Kimberly Alphonso
Coquitlam,British Columbia
Summary
Results-oriented Web Experience professional with a proven track record of exceeding revenue targets through strategic leadership and data-driven optimizations. Recognized for creating collaborative environments that enhance conversion rates and drive substantial business growth. As an effective Project Manager, excels in workflow planning and staff retention strategies, boosting productivity through innovative management techniques and mentorship. Committed to leveraging emerging project organization methods to elevate overall performance.
Overview
12
12
years of professional experience
1
1
Certification
Work History
eCommerce Project Manager
Pattern Brands
Vancouver
06.2024 - Current
- Spearheaded website initiatives and complex technical integrations (e.g., GTM container setups, API integrations, CMS migrations), enhancing customer experience and driving measurable improvements in eCommerce performance through KPIs and data-driven optimization.
- Led cross-functional teams (Marketing, Engineering, UX/UI, vendors) to successfully launch technical integrations and product features, improving site functionality and increasing conversions.
- Managed vendor relationships, negotiated terms, and ensured technical alignment for site optimization with SEO specialists and third-party developers.
- Analyzed site performance, product features, and pricing changes, providing actionable insights to improve customer satisfaction and site performance.
- Collaborating with multiple stakeholders (Fulfillment Ops, SEO, Marketing agency, Finance) to forecast volumes, drive process improvements, and mitigate operational risks.
- Developed and maintained KPIs, ensuring transparency in program performance, budget management, and progress towards business objectives.
- Facilitated communication between senior managers and stakeholders, ensuring alignment across internal teams and timely project delivery.
Web Experience and Ecommerce Manager
O2E Brands
Vancouver
02.2023 - 11.2023
- Led Conversion Rate Optimization (CRO) tests, driving a 25% increase in conversion rates through quarterly roadmaps and experiments, fostering a culture of continuous improvement
- Managed Web Operations teams to align business priorities with brand objectives, ensuring cohesive project execution
- Utilized web analytics to generate actionable insights, informing strategic decisions and business initiatives
- Optimized marketing spends, achieving a 30% ROI increase and surpassing online revenue goals by 25% through cross-functional collaboration
- Collaborated with stakeholders to align e-commerce platform development with the overall Customer Experience Strategy
- Ensured consistent web design and customer experience through close collaboration with UX/UI teams, managing re-platforming, CMS migrations, and optimization projects
- Delivered regular reports and insights to senior management, supporting data-driven decision-making and strategic planning
- Led initiatives that exceeded online revenue goals by 7%, identifying and capitalizing on growth opportunities
- Fostered team collaboration, leading the development and execution of plans that improved KPIs by 15% and supported business objectives
E-commerce Merchandising Manager
Sympli - White House Design Company Inc.
Vancouver
09.2022 - 02.2023
- Managed website functionality, enhancing user experience and increasing conversion rates
- Worked on stock management levels and collaborated with offline teams for product flow optimization
- Revitalize and enhance brand-focused email campaigns
- Work on Shopify to manage inventory, create taxonomy, image assortment and content as per Industry best practices
Online Merchandiser Lego and All Saints GCC
LEGO and All Saints
Dubai
07.2021 - 09.2022
- Create Trade packs based on the weekly performance and create actions plans to meet weekly and monthly targets
- Managing the functionality of all GCC websites in the region and catalogue accuracy with insight on product flow and sales
- Work with AI agencies to design wireframes and build personalized AI based on user behavior
- (UI/UX)
- Work on SAP to manage inventory, create taxonomy, image assortment and content as per HQ and brand guidelines
- Construct guides for the web development team to create new features to solve and create a better customer shopping experience
Senior Site Merchandiser
Tory Burch
Dubai
09.2020 - 06.2021
- Overseeing the operational aspects of all GCC websites in the region, ensuring catalog accuracy, and providing strategic insights on product flow and sales dynamics
- Work closely with the supply and planning team in Milan and with local operations
- Derive reports from Looker and Work on Business Reviews and weekly KPI reporting
- Lead the retail and VM team to increase the online conversion rate
- Lead the Sales force initiatives, overseeing the creation of catalogs, curating image assortments, and developing content in alignment with HQ guidelines
Onsite Merchandiser
Noon
Dubai
04.2019 - 09.2020
- Plan the wireframe based on revenue targets for category and gender screens on all platforms
- Manage product integrity daily and run reports to ensure catalog accuracy with insight on product flow and sequencing within sales
- Lead UX design process, activities, determined frameworks, developed standards, and facilitated effective product-customer experiences through hands-on design and mentoring
Digital Site Merchandiser
SIVVI
Dubai
09.2017 - 04.2019
- Led strategic e-commerce design, optimizing desktop and mobile sites based on trend analysis, revenue drivers, and brand awareness
- Utilized Google Analytics for data-driven insights, enhancing website performance and user experience
- Orchestrated cross-functional collaboration, implementing online promo codes and negotiating with external brands for successful brand launches and increased marketing activities
Merchandising Country Manager
The Luxury Closet, Inc.
Dubai
06.2013 - 05.2017
- Demonstrated expertise in senior merchandising roles, achieving sales targets, and driving overall category growth by providing strategic guidance to category managers and implementing effective digital marketing concepts
- Successfully managed teams, set annual performance goals, and provided mentorship in pricing analysis, contributing to the growth and performance of various categories including Shoes, Handbags, RTW, accessories, watches, jewelry, and kids wear
Education
Bachelor's Degree - International Fashion Marketing and Retailing
Heriot-Watt University
05.2012
Skills
- JIRA
- Confluence
- SAP
- Shopify
- Salesforce
- Durpal
- Klaviyo
- Magento
- VWO
- Outsmartly
- Click up
- Asana
- Figma
- Miro
- GTM
- API integrations
- UX Research
- Design Thinking
- Project management
- MS Excel
- E-commerce strategy
- Conversion optimization
- Agile methodology
- Stakeholder communication
- Scrum framework
- Cross-functional team leadership
- Project tracking
- Cross-functional collaboration
- Web analytics
- Content management
- Payment gateways
- Mobile commerce
- Strategic planning
- Project estimation and bidding
- Data analysis
- Vendor management
- Client relations
- Verbal and written communication
Certification
- EdX Verified Certificate for Data Science: Visualization
- Digital Marketing & E-commerce Certificate
- Google Project Management Certificate
Timeline
eCommerce Project Manager
Pattern Brands
06.2024 - Current
Web Experience and Ecommerce Manager
O2E Brands
02.2023 - 11.2023
E-commerce Merchandising Manager
Sympli - White House Design Company Inc.
09.2022 - 02.2023
Online Merchandiser Lego and All Saints GCC
LEGO and All Saints
07.2021 - 09.2022
Senior Site Merchandiser
Tory Burch
09.2020 - 06.2021
Onsite Merchandiser
Noon
04.2019 - 09.2020
Digital Site Merchandiser
SIVVI
09.2017 - 04.2019
Merchandising Country Manager
The Luxury Closet, Inc.
06.2013 - 05.2017
- EdX Verified Certificate for Data Science: Visualization
- Digital Marketing & E-commerce Certificate
- Google Project Management Certificate
Bachelor's Degree - International Fashion Marketing and Retailing
Heriot-Watt University
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