Paige Chilson

Work History

Director of eCommerce

Charlotte's Web

2023.02 - Current

Develop and execute a comprehensive Direct-to-Consumer (D2C) online marketing strategy to boost brand visibility, drive customer acquisition, and enhance revenue growth
Successfully manage the annual budget and forecasts for the $50 million D2C business, constituting 70% of the company's total revenue mix
Utilize data to drive decision-making, harnessing analytics tools and metrics to optimize the overall Profit and Loss (P&L) statement
Oversee a team of 5 in the D2C Site department, responsible for merchandising, pricing, promotions, site experience, and operational efficiency
Spearhead the conceptualization, planning, and execution of innovative marketing campaigns, aligning with a cross-functional calendar to convey the brand's narrative
Collaborate closely with the content team to produce engaging and informative content, including articles, videos, infographics, and other media, to educate consumers about the benefits of CBD
Monitor and analyze key performance metrics across platforms, delivering regular reports and insights to drive data-informed decision-making and optimization
Continuously conduct A/B testing and optimization of landing pages, ad creatives, and calls-to-action to boost conversion rates and enhance the customer journey
Stayed current with industry trends, emerging technologies, and shifts in social media algorithms to ensure the brand's innovation and competitiveness
Collaborated closely with cross-functional teams, including B2B, Operations, Finance, IT/Development, & Creative
Maintained a consistent brand voice, style, and messaging throughout all online marketing initiatives to fortify brand identity and recognition
Vigilantly monitored online conversations and potential reputational risks, responding to customer inquiries and addressing issues promptly and professionally
Ensured that all online marketing practices adhered to industry regulations
Led and mentored a team of online marketing experts, fostering a collaborative and innovative work environment

Director of Merchandising

Foreground

Remote

09.2021 - 01.2023

Implemented the first merchandising team across a portfolio of five photography brands across the direct to consumer, business to business and SaaS ($100mm in annual revenue)
Lead and manage team of 3 direct reports across Merchandising Management, Operations and Creative Design
Strategically deliver a best in class shopping experience on site and execution of product launches, seasonal campaigns, and high performing promotions
Collaborate with CRO team to ideate, run and implement winning conversion optimization tests such as adding a persistent add to cart button on all product pages (+6% CVR)
Optimize key site landing pages to increase conversion including homepage (+6% CVR YoY) and gift discovery pages (+122% CVR YoY)
Deliver high performing promotions that drove ~60mm over the last year, with peak seasons driving $39mm (Q4)
Strategize, brief and manage seasonal campaigns including Black Friday, Cyber Monday driving $8.8mm in DTC revenue
Transform pricing model to drive higher average order values (+9% YoY), stabilize margin (58%) and remedied $900k in potential profit loss
Leverage historical and market data to build a winning promotional campaign calendar
Rigorously evaluate the product mix to fit customer needs and market, identifying low advertising cost categories (-5% CPC)
Generated Google Data Studio to unlock key data points that informed assortment mix health, seasonality curves, and channel level conversion
Identified a 33% YoY decline in email list growth, worked with a cross functional team to implement email capture tools and paid lead generation
Forecasted channel level financial targets and expected SKU volume based on shifting trends in conversion, traffic, average order value for the DTC brand

Vice President of Ecommerce

HANDL New York

Boston, MA

02.2020 - 05.2021

Created and implemented a ground up digital ecommerce strategy for the newly funded startup ($1.5mm revenue Year 1)
Independently built the entire website on the Shopify plus platform (Front and backend)
Formed an optimized, high converting shopping funnel from the prospecting stage through cart conversion
Created a paid social advertising strategy for Facebook, Instagram and Pinterest (2x Blended ROAS)
Implemented a display and paid search strategy on Google Ads ( 3x ROAS)
Established an email program including automated flows (cart, browse abandonment), welcome series and weekly editorial campaigns utilizing Klaviyo (26% open rate)
Conceptualized organic social presence on Instagram/Facebook/Pinterest/Youtube/TikTok, including in-app shopping experiences and engaging social campaigns
Launched third-party selling channels including Amazon, several wholesale sites and big box drop ship programs (Target, Staples, Walmart etc.)
Developed brand standards including brand voice, mission and visual representation (color/typography/iconography)
Managed lead designer and external content agencies in bringing visual brand to life via photography/video
Developed a data reporting structure including a customized Google Analytics Dashboard and quarterly performance reports for investors

