Casey Kaufman
Los Angeles,CA
Summary
Experienced leader with over 10 years in high-end salons as an educator and lead stylist, while growing a style blog and making a brand on Etsy. Successfully transitioned into e-commerce entrepreneurship in 2013, co-founding and managing a growing online retail store. Skilled in overseeing catalog integrity, backend optimization, product design, and brand presentation. Currently expanding horizons through new interests, travel between Los Angeles and the Bay Area, and supporting partner's professional growth journey.
Overview
12
12
years of professional experience
Work History
Co-Founder & E-Commerce Manager
BACKBITE
Los Angeles, CA
01.2013 - 01.2021
- Improved visibility, searchability and consistency with structured tagging, SEO, and taxonomy systems
- Enhanced brand presentation through careful digital merchandising and listing uniformity
- Maintained uniformity of brand messaging across various platforms
- Reduced listing errors and customer confusion with regular website audits
- Corrected headers, broken links, and navigation flow to ensure a seamless customer experience
- Created shipping and return expectations and guidelines, including packaging aesthetic standards
- Maintained organized customer records to inform tailored communication and ensure appropriate, context-aware responses
- Designed and executed targeted email campaigns using Mailchimp, leading to increased sale conversion rates and customer retention
- Supervised domain-level email systems to facilitate structured and reliable internal communication
- Managed styling and conceptualization for collection unveilings
- Designed graphics and visual content for website, newsletters, and social media platforms
- Partnered with nonprofit organizations to design impactful fundraising initiatives for animal welfare
- Utilized spreadsheets and CMS to organize and monitor supply chain and inventory data efficiently
- Streamlined product listing processes for improved uniformity
- Fostered partnerships with designers and local businesses to drive customer base growth
Master Stylist & Salon Educator
Frenchy's Beauty Parlor
Burbank, CA
09.2012 - 05.2016
- Oversaw a comprehensive list of dedicated, double-booked clients, ensuring consistent retention.
- Led in-house training sessions as salon educator, mentoring junior stylists
- Directed social media strategy for salon, resulting in higher engagement and booking rates.
- Produced promotional graphics for salon campaigns and web content.
- Served as in-house educator, training staff on techniques, product knowledge, and client experience
- Certified Brazilian Blowout specialist delivering high-demand smoothing treatments
- Executed advanced hair techniques with a focus on client-specific customization.
- Expert in precision cutting and advanced color techniques across diverse hair types
Director Stylist & Salon Educator
I?S Studio Salon
Lincoln, NE
11.2008 - 07.2012
- Handled a complete schedule of loyal clients, maintaining steady referrals
- Served as in-house educator, training staff on techniques, product knowledge, and client experience
- Facilitated skill development by leading training initiatives for junior stylists
- Mastered advanced color techniques tailored to diverse hair textures
- Delivered expert cutting and coloring services emphasizing precision
- Developed editorial styles for recurring fashion and art shows in partnership with designers and photographers
Education
Classic Cuts Advanced Cosmetology -
TONI&GUY Academy
Santa Monica, CA01.2010
Trade school - Cosmetology
Xenon International Academy
Omaha, NE01.2007
Business - Marketing
Southeast Community College
Lincoln, NE01.2005
Skills
- Website auditing
- Content Management Systems (CMS)
- Information architecture
- Workflow outlining
- Catalog hygiene
- System organization
- Digital file management
- Copywriting
- Editing & Deduplicating
- Website management
- Content QA
- User friction detection
- Root Cause Analysis (6M, 5 Whys)
- Brand consistency
- Inventory management
- Process mapping & simplification
- Conceptual framework application
- Data analysis
- Customer segmentation
- MacOS command line tools
- SEO
- Back-linking
- Metadata
- Alt text
- OSINT
- Competitive research
- Taxonomy
- Ontology
- Typing speed 82 WPM
- Google Workspace
Additional Information
I'm drawn to work where I can bridge creative insight with backend precision to fix what's clunky, unclear, or inconsistently structured. I combine creative insight with structured thinking and disciplined follow-through - ideal for virtual work environments where trust, clarity and consistency are valued.
Timeline
Co-Founder & E-Commerce Manager
BACKBITE
01.2013 - 01.2021
Master Stylist & Salon Educator
Frenchy's Beauty Parlor
09.2012 - 05.2016
Director Stylist & Salon Educator
I?S Studio Salon
11.2008 - 07.2012
Classic Cuts Advanced Cosmetology -
TONI&GUY Academy
Trade school - Cosmetology
Xenon International Academy
Business - Marketing
Southeast Community College