Hi, I’m
RENEE BEREN
California
Summary
- Digital Commerce, Operations and Marketing leader with 15+ years of experience directing a variety of programs including:
- High Growth, CMS, email, CRM, loyalty, site content, display, paid search, SEO, SEM, social media, and UX/UI.
- Spearheading strategic marketing campaigns while effectively handling all D2C needs with skill and accuracy by tracking milestones and promoting cross-functional collaboration.
- Demonstrated history of successfully planning and executing multi-channel approaches to market diverse brands.
Overview
16
years of professional experience
Work History
NuFACE
Director of Direct-to-Consumer
11.2022 - Current
Job overview
- Full DTC P&L ownership, responsible for driving revenue growth for NuFACE.com, NuFACE Mobile APP, NuFACE TikTok Shop (high-8 figure annual net revenue business)
- Conceptualized a growth and performance marketing GTM strategy for all new product launches
- Responsible for end-to-end customer experience from acquisition to personalization on site, SEO/SEM, and CRO (conversion rate optimization) on a Fully customized front end / Shopify backend - implemented shoppable video that has helped to see +16% lifts in conversion rates
- Drove strong year-over-year revenue growth by growing key categories, creating impactful promotions and site experiences to improve conversion rate
- Business lead in planning tech roadmap and setting priorities on the team for bugs, site enhancements, A/B tests, and new vendor onboarding
- Key partner to Brand Marketing - finding new ways to grow DTC organically and drive more direct traffic to site, helping offset higher paid acquisition costs
- Oversee a team of merchandisers, content, and web design/UX teams to drive innovative site experiences and optimized customer shopping flows
- Manage and maintain full tech stack partnering closely with IT and Ops to successfully onboard new ERP system and 3PL for optimized supply chain workflow.
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
Ariat International
Director of ECommerce and Digital Marketing
04.2021 - 11.2022
Job overview
- Largest Equestrian Footwear and Apparel Company in the World
- Directed and executed a high growth strategy and messaging for Ariat’s Western Fashion footwear line
- Conceptualized a growth and performance marketing strategy for all new product launches
- Successfully launched a new product in the true wireless earbud category, exceeding projection by 30%
- Increased revenue by over 50% YoY during multiple COVID-19 obstacles and a July Paid Social shut-down
- Increased new users by 95% through non-brand search/awareness/top of funnel social campaigns by re-imagining the value props and benefits the product category needed to succeed during COVID-19
- Consulted and managed Ariat’s Key Accounts new site design, while merchandising the site to properly funnel traffic for 3 of our product lines
- Complete overhaul of the entire Social and Paid advertising platforms to properly target customers and deliver the message to them during the proper phase in their customer journey
- Increasing Paid Conversion rate by 80% YOY and transactions by 450%
- Increased Conversion Rate by 250% across our key wholesale retailers since joining, through UX/UI changes, proper messaging, redesigned navigation, and naming conventions.
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Evaluated hiring, firing, and promotions requests.
Hyland’s Naturals
Manager ECommerce
02.2018 - 02.2021
Job overview
- Trusted Leader in the Natural Wellness Space
- Responsible for all Ecommerce operations for Hylands.com and wholesale retail partners, working cross functionally with marketing, planning, merchandising, logistics, accounting, and ownership
- Increased revenue by over 263% YoY in Amazon, Walmart.com, Target.com and DTC site
- Increased new users by 225% through non-brand search/awareness/top of funnel social campaigns
- Constantly A/B tested and created all site optimization projects, managed an internal team of 2, 3 agencies, and an independent contractor overseas
- Created a comprehensive list of mobile UX/UI changes, all of which increased conversion and add to cart ratios
- Implemented multiple cross-sell strategies that boosted AoV, while using site analytics to create upsell opportunities
- Increased overall margin in Q2 and Q3 by 14% YoY through restructuring discount policy, duration, product assortment and audience segmentation
- Q4 growth exceeded 250% with all relevant KPIs.
Walmart Global eCommerce
Assistant Manager Site Merchandising
01.2014 - 01.2016
Job overview
- Largest retail corporation in the World
- Lead discovery and strategy sessions with business stakeholders, identified pain points, designed plan and timeline for solution
- Managed projects with Agile & Scrum methodology
- Owned continuous improvement of team systems, including content management system and product information management
- Responsible for over 100k SKUs’ set up accuracy and speed in FY15
- Achieved 52% average assortment growth rate for responsible categories
- Managed 4 direct reports, provided support and impetus
- Ensured apparel item set up data integrity by utilizing tools including SQL and Excel to analyze large data sets.
