KAT VONG
Los Angeles,CA
Summary
Ecommerce & Digital Senior Director driving proven results within beauty and consumer products. Collaborative leader and problem-solver with 12+ years of experience in marketing, digital strategy, e-commerce and CRM. History of leading strategic initiatives and achieving and surpassing business targets.
Overview
9
9
years of professional experience
Work History
Sr. Director, E-commerce
HOURGLASS COSMETICS
04.2022 - Current
- Oversee online customer experience and DTC business
- Lead road-mapping and development of strategic initiatives, content and growth strategy, and all DTC launch activities including merchandising and marketing
- Drive DTC growth by identifying opportunities to improve customer experience, retention and conversion
- Implemented a Black Friday/Cyber Monday plan that led to the highest revenue month (and day) for the DTC business
- Launched a campaign that garnered almost 20k waitlist signups, the most for any product launch or promotion
- Utilized retention analytics to create a retention strategy to grow customer LTV by 15%
- Improved email conversion by 38%, AOV by 27% and email sign-ups 2X via changes made through test and learn initiatives, and a revised content strategy and cadence
- Continuously identify opportunities to drive DTC growth via exclusive products and activations, such as VIP experiences, new-customer promos, influencer partnerships, and retention offers
- Championed the development of new site features and tools to improve customer experience, including: a custom palette builder for new eyeshadow launch, virtual bundling experience, shade-matching tool to increase conversion and reduce online returns, and the redesign of product pages with additional content and education to optimize conversion.
Director, E-commerce
HOURGLASS COSMETICS
11.2020 - 03.2022
- Oversee online customer experience and DTC business
- Lead road-mapping and development of strategic initiatives, content and growth strategy, and all DTC launch activities including merchandising and marketing
- Drive DTC growth by identifying opportunities to improve customer experience, retention and conversion
- Implemented a Black Friday/Cyber Monday plan that led to the highest revenue month (and day) for the DTC business
- Launched a campaign that garnered almost 20k waitlist signups, the most for any product launch or promotion
- Utilized retention analytics to create a retention strategy to grow customer LTV by 15%
- Improved email conversion by 38%, AOV by 27% and email sign-ups 2X via changes made through test and learn initiatives, and a revised content strategy and cadence
- Continuously identify opportunities to drive DTC growth via exclusive products and activations, such as VIP experiences, new-customer promos, influencer partnerships, and retention offers
- Championed the development of new site features and tools to improve customer experience, including: a custom palette builder for new eyeshadow launch, virtual bundling experience, shade-matching tool to increase conversion and reduce online returns, and the redesign of product pages with additional content and education to optimize conversion.
Head of E-commerce & Go-to-Market, House Brands
FABFITFUN
04.2019 - 04.2020
- P&L owner spearheading profitable growth of in-house brands portfolio
- Oversaw brand development, customer strategy, ecommerce strategy and inventory management across multiple e-commerce channels including internal platforms and Shopify
- Conducted quantitative analyses to inform merchandising roadmaps, and test and execute tactics to optimize conversion and site experience
- Executed data-led merchandising strategy, resulting in 51% portfolio revenue growth and 12% SKU productivity growth YoY
- Developed go-to-market roadmap and testing plan, including first paid acquisition tests that doubled conversion, improved customer retention rate by 70%, and grew revenue by 200% on Shopify for one brand
- Led site and content optimization initiatives, including site merchandising, email marketing, and paid and organic social
- Collaborated with cross-functional teams to position House Brands for profitable growth, including championing incremental conversion opportunities such as first ever Black Friday campaign, which surpassed sales projections by 117%
- Leveraged customer analytics and brand health KPIs to develop value prop by brand and identify and scale target audiences; developed and communicated brand strategy to execute vision cross-functionally
- Established pricing management and flow across channels, optimizing conversion opportunities and inventory efficiency
- Oversaw business analysis to inform decisions to exit unprofitable business models and identify product types and categories projected to be margin accretive to company.
