Allison Quiter
San Pedro,CA
Summary
High-performance growth marketer with over 20 years of experience and up to $100M in direct P&L responsibility in the consumer goods/retail industry. Seasoned leader with a track record of building and mentoring successful cross-functional teams. Creative and analytical problem-solver with a proven record of driving profitable growth through data-driven strategies that increase sales, transform the customer experience and maximize LTV. Thrives in an entrepreneurial environment, with a passion for new, emerging digital technologies.
Overview
16
16
years of professional experience
Work History
Brand Leader/President
Beauty Industry Group - L Catterton Private Equity
02.2024 - 09.2024
- Led 20M global e-commerce business (including Amazon) for a premium hair extension brand with full P&L ownership.
- Managed 8 full-time employees and was responsible for all aspects of the business including marketing, product development, operations, and finance.
- Increased EBITDA by 150% vs. LY in the first 4 months.
- Led rebrand strategy, website redesign and migration to Shopify from Magento.
- Reduced product defect issues by partnering with factory to implement new QA processes.
VP of Digital Marketing
Linksoul
01.2023 - 02.2024
- Exercised full P&L responsibility for a men's lifestyle apparel brand centered around golf.
- Oversaw all e-commerce operations and marketing, encompassing acquisition, website optimization, content, organic social media marketing, loyalty, and email/SMS.
- Reduced CAC by 40% by conducting financial analysis, optimizing media channels, and creative strategy.
- Revamped content approach by emphasizing short-form video and narrative techniques.
- Led team of 4 members to devise a highly efficient GTM calendar and project management system.
VP of Global Digital Marketing
RAEN Optics
02.2018 - 02.2024
- Head of DTC and marketing for a high-end eyewear label in the global market, with full P&L responsibility.
- Generated triple-digit growth in the first 4 years.
- Led a diverse team of 8 professionals specializing in ecommerce operations, acquisition, retention/lifecycle, organic social/content, and customer service.
- Promoted in 2022 to take on additional responsibilities including international DTC.
- Created a daily dashboard reporting platform to allow for measurement of KPIs and optimizations.
- Negotiated and managed efficiency of outside agency relationships, including web development, PR, and media.
- Led platform migration to Shopify, redesigned two websites, and successfully launched international DTC markets in Europe and Australia.
- Launched virtual try-on and fitting tool - boosted conversion rates by 300% among interactive users.
- Saved 350K through implementation of pre-order and back in stock communication strategy to resolve inventory issues.
Senior Digital Strategist
Vendo Commerce
07.2016 - 02.2018
- Led strategy for a full-service digital marketing agency specializing in branding, driving DTC and Amazon sales, and maximizing customer LTV.
- Managed a 40+ client roster that included health, smart tech, beauty, and food and beverage brands.
- Lead a team of designers, developers, and project managers to achieve client objectives.
- Defined client-specific KPIs and drove revenue through website analysis/optimization, maximizing ROI on paid media, and implementing full-funnel marketing campaigns.
- Directly managed all META campaigns, reduced top client's CPA by 70% to $15 in less than two months.
VP Digital Marketing
Marula Pure Beauty Oil
12.2014 - 07.2016
- Full responsibility for the creation and execution of the digital marketing strategy, including branding and new product launches, website development, global retail collaboration, email, affiliate and social media.
- Responsible for growth of all .com accounts, including Marula.com, Sephora, Nordstrom, and Beauty.com.
- Oversaw the planning, coordination, and execution of photo and video shoots.
Director of Marketing
Dermstore Beauty Group (A Division of Target Corporation)
11.2012 - 12.2014
- Key partner on the executive team, overseeing the financial performance and leading the operations of a beauty e-tail site with over 30K SKUs.
- Increased sales by 45% to reach $100M and contributed to the successful acquisition by Target Corporation.
- Recruited back to the company by the CMO to help achieve rapid growth and prepare the business to sell.
- Oversaw the entire process from conceptualization to launch for several owned brands, leading to an annual revenue exceeding 22M.
- Spearheaded Co-op program that grew 300% in revenue in 2 years and successfully drove ROI and revenue.
- Led and mentored a team of 7, overseeing social media, PR, DR advertising, and email marketing managers.
Senior Manager of Ecommerce and Digital Marketing
Smashbox Cosmetics (An Estee Lauder Company)
06.2010 - 11.2012
- Head of ecommerce strategy for owned and retailer.com luxury cosmetic business in the US and Europe.
- Direct responsibility for growth of all online sales, resulting in over 30M annually.
- Lead team through platform migration, the transition, and integration of all Estee Lauder-approved systems.
- Managed search and DR advertising campaigns to maximize spend, leading to an achievement of over 600% ROAS and an additional 500K in revenue in only 5 months.
- Launched new responsive website, increased mobile sales by 50%.
Marketing Manager - Glow.com
03.2009 - 10.2009
- Lead marketing for beauty e-commerce site with responsibilities including website optimization, online acquisition, direct mail, email, and print campaigns, photo shoots, and strategic partnerships.
- Spearheaded redesign, resulting in improved UX and increased CVR rate by over 125%.
- Responsible for the creation and execution of marketing calendar and strategy.
Education
Entrepreneurship and New Business Formation Course -
UCLA Extension
Los Angeles, CASearch Marketing Certification -
SEMPO Institute
B.A. Communications - Marketing
San Diego State University
San Diego, CASkills
- Customer acquisition retention
- Website migrations redesigns
- Branding GTM strategies
- Product development
- Paid organic social marketing
- Affiliates PR
- Strategic planning/budgeting
- Web operations customer service
- Content video ideation
- Email SMS
- Web analytics and analysis
- SEO/SEM
- Media planning/buying
- Influencer strategic partnerships
Timeline
Brand Leader/President
Beauty Industry Group - L Catterton Private Equity
02.2024 - 09.2024
VP of Digital Marketing
Linksoul
01.2023 - 02.2024
VP of Global Digital Marketing
RAEN Optics
02.2018 - 02.2024
Senior Digital Strategist
Vendo Commerce
07.2016 - 02.2018
VP Digital Marketing
Marula Pure Beauty Oil
12.2014 - 07.2016
Director of Marketing
Dermstore Beauty Group (A Division of Target Corporation)
11.2012 - 12.2014
Senior Manager of Ecommerce and Digital Marketing
Smashbox Cosmetics (An Estee Lauder Company)
06.2010 - 11.2012
Marketing Manager - Glow.com
03.2009 - 10.2009
Entrepreneurship and New Business Formation Course -
UCLA Extension
Search Marketing Certification -
SEMPO Institute
B.A. Communications - Marketing
San Diego State University
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