Summary
Overview
Work History
Education
Skills
Timeline
Generic

Ashley Aguilar

San Diego,CA

Summary

With over 20 years of hands-on experience navigating small business growth through two recessions and a global pandemic, I’ve developed a unique perspective and resilient strategies for ensuring business stability and success. My journey has equipped me with a deep understanding of what it takes to scale small businesses sustainably and deliver exceptional customer experiences that foster loyalty and retention.

As a proactive and entrepreneurial thinker, I prioritize the synergy between processes, policies, team collaboration, and customer-centric strategies. My ultimate goal is to maximize your investment by enhancing customer retention and driving sustainable growth, even in challenging economic climates.

Core Expertise

-Increased profit-based net revenue by 18% Q2 compared to Q1 2025.
Increased profit-based net revenue by 17% year-to-date (first semester) compared 2024 (reducing discounts by 4% protecting brand image and profitable sales generation efficiency)
- Retail Leadership & Management: Over 14 years of experience in retail, including 10+ years in leadership roles, driving operational excellence and team development.
- E-Commerce & Digital Marketing: 7 years of expertise in Shopify, omni-channel strategies, and data-driven marketing campaigns that boost ROI.
- Productivity Optimization & Systems Improvement: Proven ability to enhance business processes, optimize workflows, and align teams for peak performance.
- Strategic Decision-Making: Analytical and results-oriented with a strong focus on actionable insights from business and marketing data to achieve long-term growth.

Overview

19
19
years of professional experience

Work History

Business Manager (eCommerce, Retail, Marketing)

Glamour Us
01.2024 - Current
  • E-commerce: Increased net revenue by 69% and increased CTR 2xs.
  • Retail: Increased net revenue by 7%.
  • Oversee and manage operations, budget, scheduling, and sales for both in-store retail and online website.
  • Build and implement business and marketing strategies for growth and customer retention.
  • Provide direction to team leaders, specialists, and manage daily operations.
  • Anticipated financial impact from operational issues and worked with leadership to develop solutions.
  • Managed purchasing, sales, marketing and customer account operations efficiently.
  • Implemented business strategies, increasing revenue, and effectively targeting new local markets.
  • Observed each employee's individual strengths and initiated mentoring program to improve areas of weakness.

Sr. E-commerce Site Manager

Privé Revaux
05.2022 - 08.2023
  • Interim Ecommerce Director for 3 months
  • Optimized conversion rate and revenue while Improving processes and project management with cross-functional teams including Operations, and Marketing.
  • Owned website/development roadmap and managed projects and budget by working with developers, engineers and brand teams. Some of these project included the transition from UA to GA4 transition, API integrations and setup, Virtual Try On and de-bugging issues.
  • Collaborated with cross-functional teams (Search engine optimization, brand/marketing, advertising agency, development agency) and agencies to improve, test and prepare the site for upcoming products and campaigns. Successfully launched seasonal updates and product releases.
  • Weekly and monthly reports on site performance and revenue analysis (business KPIS and user journeys) to improve qualitative (which messaging or creative to include) and quantitative actions (conversion funnel, revenue, profit, changes in % of impact compared to other promos or features). Tools: Native reports, excel exports (pivot tables and lookups), Looker/Google Data studio, and UA/GA4.

Ecommerce Manager

Glamour Us
02.2020 - 05.2022
  • Built and implemented business and marketing strategies for growth and customer retention locally.
  • Provided direction to team leaders and lead a team of 10 to develop work schedules and shifts for sales floor and daily operations.
  • Monthly and quarterly performance reporting in sales, marketing and product categories.
  • Customized e-commerce platforms by building new products, designing landing pages and integrating new vendors and apps to further enhance website UI and UX.
  • Incorporated e-commerce objectives in social media platform management.
  • Optimized e-commerce fulfillment strategy to minimize costs while maximizing profits and customer satisfaction.
  • Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content, and user experience.
  • Tracked consumer behavior, content management, and weight of purchase to develop robust customer acquisition and retention programs.

