Kelly Michelle Ritchie
Denton,TX
Summary
Results-driven Branding & E-Commerce Professional with over 10 years of experience in digital strategy and brand development. Proven track record in leading cross-functional teams to achieve significant growth across diverse marketplaces. Expertise in utilizing customer insights and market trends to optimize user experiences and enhance performance through advanced digital tools. Committed to driving innovative solutions that elevate brand presence and maximize e-commerce potential.
Overview
5
5
years of professional experience
Work History
Director of Ecommerce & Brand
Prime Art & Jewel
Dallas, TX
07.2024 - Current
- Lead strategy, execution, and growth for PAJ and Paris 1901, managing multiple luxury jewelry brands across B2B and DTC channels.
- Drive brand awareness and maximize revenue through targeted marketing, sales events, and effective e-commerce management.
- Managed annual budgeting process, including forecasting and financial planning.
- Developed policies and procedures to ensure compliance with corporate standards.
- Used strong issue resolution and communication skills to cultivate and strengthen lasting client relationships.
- Negotiated high-value contracts with vendors and partners to optimize resource allocation.
- Collaborate with cross-functional teams to ensure a seamless customer experience and consistent brand positioning across platforms.
- Analyze market trends and sales data to refine strategies and enhance performance. Oversee all 1P, 3P, and associated e-commerce channels, creating budgets, marketing plans, and optimizing operations to drive growth.
- Leverage digital marketing expertise to build long-term brand equity and impactful consumer experiences.
Manages international licenses and branding partnerships.
Consultant
Contracted
Dallas, TX
02.2022 - 02.2025
- Luxury Digital Marketing Consulting, specializing in sport, estate and athlete representation.
- I work with brands and companies around the world, specializing in one-of-a-kind marketing needs and representation.
- Conducted comprehensive market research to identify industry trends and business opportunities.
- Analyzed financial statements and performance metrics to provide actionable insights.
- Developed strategic business plans to drive growth and increase profitability for clients.
- Worked with developers to create custom features that improved the overall user experience.
- Determined business priorities and negotiated cost, quality and service with cross-functional business leaders.
Manager of UX/ Online Merchandising
Daniels Jewelers
Los Angeles, CA
01.2023 - 07.2024
- Spearheaded the migration from Magento to Shopify, enhancing site functionality, user experience, and scalability.
- Led the strategic direction for site marketing, product merchandising, and taxonomy to optimize customer journey and align with business objectives.
- Facilitated team meetings and workshops to foster collaboration and share best practices.
- Developed and implemented strategic plans to achieve company objectives.
- Managed risk by developing and implementing effective risk management strategies.
- Oversaw e-commerce representation in demand planning and forecasting, ensuring alignment with revenue and growth targets.
- Managed relationships with third-party vendors to innovate site features, conduct user testing, and enhance platform capabilities.
- Provided executive leadership with comprehensive weekly e-commerce performance reports, offering strategic insights for decision-making.
Online Merchandising Manager
The Container Store Corporate Office
Dallas, TX
07.2021 - 12.2022
- Managed budgeting and forecasting processes for merchandising operations.
- Drives website merchandising strategy to meet sales and marketing goals, boosting conversion. Optimize product presentation, navigation, and cross-sells to maximize revenue.
- Collaborate with cross-functional teams to refine product assortment and site merchandising.
- Partner with IT and vendors to implement advanced technologies and industry-leading tools for site enhancement.
- Leverage analytics and content to identify and execute high-impact merchandising opportunities.
Ecommerce Site Optimization Specialist
Signet Jewelers
Dallas, TX
11.2019 - 07.2021
- Assists in driving the merchandise sales and margin of the brands I support through merchandising, navigation adjustments, site optimization, maintenance, and analytics.
- Merchandising of Zales, Zales Outlet, and Gordon's webstore, including taxonomy maintenance, product maintenance, and attribution review.
- Works directly with the Brand Manager, Assistant Manager, and Merchants to build impactful product stories and promotions online.
- Reviews existing and requests new taxonomy logic to optimize effective automatic merchandising of items on the site and pre-approvals.
- Promotion Creation and Execution of Pricing Events on site. Creates and manages all storewide promotional events for their branded web store in the online promotions engines.
- Creates and manages all category and item-level promotional discounting.
- Creates and manages all marketing promotional codes offered through social partnerships and affiliate programs.
- Manages user-generated content (social UGC) platform reporting and performance, and expanded UGC platform and website functionality.
- Performs User Acceptance Testing (UAT) for new functionality weekly.
Education
Bachelor of Science - Fashion Merchandising
University of North Texas
Denton, TXBachelor of Science - Home Furnishings Merchandising
University of North Texas
Denton, TXSkills
- Strategic planning & Risk Management
- Vendor relationship management
- Business strategy
- Investor relations
- Corporate communications
- Visionary leadership
- Business planning
- Budget control
- Leadership development
- E-commerce strategy
Timeline
Director of Ecommerce & Brand
Prime Art & Jewel
07.2024 - Current
Manager of UX/ Online Merchandising
Daniels Jewelers
01.2023 - 07.2024
Consultant
Contracted
02.2022 - 02.2025
Online Merchandising Manager
The Container Store Corporate Office
07.2021 - 12.2022
Ecommerce Site Optimization Specialist
Signet Jewelers
11.2019 - 07.2021
Bachelor of Science - Fashion Merchandising
University of North Texas
Bachelor of Science - Home Furnishings Merchandising
University of North Texas
Similar Profiles
Cole CooperCole Cooper
Cybersecurity Administrator at Prime Art and JewelCybersecurity Administrator at Prime Art and Jewel
Macey MendozaMacey Mendoza
Volunteer at Jewel Of Art Dance StudioVolunteer at Jewel Of Art Dance Studio
VIGNESH DVIGNESH D
Recruitment Officer at Emerald Jewel Industry India Ltd - Jewel OneRecruitment Officer at Emerald Jewel Industry India Ltd - Jewel One