Cathy Yam
Jersey City
Summary
Proven leader in conversion rate optimization and growth marketing, driving over $4M in annual revenue impact through strategic A/B testing and data analytics.
Overview
7
7
years of professional experience
Work History
Director, CRO and Growth Marketing
Dossier
New York
02.2024 - Current
- Lead global conversion rate optimization (CRO) and A/B testing for U.S. and international direct-to-consumer sites, reporting to the CMO and working closely with the CEO, and driving an estimated $4M+ in annualized revenue and profit impact.
- Designed and executed high-impact experiments across Category Pages, Product Detail Pages (PDP), cart, checkout, pricing, and shipping, with estimated impacts:
+12–16% profit per visitor (US/MX Category Pages merchandising)
+13–17% profit per visitor (US/MX PDP recommendations)
+15% profit per visitor (MX dynamic pricing, rolled out internationally)
+34% profit per visitor (UK shipping test)
$2.65M estimated annual revenue lift (Hybrid PDP)
$2.3M+ estimated annual profit lift (Checkout Delivery Estimates)
Cart & Add-to-Cart popup (mobile, US): +16% profit per cart visitor
Dossier+ subscription program trial price increase ($1.95 → $3.95): no negative impact on conversion, churn, or subscriptions
Free shipping threshold modeling: +6–27% estimated profit lift by market - Led category merchandising and personalization initiatives (including Nosto rollout), improving product ranking and layout to drive sustained double-digit profitability gains.
- Owned executive reporting and analytics for funnel metrics, subscription performance, AOV, CM3, revenue, traffic sources, and seasonal events; translated insights into actionable cross-functional strategies.
- Lead cross-functional initiatives, including subscription programs, failed payments investigations (MX), pricing governance, retail asset management, website quality assurance, and marketing-to-operations product launches.
- Managed marketplaces and promotions, generating $162K revenue for Walmart.com Black Friday, $24.5K from hero products, and $379K+ from Mercado Libre launch and 3 Sample Sales.
- Blocked underperforming shipping strategies during Black Friday and Cyber Monday, preventing a projected 9% profit loss.
- Evaluated and implemented marketing and e-commerce technologies, managing vendor testing and leading brand protection efforts.
Manager, E-Commerce
Optimum
Long Island City
04.2021 - 02.2024
- Implemented a homepage hero content block projected to generate $2.5 million in revenue for 2024 based on A/B test results.
- Developed sales and conversion strategies for optimum.com’s B2C and B2B e-commerce sites using A/B testing, competitive research, and data analysis, resulting in improved performance.
- Led conversion rate optimization initiatives by designing test ideas and creating comprehensive briefs.
- Directed design and development of new navigation menus for desktop and mobile, increasing conversion rates through targeted A/B testing.
- Conceptualized a high-converting deals page that achieved top performance post-testing.
- Launched targeted email campaigns that increased e-commerce orders by engaging customers and driving repeat purchases.
- Managed quality assurance processes to ensure accurate deployment of website changes, A/B tests, and email campaigns, enhancing overall user experience.
- Presented findings and recommendations to executive leadership, facilitating informed decision-making.
Manager - Content Management & UX
The Estee Lauder Companies
Long Island City
09.2018 - 04.2021
- Led UX and content strategy for global business services website.
- Conducted UX research, including card sorting and tree testing, to improve user navigation and content discoverability.
- Analyzed user behavior with Google Analytics to refine information architecture.
- Analyzed feedback on knowledge articles to identify and prioritize content enhancement opportunities.
- Collaborated with stakeholders to gather requirements and draft user stories in Jira.
- Implemented efficient processes for collecting, tagging, posting, and auditing knowledge articles.
- Designed personalized workplace policies page based on employee HR data with cross-functional teams.
- Oversaw translation of website content into 18 languages, maintaining brand voice and consistency across all regions.
Education
Bachelor of Science - Industrial And Labor Relations
Cornell University
Ithaca, NY05-2014
Skills
- Conversion rate optimization
- A/B testing
- E-commerce strategy
- Digital Marketing
- Data analytics
- User experience research
- Market analysis
- Data platform expertise
- Project Management
Timeline
Director, CRO and Growth Marketing
Dossier
02.2024 - Current
Manager, E-Commerce
Optimum
04.2021 - 02.2024
Manager - Content Management & UX
The Estee Lauder Companies
09.2018 - 04.2021
Bachelor of Science - Industrial And Labor Relations
Cornell University