Alyse Kunze

Within two months of joining as the sole digital marketing lead, I provided C-suite strategic direction and served as project lead for the rebrand and digital launch of Frederick Ramond, a luxury brand within the Hinkley portfolio, collaborating closely with agency partner Jola.

• Executed email marketing initiatives targeting customer retention and engagement.
• Led executive alignment and approval meetings to drive timely decision-making and ensure launch readiness.
• Owned UAT and regression testing for migration to a new Adobe eCommerce platform, delivering a smooth go‑live with minimal disruption.
• Optimized the B2B user experience and implemented single sign-on across Hinkley sites to enable personalized account experiences.
• Designed and executed automated lifecycle and engagement campaigns across three brands to improve relevance and retention for business customers.
• Increased website traffic by implementing effective search engine optimization strategies.

Led optimization initiatives for large-scale campaigns across key categories and brands on Joann.com, focusing on improving user journeys and driving engagement.

• Analyzed user behavior to identify friction points and collaborated with creative, IT, and eCommerce teams to implement UX improvements.
• Developed cohesive cross‑functional user journeys to streamline the purchase experience and increase customer engagement.

Managed daily eCommerce operations, triaged customer feedback, and maintained site functionality during a colleague's PTO.

• Collaborated with cross-functional teams to identify areas of improvement, leading to increased operational effectiveness.
• Partnered with IT and project owners to optimize checkout and purchasing flows on Joann.com and the store app, improving the customer purchase experience.
• Developed and implemented daily promotions and coupon strategies across digital channels to drive traffic and conversion.
• Documented operational rulebooks and supported cross-team knowledge transfer to ensure continuity.
• Collaborated with cross-functional teams to enhance product assortment strategies.

Managed end-to-end front-end and back-end development efforts for Joann.com, led agile ceremonies with external development partners, and ran A/B tests to improve UX/UI.

• Led sprints, triage meetings, and vendor coordination to deliver development milestones on schedule.
• Designed and executed A/B tests to iterate on UX/UI and support data-driven product decisions.
• Presented findings and technical roadmaps to senior executives to align priorities and secure resources.

Delivered marketing and operational improvements to streamline customer experience, automate processes, and drive in‑store engagement.

• Partnered with IT to launch shipment tracking software, reducing order‑status inquiries (WISMO) and improving customer communications.
• Revamped the Summit Bucks loyalty program—streamlining enrollment and redemption—to increase in‑store traffic and program efficiency.
• Automated loyalty workflows using the data warehouse and deployed real‑time email campaigns to engage customers at key moments.
• Implemented new strategies to improve click-through rates and conversion.
• Collaborated with cross-functional teams to develop integrated marketing plans that included both traditional and digital channels.

Designed and executed targeted email campaigns and personalized customer journeys to increase revenue and engagement.

• Built dynamic engagement campaigns with tailored creative, driving revenue uplift and increased homepage traffic.
• Communicated analytic insights and customer journey metrics to senior leadership to shape marketing strategy.
• Implemented personalized email journeys and collaborated with third‑party vendors to improve campaign performance and deliverability.
• Collaborated with design team to create visually appealing email templates aligned with brand guidelines.
• Segment audience lists for personalized messaging, increasing relevancy and customer retention.
• Implemented A/B testing protocols to refine subject lines and content for maximum impact.
• Managed email marketing calendar, ensuring timely delivery of promotional content across multiple platforms.
• Led cross-functional meetings to align email initiatives with broader marketing objectives and brand strategy.