Julie Grotto
New York,NY
Summary
Results-driven Senior Marketing Executive with 17 years of experience shaping premium consumer brands’ growth through integrated marketing and DTC strategies. Proven track record delivering 400%+ revenue growth, driving 110% adoption of omni-channel services, and leading data-informed initiatives that boost conversion rates by 40 basis points. Skilled at aligning marketing vision with business objectives to scale sustainable revenue.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Executive Director, NA Ecommerce| Jo Malone London, KILIAN Paris & Frédéric Malle
The Estée Lauder Companies, Inc.
10.2010 - Current
- Full ownership of $200M+ digital commerce portfolio across four global luxury brands with
leadership responsibility for a 12‑person cross‑functional team - Scaled luxury fragrance ecommerce business +400% by aligning performance marketing, client experience and brand stewardship priorities
- Collaborate directly with global C‑suite leadership and brand founders, translating
regional client insights and performance data into investment cases shaping global
digital strategy - Drove +110% growth in omnichannel services at Jo Malone London by unifying digital,
retail and clienteling behaviors into a single ecosystem - Designed frictionless luxury customer journeys across discovery, assisted selling and
loyalty including launch of brand discovery sets delivering 42% repeat purchase rate - Led site audit and optimization roadmap improving conversion +40bps and generating
$516K incremental revenue within one quarter - Own strategic relationships with 14+ luxury retail partners including Sephora and
major department store ecosystems - Led brand-building and integration initiatives for Kilian Paris & Frédéric Malle post-acquisition, aligning brand vision with operational execution to strengthen market positioning
Director, Global Ecommerce| Aveda
The Estée Lauder Companies, Inc.
10.2010 - Current
- Developed 3-year online strategy and global site rollout plan for $800M division
- Launched omnichannel site integration to incentivize salons for increased online sales
- Key stakeholder in brand site redesign and owner of new site rollout in 12+ markets globally
- Managed performance marketing channels including search, social media, display advertising, SEO, and affiliate marketing to optimize digital presence
- Oversee day-to-day management of site refreshes, merchandising and creative development for 17 Aveda brand sites globally
- Delivered online strategy and business initiatives to empower regional marketing and online teams.
Director, Global Ecommerce| Darphin
The Estée Lauder Companies, Inc.
10.2010 - Current
- Full-scope management of Darphin brand site business as well as 10+ retailer.com partners
- Executed online marketing initiatives, including email marketing, affiliate marketing, SEM, and mobile SMS campaigns, to enhance brand visibility and engagement.
- Collaborated with planning and finance teams to execute annual sales plan, product forecasts, and promotional activities, aligning efforts to drive sales growth.
- Developed integrated marketing alignment with NA Marketing, Global Digital Marketing, PR, Customer Service, and 3rd party vendor teams, evaluating marketing activities to refine online strategy.
Manager, Global Ecommerce & Consumer Relations
Caudalie Paris
10.2010 - Current
- Managed Caudalie brand site and retailer.com, executing online marketing initiatives to enhance brand visibility
- Collaborated with software program administrator to design and implement online sales reporting system, improving data accessibility
- Developed inventory forecasts for more than 500 units across the US market, covering spa properties, saleable inventory, and promotional needs.
- Secured top skincare brand position at Sephora US through targeted marketing strategies
Skills
- Luxury Omnichannel Strategy & Clienteling
- Digital P&L Ownership & Profitability
- CRM & Lifecycle Marketing Strategy
- Retailer Ecosystem Governance
- Global Market Expansion & Market Entry
- Executive Stakeholder Alignment & Cross-Functional Leadership
- Organizational Capability Building & Team Leadership
Certification
Enterprise Ecommerce Infrastructure: Proprietary commerce platform (comparable to Salesforce Commerce Cloud / Shopify Plus / Adobe Commerce)
CRM & Lifecycle Marketing Platforms: Bronto, Tinuiti
Analytics & Data Platforms: Google Analytics, Tableau, CDP tools
Performance Marketing Channels: Paid Search, Paid Social, Affiliate, Retail Media
Personalization & Testing Platforms: A/B testing, on-site personalization, conversion optimization tools
Retail Media Networks including Amazon ecosystem
CRM & Lifecycle Marketing Platforms: Bronto, Tinuiti
Analytics & Data Platforms: Google Analytics, Tableau, CDP tools
Performance Marketing Channels: Paid Search, Paid Social, Affiliate, Retail Media
Personalization & Testing Platforms: A/B testing, on-site personalization, conversion optimization tools
Retail Media Networks including Amazon ecosystem
Timeline
Executive Director, NA Ecommerce| Jo Malone London, KILIAN Paris & Frédéric Malle
The Estée Lauder Companies, Inc.
10.2010 - Current
Director, Global Ecommerce| Aveda
The Estée Lauder Companies, Inc.
10.2010 - Current
Director, Global Ecommerce| Darphin
The Estée Lauder Companies, Inc.
10.2010 - Current
Manager, Global Ecommerce & Consumer Relations
Caudalie Paris
10.2010 - Current