Manager of Site Merchandising

Bluprint, a NBCUniversal Company

Denver, CO

08.2018 - 02.2020

Managed a team of 5 in all DTC site strategy execution including; promotional pages/user flows, product listings, streaming video content and acquisition campaigns (supporting +50% subscription growth and $25mm annual revenue)
Optimized shopping experience, product discovery and conversion by rigorous analysis and A/B testing
Conceptualized and launch full-scale rework of site information architecture, optimizing core landing experiences to improve click-through-rate (+16%)
Reimaged Data Studio and Google Analytics dashboards to improve visibility into user behavior and site performance
Collaborated with Product and UX teams to deliver product roadmap requirements for functionality and tooling improvements
Established and drove conceptualization of team goals for the Merchandising organization focusing on improving UX, revenue growth, and subscription expansion
Surgically reimagined internal and cross-functional processes to gain workflow efficiencies
Lead the team through key successful promotions/seasons (including ~$1mm revenue over Black Friday-Cyber Monday)

Associate Merchandiser, Site

Bluprint, a NBCUniversal Company

02.2018 - 09.2018

Launched completely new site experience for rebrand of Craftsy Unlimited to Bluprint, using a new content management system in under one month
Optimized homepage and 22 category landing pages to drive physical product revenue and subscription membership growth
Worked with design, copy and marketing teams to build high yield acquisition campaigns
Coordinated site wide launches for high profile NBCUniversal cross portfolio integrations including TODAY Show, MasterChef, Trolls: The Experience
Refined Buying and Marketing process with cross functional groups to improve site merchandising
Implemented new site functionality at scale, including cross-sell functionality of product listings (increasing average cart value by +5%)

Associate Buyer

Bluprint, a NBCUniversal Company

01.2017 - 02.2018

Launched private label brands Lily & Loom, Craftsy Pima Thread (Driving 2mm in revenue)
Developed product assortment strategy, including product mix health, category gap analysis and quarterly SKU rationalization
Constructed buy plans based on product revenue performance comparatives, ensuring each purchase order aligned to financial open-to-buy goals
Developed site merchandising/marketing plans for product roll outs in collaboration with Marketing partners (launching over +300 SKUs)
Planned and executed gift with purchase programs that drove repeat purchase rate (+25%)
Maintained fortified partnerships with global mills and fabric brands, managed vendor operating terms and contracts
Researched and kept abreast of fabric, quilt, sew industry trends
Managed Assistant Buyer and 2 Merchandising Coordinators in day to day execution

Site Merchandising Associate

Wayfair

Boston, MA

09.2015 - 12.2016

Built & launched over 25% of site pages on Wayfair Canada (Initial launch January 2016) Managed Renovation/Lighting/Dinning product categories (18+ Million in revenue)
Maintained 100+ site pages using internally built CMS (4.5 Million unique site sessions)
Acted as Team captain of CMS tool responding to system bugs, spearheading site wide launches and work flow improvements
Partnered with sales and creative teams to build assets for promotions and facilitate site-wide launches
Used a combination of Tableau, Compass, SQL and internally built analytics systems to track customer trends
Identified key trends among KPI’s which included session, conversion, exit rates and adjust site pages to increase engagement and revenue
A/B testing lead, worked with engineering, storefront and merchandising teams to plan, execute and analyze site tests

Buyer

Wayfair

10.2014 - 09.2015

Added over 75 product lines and 5,800 SKUs across the Plumbing and Flooring Categories
Contributed $16.8 Million in revenue with demand driven product additions
Forged strong partnerships with suppliers and negotiated operating terms
Conducted competitive research and kept in touch with industry trends to identify new targets
Collaborated with the Category Management team to seek out direct partnerships to expand product offering and decrease wholesale costs from 5% - 45%.

Summary

Overview

Work History

Director of eCommerce

Director of Merchandising

Vice President of Ecommerce

Manager of Site Merchandising

Associate Merchandiser, Site

Associate Buyer

Site Merchandising Associate

Buyer

Education

Bachelor of Science - Business Administration, Marketing

Skills

Accomplishments

Work Availability

Timeline

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