MEGAN RAE MINNICH
New York
Summary
Senior digital commerce leader with over 11 years of experience in marketplace and direct-to-consumer growth. Expertise in digital transformation and team development through data-driven strategies. Proven ability to drive innovation across digital merchandising, marketing, operations, and technology.
Overview
10
10
years of professional experience
Work History
Director, Ecommerce & Digital Sales
Garan, Inc
New York
10.2025 - Current
- Oversee $40m+ digital commerce business across Amazon, Walmart, and DTC channels, leading merchandising, performance marketing, and operations to drive revenue streams.
- Built and scaled media and performance marketing, managing a $4M budget, achieving blended ROAS >3.7.
- Lead marketplace expansion and product launches, including Garanimals on Amazon, focusing on content strategy and full-funnel media.
- Develop annual investment strategy embedding ROAS and TACOS into financial planning; conduct in-season, re-forecasting for profitability.
- Drive digital transformation by implementing platforms like Salsify, Bazaarvoice, Helium 10, and enterprise OpenAI, streamlining operations and improving data management.
- Influence data analytics strategy, leading business case for centralized reporting and API integration with third party consulting company.
- Establish advanced SEO, GEO, & AEO strategies to boost visibility across retail ecosystems and AI-driven platforms.
- Secured executive buy-in for AI adoption to accelerate content creation and improve workflow processes.
Senior Retention Marketing Manager, Enterprise
Lands' End
New York
08.2024 - 10.2025
- Pioneered launch of new enterprise email and SMS platform, integrating capabilities seamlessly.
- Led cross-functional teams through technical setup and IP warming with zero performance disruption.
- Executed seasonal email strategies for spring/summer '25 and fall '25, enhancing engagement through targeted product storytelling.
- Established customer segmentation with data analytics team, improving targeting for transactional programs and increasing relevance.
- Developed centralized commercial marketing calendar adopted by all customer-facing teams.
- Built weekly performance dashboards in Adobe, capturing key metrics to guide strategic pivots.
- Oversaw content creation for marketing materials, aligning messaging with brand values to strengthen customer connection.
- Conducted consumer research to effectively tailor marketing strategies for target demographics.
Senior Digital Marketing Manager - Women
H&M Group
New York
10.2022 - 05.2024
- Spearheaded digital transformation initiatives to enhance customer experience through personalized segmentation in three Latin American markets.
- Executed global digital marketing strategies for fashion campaigns, aligning with brand goals to enhance market presence.
- Analyzed market trends to inform content creation and promotional tactics.
- Directed execution of global campaigns, resulting in 12% sales increase and three-point year-over-year market share gain.
- Implemented loyalty strategies with targeted incentives, ensuring seamless execution by cross-functional teams.
- Conducted A/B testing initiatives to refine digital content and boost engagement metrics.
- Appointed as digital project manager for global FW'24 designer collaboration campaign across five Americas markets.
- Led enhancement of customer experience via performance strategies across owned channels in three Latin American markets.
Category Manager - Kitchen & Dining
Wayfair Inc.
Boston
05.2021 - 09.2022
- Strengthened partnerships with key suppliers to secure competitive pricing through negotiations.
- Built long-term supplier relationships to enhance product selection and market competitiveness.
- Enhanced promotional investments and exclusive offerings for category differentiation.
- Identified assortment gaps to leverage strategic growth opportunities.
- Tracked emerging trends to reinforce category leadership and drive innovation.
- Represented organization at major industry trade shows to foster supplier connections.
Associate Online Merchant - Vanities & Medicine Cabinets
Lowe's Companies Inc.
Mooresville
09.2019 - 05.2021
- Spearheaded the launch of 40 new vanity brands on Lowe's.com, driving over $10M in sales within six months, significantly expanding the category's market presence.
- Negotiated high-impact promotions with key external partners for major events like Black Friday, including a Deal of the Day offer that ranked among the top 10 on Lowes.com, generating over $100K in sales in a single day.
- Led DTC product category strategies aligned with business objectives and financial goals, achieving significant growth and profitability.
- Managed online assortment for vanities and medicine cabinets, utilizing data analysis, product reviews, and vendor partnerships to enhance category performance.
Omni Associate Buyer - Beauty
Macy's Inc.
New York
10.2018 - 09.2019
- Managed open-to-buy budgets for three multi-million-dollar beauty brands, providing in-season insights to support data-informed decisions through weekly forecasts and category performance analysis.
- Spearheaded launch of first three indie beauty brands online, supporting company initiative to expand beauty category.
- Negotiated vendor partnerships for promotions and markdown support, generating over $750k in sales by addressing slow-turning holiday inventory.
- Conducted comprehensive trend and market analyses to anticipate consumer demand and identify future opportunities.
- Facilitated supplier meetings to create strategic plans that promoted growth across brand portfolio.
Digital Assistant Merchant - Cookware
Macy's Inc.
New York
07.2017 - 10.2018
- Ensured online pricing execution for a complex, MAP compliant area of business and tested the site for accuracy.
- Optimized taxonomy and SEO by enhancing product description pages, featured colors, and expanding color/size options to improve search visibility.
- Coordinated vendor to consumer (V2C) workflow and communications, facilitating smooth operations and ensuring timely product delivery.
- Negotiated marketing placements with internal stakeholders for emails and affiliates, driving sales during key events.
Omni Assistant Buyer - Bedding
Macy's Inc.
New York
07.2016 - 07.2017
- Demonstrated strong business acumen by developing assortment strategies at department, class, and vendor levels, resulting in increased sales and bottom-line profitability.
- Collaborated with Buying team to develop assortment strategies that enhanced sales, margin, turn, and category growth.
- Attended seasonal markets to establish vendor relationships and recommend assortments that contributed to category growth.
- Negotiated with vendors on order quantities and shipping adjustments, independently resolving shipping issues to maintain product availability.
Executive Development Program
Macy's Inc.
New York
- Chosen for Macy's Executive Development Program due to outstanding performance as Omni Merchandise Assistant for Bath in initial three months.
- Led cross-functional teams to implement new retail strategies and promotions.
- Collaborated with marketing to enhance brand visibility and customer engagement.
- Analyzed sales data to identify trends and inform inventory management decisions.
Education
Bachelor of Science - Apparel Merchandising, Minor in Business
Auburn University
Skills
- Profit and loss management
- Digital campaign execution
- Omni-channel merchandising
- Integrated marketing strategies
- Budget allocation
- Strategic vision
- Operational efficiency leadership
- Process improvement
- Decision-making
- Leadership skills
- Negotiation skills
- Creativity and innovation
Timeline
Director, Ecommerce & Digital Sales
Garan, Inc
10.2025 - Current
Senior Retention Marketing Manager, Enterprise
Lands' End
08.2024 - 10.2025
Senior Digital Marketing Manager - Women
H&M Group
10.2022 - 05.2024
Category Manager - Kitchen & Dining
Wayfair Inc.
05.2021 - 09.2022
Associate Online Merchant - Vanities & Medicine Cabinets
Lowe's Companies Inc.
09.2019 - 05.2021
Omni Associate Buyer - Beauty
Macy's Inc.
10.2018 - 09.2019
Digital Assistant Merchant - Cookware
Macy's Inc.
07.2017 - 10.2018
Omni Assistant Buyer - Bedding
Macy's Inc.
07.2016 - 07.2017
Executive Development Program
Macy's Inc.
Bachelor of Science - Apparel Merchandising, Minor in Business
Auburn University