Bernadette Rafferty

• Responsible for all web operations, analytics, digital marketing, site brand experience for athleticbrewing.com
• Managed insights, sales data, and daily performance metrics to optimize conversion and drive revenue growth.
• Partnered with IT to plan for technology needed to ensure a robust, scalable tech stack
• Partnered with Customer Experience to ensure best in class
• customer service with product knowledge on upcoming releases
• Partnered with Fulfillment on managing inventory and deliveries
• ● Ensured products and releases are launched correctly and on schedule.
• Research and develop digital roadmap that enhances and optimizes customer experience.
• Partner with developers on planning and execution.
• Responsible for AB testing and optimization
• Collaborate closely with the marketing and creative teams on email and website content in support of brand stories.
• Experience with Shopify, Google and Adobe analytics tools
• Managed the email team, user experience and development teams
• Managed a team of 3, (1 in house, 2 remote), reported to the Chief Marketing Officer

2020- 2023, Senior Director Ecommerce/Site Merchandising

2017 - 2020, Director Ecommerce/Site Merchandising

2012 - 2017, Senior Manager of Web Operations

2010 - 2012, Web Production Manager

2006 - 2010, Web Content Coordinator

• Responsible for all product, content and promotion operations on www.vineyardvines.com
• Leverage insights, sales data, and daily performance metrics to optimize conversion and drive revenue growth.
• Partner with planning, merchandising and product development to analyze product sell-through.
• Collaborate closely with the marketing and creative teams on email and website content in support of brand and merchandising stories.
• Developed QA guidelines and best practice documentation.
• Identify patterns and trends and come up with creative solutions.
• Partner with the IT development team to specify technical changes to enhance the website for the best customer experience.
• Partner with the IT development team to make the website ADA compliant.
• Partnered with IT Development on execution of two web platform changes (IBM Websphere, Salesforce (Demandware) Commerce Cloud).
• Created a strong SEO strategy to improve organic rankings on search engines.
• On boarded and trained third-party call center. Provide day to day strategy and support to keep consistency between in house call center and 3P call center.
• Managed Customer Service team - all CS activities including order processing, fraud management, refund management, and all client communication methods via phone, email, and chat.
• Partnered with project management on building out a Centric PLM/PIM tool.
• Experience with Google and Adobe analytics tools.
• Subject Matter Expert on Demandware CMS, OMS, etc
• Drove strategic improvements to enhance operational and organizational efficiencies.
• Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
• Led and developed web ops, site experience/merchandise and call center teams to achieve business goals. (3 direct reports total team of 7. Reported into the VP of Ecommerce

• Supports the head of store in driving comp sales results.
• Supports the head of store with operational and human resource functions in the store to ensure customer satisfaction, maximum productivity and profitability, and compliance with company procedures.
• Train, develop, and manage sales associates and supports head of store.
• Drive sales results in the store by training and motivating

2004 - 2005, Web Store Program Coordinator
● Function in a business development support role.
● Ensure detail and accuracy of pricing and product descriptions for all website items.
● Track and monitor sales for new and existing product lines and independently determine listing of products with higher rates of return.
● Interface with inventory providers to ensure the availability of high demand products.
● Work in partnership with sales and marketing to enhance on-line promotions and sales volumes.

2001 - 2004, Account Coordinator
● Function as a key liaison to inventory suppliers to facilitate product deliveries, marketing incentive programs and customer relations.
● Selected as key account rep to”Kitchen Aid”, one of the company's largest accounts.
● Prepared statistical reports for executives and product suppliers to react to positive consumer trends.
● Conducted ongoing client site visits to build/retain positive relationships and customer loyalty.