LISA SULLIVAN
McKinney,TX
Summary
Dynamic Digital & eCommerce Executive with extensive experience in B2C and B2B environments, consistently delivering exceptional results. A data-driven decision-maker who excels in fast-paced settings. An assertive and enthusiastic leader, with an infectious passion for enhancing customer experiences. Strong management skills and dedicated commitment to talent development and driving teams towards excellence.
Overview
28
28
years of professional experience
Work History
Senior Director, Ecommerce
Sally Beauty Holdings, BSG, Beauty Systems Group
02.2022 - Current
- -Oversee all digital aspects of BSG businesses and ecommerce P&L.
- Grew ecommerce sales by 281% in 4 years by optimizing and implementing digital best practices and creating cross-functional processes.
- Successfully directed design and execution of business transformation initiatives: website(s) re-platform, app launch, omni program with key vacancies & turn in digital product org.
- Established data-driven decision-making processes and implemented best practices in analytics to establish benchmarks for varying B2B segments.
- Developed ecommerce reporting for both B2B and B2C digital teams and currently being used by senior management to measure performance.
- Cultivated strong relationships with key stakeholders, including customers, vendors, to promote collaboration and long-term success.
- Collaborated with senior management in matrixed environment to develop strategic initiatives and long term goals.
- Reduced employee turnover rates by creating positive work environment with clear expectations and support systems in place.
Director, Ecommerce
Sally Beauty Holdings, BSG, Beauty Systems Group
11.2019 - 01.2022
- Assumed responsibility of BSG digital businesses with minimal support or company knowledge.
- Increased margin & revenue by 95% in first 9 months in role. Increased conversion by 500BPS.
- Partnered with CRM /Digital Marketing teams to implement targeted digital strategy.
- Implemented site merchandising & content strategies to drive conversion.
- Partnered & advised external brand partners on optimizing digital presence.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
Director of Digital Merchandising
Sephora.com
01.2013 - 07.2014
- Responsible for digital experience and financial objectives for Skincare and Hair categories. Annual volume ~$300MM, YTD result 40% comp.
- Partnered with cross-functional teams on aligned category strategies.
- Achieved higher in-stock rates by establishing digital planning and inventory requirements.
- Assumed responsibility for Sephora US CRM sampling program to improve w/ Beauty Insider loyalty efforts.
Managing Director, ECommerce
deliveryagent.com
09.2008 - 01.2012
- Full fiscal responsibility of client's digital & catalog business. Clients include Discovery, HBO, Fox & THC.
- Managed complex partner relationships to ensure high levels of client satisfaction.
- Led all Digital Marketing/Promotions planning process
- Led product development and inventory plans for key franchises.
Director of ECommerce Merchandising
bananarepublic.com
08.2003 - 01.2008
- Drove online women's apparel sales by 36% from 2005-2008
- Launched online exclusive size extensions for Women's business resulting in +$3MM.
- Served as merchandising lead in web-platform redesign; required solid understanding of web tools and technical methodologies
- Implemented process and role changes to adapt to dynamic business environment.
Senior Merchandiser
J. Crew
01.2000 - 05.2003
- Managed tri-channel business for Men's and Women's footwear and accessories.
- Increased profit by 30% in accessories through aggressive multi-channel strategy.
Buyer
Lord & Taylor
08.1996 - 01.2000
- Executive Training Program graduate
- Buyer for cosmetics & fragrances.
Education
MBA -
Fordham University
New York, NY04.2003
Bachelor of Science - Marketing & Economics
Boston College
Boston, MA05.1996
Skills
- UX: Site Content, Merchandising Strategy
- Data Analytics : Tableau & BI, Google, SFCC
- Technical Expertise: Digital Product
- Customer Journey: Digital Marketing
- Process Implementation
- Cross-Functional Relationships: Matrixed Org
- Collaborative Leadership
- Team Management
Organizations
- Women in Retail
- AYSES Soccer Club
- YSML - Young Men's Service League
- Foundation for Lovejoy Schools
- Lovejoy Gifted Association
Volunteer & Awards
- AYSES Soccer Club -Team manager, Responsible for administrative and financial health of the team,
- AYSES Soccer Club - Uniform Program and Logistics Manager
- YMSL Philanthropy Coordinator
- Recipient of Texas PTA Lifetime Achievement Award
- Recipient of Citizenship Award, January 2016
Timeline
Senior Director, Ecommerce
Sally Beauty Holdings, BSG, Beauty Systems Group
02.2022 - Current
Director, Ecommerce
Sally Beauty Holdings, BSG, Beauty Systems Group
11.2019 - 01.2022
Director of Digital Merchandising
Sephora.com
01.2013 - 07.2014
Managing Director, ECommerce
deliveryagent.com
09.2008 - 01.2012
Director of ECommerce Merchandising
bananarepublic.com
08.2003 - 01.2008
Senior Merchandiser
J. Crew
01.2000 - 05.2003
Buyer
Lord & Taylor
08.1996 - 01.2000
MBA -
Fordham University
Bachelor of Science - Marketing & Economics
Boston College
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