Rachel Petrie
eContent Project Manager
St Louis,MO
Summary
eCommerce and eContent leader with 5+ years of experience driving digital shelf strategy, content optimization, and conversion growth for top CPG brands, including Nestlé Purina. Proven ability to develop eContent strategies and best practices, synthesize consumer, category, competitive, and retailer insights, and execute data-driven optimization through A/B testing. Highly collaborative partner with deep experience across SEO, PDP content, digital merchandising, and retailer algorithms, leveraging platforms such as Stackline, Vendor Central, and Workfront to deliver best-in-class eCommerce performance. Known for educating teams, leading cross-functional collaboration, and advancing agile, insight-led eCommerce execution.
Overview
7
7
years of professional experience
Work History
Account Manager
Flywheel Digital
St Louis, Missouri
03.2021 - Current
- Led eContent and digital shelf strategy for enterprise CPG brands including Nestlé Purina (6+ years), Mondelez, and Royal Canin, driving improved findability, conversion, and retailer algorithm performance.
- Developed and executed SEO-led PDP and DSP content strategies (main images, image carousels, enhanced content, variations) informed by consumer, category, competitive, and retailer insights.
- Conducted digital shelf audits and performance analysis using Stackline, Amazon Vendor Central, and Flywheel, translating data into continuous optimization and A/B test initiatives.
- Partnered cross-functionally with brand, sales, category, vendors, and agency teams to deliver best-in-class eCommerce content and meet go-to-market timelines for multi-million-dollar programs.
- Led project management and calendar execution for a 2025 initiative spanning 2,500 SKUs across 90 brand leads, using tools similar to Adobe Workfront to define priorities and delegate tasks.
- Served as a strategic advisor and educator, auditing content for accuracy and compliance, and training brand teams virtually and in-person on eCommerce best practices, retailer requirements, and content strategy, including the Purina CA team.
- Delivered retailer-facing strategy and collaboration, including direct partnership with Chewy, and supported global content execution across 15+ retailers, 7+ languages, and US, CA, and EU markets.
Senior Content Specialist
Flywheel Digital
St Louis, Missouri
03.2019 - 03.2021
- Managed SEO-led eCommerce content strategy for all Purina brands, optimizing digital shelf performance across top retailers to improve findability and conversion.
- Developed eContent playbooks, standards, and best practices, many of which continue to inform Purina’s current attribute structure and project briefing process.
- Created playbooks with retailer-specific PDP content strategies aligned to brand, category, and algorithm requirements.
- Supported cross-functional collaboration and education, helping train brand and eCommerce teams on content strategy, retailer expectations, and optimization principles.
- Owned content timelines and go-live coordination, ensuring accuracy, compliance, and on-time execution across large-scale launches.
- Loaded content to Salsify and advised on parent-child relationships and data management.
Education
Bachelor of Arts - Professional Writing
Missouri State University
Springfield, Missouri, MO05-2017
Skills
eCommerce & eContent Strategy
Digital Shelf Strategy eContent Best Practices Findability & Conversion Retailer Algorithms PDP Optimization Digital Merchandising
SEO, Testing & Optimization
SEO Strategy & GEO Strategy A/B Testing & Test-and-Learn Continuous Optimization Content Auditing Attribute & Variation Strategy
Analytics & Collaboration
Digital Shelf Analytics Consumer, Category & Retailer Insights Cross-Functional Collaboration Strategic Planning & Calendar Execution Brand & Team Education
Platforms & Tools
Stackline Amazon Vendor Central Flywheel Adobe Workfront Salsify
Timeline
Account Manager
Flywheel Digital
03.2021 - Current
Senior Content Specialist
Flywheel Digital
03.2019 - 03.2021
Bachelor of Arts - Professional Writing
Missouri State University