Summary
Overview
Work History
Education
Skills
Timeline
Generic

Emi West

Livermore,CA

Summary

Strategic and results-oriented leader with over 11 years of experience in e-commerce, skilled at driving growth, enhancing customer experiences, and streamlining operations. Seeking a leadership role to leverage expertise in digital merchandising, UX, analytics, marketing, and operations to deliver impactful strategic initiatives and achieve business objectives.

Overview

22
22
years of professional experience

Work History

Senior Director Digital Sales

Party City
10.2023 - Current
  • Spearheaded the strategic digital roadmap for marketplace channels to drive digital sales growth.
  • Collaborated with executive leadership team to develop long-term objectives that would drive success.
  • Led cross-functional teams in developing creative solutions to challenging problems.
  • Led change management efforts to adapt to market shifts and organizational needs.
  • Planned and led team meetings to review business results and communicate new and ongoing priorities.
  • Collaborated with the VP of Marketing to execute marketing strategies to increase brand awareness and market share.
  • Enhanced omni-channel strategy, focusing on improving customers' ability to learn about products efficiently.
  • Partnered with Sr. Director of Product, UX/UI Director for a balloon redesign of the product display page, which had a 20% market share, favorable for the digital channel, by making it easy for the customer.
  • Launched pre-order, leading to $1.3M in first-week sales.
  • Enhanced birthday sales increased from -27% in Q1-Q2 to +5% in Q3-Q4 through strategic product bundling that drove a +$12 AOV.
  • Generated $1.2 million in incremental fourth-quarter sales through strategic launch on Instacart in October 2024.
  • Optimized path-to-purchase journey, ensuring seamless customer navigation and transaction completion.
  • Implemented new technologies to streamline processes and enhance productivity.
  • Monitored industry trends to identify opportunities for expansion and innovation.
  • Negotiated contracts with vendors to secure favorable terms and pricing.
  • Oversaw budgeting processes and ensured fiscal responsibility was maintained throughout the year.
  • Managed annual budgeting process, including forecasting and financial planning.
  • Analyzed financial performance metrics and identified areas for improvement.
  • Mentored junior staff members in their professional development journey.
  • Planned and delivered training sessions to improve employee effectiveness and address areas of weakness.
  • Managed multiple projects simultaneously while ensuring deadlines were met.
  • Reviewed completed work to verify consistency, quality, and conformance.
  • Spearheaded the redesign of the store locator pages in partnership with SEO, UX, and UI teams.

Director of Site Merchandising

Party City
12.2021 - 10.2023
  • Led the 2022 Party City website redesign and CMS platform integration, enhancing user experience and site functionality.
  • Drove record-breaking digital sales for Halloween 2021, surpassing sales targets by 14%, and exceeding the forecast by 28%.
  • Developed and implemented strategies to streamline operations and improve organizational efficiency.
  • Led change management initiatives to adapt to evolving market conditions and business needs.
  • Delegated tasks, and set clear priorities and goals for the team.
  • Worked closely with UX developers to optimize key product areas and improve the UI.
  • Collaborated with cross-functional teams to achieve project goals, and meet deadlines.
  • Fostered a culture of innovation, encouraging team input, and new ideas.
  • Analyzed weekly sales reports to identify growth opportunities and areas for improvement.
  • Monitored market trends and competitors to stay ahead of industry shifts.
    Leveraged data analysis to guide decision-making and strategic planning.
    Reviewed financial reports and sales data to assess performance against goals.
  • Negotiated contracts and agreements with external partners, including contractors, and consultants.
  • Executed campaigns and promotions to support product development and market growth.
  • Applied advanced technical skills to troubleshoot issues, and implement effective solutions.
  • Coordinated resources across departments to maximize productivity and operational efficiency.

