Summary
Overview
Work History
Core Skills
Education & Certifications
Accomplishments
Websites
Timeline
Generic

HAROLD ROCCA

Director Of E-commerce
Plano,TX

Summary

Results-driven E-Commerce Director with 7+ years of experience leading multi-million-dollar digital operations, optimizing conversion funnels, and scaling e-commerce brands. Proven track record of increasing revenue by 30%, improving customer retention by 25%, and launching multiple successful online brands. Adept at leveraging data-driven insights, UX/UI strategies, and cross-functional team leadership to drive profitability and operational efficiency.

Overview

10
10
years of professional experience
2
2
Languages

Work History

Director of E-Commerce

Pickleball, Inc.
01.2023 - Current
  • Company Overview: PickleballCentral.com, generating $25M+ annually in revenue, leading all aspects of e-commerce operations, digital strategy, and conversion optimization
  • Managed PickleballCentral.com, generating $25M+ annually in revenue, leading all aspects of e-commerce operations, digital strategy, and conversion optimization
  • Created and scaled multiple in-house brands on Shopify & BigCommerce, optimizing UI/UX, sales funnels, and customer journey mapping
  • Led website migration from Volusion to BigCommerce, successfully reversing a downward sales trend by optimizing SEO, improving site speed, and enhancing search functionality
  • Increased organic traffic by 40% through targeted SEO strategies, content development, and technical optimizations
  • Launched and managed 3rd-party app integrations (live chat, loyalty programs, product reviews) to improve customer engagement and increase conversion rates by 15%
  • Developed and executed data-driven email marketing campaigns via Klaviyo, leading to a 20% increase in customer retention
  • Improved visibility and ranking on Google/Bing, enhancing CTR and sales funnel performance
  • PickleballCentral.com, generating $25M+ annually in revenue, leading all aspects of e-commerce operations, digital strategy, and conversion optimization

E-Commerce Manager / Founder

RoccaRound
03.2019 - Current
  • Built and scaled multiple online brands, generating $4M+ in yearly revenue through high-performing e-commerce strategies
  • Developed and optimized landing pages, product descriptions, and category layouts, increasing conversions by 30%
  • Managed and optimized PPC campaigns (Google, Facebook, Bing), achieving ROAS of 5x across multiple ad accounts
  • Led international teams to drive revenue growth and ensure cost-effective supply chain management
  • Identified and launched winning products, scaling new brands from $0 to $100K revenue in 60 days
  • Established partnerships with vendors to reduce lead times by 37%, improving fulfillment efficiency

E-Commerce Supply Chain Analyst II

Michaels
04.2019 - 12.2021
  • Led supply chain initiatives, achieving $1.2M in cost savings by optimizing SKU configuration and warehouse slotting
  • Implemented a strategic inventory reduction plan, cutting excess stock by 26% and improving cash flow
  • Collaborated with marketing and demand planning teams to align e-commerce growth strategies with inventory forecasting

E-Commerce Strategic Initiatives Analyst

Payless Shoesource
02.2018 - 04.2019
  • Partnered with e-commerce leadership to increase product sell-through rates by optimizing product placement and inventory flow
  • Assisted in the launch of new products through in-depth site review, digital merchandising, and data-driven marketing strategies

Inventory Manager

International Control Services
08.2015 - 02.2018
  • Managed a team of 15+ employees, leading distribution operations and performance optimization initiatives
  • Developed cycle counting and inventory tracking processes, improving accuracy by 30%

Core Skills

E-Commerce Platforms & Technologies: Shopify & BigCommerce (B2C), Klaviyo, Google Analytics, HTML/CSS, SEO/SEM, Conversion Rate Optimization (CRO), UX/UI Optimization 


Digital Marketing & Growth: Paid Advertising (Google Ads, Facebook Ads), Email Marketing, A/B Testing, Landing Page Sales Funnels, Content Strategy


Leadership & Strategy: Cross-functional Team Leadership, Stakeholder & Vendor Management, Business Development, Revenue & Cost Analytics, Brand Scaling


Operations & Performance: Supply Chain & Inventory Management, Data Analysis, Process Optimization, 3rd Party App Integration

Education & Certifications

BS, System Engineering, Santiago Marino University, Venezuela, BigCommerce Certified, Google Analytics Certified, Shopify E-Commerce Expert

Accomplishments

  • Generated 4 million dollars in sales revenue by creating and scaling personal digital brands
  • Increased organic traffic by 40% developing a strategy that reversed a downwards trend after an ecommerce platform migration for pickleballcentral.com
  • Achieved a 1.2 million dollar yearly cost savings by optimizing SKU configuration and supply chain for micheals.com

Websites

Timeline

Director of E-Commerce

Pickleball, Inc.
01.2023 - Current

E-Commerce Supply Chain Analyst II

Michaels
04.2019 - 12.2021

E-Commerce Manager / Founder

RoccaRound
03.2019 - Current

E-Commerce Strategic Initiatives Analyst

Payless Shoesource
02.2018 - 04.2019

Inventory Manager

International Control Services
08.2015 - 02.2018

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HAROLD ROCCADirector Of E-commerce