Jennifer Abril
Oceanside,CA
Summary
E-commerce and marketing professional with extensive experience in leading cross-functional teams and executing key projects. Proven track record in developing and implementing multi-million dollar eCommerce strategies that drive revenue growth and market expansion. Strong expertise in email and affiliate marketing, data analytics, and optimizing customer journeys. Successfully enhanced user experiences and increased revenue in fast-paced direct-to-consumer (DTC) and B2B environments.
Overview
16
16
years of professional experience
Work History
Director of eCommerce
Otter Products LLC
Fort Collins, USA
08.2024 - Current
- Developed and executed a strategic eCommerce plan, achieving year-over-year growth in a declining market.
- Created a business case for a major platform migration, facilitating ELT alignment on Total Cost of Ownership and faster time-to-market.
- Oversaw the implementation of eCommerce platforms and CRO tools, optimizing user experience and operational efficiency.
- Managed P&L and budgeting processes for profitability through effective pricing and promotions and spend.
- Led a tiered team of 10, including four direct reports, fostering collaboration and alignment across functions.
- Sponsored the onboarding of a new Product Information Management (PIM) system, ensuring effective change management and user adoption.
- Adapted strategies rapidly in response to market shifts, maintaining growth momentum.
- Managed large-scale projects from inception to completion, ensuring timely delivery and strategic alignment.
- Conducted market research to integrate industry best practices into eCommerce operations.
Sr. eCommerce Manager
Otter Products LLC
01.2023 - 08.2024
- Led a team to enhance the online shopping experience, resulting in improved customer satisfaction and increased sales.
- Developed and executed onsite strategies that aligned with business objectives, increased basket size and conversion rates.
- Managed cross-functional teams to enhance product launch processes.
- Provided "101" training to help cross-functional teams understand the importance of their role in e-commerce success.
- Conducted A/B testing to support site development and prioritization, including validating vendor success.
eCommerce Manager
Otter Products LLC
07.2021 - 01.2023
- Managed day-to-day eCommerce operations, optimizing product listings and promotional campaigns to boost online sales.
- Collaborated with cross-functional teams to analyze sales data across multiple source to help and implement strategies for growth both online and offline.
- Collaborated with Sales Channel to align site UX with business goals.
B2B Web Merchandiser
Otter Products LLC
02.2019 - 07.2021
- Oversaw B2B product merchandising, ensuring accurate product information and effective promotional strategies.
- Analyzed customer data to inform merchandising decisions and improve product visibility.
- Led cross-functional teams to enhance operational efficiency and streamline processes, including account approval, PO ordering capability, and Request for Quote UX.
- Coordinated project timelines and resources to ensure timely completion of goals.
Sr. Merchandising Manager
DJO Global
Vista, California
06.2018 - 02.2019
- Developed merchandising strategies aligned with product launch timelines.
- Analyzed market trends to optimize product assortment and inventory levels.
- Collaborated with cross-functional teams to execute promotional campaigns effectively.
- Reviewed sales data to identify opportunities for product placement improvements.
- Developed and maintained attractive product displays maximizing customer engagement.
- Managed inventory levels ensuring timely restocking of merchandise.
- Analyzed sales trends to adjust inventory and merchandising strategies effectively.
- Coordinated product launches, ensuring timely availability and adequate stock levels.
eCommerce Marketing Manager
Otter Products LLC
01.2013 - 01.2014
- Evaluated and selected 3rd party software and production solutions.
- Implemented a formalized marketing calendar that opened cross-channel communication, resulting in consistent brand messaging.
- Analyzed email subscribe/unsubscribe metrics, increasing year-over-year email revenue contribution by 269%.
- Transitioned marketing emails from static to responsive, achieving a 34% increase in click-through rate while maintaining conversion.
- Increased ROAS (Return on Ad Spend) by 22% while growing affiliate revenue contribution by 80% year-over-year.
Channel Marketing Manager
AutoAnything
San Diego, USA
01.2010 - 01.2013
- Negotiated deals with major affiliate networks, decreasing costs without negatively impacting revenue growth.
- Cut SEM brand term cost per click by over 25% by partnering with top affiliates.
- Initiated exclusive affiliate promotional testing, leading to a 32% year-over-year increase in affiliate profit.
- Increased affiliate conversion rates by an
Skills
- E-commerce strategy
- Platform migration
- Salesforce Commerce Cloud
- Salesforce B2B Commerce Lightning
- Magento
- User experience optimization
- P&L management
- Project management
- Email marketing
- Affiliate marketing
- Data-driven decision making
- Team leadership
- Change management
- Cross-functional collaboration
- Problem solving
- Strategic planning
- Mobile commerce
- Product management
- Content strategy
- Web analytics
- Website management
- Self motivation
- Conversion optimization
- Cross-channel marketing
Timeline
Director of eCommerce
Otter Products LLC
08.2024 - Current
Sr. eCommerce Manager
Otter Products LLC
01.2023 - 08.2024
eCommerce Manager
Otter Products LLC
07.2021 - 01.2023
B2B Web Merchandiser
Otter Products LLC
02.2019 - 07.2021
Sr. Merchandising Manager
DJO Global
06.2018 - 02.2019
eCommerce Marketing Manager
Otter Products LLC
01.2013 - 01.2014
Channel Marketing Manager
AutoAnything
01.2010 - 01.2013