Years of professional experience
ILARIA PESCHINI
Director Of Ecommerce
Los Angeles,CA
Summary
Experienced achiever with 18+ years in luxury retail and e-commerce. Remarkable knowledge of international markets, enabling a comprehensive understanding of global trends and consumer preferences. Proven track record in sales development, leveraging a strong background in business economics to drive revenue growth. Fluent in English and French, facilitating effective communication with diverse clientele. Respected for exceptional organizational and interpersonal skills, consistently delivering results through strategic initiatives and successful management of special projects. Known for fostering collaborative and results-focused interactions across the organization.
Overview
18
18
3
3
Areas of expertise (E-Commerce, Retail, Wholesale)
Work History
Director of E-Commerce
NOGIN INC
1 2022 - Current
- Responsible for leading the growth of the eComm business for the Fashion Vertical that includes Karen Kane, Bebe, Scotch & Soda and Frederick's for a total of over $100M in yearly revenue. Successfully achieved a 20% month-over-month increase in the last 2 quarters, by fully executing an action plan focused on key elements like top of funnel campaigns to acquire new customers, CVR optimizations on the site and merchandising optimizations with A/B testing of different sorting on the PLP.
- Perform site audits to ensure general site health and optimal customer journey.
- Drive site updates and new functionality to improve KPIs (AOV, CVR, UPT).
- Driving homepage and navigation updates to align with current product mix and brand messaging.
- Define and execute merchandising strategies aligned with brand guidelines and revenue targets.
- Assure all collections and pages have a relevant page title, on-page copy, and meta descriptions.
- Monitor checkout flow ensuring a seamless experience for shoppers.
- Develop and execute a robust digital marketing strategy to support brand awareness and product launches across omni channels.
- Conduct and coordinate the digital marketing team, the buying/planning team, eCommerce coordinators and extended team to drive site traffic and conversion.
- Own campaign and promotional calendar, adjusting as needed to accommodate product launches, supply chain and market conditions.
- Analyze product performance, sell-through velocity to plan product replenishment.
- Lead client meetings (weekly, biweekly, monthly), prepare meeting decks.
- Lead and manage the eCommerce team, including Brand Managers, Brand Analysts, Merchandising Managers, Creative Director and Social Media Director.
- Work closely with the Digital Marketing team, including Email Marketing Manager, Paid Search and Paid Social Marketing Managers.
E-Commerce Manager
MIA BECAR LLC
06.2019 - 01.2022
- E-commerce foundation & technology: Responsible for strategy and performance of designated web properties
- Includes e-commerce website platform (Shopify Plus), web development, CRM, email, testing, mobile/desktop
- UX, analytics, integrations, tools, and plug-ins
- E-commerce Site Updates: Own regular website updates to support marketing campaigns including homepage, collection pages, products and video content
- Email & CRM: Develop and drive the implementation of CRM activity/database management, segmentation, personalization, and marketing automation
- Improve email + SMS on-site capture using Klaviyo and Attentive
- Search Engine Optimization SEO: Support the implementation of an SEO (onsite and off-site) strategy, driving referral and organic search traffic to the website
- Tracking/Analytics: Responsible for maintaining a strategic tracking, tagging, and attribution model for all online digital activities
- Includes paid media, email marketing, affiliate marketing, and off-line-to-online activities
- Reporting: Regular reporting, analysis and share outs of all web and e-commerce activity, focus around important KPIs such as (CPCs, CPA, AOV, LTV, Reviews, User Experience, Site Speed)
- Development Team Management: Manage and maintain relationships with key web development partners including negotiating new agreements, defining expectations, and holding agencies accountable for results
- Loyalty & CRO: Develop and drive the implementation of a customer loyalty and conversion rate optimization (CRO) strategy
- Includes tactics such as loyalty, rewards, A/B testing, UX, product reviews, product subscriptions, email, and personalization
- Management: Lead, develop, and grow the team using individual development plans and helping track progress towards goal achievement.