Ecommerce Site Merchandise Manager

Party City
08.2018 - 12.2021
  • Oversaw a team responsible for visual merchandising and front-end web operations for Party City websites in the U.S., Canada, and mobile app.
  • Ensured continuous alignment of efforts involving marketing, product development, and purchasing teams for successful strategy execution.
  • Developed training materials to support new site template management.
  • Developed a system to facilitate the exchange of CSAT (Customer Satisfaction) information with leadership and within town hall meetings.
  • Designed an effective new survey in 2019 to measure digital shopper VOC (Voice of the Customer).
  • Achieved a 306% year-over-year increase in sales during 2020 by implementing innovative technology and processes for the latex balloon business.
  • Implemented User Generated Content (UGC) reels on product pages, resulting in a 30% increase in conversions within the first year.
  • Collaborated with ratings and review partner to implement syndication, boosting volume of ratings and reviews by 10% in three months.
  • Streamlined site operations by creating a promotion management process.
  • Managed UAT for the implementation of Buy Online Pickup at Curbside (BOPAC) and Schedule/Same Day Delivery (SDD).
  • Partnered with colleagues to launch Shop My Store and implement necessary upgrades for the balloon customer.
  • A/B testing to drive innovation and site optimization.
  • Implemented a toy city experience in 2019, launching two months ahead of schedule for the holiday season.
  • Monitored key metrics, including traffic, AOV (Average Order Value), conversion rate, and bounce rate.

Associate Category Manager

Party City
06.2017 - 08.2018
  • Chosen to be part of a specialized tiger team focusing on the front-end redesign of Party City's website and launched the Buy Online Pickup In-Stores (BOPIS) program.
  • SME in conducting UAT and ensuring accurate data migration for over 50K product display pages.
  • Oversaw departments with +11% digital growth YoY within initial 6-month period as associate category manager.
  • Expanded web-only assortments, bundled items for easy add-to-cart experience, and added drop ship partners.

Online Program Manager

Party City
09.2014 - 06.2017
  • Managed development and execution of site experience for key categories.
  • Partnered with SEO to find gaps and fine-tune pages within striking distance.
  • Executed coordinated efforts with various departments for punctual product releases, ensuring high standards.
  • Acquired product samples and managed their organization during the production process.
  • Secured timely and accurate arrival of product samples at shoot venues.

Assistant Online Program Manager

Party City
05.2013 - 09.2014
  • Supported online purchasing activities, enhanced visual merchandising displays, directed front-end procedures for U.S and Canada.
  • Acquired, tracked, and organized product samples throughout the production process.

Sales Account Executive

Opportunity Village
01.2012 - 12.2012
  • Successfully secured a contract with Caesars Entertainment properties

Sales Representative

Anderson Retail
05.2003 - 03.2005

Education

B.S. - Business Administration

University of Southern Mississippi
Hattiesburg, MS

Some College (No Degree) -

Wharton School of Business
Philadelphia, PA

Skills

Strategic Thinking, Financial Forecasting, User Experiences, Team Management, Web Redesign, Web Replatform, Demandware/SFCC, Adobe Analytics, Sigma, Marketplaces, Amplience, SEM Rush, OMS, OMX, Microsoft Office, Word, PowerPoint, Excel, Outlook, SellerCloud, AWS, Ayruc, Smartsheets, Sprinklr, Power Reviews, Bazaarvoice, Rithum, RetailNET, Einstein Configurator, JIRA, Pagespeed Insights

Timeline

Senior Director Digital Sales

Party City
10.2023 - Current

Director of Site Merchandising

Party City
12.2021 - 10.2023

Ecommerce Site Merchandise Manager

Party City
08.2018 - 12.2021

Associate Category Manager

Party City
06.2017 - 08.2018

Online Program Manager

Party City
09.2014 - 06.2017

Assistant Online Program Manager

Party City
05.2013 - 09.2014

Sales Account Executive

Opportunity Village
01.2012 - 12.2012

Sales Representative

Anderson Retail
05.2003 - 03.2005

B.S. - Business Administration

University of Southern Mississippi

Some College (No Degree) -

Wharton School of Business

Similar Profiles

CREATE PROFILE
Emi West