Sr. Manager, Brand & Channel Marketing
PACIFICA BEAUTY
05.2018 - 03.2019
- Oversaw development and implementation of strategic omnichannel marketing plans, driving creative ideation and marketing campaigns for e-commerce, retail and retail.com
- Led go-to-market planning for e-commerce and retail
- Partnered with vendors and retail partners (Target, Ulta, Whole Foods) on in-store merchandising initiatives
- Championed and managed Black Friday/Cyber Monday campaign that grew sales by 31% YoY
- Conducted analysis of Gen Z and Millennial consumers to overhaul brand and merchandising strategy to communicate brand benefits and achieve cohesive positioning across web and retail
- Managed $3.5MM marketing budget; evaluated and negotiated vendor contracts to improve ROI on marketing activities
- Pitched and secured incremental marketing programs and secondary placements, worth over $5MM in incremental revenue
- Initiated process improvements for marketing operations to ensure projects were completed on time and within budget.
Manager, Sales Strategy & Planning, Baby
THE HONEST COMPANY
08.2017 - 01.2018
- Owned cross-channel business plans ($100MM+ annual revenue) for the Baby category
- Led go-to-market strategy and execution for new launches, including developing content and campaign strategy and forecasting demand and growth opportunities
- Oversaw go-to-market sales strategy and planning for new innovation, including retail-focused merchandising plan and omnichannel marketing campaigns and promotions to drive trial and brand awareness
- Led the launch of Honest Cleaning line by developing an omnichannel promotional campaign to reach an audience of 20MM moms to create awareness and drive trial
- Applied a data-led approach to identify and champion white space opportunities, leading the product development process for partner-exclusive products.
Marketing Manager, Specialty
THE HONEST COMPANY
04.2016 - 08.2017
- Planned and executed all marketing initiatives for Specialty retail (multiple retailers including Nordstrom and Bed Bath & Beyond) and collaborated with cross-functional teams to drive the creation of merchandising fixtures and assets for digital marketing activations
- Launched the Honest brand at Babies“R”Us, exceeding launch revenue plans by 20%; created and implemented a 360 marketing and promotional plan and negotiated $400K in launch support from retail partner
- Created and executed multiple promotional campaigns with a focus on testing marketing levers for profitable sales growth
- Planned and executed two launch “meet n’ greet” events with Honest founder, with one event surpassing sales goal by 40%.
Assoc. Customer Marketing Manager
MATTEL, INC.
08.2014 - 04.2016
- Developed marketing strategy and promotional plans for a portfolio of 12 brands totaling over $180MM in annual sales
- Continually tracked and analyzed results of marketing programs to understand sales lifts and ROI
- Achieved 15% sales growth for hero brand by implementing an integrated marketing program focused on driving trial via in-store visual merchandising, omnichannel promotions, digital marketing, and improved site experience
- Developed and executed go-to-market launch strategy for new entertainment property, including merchandising strategy and development of promotional content and marketing assets, with sales exceeding forecast by 58%.
Education
M.B.A., Full-Time Program -
UCLA ANDERSON SCHOOL OF MANAGEMENT
Los Angeles, CA01.2014
Bachelor of Commerce, Marketing -
UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS
Winnipeg, Canada01.2007
Skills
- Collaborative Leadership
- Data Analytics
- Strategic Planning
- Team Management
- Cross-functional Collaboration
- Marketing Strategy
Programs Tools
- E-commerce & Data: Shopify Plus, Woo-commerce, Amazon Seller Central, Google Analytics, Looker, Tableau
- Sales & Marketing: Klaviyo, Mailchimp, Dotmailer, Salesforce, Justuno, Yotpo, Planoly, Facebook Ads/Business Manager
- Project Management: Wrike, Jira, SmartSheets, Asana, Monday
Timeline
Sr. Director, E-commerce
HOURGLASS COSMETICS
04.2022 - Current
Director, E-commerce
HOURGLASS COSMETICS
11.2020 - 03.2022
Head of E-commerce & Go-to-Market, House Brands
FABFITFUN
04.2019 - 04.2020
Sr. Manager, Brand & Channel Marketing
PACIFICA BEAUTY
05.2018 - 03.2019
Manager, Sales Strategy & Planning, Baby
THE HONEST COMPANY
08.2017 - 01.2018
Marketing Manager, Specialty
THE HONEST COMPANY
04.2016 - 08.2017
Assoc. Customer Marketing Manager
MATTEL, INC.
08.2014 - 04.2016
M.B.A., Full-Time Program -
UCLA ANDERSON SCHOOL OF MANAGEMENT
Bachelor of Commerce, Marketing -
UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS
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