Interests
Camping Fishing Woodworking Crocheting Reading
Community Involvement
Utah Division of Wildlife Resources
Sharlissa Olson
E-Commerce, Brand Strategy & Merchandising Leader
West Jordan,UT
Summary
E-commerce and brand strategy leader with 15+ years of experience driving marketplace growth across Amazon and large-scale retail organizations. Experienced developing and executing advertising, pricing, promotional, content, SEO, and assortment strategies that drive profitable growth. Combines marketplace expertise, merchandising leadership, financial acumen, and data-driven decision-making to accelerate sales, improve profitability, and strengthen brand performance.
Overview
15
15
years of professional experience
Work History
Senior Brand Strategist
AMZ Atlas
2024.04 - Current
- Drove $21.4M in year-over-year Amazon revenue growth across a portfolio of 6–10 brands through advertising, content, promotional, pricing, Buy Box, and assortment strategies.
- Increased sales for a key brand by $2.6M (+146.3%) while improving ROAS from $3.60 to $6.80 and reducing TACoS by 1.5 percentage points through advertising and marketplace optimization.
- Led the launch of ~600 ASINs, generating approximately $18M in first-year revenue through launch planning, content optimization, pricing, advertising, and promotional strategies.
- Improved organic rankings across ~200 priority keywords, contributing to an 80% increase in organic sales through SEO, keyword research, content optimization, and competitive analysis.
Merchandise Manager
Sportsman's Warehouse
2023.03 - 2024.04
- Led merchandising strategy and performance across Camping, Gift Bar, Knives, and Self-Defense categories.
- Turned a 40% Camping revenue decline into year-end stability while selling through 60% of aged inventory.
- Increased Gift Bar revenue by 60%, achieved 80% aged-inventory sell-through, and improved sell-through rate from 1.0 to 2.5.
- Expanded category margin by 1,000 basis points through assortment, pricing, promotional, and inventory strategies.
- Leveraged sales, inventory, market, and customer data to optimize assortment and identify category growth opportunities.
- Partnered cross-functionally with Marketing, E-Commerce, Pricing, Promotions, and Operations to execute strategic priorities and respond to market conditions.
Director of Merchandise, Partner Management & Ops
Overstock.com
2019.03 - 2022.09
- Directed merchandising, partner management, and operations across strategic product categories and a portfolio of 150+ key accounts generating approximately $800M in annual revenue.
- Oversaw 300+ merchandising partners representing approximately $200M in annual drop-ship revenue, leading strategies across assortment, pricing, inventory, promotions, forecasting, fulfillment, supply chain, and customer experience.
- Increased in-stock performance by 10% to 86% and improved on-time delivery by approximately 7% to 99% while maintaining two-day shipping performance through pandemic-related supply chain challenges.
- Achieved triple-digit year-over-year revenue growth for 10 strategic accounts during Q4 2021.
- Led major holiday marketing initiatives involving 30+ teams and developed scalable workflows that improved productivity and execution.
- Built and developed high-performing teams of 30+, with more than 30% of team members promoted during tenure.
- Partnered with Product, Integrations, Reporting, Analytics, and Technology teams to develop tools, streamline operations, and improve partner experience.
Partner Operations Team Supervisor
Overstock.com
2016.03 - 2019.01
- Supervised 12 account managers and coordinators responsible for partner relationships and service, achieving a 96% overall partner satisfaction score.
- Developed a structured onboarding and training program that reduced new-hire ramp time by 25%.
- Coached and developed team members through regular performance reviews, skill-building sessions, and individualized development plans.
- Partnered with UX and Engineering teams to launch partner-facing tools, including a self-service portal, knowledge base, and analytics dashboard.
- Improved operational processes and team performance while supporting partner satisfaction and retention.
Senior Partner Associate
Overstock.com
2011.09 - 2016.03
- Managed vendor relationships across Jewelry, Watches, and Worldstock categories, serving as the primary point of contact for partner needs and issue resolution.
- Analyzed partner performance to identify growth opportunities and improve assortment, operational execution, and account performance.
- Partnered cross-functionally with Marketing, Product, Sales, Legal, and Finance to support product launches and strategic initiatives.
- Improved partner performance through contractual compliance, operational support, and business recommendations.
- Contributed to partnership strategy and identification of new business opportunities.
Skills
Core Competencies
Amazon Seller Central & Vendor Central Amazon Marketplace Strategy Brand Strategy P&L Management Revenue Growth Amazon Advertising Retail Media ROAS & TACoS Optimization SEO & Keyword Strategy Pricing Strategy Buy Box Optimization Assortment Strategy Product Launches Promotional Strategy Competitive Analysis Category Management Merchandising Forecasting Inventory Management Vendor & Partner Management Cross-Functional Leadership Executive Communication & Presentations Business Reviews
Amazon Ads Certifications
- Amazon DSP Certification — 2025
- Amazon Ads Advanced Retail Certification — 2024
- Amazon Sponsored Ads Certification — 2024
- Amazon Video Ads Certification — 2024
- Amazon Ads Foundations & Retail Certifications — 2024
Accomplishments
Industry & Client Leadership
- Represent brands at 2–4 major industry trade shows annually, supporting strategic partnerships, product discovery, competitive intelligence, and new business opportunities.
- Lead onsite business reviews and strategic presentations with brand executives and leadership teams, presenting marketplace performance, growth opportunities, competitive insights, and recommended strategies.
- Partner directly with brand leadership to develop Amazon growth roadmaps, aligning advertising, pricing, promotions, content, assortment, and product-launch strategies with broader business objectives.
Recognition
- Overstock Superhero Award (2022): Recognized by CEO Jonathan Johnson for identifying a mattress assortment opportunity and partnering cross-functionally with Marketing to improve product visibility and customer experience.
Interests
Volunteer & Mentor 6 years with Utah DWR
Timeline
Senior Brand Strategist
AMZ Atlas
2024.04 - Current
Merchandise Manager
Sportsman's Warehouse
2023.03 - 2024.04
Director of Merchandise, Partner Management & Ops
Overstock.com
2019.03 - 2022.09
Partner Operations Team Supervisor
Overstock.com
2016.03 - 2019.01
Senior Partner Associate
Overstock.com
2011.09 - 2016.03