Meredith Larson
Oswego,IL
Summary
Results-driven Director with a proven track record of accelerating omni growth. Expertise in developing and executing full-funnel digital marketing strategies that drive revenue, customer engagement, and brand loyalty. Strong leadership in cross-functional collaboration and data-driven decision-making to stay ahead in the competitive landscape. Passionate about innovating through personalization, loyalty programs, and seamless online experiences to transform the way consumers discover and shop.
Results-driven leader with strong background in strategic management and organizational growth. Skilled in developing and implementing effective business strategies, optimizing processes, and driving team performance. Known for adaptability, effective collaboration, and delivering measurable outcomes in dynamic environments. Strong communication and problem-solving abilities, coupled with focus on fostering productive and positive team culture.
Overview
25
25
years of professional experience
Work History
Director- Ecommerce
Ulta Beauty
06.2019 - Current
- Leads a team that strives for digital growth by developing and executing strategies that enhance online sales, customer engagement, and brand loyalty
- Oversee email and mobile marketing, website optimization, merchandising, and social commerce, ensuring seamless omnichannel experiences and data-driven decision-making
- With a focus on conversion optimization, retention strategies, and emerging trends, this position leads cross-functional teams to maximize revenue and elevate the brand's digital presence
- Strategically prioritize and optimize marketing initiatives across mobile marketing, SEO, paid search, and other digital channels to drive traffic, engagement, and conversion, ensuring alignment with business objectives
- Develop and execute eCommerce strategies to drive revenue growth, customer acquisition, and retention
- Oversee digital marketing efforts, including SEO, SEM, email marketing, social media, and paid media campaigns to optimize traffic and conversion rates
- Prioritize business needs for website optimization initiatives, including UI/UX enhancements, A/B testing, and mobile-first strategies to improve customer experience
- Actively partner with the social team to implement and optimize trends from social listening and create digital merchandising strategies, leveraging data analytics
- Inform and collaborate w/ SEO, paid media, influencer marketing, and social commerce teams, leveraging platforms like Instagram, TikTok, and Facebook to enhance brand presence and conversion
- Drive omnichannel integration, ensuring seamless shopping experiences between online and in-store
- Analyze key performance indicators (KPIs) such as conversion rate, average order value (AOV), and customer lifetime value (CLV) to make data-driven decisions
- Lead cross-functional teams, collaborating with marketing, technology, and operations to align eCommerce strategies with overall business objectives and roll out of new site or app capabilities
- Implement customer retention strategies, including loyalty programs, subscription models, and personalized recommendations
- Lead and optimize the eCommerce sampling program, from strategic planning and execution to performance analysis and iteration
- This involves partnering with cross-functional teams to select hero products, leveraging data insights to target guests, securing vendor participation, and integrating sampling into key moments like product launches and seasonal campaigns
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
Senior Manager- Ecommerce
Ulta Beauty
01.2016 - 06.2019
- Responsible for shaping and executing comprehensive strategies to drive category initiatives online and in store
- Led the development of strategic framework for Makeup and provided clear direction for our e-commerce priorities
- This involved driving new strategies and concepts in email, site, and events by optimizing conversion, profitability, and enhancing the overall site experience
- Accountable for overseeing the performance of the online sales for priority brands and/or strategic initiative, staying connected with the team in the event of sales declines
- Develop and lead digital marketing strategies aligned with overall e-commerce objectives, encompassing channels such as email, mobile and SEO
- Integrate online events into the marketing strategies and performance metrics role in shaping our events (tentpole, trend, online only, etc) into the best guest-centric experience
- Partner with Digital Merchandising team to increase product visibility/exposure, brand listing pages, product detail page, etc
- Ensure a consistent consumer experience across the site
- Partners with Merchants and identified high priority brands to share digital insights and recommendations
- Support and maintain internal and external relationships, Merchandising team, Member Marketing, Digital Operations & Experience
- Provided strong leadership to enhance team productivity and morale.
- Led cross-functional teams to achieve project milestones and deliver high-quality results.
- Improved team performance by providing comprehensive training and fostering a collaborative work environment.
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Collaborated closely with peers from other departments to drive organizational success jointly as one cohesive unit.
Senior Buyer, Professional Nail, Accessories, Personal Care Appliances/Oral Care and Professional Sun Care
Ulta Salon, Cosmetics & Fragrance Inc.