Walmart Global eCommerce
Content Acquisition and Quality Specialist
01.2014
Job overview
- Created the current Apparel Content Style Guides for both in-house training and vendor on-boarding purposes
- Train and subsequently project manage a new Item Set-Up team at Walmart HQ in Bentonville Arkansas as part of the Apparel Scalability Project
- Managed multiple vendor onboarding meetings by interfacing with our domestic and import suppliers as part of the high visibility Apparel Scalability Project
- Act as the Apparel content expert and constantly strive to drive traffic to the site through SEO practices by creating online content that is the most relevant to search engines and the customers.
Walmart Global eCommerce
Apparel Item Set-Up Specialist/Content Writer
01.2013 - 01.2014
Job overview
- Responsible for the creation of new items on the site and assist in the growth of the Junior’s and Intimates assortment
- Create content for apparel items, and optimize content for top-selling and top investment items across all departments
- Monitor design and copy focus to ensure that Web site accurately reflects marketing priorities and style guidelines
- Create monthly content audits to ensure quality control of apparel item content
- Monitor competitive sites to identify merchandising opportunities and best practices
- Review top-seller and merchandise in-stock reports and make appropriate adjustments to the products featured content.
Arthur Beren Shoes Inc.
Channel Marketing Manager
10.2010 - 01.2013
Job overview
- Independent luxury shoe retailer
- Ensured that Retail, Catalog and Web KPIs were being met
- Increased customer engagement by 35%, and reduced expenses by 10% per year
- Create and optimize all KPIs for SEO, SEM and PLAs monthly, quarterly, and annually
- Integrated Direct Marketing initiatives with Digital Marketing results to enhance customer retention and acquisition
- List management for the entire catalog division, manage 20+ drops for 3-4 Catalogs a year
- Coordinate Specialized trunk show mailings and marketing strategy, to ensure cross channel marketing was kept on brand
- Create and maintain the Marketing database for the Arthur Beren Shoes Catalogs, digital marketing, and email marketing lists
- Increase efficiency of house file segmentation and create new marketing strategies for the entire catalog division, SEM, and email channels.
Arthur Beren Shoes Inc.
Asst. Buyer Men’s & Women’s Shoes
05.2008 - 01.2010
Job overview
- Led vendor buys and created financial planning, OTB, marketing, and merchandise procurement for 15+ vendors, Men’s and Women’s shoes and accessories
- Managed inventory turns and sell through from the warehouse to in-store, increasing sell through by 20% and turn by 35%
- Created purchasing analysis reports for over 15 vendors each month, quarter, season, and year to streamline information to all buyers
- Conducted weekly inventory forecast analysis for each vendor, and strategic product placement to maximize sales in all three channels
- Created and met accurate yearly forecast planning and oversight of company-wide inventory, turn and proper margin.
Education
San Diego State University
Bachelor of Arts - Philosophy
University Overview
Honors: Dean’s Honor List
Skills
- Marketing Analytics
- Customer Segmentation
- Partnership Development
- Content Strategy
- Product Lifecycle Management
- Quantitative and qualitative market research
Skills
SEO, SEM, Shopify, Magento, Demandware, Salesforce, CSS, HTML, Google Analytics, JIRA, PLA’s, Photoshop, Klayviyo, Zaius, SendGrid, Bronto, MailChimp, Responsys, MS office, PowerPoint, Keynote, Fashion, Photography, Interior Design, Landscape/Cityscape, C++ Script writing, Digital strategy, e-commerce, P&L Management, Site Merchandising, Campaign Marketing, Promotional Planning, Digital Media Management & Strategy, PR Management/creation, Project Management, Web Analytics, Customer Profile Building, Algorithm Analysis, Inventory Management, Email Marketing, Multi-Channel Strategy, A/B Testing, Team Management, UI/UX Best Practice, Site Navigation, Customer Reviews, GTM Plans
Timeline
Director of Direct-to-Consumer
NuFACE
11.2022 - Current
Director of ECommerce and Digital Marketing
Ariat International
04.2021 - 11.2022
Manager ECommerce
Hyland’s Naturals
02.2018 - 02.2021
Assistant Manager Site Merchandising
Walmart Global eCommerce
01.2014 - 01.2016
Content Acquisition and Quality Specialist
Walmart Global eCommerce
01.2014
Apparel Item Set-Up Specialist/Content Writer
Walmart Global eCommerce
01.2013 - 01.2014
Channel Marketing Manager
Arthur Beren Shoes Inc.
10.2010 - 01.2013
Asst. Buyer Men’s & Women’s Shoes
Arthur Beren Shoes Inc.
05.2008 - 01.2010
San Diego State University
Bachelor of Arts - Philosophy
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