E-commerce Sales & Marketing Manager

Amorus USA Inc.
01.2016 - 07.2019
  • Planned, monitored, and executed multiple E-tail sales and digital marketing plans from strategy to implementation at Amorus USA, significantly increasing brand awareness by 40%, revenue generation by 35%, and consumer engagement by 15%.
  • Set up, monitored and optimized all paid and earned digital (AdWords/Social) marketing campaigns and integrated channels (Google Analytics, Facebook Pixel etc.) to assess and report on the effectiveness of various company-wide campaigns, including SEO, SEM/Paid Search, PPC, earned email, social media (paid & earned), and public relations marketing channels.
  • Analyzed and evaluated E-tail company data to locate and recommend improvement to areas specific to web data analytics sources, internal reporting, customer and internal communications and optimized analytics reporting for proper strategic planning. Evaluated results in increased quality control and customer satisfaction.
  • Developed 5+ in-depth product-based marketing plans quarterly and annually for B2B and online B2C divisions.
  • Set e-commerce and marketing objectives to advance organizational goals through annual marketing strategic planning and results-driven quarterly updates.
  • Oversaw web shopping experience, user experience, website design, and updates to boost site traffic up to 40% monthly.
  • Directed 2-3 in-house graphic designers, web designers, and content creators to create unique and compliant content.
  • Managed PR campaigns via social media and communication to maintain favorable company reputation.

Product Developer

Amorus USA Inc.
10.2012 - 01.2016
  • Directed 2-3 in-house graphic designers, web designers, and content creators to create unique and compliant content.
  • Managed PR campaigns via social media and communication to maintain favorable company reputation.
  • Collaborated with team and business owner to expand product line by developing 20 new color cosmetics products.
  • Managed and planned the entire product development lifecycle, from product ideation to market-entry, for both B2B and online B2C divisions within a startup environment, ensuring on-time completion of deliverables. Developed 20 new color cosmetics products for B2B and B2C customers.
  • Evaluated current product project management system and recommended process improvements leaning towards agile project management based on current capabilities and stakeholder requirements.
  • Gathered product and business requirements regarding product development and recommended product concepts based on market research and analysis.
  • Performed market research and analysis to identify consumer trends and preferences, improving development strategies.
  • Leveraged skills in organization, planning, and critical thinking to handle all product-based project management initiatives.
  • Managed daily operational tasks within an established family-owned cosmetic retail shop, driving business development through expert planning and management.
  • Supervised up to five employees daily, planned weekly shifts, and delegated weekly and daily tasks to ensure goal achievement.
  • Conducted inventory management, monitoring supply levels to meet business and customer needs.
  • Developed competitive pricing to increase sales up to 15% YoY while maximizing company's ROI.
  • Carried out market research to optimize decision-making regarding investments into the purchasing of new products.
  • Assisted up to 90 customers daily as needed, providing outstanding service while addressing questions or concerns regarding orders, returns, restocks, unmet expectations, or store policies.
  • Supported team members regarding questions or issues with company policies, sick days, annual tax w-2 forms, and checks.

Assistant to General Manager

Rosales Enterprises Inc
01.2007 - 09.2010
  • Worked closely with management to provide effective assistance for specific aspects of business operations.
  • Assisted manager in all aspects of business operations.
  • Trained and supervised employees on office policies and procedures.
  • Followed detailed directions from management to complete daily paperwork and computer data entry.
  • Performed wide-ranging administrative, financial and service-related functions.
  • Remained solutions-oriented in face of complex problems to assist management and overall business direction.

Education

Bachelor of Science - Business Management

Western Governors University
Salt Lake City, UT

Skills

  • Financial oversight
  • Loss prevention
  • Cross-functional communication
  • Decision-making
  • Process improvement
  • Analytical thinking
  • Business administration
  • Product launches
  • Strategic planning
  • Search engine optimization
  • Marketing management
  • Consulting
  • Negotiation
  • Employee scheduling
  • Retail operations management
  • Project management

Timeline

Business Manager (eCommerce, Retail, Marketing)

Glamour Us
01.2024 - Current

Sr. E-commerce Site Manager

Privé Revaux
05.2022 - 08.2023

Ecommerce Manager

Glamour Us
02.2020 - 05.2022

E-commerce Sales & Marketing Manager

Amorus USA Inc.
01.2016 - 07.2019

Product Developer

Amorus USA Inc.
10.2012 - 01.2016

Assistant to General Manager

Rosales Enterprises Inc
01.2007 - 09.2010

Bachelor of Science - Business Management

Western Governors University

Similar Profiles

CREATE PROFILE