Yvette Thomas

In my current role as an E-commerce Marketing Manager, I work cross-functionally with digital owners across CRM, UX, SEO, and analytics to execute strategic updates and enhancements to the website that are tightly aligned with user needs, brand standards, and overarching business objectives. I play a key role in translating insights into action, leveraging data to identify friction points and opportunities across the digital funnel. My approach integrates conversion rate optimization (CRO), personalized content strategies, and SEO best practices to improve the customer journey and accelerate lead capture. By aligning cross-functional priorities with a unified performance strategy, I continuously drive increases in lead conversions, online sales, and overall digital marketing ROI.

• Co-lead digital roadmap planning and MVP solutioning, translating business objectives and customer insights into prioritized initiatives that drive performance and innovation.
• Champion the development of a best-in-class, industry-leading web experience, rooted in continuous optimization, personalization, and modern design standards to increase engagement, lead conversion, and customer satisfaction.
• Drive continuous year-over-year growth in lead capture and digital conversion rates by leading high-impact initiatives that optimize the customer journey and align with evolving consumer expectations.
• Steer the vision for a best-in-class, industry-standard web experience, leveraging data-driven insights, agile execution, and cross-functional collaboration to deliver measurable business value and sustained competitive advantage.
• Partner cross-functionally with digital marketing, field operations, contact center sales, and customer service teams to deliver a unified, omnichannel experience that bridges online and offline touchpoints—ensuring consistency, reducing friction, and driving stronger lead-to-sale conversion across the customer lifecycle.
• Lead vendor negotiations and managed third-party partnerships, ensuring service-level excellence and alignment with brand objectives.
• Champions the mobile-first product strategy, improving customer engagement and portal utilization.
• Serve as a SAFe-certified Product Owner, defining and prioritizing digital features based on business impact, customer value, and technical feasibility.
• Manage and groom the product backlog for agile development teams, ensuring efficient delivery of high-impact enhancements that align with strategic objectives and improve the end-to-end digital experience.
• Implement key UX-driven updates informed by testing insights and user behavior analytics, collaborating closely with design and content teams to enhance conversion and engagement.
• Leverage components and plug-ins across platforms such as Sitecore and Magnolia CMS, while utilizing tools like Optimizely, UserTesting, Figma, and Hotjar to validate improvements and ensure a cohesive, data-informed user experience.
• Lead the formulation of A/B testing strategies in tandem with the UX team, leveraging customer insights to guide web redesigns, feature enhancements, and personalized content.
• Utilize rigorous testing as a critical validation tool to drive measurable improvements in user experience and conversion metrics, fully aligned with strategic business goals.

As an IT business Analyst, I led the planning, coordination, and execution of cross-functional initiatives, ensuring alignment with organizational objectives and on-time delivery. Applied advanced analytical techniques to interpret data, identify risks and opportunities, and provide actionable recommendations that enhance operational efficiency and drive continuous business improvement. Utilized established reporting frameworks and dashboards to deliver consistent monthly updates on project status, performance indicators, and key business metrics. Maintained rigorous project management discipline throughout all phases to ensure successful delivery, stakeholder alignment, and measurable business impact.

• Served as a key strategic intermediary between business stakeholders and IT teams to translate complex business requirements into practical technology solutions that enhanced enterprise-wide systems and reporting capabilities.
• Led cross-functional initiatives involving multiple departments to streamline ERP integration and automate critical business processes, resulting in improved operational efficiency and data accuracy.
• Conducted in-depth data analysis and synthesized findings into clear, actionable insights for senior leadership, supporting informed decision-making and strategic planning.
• Facilitated requirements gathering and functional design workshops, ensuring alignment across business units and technical teams to deliver projects on time and within scope.
• Maintained strong executive-level relationships by delivering monthly updates on dashboards and reports, ensuring transparent communication of key performance indicators.

As Contact Center Sales Manager, I led a high-performing sales teams by leveraging data-driven insights to optimize workforce coverage and design agile team structures that maximized efficiency and customer engagement. I collaborated closely with marketing leadership to align sales strategies with overarching KPIs, ensuring seamless execution of integrated campaigns that drove qualified lead conversion and revenue growth. Through targeted coaching and development programs, I cultivated a culture of continuous improvement, empowering teams to consistently exceed performance benchmarks. My leadership spanned operational excellence, which optimized training programs, refined performance tracking systems, and implemented best practices that sustained scalable, measurable sales success.

• Directed a high-performing team of over 60 sales and service professionals, orchestrating campaigns that generated $29.8 million in revenue in 2012 while optimizing operational efficiency and driving measurable business results.
• Enhanced sales productivity through strategic coaching initiatives and rigorous alignment of KPIs, driving sustained double-digit year-over-year revenue growth and elevating overall team performance.
• Strategically aligned sales operations with marketing initiatives to optimize lead generation, accelerate conversion rates, and enhance customer retention, driving cohesive revenue growth across channels.