GA4 tracking and real-time data warehousing, to support ongoing analytics needs for the new business vertical.
  

• Manage $40M annual portfolio of brands across1,000+ SKUs and manage a team of2 project managers across Amazon, Walmart, Target, and more
• Leads all aspects of Pattern brand partner go-to-market strategies
• Manages partner relationships, develops and executes business plans, leads a team of ecommerce professionals, and increases operational efficiencies
• Oversee creative services (image stack, A+), advertising (PPC, Sponsored Brand, SEO), account health (certification, restriction, suppression), and instock management (supply chain) for partner brand(s) to ensure rapid acceleration across all available channels and marketplaces

• Managed a team of Analysts that provided analytic support, custom reporting, GTM strategy, and daily business insights for all departments including Marketing, Web/Digital, Merchandising, Supply Chain, and FP&A for our international business
• Worked hand in hand developing the GTM and digital strategy with the Sr Director & COO by using data backed decisions
• In my first year I was able to help grow the International business by51%
• This was done through strategic use of web analytics both internal and external (Adobe or GAA), Marketing campaigns not limited to emails, onsite, and mailers, and clear insight using real customer data to update and adjust our strategy as we learn what our customers needs are
• Determined marketing spend and email strategies each week by measuring KPIs such as ROAS, TACOS, Conversion, CTR , Open Rate, Promo Code Redemption Rate, Avg Order Size, Category Seasonal Trends, Returning Customers, Keyword Ranking, CPC, Ad Sales, Page Views, New Subscribers, and many more
• Helped develop our new promo code strategy that was new to overstock by understanding how the customer is responding and to what discount, and then ensuring that it stays within our target spend goals while providing the ROI targets needed
• Built and Maintained all plans, targets and goal cross departments primarily focusing on the Digital and Marketing while also responsible for the PNL to ensure we are achieving financial targets as well

• Dedicated Analytic support for the Furniture Category which is responsible for46% of overstocks total sales
• Built and navigated large data sets of250,000+ items and over1,200 partners (vendors) to offer recommendations on driving growth by improvements to our top SKU listings to in depth analysis of the customers price elasticity to the customer journey onsite and how to improve conversion of high traffic items but low conversion
• Developed the process for planning and forecasting black friday skus in the furniture department resulting in improved sales and accuracy to forecast
• Used digital data to understand top converting SKUs, top page view SKUs, and SKUs that are top sellers or have the potential to be
• Enhanced our Good Better Best pricing model which helped our Category Managers understand which price points are most important and how to help partners add or develop skus to match this strategy

• Dedicated analytic support for Overstocks top25 partners, with the goal of accelerating and growing their business using data-driven analysis
• Provided sales targets through planning forecasting to maximize the partners ROI
• Example of maximizing a partners ROI: Partner was down25% YoY and wasn’t going to trend any better
• Through pattern recognition and in depth analysis of product performance I was able to make some pricing changes content optimization, and backend SEO refresh resulting in them finishing the year down only8%
• Created the CGI Forecast method in SQL that helped reduce MAPE by20% ( a forecasting model)
• This used historical category data, site performance data, and over10 different KPI metrics weighted
• Was a lead on the team that helped develop Overstocks “Opportunity Compass” which is a tool now intergraded into our partner platform, allowing partners to improve their business by providing insight into listing quality, price competitiveness, content, seo, image stacks, and many more data points

• Planned two of the five company’s2018 initiatives; Backcountry’s Private Labels and Off-Price Business which did $42+ Million
• Owned pricing decisions, managed product life cycles, weeks of supply targets, and end of season markdowns to optimize profit
• Built a planning tool that helped forecast sales on a weekly/monthly/yearly basis at the division and brand level
• This tool used key KPIs such as Sales, Margin $, Margin %, COGS, Returns, Receipts, Ending Inventory, etc
• Within this tool I was able to use different forecasting techniques to see where we’d end the month, qtrs., or year with these key KPI’s to ensure Business was as profitable as possible
• Monitored and evaluated my open-to-buys for both business units on a weekly basis with buying and planning partners
• Provided timely and accurate forecast updates based on current trends to manage inventory
• Using new tools that I built I managed inventory health levels through building preseason buying budgets for each business unit
• I also managed inventory levels through in season buys/ replenishment controls, seasonal sell-thru targets, receipt flow, and pricing strategies
• I reported straight to the Director of Planning and was given total autonomy to build and grow each of these business units

• The three categories I managed were responsible for43% of total company sales
• Forecast sales and margins for financial planning and operation purposes for the NFL, NCAA, and NHL buyergroups
• Ensured inventory levels were appropriate to drive sales at the store/region/company levels while appropriately neutralizing inventory risks
• Reduced EOY inventory risk by31% through effective promotion strategy and vendor management
• Maintained the OTB and worked with buying teams to effectively execute against it, capitalizing on all major opportunities
• Oversee the building of reports and processes that bring visibility and consistency to the inventory management methodologies
• Effectively maintained and built cross functional relationships with my buyers and allocation analysts to execute our goals

• Responsible for five categories that did $30+ Million a year and have over3,000 SKUs
• Created and built a planning file that allows planners to track down to the style color how product is performing against plan for last week, month to date, and season to date
• The file includes Macros, vlookups, sumifs, extensive pivot table and other formulas
• Built a Picture Selling file for my merchants that allowed them to see in-season product by color with pertinent information, allowing them to speak to any aspect of their business
• Develop and presents quarterly merchandise financial & inventory pre-season plans in accordance with company goals, historical performance and market trend analysis
• Manage monthly OTB in accordance with current trend and upcoming promotional activity
• Develop and aggregate weekly/monthly/quarterly multi-channel SKU demand forecasts using various forecasting techniques

• Managed inventory levels for all divisions and categories at the store and cluster level by category/division/line
• Determined quantities and store assortments based on sell-thru, net $ sales, unit sales, margin $, weeks on hand, weeks of supply, current specials and other important metrics
• Designed and created a Historical Trend Analysis Tool that quickly allows Planners to view historical data by month, quarter, or year to see seasonality trends
• Created a Min/Max Allocation Tool that improved allocation consistency across all stores and product groupings
• Referenced size selling and size runs as a bases of the tool
• Redesigned the allocation process using a new replenishment tool for our own brick and mortar standalone stores0
• Customer Care Operations Team