10.2013 - 06.2016
- Successfully built a team that is engaged and feels valued
- Always inclusive in my approach and encourage an open and transparent work environment
- Put new processes and procedures in place for all of responsible categories and have built a stronger, more proactive team that is focused on both short- and long-term strategies
- Work closely with vendors to come up with best promotions to drive incremental sales and additional margin
- Responsible for training and developing Buyer and an Associate buyer and
- Increased the profitability through the assortment choices and vendor negotiations
- As a result, the Accessories selling margin rate went from 50.51% in 2013 to 53.06% 2014
- A nice increase of 255 bps in profitability
- Taken on roles in multiple committees that are working towards improving processes and growing talent in the company
- Over saw product development and implementation of whim (private label brand)
- Worked closely with all areas of the business to ensure a successful launch
- Guided the Associate buyer in Personal Care Appliances/Oral Care to meet all budget goals in the division
- Optimized inventory management practices, reducing excess stock and minimizing carrying costs.
- Developed strong relationships with suppliers, fostering collaboration and mutual growth.
Buyer Skincare
Ulta Beauty
10.2009 - 10.2013
- Took on a larger role and was responsible for managing approximately 39% of the prestige skincare business, 17% of the bath business and 7% of the fragrance business
- During this time I was tasked with the all store roll out of philosophy skincare
- Also paved the way and created new merchandising initiatives for the department to elevate the guest experience
- Developed financial plans for businesses, monitored results, and reforecasted based on trend while partnering with the vendors
- Monitored sales/stock on key items and vendors to maximize potential of trending items/brands
- Worked closely with team, vendors, and internal partners, until point of execution on all planograms
- Development of marketing plans on a brand level, and strategies to drive sales within loyalty, print, social media and dotcom
- Regularly evaluated the competitive market to look for opportunities, or new brands
- Elevated merchandising in store
- Implemented universal fixtures for all assigned brands
Buyer GWP
Ulta Beauty
06.2007 - 10.2009
- Redeveloped and streamlined the processes of concept meeting, vendor Meetings, style-outs and VP review
- Also took on additional responsibilities by helping with gift cards and a new impulse fixture initiative
- Contributed to the growth in the Fragrance/Bath business through successful GWP initiatives
- Ensured the highest level of quality and value, yet negotiate best prices
- Shopped the market regularly to understand trends, developed a process to get upfront buying, accelerate process to ensure quality/value & timelines without added expense
- Negotiated with vendors on any shortfalls in delivery or quality
- Was able to get vendors to participate in vendor funding, when they hadn't contributed in the past
- This includes, vendor conference commitment, dating and additional coop
- Evaluated performance recap
- Partnered with DMM/VP's/President & CEO/Store Ops for a proactive disposition strategy
- Communicated trend, color, current events to Sr
- Built long-term supplier relationships with vendors to establish quality and competitive pricing.
- Collaborated with internal departments to better understand needs and determine purchasing requirements.
Lead Buyer Claire's North America, Claire's International and Icing
Claire's Accessories
10.2000 - 06.2007
- Responsible for 100% of the buying responsibilities of Hairgoods for Claire's North America (1680 stores), Claire's International (360 stores) and Icing (453 stores)
- Exceeded sales goals in 2006 by 25% across all divisions
- Grew the department sales penetration from an average of 7% of the company sales to approximately 10% of the Company's Sales
- Managed and bought an effective product mix for the hair department contributing 10% for Claire's North America business, 18% of Claire's international business, and 18% of Icing business
- Review financial objectives for sales, gross margin, inventory and turnover
- Responsible for mentoring and managing a team three Associate Buyers and three Assistant buyers
- Worked international and domestic trade shows and vendor appointments for all hair classes (Hong Kong, mainland China, Bangkok, Thailand, South Korea and Taipei)
- Negotiated cost, terms, delivery and buy quantities of products
- Sourced and develop an average of 1000 new products per year per division
- Managed and develop key domestic and international vendor relationships
- Interacted with vendors to ensure accuracy and review sales and gross margin goals
- Directed and initiate all Product development
- Planned buys for the department by analyzing current and past sales
- Determined long and short term goals and establish a business strategy for the Hair department
Education
High School Diploma -
Federal Way HS
Federal Way, WA06-1997
Skills
- Relationship building
- Strategic planning
- Verbal and written communication
- Decision-making
- People management
- Team management
- Creativity and innovation
- Strategies and goals
- Organizational development
- Business planning
Timeline
Director- Ecommerce
Ulta Beauty
06.2019 - Current
Senior Manager- Ecommerce
Ulta Beauty
01.2016 - 06.2019
Senior Buyer, Professional Nail, Accessories, Personal Care Appliances/Oral Care and Professional Sun Care
Ulta Salon, Cosmetics & Fragrance Inc.
10.2013 - 06.2016
Buyer Skincare
Ulta Beauty
10.2009 - 10.2013
Buyer GWP
Ulta Beauty
06.2007 - 10.2009
Lead Buyer Claire's North America, Claire's International and Icing
Claire's Accessories
10.2000 - 06.2007
High School Diploma -
Federal Way HS
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