Allie Kolb
Portland,OR
Summary
Accomplished and results-oriented eCommerce leader with 12+ years of experience driving online sales growth, optimizing user experience, and developing successful omnichannel strategies. Proven ability to lead and mentor cross-functional teams, leverage data insights, and implement innovative solutions to achieve business objectives. Passionate about creating exceptional customer experiences that foster brand loyalty and engagement.
Overview
15
15
years of professional experience
Work History
eCommerce Site Director
Dr. Martens
01.2022 - Current
- Lead Dr. Martens Direct-to-Consumer (D2C) Onsite experience and sales teams, managing North Americas' sites, omnichannel marketing planning, content strategy, digital merchandising and AB testing
- Oversee all facets of site merchandising, ensuring an intuitive and visually appealing user experience while optimizing functionality and revenue
- Own day-to-day trading activities, content localization for regional markets and commercial calendar planning for marketing communications across regional websites
- Develop and execute personalized marketing strategies, leveraging customer data, segmentation, and predictive analytics
- Implementing machine learning models and algorithms, continuously testing and optimizing personalization tactics
- Effectively allocate resources to support team development initiatives and goals, develop proactive strategies and contingency plans for unexpected challenges or crises
- Work closely with UX/UI and marketing teams to optimize the customer journey, implementing personalization strategies for tailored shopping experiences
- Monitor customer feedback, reviews, and support channels to identify areas for improvement, addressing customer pain points proactively
- Leading the Go-To-Market (GTM) process, I champion the omnichannel strategy for our D2C channel, advising on best-in-class tools and ensuring maximum impact on both the market and consumers.
- Developed strategic plans for site growth, resulting in increased revenue and profitability.
- Launched new products/services that effectively met market demands increasing competitiveness within the industry.
Senior Site Manager
Dr. Martens
01.2020 - 01.2022
- Developed and executed data-driven eCommerce merchandising strategies that aligned with business objectives, driving online sales and optimizing conversion rates
- Ensured the accuracy of sellable inventory online, collaborating closely with Merchandising, Planning, and Merchandising Operation teams to guarantee merchandise availability on the website
- Maintained Americas websites
- Developed and aligned strategies for product setup and product lifecycle management
- Managed onsite strategies for conversion rate optimization (CRO), such as A/B testing and product recommendations
- Integrated these strategies with third-party site tools
- Reported on KPIs to senior leadership and proposed ideas to drive sessions, demand, and conversion
- Guided the optimization of third-party site tools for merchandising & search
- Facilitated the collection of customer reviews and user-generated content
- Monitored and analyzed key product trends to drive sales, working with the supply chain and logistics to ensure inventory levels and product launch dates
- Team leader and mentor for Merchandising & onsite trade team.
eCommerce Merchandising Manager
Dr. Martens
01.2016 - 01.2020
- Led Americas' digital expansion strategy by developing and maintaining an online outlet store, Canadian site, US site in Spanish, and Latin American market sites
- Developed and implemented regional strategies for commercial plans and localization of content
- Managed onsite strategies for CRO, monitored and analyzed KPIs and digital trends to advocate for site enhancements
- Guided the integration with third-party site tools for merchandising & search, customer review and user-generated content collection
- Supported U.S
- Growth and ensured alignment with the Direct-to-Consumer (DTC) channel
- Reported on KPIs to senior leadership and proposed ideas to drive sessions, demand, and conversion
- Held accountable for the accuracy of sellable inventory online, collaborating closely with Merchandising, Planning, and Merchandising Operation teams to ensure the availability of merchandise on the website.
Marketing Assistant
Dr. Martens
01.2015 - 01.2016
- Prioritize the customer experience by ensuring online user experience and site navigation comply with established guidelines, usability studies, and industry best practices
- Managed and troubleshooted the online shopping experience to ensure a seamless and user-friendly path for customers
- Managed seasonal buying for US e-commerce, maintaining inventory levels while identifying opportunities to optimize stock turnover and capitalize on digital trends
- Optimized product pages and listing pages, advocating for enhancements to the US site
- Orchestrated effective product lifecycle management, from product introduction to retirement, ensuring timely updates.
eCommerce Site Coordinator
Norm Thompson Outfitters
01.2012 - 01.2015
- Managed over 1,000 product pages and numerous category listing pages
- Implemented SEO optimization strategies to improve organic search ranking and online visibility
- Analyzed homepage content performance to identify optimization opportunities and enhance user engagement
- Contributed to the development of marketing campaigns and promotional strategies to increase product awareness and drive sales growth, resulting in higher customer acquisition and retention rates
- Monitored and managed inventory levels, identifying opportunities to optimize stock turnover and capitalize on sales trends
- Managed product lifecycle and pricing strategies to ensure optimal product maintenance and strategic alignment with business goals.
eCommerce Site Producer
CreateForLess.com
01.2009 - 01.2012
- Developed and maintained detailed product pages and instructional content, leading to an increase in customer engagement
- Provided exceptional customer support via email, chat, and phone, promptly addressing product-related inquiries and issues, resulting in an increased customer satisfaction rating
- Analyzed the performance of product content to inform digital strategy optimization and improve user engagement
- Effectively supervised and managed inventory levels, minimizing stockouts and maximizing sales opportunities.
Education
Bachelor of Science - Business Administration, Marketing & Communication
Oregon State University
Skills
- Omnichannel Marketing Planning & Execution
- Product Marketing
- Go-To-Market DTC Strategy
- Digital Storytelling
- A/B Testing & Onsite Personalization
- Cross Functional Collaborator & Leader
- User Interface/User Experience (UX/UI)
- Content & UGC Management Strategy
- Product Category & Lifecycle Management
- Conversion Rate Optimization (CRO)
- Site Operations
- Data Driven Decisions
- Program Leadership
- Operations Management
Timeline
eCommerce Site Director
Dr. Martens
01.2022 - Current
Senior Site Manager
Dr. Martens
01.2020 - 01.2022
eCommerce Merchandising Manager
Dr. Martens
01.2016 - 01.2020
Marketing Assistant
Dr. Martens
01.2015 - 01.2016
eCommerce Site Coordinator
Norm Thompson Outfitters
01.2012 - 01.2015
eCommerce Site Producer
CreateForLess.com
01.2009 - 01.2012
Bachelor of Science - Business Administration, Marketing & Communication
Oregon State University