Christina Beebe
Summary
As an inaugural member of M.M.LaFleur, a start-up women's clothing and styling brand, I have spent my career wearing many hats, learning to be agile in execution, and always finding joy in my work. I have led different-sized initiatives and transformations while successfully managing a team and cross-functional relationships. I am seeking to expand my e-commerce expertise further while finding new strategies to serve online customers to achieve short and long-term company goals.
Overview
8
8
years of professional experience
Work History
Director, E-Commerce
M.M.LaFleur
09.2022 - Current
- Oversee full e-commerce P&L, budget, forecast, and future sales/tech planning
- Responsible for the direct-to-consumer online sales channel, operations, and retention/new customer acquisition efforts to ensure optimal functionality and improved performance
- Focus on Omnichannel customer experience to ensure consistent brand voice, shopping experiences, and strategic offerings to optimize conversion rate across channels
- Drive digital marketing programs across a diverse group of platforms
- Optimized product listings for search engine visibility, driving organic traffic and increasing conversion rates.
- Manage e-commerce team and have dotted lines to other teams such as brand, CRM, paid marketing, operations, and retail
Senior Manager, E-Commerce and Sales Strategy
M.M.LaFleur
05.2021 - 09.2022
- Product Manager for outsourced analytics, engineering, and Shopify plug-in app teams
- Ownership of reporting and analysis of sales results. Facilitate bi-weekly meetings to discuss KPIs, qualitative customer feedback, and recommendations for improvement with executive team
- Lead continuous improvement of user experience, including A/B testing, personalization plan, and technology roadmap
- Conducted contract reviews and website execution for 3rd party partnerships to sell products on additional platforms such as Zappos, RGG/Gilt, Amazon, and Nordstrom
- Managed transition from Magento to Shopify sales platform and Contentful CMS
- Managed direct and indirect reports who execute on-site strategy
Manager, E-Commerce and Sales Strategy
M.M.LaFleur
10.2019 - 05.2021
- Overhauled brand creative, including e-commerce imagery, styling pages, and PDPs
- Accurately forecasted e-commerce monthly and yearly revenue goals
- Implemented SEO strategies to improve visibility of brand through paid and organic search
- Produced site content management system and had direct oversight of on-site tech enhancement prioritization
- Mobilized e-campaign project, “Ready to Run”, aimed at assisting female politicians during 2020 election
- Managed senior associates and interns
Senior Merchandising and Planning Associate
M.M.LaFleur
01.2019 - 10.2019
- Headed all buying, planning, and reporting for e-commerce sales channel
- Collaborated with merchandising, product, and marketing teams to re-engineer on-site customer experience
- Analyzed multiple data sources to determine product pricing and sales strategies
- Facilitated transition from Magento to WordPress for website page creation platform
- Enhanced e-Commerce site by implementing online reviews, landing page layout testing, and new "try before you buy" placement technology
- Managed team of associates
Senior Merchandising Associate, Dresses and Plus
M.M.LaFleur
10.2017 - 01.2019
- Responsible for launch of new product category (Plus Size), which included competitor and market research, product offering, design, and marketing strategy
- Managed fabric and unit purchases for Dresses and Plus Size assortments to support omni channel line of business
- Improved profit margins through purchasing strategies and design improvements
- Designed and delivered customer service training for stylists
- Hired, trained, and supervised Merchandising Coordinator and Interns
Merchandising Coordinator
M.M.LaFleur
08.2016 - 10.2017
- Designed assortment planning process for monthly product launches by improving documentation, workflow, role clarity, cross-team communication, and success measurement
- Analyzed weekly top-line selling to ensure profitable sales strategies
- Executed product creation and site merchandising on e-commerce platform (Magento)
- Served as team leader on e-commerce photoshoot set, owned decisions from styling to final image selection
Education
Bachelor of Arts - Marketing & Pre-Law
Miami University
Oxford, OHSkills
- A/B Site testing
- Microsoft Suite
- Adobe Creative Suite
- E-commerce Platforms: Magento, Shopify Plus
- CMS: Contentful, Wordpress, Cloudinary
- Analytics: SQL, Google Analytics, Looker
- Project Management Platforms: Jira, Asana, Monday, Clickup
- Marketplace Management
- Decision-making
- Strategic planning
- People management
- Operations management
Timeline
Director, E-Commerce
M.M.LaFleur
09.2022 - Current
Senior Manager, E-Commerce and Sales Strategy
M.M.LaFleur
05.2021 - 09.2022
Manager, E-Commerce and Sales Strategy
M.M.LaFleur
10.2019 - 05.2021
Senior Merchandising and Planning Associate
M.M.LaFleur
01.2019 - 10.2019
Senior Merchandising Associate, Dresses and Plus
M.M.LaFleur
10.2017 - 01.2019
Merchandising Coordinator
M.M.LaFleur
08.2016 - 10.2017
Bachelor of Arts - Marketing & Pre-Law
Miami University
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