Ashley DiPalma
Charlotte,NC
Summary
Results-driven leader adept at guiding high-performing teams and implementing strategic initiatives to drive business success. Known for fostering collaborative environment and achieving measurable milestones. Exhibits strong leadership and adaptability to changing business needs. Throughout my career I have driven growth within the eCommerce, Omni and Brick & Mortar channels by focusing on reaching the consumer at the right time and place. I enjoy collaborating across an organization to succeed as a team and am always eager to learn and grow from exposure to other functions.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Senior Director of ECommerce
Marmon Glove Group
01.2025 - Current
- Negotiated and led onboarding of Salsify across cross-functional teams to optimize go-to-market processes and enhance data integrity across retailer partners.
- Developed strategic marketing initiatives across the funnel to drive product innovation and market growth.
- Implemented performance metrics to evaluate team effectiveness and improve productivity.
- Mentored junior team members on best practices for e-commerce, project management and strategic planning.
- Analyzed market trends through the use of Stackline and Yipit data to inform product development strategies, advertising strategies and competitive positioning.
- Collaborated with executive leadership to align organizational goals with operational capabilities.
- Developed strong relationships with key industry partners, fostering collaboration on JBPs that built mutual growth opportunities
- Streamlined operations for increased efficiency with process improvements and automation.
- Leveraged data and analytics to make informed decisions and drive business improvements.
- Established performance goals for employees and provided feedback on methods for reaching those milestones.
Senior Sales Director - eCommerce
BRITAX CHILD SAFETY INC.
10.2021 - 12.2024
- Lead, develop and execute Britax’s eCommerce Roadmap to realize top-line revenue growth and bottom-line margin improvement.
- Responsible for managing a $70M eCommerce Channel including DTC, Amazon, Target, Walmart, Babylist, Pottery Barn Kids, Nordstrom, Macy’s, Kohl’s, etc
- Full P&L ownership including financial planning, strategy and reporting
- Analyze sales trends and KPI metrics to identify areas of improvement
- Set direction of content strategy and digital shelf optimization
- Establish goal setting of advertising strategy and collaborate with agency to refine
- Develop promotional and pricing activity that avoids channel conflicts
- US Project lead for DTC expansion; addition of commerce to bobgear.com
- Pending migration of both brands to global platform
- Professional development and management of a team of three
- Implemented improvements to review generation strategy to deliver 3X reviews, utilizing the same funding
- Engage and manage third-party agency partners: Salsify, Commerce IQ, NPD, Criteo, Roundel, Teikametrics, ChannelSight, BazaarVoice, OneSpace
- Work cross functionally with Product, Marketing, Finance and Operations
Director of Commercial Excellence
BRITAX CHILD SAFETY INC.
03.2020 - 10.2021
- Drove customer development strategies with Product and Marketing
- Optimized commercial processes for product, placement, pricing and promotion
- Enabled team with quality analytics to drive fact-based selling
- Managed projects to improve speed to market and establish standards
- Partnered with Product Marketing on customer needs and product launches
- Support Sales Directors with current risks and opportunities for S&OP reviews
- Lead communication to sales team on new products, competitive updates, promotional plans and marketing efforts
- Salsify Administrator
Director of Mass Market – Specialty
LIONEL, LLC.
05.2016 - 03.2020
- Responsible for growth and profitability at Amazon/Mass Market/Specialty
- Grew the Mass Market Channel by 97% over a three-year span
- Turned a declining Amazon business around to show gains of $2M over a one-year period
- Increased inline SKU count and gained secondary placement with key features and promotions; resulting in growth of $500K/annually
- Launched Lionel’s Specialty business; hired and onboarded a team of 60+ outside sales reps
- Grew a 25 club test at Costco to $3.5M in revenue; including international markets
Senior Channel Sales Manager
SCHLEICH USA
04.2012 - 03.2016
- Prior Positions Held: National Account Sales Manager, Key Account Sales Manager
- Developed business plans for the Farm, Internet, Regional Department Stores and Specialty Channels to drive consumer purchases and increase forecast accuracy
- Successfully grew Amazon’s consumer sales by 152% in three years
- Managed, mentored and developed an inside sales team of six and outside sales rep force of 75, by providing strategic direction and guidance
- Member of Schleich’s US Management Team; established standards, policies and procedures
- Consistently met or exceeded annual sales and financial goals by account/channel
- Management of P&L’s, travel budgets, sales projections and marketing promotions
- Proactively analyzed sales data on a daily, weekly, monthly and annual level to provide key insights into product selections, recommendations and marketing spend direction
- Managed planograms and roll-outs with key retailers that included 100-500 SKUS
- Achieved growth of 10% YoY comp in consumer sales at Tractor Supply Company
- Attended industry trade shows to represent brand and engage customers
Sales Coordinator
LIONEL NASCAR
11.2011 - 04.2012
- Day-to-Day Management: item set-up, vendor forms, sales analysis, inventory
- Grew eCommerce business through correct product assortments and drop-ship capabilities
- Identified new business opportunities and converted to new customers
Account Executive
MOTORSPORTS AUTHENTICS
04.2008 - 09.2010
- Identify new business opportunities, prepare presentations and contact clients
- Daily management of inventory, order shipments, returns, purchase orders, forecasting, sales
Account Executive
RETAIL SPORTS MARKETING
10.2005 - 04.2008
- Managed retail-tainment programs including NASCAR Fan Days at Wal-Mart, Miller Brewing, Top-Flite, and Walgreens
- Account management via budgeting, at track hospitality, presentations, meetings
- Generated an increase of 14.44% in sales at Walmart Stores of NASCAR Fan Days partners
Education
B.S. Communications - Advertising Concentration, Minor in Business & Photography
Appalachian State University
Skills
- ECommerce & Omni
- Strategic Planning
- Digital Marketing
- Syndicated Data
- Sales Management
- Digital Shelf Content
- Talent Development
- Forecasting /Analytics
- Negotiations
Accomplishments
Panelist on Hybrid Selling at the 2025 Cleveland Research Company e-commerce Summit
Certification
Intermediate Skills of Negotiation from Aligned Negotiation
Timeline
Senior Director of ECommerce
Marmon Glove Group
01.2025 - Current
Senior Sales Director - eCommerce
BRITAX CHILD SAFETY INC.
10.2021 - 12.2024
Director of Commercial Excellence
BRITAX CHILD SAFETY INC.
03.2020 - 10.2021
Director of Mass Market – Specialty
LIONEL, LLC.
05.2016 - 03.2020
Senior Channel Sales Manager
SCHLEICH USA
04.2012 - 03.2016
Sales Coordinator
LIONEL NASCAR
11.2011 - 04.2012
Account Executive
MOTORSPORTS AUTHENTICS
04.2008 - 09.2010
Account Executive
RETAIL SPORTS MARKETING
10.2005 - 04.2008
B.S. Communications - Advertising Concentration, Minor in Business & Photography
Appalachian State University