General Manager
MICHAEL KORS HOLDINGS LTD
03.2018 - 06.2019
- Scope of Supervision: a Sales Team of 15 people and a Stock team of 4 people, Responsible for the South Coast Plaza Flagship store with a yearly turnover of 4 million USD
- Successfully re-opened the South Coast Plaza Flagship store and increased sales performance of 15% over year plan after only 3 months onboard
- Recruited, hired, trained and developed 5 Sales Supervisors, 10 Sales Associates and 4 Stock Associates
- Conducted regular one-on-one performance reviews to improve each Associate’s clients portfolio, proactive selling approach, conversion rate and UPT
- Proactively involved in the store merchandising, reorders and stock replenishment
- Conducted weekly merchandising and stock analysis in order to maximize sales result
- Successfully rolled out brand, product and selling ceremony training to all team members and conducted daily coaching on the floor
- Closely monitored Retail Operations, including policies and procedures, people management, customer service and stock management
- Responsible of the Visual Merchandising, including in-store and windows display and the roll-out of training material dedicated to the stores
- Developed several in-store events that helped grow the customer base, with particular emphasis on the local market (i.e Harper’s Bazaar in-store styling event).
Strategic Brand Consultant
-
11.2015 - 03.2018
- Provide analysis, solutions and marketing expertise to major fashion brands like Tod’s and Montblanc
- Develop and help implement strategies for both new and existing products
- Identify target markets and assess consumer perceptions, competitions, business trends, and product value.
- Conducted comprehensive market research for informed decision-making on branding initiatives.
- Advised clients on best practices for maintaining a cohesive brand identity across all touchpoints.
- Developed tailored brand strategies, resulting in increased customer loyalty and satisfaction.
- Optimized digital presence for clients, enhancing online visibility across platforms.
Regional Retail & Operations Manager
RICHEMONT GROUP, ASIA PACIFIC
04.2014 - 11.2015
- Scope of Supervision: 150 direct stores across Asia with yearly turnover of 150 million Euros, 12 District Managers, 1 Regional Training Manager, 2 Customer Service Representatives, 2 Business Analysts.
- Developed a sales-driven and expense conscious Region through selection and development of key store personnel
- Increased YOY sales turnover by 15% with implementation of new business strategy focused on brand identity, awareness and visibility
- Improved merchandise turns by collaborating with Divisional Merchandiser Managers, Planners and Distributors
- Designed and implemented new training programs: Regional Retail Seminars, Boutique Managers Program and
- Selling Ceremony Training adopted by the company
- Successfully launched the 1st E-Commerce website in China (Jul 2015)
- Improved YOY Regional Mystery Shopping rate by 20%
- Successfully launched the 1st Customer Service Centre in Asia managed by 2 Representatives (Sept 2015)
- Developed and implemented a successful Retail Activation Plan with monthly activities in every boutique with an average ROI of 120%
- Organized yearly Friends & Family sale with average sales turnover of 1 million Euros.
Retail & Wholesale Manager
Tod's Group, ASIA PACIFIC
01.2006 - 04.2014
- Increased retail sales revenue by implementing innovative marketing strategies and promotional events.
- Analyzed sales trends and customer feedback to make data-driven decisions on inventory management and purchasing.
- Streamlined store operations for improved efficiency, resulting in a significant reduction in overhead costs.
- Coordinated special events such as product launches or seasonal promotions, creating buzz around new offerings or limited-time deals.
- Developed and executed training programs to enhance employee skills, leading to higher customer satisfaction rates.
- Implemented visual merchandising techniques to create inviting store environments that drove foot traffic and increased sales volume.
- Developed comprehensive budgets and forecasts for retail operations, ensuring profitability targets were consistently met or exceeded.
Education
Bachelor of Science - International Business Management
Università Cattolica Del Sacro Cuore
Milan, Italy 09.2001 - 12 2005
Skills
Business Planning & Development
Timeline
E-Commerce Manager
MIA BECAR LLC
06.2019 - 01.2022
General Manager
MICHAEL KORS HOLDINGS LTD
03.2018 - 06.2019
Strategic Brand Consultant
-
11.2015 - 03.2018
Regional Retail & Operations Manager
RICHEMONT GROUP, ASIA PACIFIC
04.2014 - 11.2015
Retail & Wholesale Manager
Tod's Group, ASIA PACIFIC
01.2006 - 04.2014
Bachelor of Science - International Business Management
Università Cattolica Del Sacro Cuore
09.2001 - 12 2005
Director of E-Commerce
NOGIN INC
1 2022 - Current
Languages
English
Full Professional
French
Full Professional
Italian
Native or Bilingual
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