Mariann Goodwin
Charleston,SC
Summary
Results-driven Senior Executive with 11+ years of experience in E-commerce, Digital Marketing, and Merchandising. Proven track record in driving significant revenue growth, enhancing operational efficiency, and executing innovative strategies that yield measurable outcomes. Expert in leading high-performing teams, developing comprehensive digital strategies, and optimizing customer acquisition, UX/UI design, and conversion rate optimization (CRO). Adept at leveraging data-driven insights to deliver impactful results in digital advertising, email marketing, and omni-channel campaigns. Passionate about fostering sustainable business growth through creative problem-solving, strategic vision, and a commitment to delivering superior digital experiences.
Overview
14
14
years of professional experience
Work History
Senior Ecommerce Manager
Palmetto Moon
06.2022 - Current
- Developed and Executed Global Digital Strategy
Directly accountable for driving profitable growth across all e-commerce and digital channels, overseeing a $12M e-commerce business operation.
Led the development of a comprehensive digital strategy, resulting in a 200% increase in online sales within 24 months of joining the team.
Projecting an additional 75% growth in the next 12 months - Strategic 5-Year Plan & Organizational Growth
Created and executed a 5-year strategic business growth plan, aligning objectives with market trends
Currently exceeding financial targets by 75% in the third year of the plan - Team Leadership & Cross-Functional Collaboration
Leads a team of 15 employees, including 6 direct reports
Works directly with senior leadership and board of directors, reporting directly to the CEO
Provides weekly reports on key metrics, including merchandising, revenue, logistics, CRM, and email campaigns - Omni-Channel Marketing & Conversion Optimization
Manages annual planning and execution of Meta, Google Ads, SEO, SEM, email marketing, and social media marketplace integrations
Achieved 200% increase in website traffic and 100% growth in conversion rates in the first year - Digital Advertising Strategy & ROI
Spearheaded a new digital advertising plan, optimizing ad spend and achieving a 50% YoY increase in digital ad revenue
Maintained a 14x+ ROI across all paid advertising channels - Email Marketing Success
Doubled the 30-60 day engaged email customer funnel within 6 months
Led email frequency and send strategies, driving a 40% YoY increase in email revenue, maintaining a 70%+ open rate and under 0.1% unsubscribe rate - Customer Acquisition & Cost Optimization
Reduced customer acquisition costs by 50%, lowering CPA to under $0.80 - Budget & P&L Management
Partners with the CFO and finance team to manage and optimize the e-commerce budget and P&L for profitable growth - Vendor & Contract Negotiations
Leads the RFP process for technology vendors and negotiates contracts alongside legal to optimize supply chain logistics and partnerships - UX/UI Development & User Experience
Oversees UX/UI development and sprint planning in partnership with an external agency
Focuses on user experience optimization to increase engagement and conversion rates - Fulfillment & Logistics Operations
Manages DTC fulfillment operations, including labor budgets, package design, and supply chain processes to enhance operational efficiency - Social Media & Marketplace Expansion
Oversees all social media channels (Meta, Amazon, TikTok) to expand D2C commerce presence and explore new growth opportunities
Senior Ecommerce Merchandise Manager
Altar’d State
06.2021 - 06.2022
- Product Strategy & Merchandising: Developed and executed online product placement strategies to enhance the customer experience and increase conversion rates
- A/B Testing & Optimization: Led A/B testing and developed a 12-month merchandise calendar to optimize product listings
- SEO Optimization: Enhanced website copy and metadata, increasing organic traffic
- Leadership: Managed 2 e-commerce coordinators and collaborated with merchandising, finance, and operations teams to achieve strategic goals
Senior Ecommerce Buyer | Business Development Manager
Mysale Group PLC
05.2018 - 05.2021
- Revenue Growth: Managed 3rd party drop-ship partnerships generating $20M annually
- Vendor Negotiations: Led contract negotiations with 150+ vendors, optimizing terms for better pricing and logistics arrangements
- Business Development: Generated $5M in annual revenue through client networking and attending trade shows
- Campaign Management: Managed 150+ flash campaigns monthly, contributing $25M annually
Ecommerce Buyer – Mens Apparel
Mysale Group PLC
05.2016 - 05.2018
- Sales Growth: Achieved 30% YoY growth, contributing $800K/month to the U.S
- Division
- Team Leadership: Managed a team of 4 e-commerce assistants to execute sales and marketing campaigns
- Business Expansion: Developed new business opportunities through cold-calling, trade shows, and networking
Ecommerce Assistant Buyer – Footwear & Accessories
Mysale Group PLC
06.2014 - 05.2016
- Sales Achievement: Contributed $800K/month in sales, collaborating with 100+ brands
- Operational Excellence: Managed 100+ flash campaigns monthly, ensuring efficient execution
E-Commerce Merchandise Assistant
Mysale Group PLC
06.2013 - 06.2014
Buying Assistant
David's Shoes of Beverly Hills
03.2011 - 06.2013
Education
Associate of Arts - Merchandise Marketing
Fashion Institute of Design & Merchandising
Los Angeles, CA06.2013
Skills
- E-commerce Strategy & Execution
- Omni-Channel Marketing
- UX/UI Development & Design
- Conversion Rate Optimization (CRO)
- SEO & Digital Marketing
- Customer Acquisition & Retention
- Data Analytics & Insights
- Vendor Management & Negotiations
- Supply Chain Optimization
- Leadership & Team Development
- P&L Management
- A/B Testing & User Behavior Analysis
- E-commerce Platforms: Shopify & Salesforce
- PPC Campaign Management: Meta & Google Ads
- Data Analysis: Shopify Analytics GA4
- Email Marketing Platforms: Klaviyo
- Marketplace Management: Meta, Amazon, Tik Tok
- Mobile Optimization
- Payment Gateways
- Fraud Prevention
- Tools: Adobe Photoshop, Asana, Zendesk
- ERP: Celerant & Island Pacific
- Accessibility Management: Userway & Accessibe
- Microsoft Office Suite (Advanced Excel Skills)
Accomplishments
- Revenue Growth: Consistently delivered double-digit revenue growth year-over-year.
- E-commerce & Digital Strategy: Mastered the balance of creative and analytical approaches to drive e-commerce and digital marketing success.
- Vendor & Relationship Management: Developed and maintained strong vendor relationships, optimizing inventory levels and profitability.
- Operational Excellence: Streamlined processes across buying, marketing, and logistics to ensure operational efficiency and customer satisfaction.
Personal Traits
- Entrepreneurial Mindset: Consistently approaches challenges with innovation and a solution-oriented perspective.
- Leadership Excellence: Known for empowering teams, fostering collaboration, and driving productivity in high-pressure environments.
- Passion for Digital Commerce: Deep commitment to understanding evolving customer behaviors and leveraging digital trends to maximize business potential.
Timeline
Senior Ecommerce Manager
Palmetto Moon
06.2022 - Current
Senior Ecommerce Merchandise Manager
Altar’d State
06.2021 - 06.2022
Senior Ecommerce Buyer | Business Development Manager
Mysale Group PLC
05.2018 - 05.2021
Ecommerce Buyer – Mens Apparel
Mysale Group PLC
05.2016 - 05.2018
Ecommerce Assistant Buyer – Footwear & Accessories
Mysale Group PLC
06.2014 - 05.2016
E-Commerce Merchandise Assistant
Mysale Group PLC
06.2013 - 06.2014
Buying Assistant
David's Shoes of Beverly Hills
03.2011 - 06.2013
Associate of Arts - Merchandise Marketing
Fashion Institute of Design & Merchandising
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