I led several large, cross-functional digital projects that significantly optimized conversion rates and contributed to over $50M in annual eCommerce sales. Over this time, I managed a high-performing squad of 12, including engineers, QA specialists, designers, merchandisers, and marketers, to deliver impactful solutions that enhanced Aritzia’s digital presence and supported its rapid growth.

My role involved developing and executing comprehensive product strategies and roadmaps, aligning business goals with customer-centric innovations. I conducted in-depth user research and leveraged A/B testing to identify and implement optimizations across the eCommerce platform. A highlight of my contributions was leading the implementation of Algolia a cutting-edge search solution that improved product discovery, search relevance, and speed, driving higher engagement and conversion rates.

I spearheaded the redesign of the homepage, creating a purpose-driven strategy that aligned with brand goals and user behavior. This initiative, alongside transforming site navigation and optimizing collection pages, improved the overall user journey, reduced friction, and increased revenue. Additionally, I led the design and launch of a client retention and loyalty program, which deepened customer relationships and boosted repeat purchases.

Throughout my tenure, I managed the rebrand and development of company pages and microsites, elevating Aritzia’s digital brand presence. My leadership extended to balancing creative input with technical feasibility, ensuring seamless collaboration across teams. I continuously partnered with data analytics to track performance, refine strategies, and prioritize initiatives that delivered the highest ROI.

By leading multiple large-scale, cross-functional projects, I demonstrated my ability to drive innovation, enhance user experiences, and directly impact business growth. My focus on conversion rate optimization, paired with a strong commitment to collaboration and execution, solidified Aritzia’s position as a leader in the digital retail space.