Lead marketing strategy and digital operations for an award-winning bistro and bakery in the Santa Cruz Mountains. Manage end-to-end digital presence, including website, social media, email marketing, and local SEO while driving community engagement and brand awareness.

Key highlights:

• Built and executed integrated marketing campaigns spanning digital and in-person channels for a hospitality brand recognized with "Best Of" awards in Santa Cruz County

• Applied DTC e-commerce and conversion optimization principles to a brick-and-mortar context, driving measurable increases in online ordering and customer engagement

• Managed cross-channel content strategy and brand consistency across all digital touchpoints

I was entrusted with the comprehensive design and development of the company's marketing website. Leveraging tools like Figma for design and WebFlow for development, I successfully created a user-centric, visually appealing, and highly functional marketing website.

• Developed the final design concepts using Figma, ensuring alignment with Accel Health's brand identity and marketing goals.

• Crafted intuitive and aesthetically pleasing user interfaces that enhance the user experience and drive engagement.

• Utilized WebFlow to bring the designs to life, implementing responsive design principles to ensure optimal performance across various devices and screen sizes.

• Collected and incorporated stakeholder feedback to refine and optimize the website's design and functionality.

Owned the full DTC commerce operation for a nationally recognized specialty coffee brand — Shopify Plus storefront management, site merchandising, CRO strategy, promotional execution, and analytics reporting. Independently managed daily site operations, content updates, product launches, and campaign readiness for 8 years.

Key Achievements:

• Drove +25% YoY revenue growth through sustained merchandising optimization, CRO experimentation, and lifecycle strategy

• Led complete website relaunch delivering +183% sessions, +27% engagement rate, +9% CVR lift, and +8% AOV increase

• Owned conversion rate optimization strategy end-to-end — from Hotjar heatmap analysis and GA4 funnel audits through hypothesis development, A/B test execution, and results implementation

• Designed and executed subscription incentive A/B tests that became a repeatable framework for systematic experimentation across the DTC funnel

• Managed site merchandising and assortment strategy, aligning product positioning with seasonal campaigns, wholesale priorities, and inventory levels

• Collaborated cross-functionally with Growth, Creative, Retention, and Operations teams to ensure cohesive brand execution across all digital touchpoints

• Contributed to Verve being named to Shopify’s "50 Best Online Stores" list

Tech Stack: Shopify Plus, GA4, Figma, Hotjar, Recharge, Klaviyo, Adobe Creative Suite, Google Tag Manager

• Engage with customers via Chat, Phone, Email, and Social Media to uphold Verve's highest standards

• Managed online customer interactions and nurtured customer loyalty through authentic connections and community-building

• Increased close rates with new customers by understanding their needs and providing guidance toward their ideal products

• Conveyed challenges and opportunities internally to production and operations teams to improve the customer experience

• Managed multiple software programs to meet diverse customer demands

• Launched the company’s first online coffee subscription program ($10M) with +113% growth in the first six months

• Led website enhancement initiatives, optimizing information architecture, navigation, and usability

Selected and secured budget for the Recharge platform as a flexible and responsive subscription solution

• Developed, designed, and executed strategies for email marketing applications to gain and retain customers

• Maintained and updated website content, products, and promotions for vervecoffee.com