# Rochelle Kirkham > Product Design at Hims Location: San Francisco, California, United States Profile: https://flows.cv/rochellekirkham UX Designer with experience in Business Strategy and Marketing creatively aligning users' needs and business goals to bring high-impact and meaningful experiences to users at both physical and digital touch-points. Optimized user engagement for brands such as Walmart.com, Nordstrom, Gymboree, Sears, Farmer’s Insurance, and Lionsgate Entertainment ## Work Experience ### Lead Product Designer @ hims & hers Jan 2025 – Present ### Senior Product Designer @ hims & hers Jan 2023 – Jan 2025 | San Francisco Bay Area ### Senior Product Designer @ Apostrophe Jan 2021 – Jan 2023 Acquired by Hims ### Lead UX Designer @ ROI·DNA Jan 2020 – Jan 2021 | San Francisco Bay Area ### Freelance Product Designer @ Self-Employed Jan 2019 – Jan 2020 | Remote ### Digital Marketing Manager @ Gap Inc. Jan 2019 – Jan 2019 | Remote Managed web traffic plans and marketing budgets to drive sales plans for all product launches and marketing stories across social media, search and affiliate marketing channels, providing direction for photography, copy, and digital assets ● Defined campaign briefs detailing business objectives, creative direction, key content & segmentation strategies to inform & influence creative assets ● Led key vendor partnerships including weekly status calls, reviewing reporting, analyzing ROI, and optimization efforts ● Analyzed campaign performance to turn learnings into actions for future campaigns & A/B tests to drive engagement, sales and retention ### Ecommerce Manager, Merchandising & Email Marketing @ Janie and Jack Jan 2018 – Jan 2019 | San Francisco, California Oversaw day-to-day eCommerce operations, promotions, merchandising & content strategy as well as managed ongoing updates and A/B testing to continually innovate the user’s shopping experience, driving double-digit sales growth YOY ● Collaborated with Buyers, Demand Planning & Allocation to ensure adequate inventory positions & site merchandising alignment to support business goals ● Led weekly cross-functional collaboration on designing site and mobile user flows, executing engagement strategies and launching new site features ● Partnered with Web Development to resolve issues & complete updates from inception to testing to implementation ensuring seamless site update executions ● Managed user acceptance testing (UAT) to ensure seamless site update executions ### Associate Ecommerce Manager, Merchandising & Email Marketing @ Janie and Jack Jan 2017 – Jan 2018 | San Francisco Bay Area Drove creative vision for all product launches & marketing stories on-site & in email marketing, providing direction for photography, copy & digital assets ● Oversaw all briefings to Marketing & Design to ensure photography, product copy, & all other web content supported the marketing & sales plan ● Increased AOV & customer retention by implementing transactional & post purchase strategies focusing on up-sell & cross-sell recommendations ### Assistant Ecommerce Manager, Merchandising & Email Marketing @ Janie and Jack Jan 2016 – Jan 2017 | San Francisco Bay Area Closely monitored product category, & SKU-specific metrics including attribution values & performance to optimize on-site search & drive a high converting shopping experience ● Developed a more intuitive navigation by redesigning site taxonomy based on web analytics, A/B testing & competitive research ● Enhanced site experience by optimizing search rules, replacing vague labels with clear CTAs, & refining filters options ### eCommerce Associate Buyer @ Walmart eCommerce Jan 2016 – Jan 2016 | San Bruno, California Managed Girls’ apparel division. Curated compelling & competitive assortments, sourced new vendors, defined pricing & optimized online presentation to achieve financial success within a rapid-growth eCommerce environment ● Monitored product performance, benchmarked competitors, executed promotional pricing testing, defined merchandising strategies to optimize maximize basket size & AOV ● Partnered with key vendors & site merchandising team to grow direct-to-customer (DTC) assortments & expand item content to improve product discoverability & overall customer shopping experience ### Associate Buyer @ Sears Holdings Corporation Jan 2015 – Jan 2016 | San Francisco Bay Area Oversaw an $89-million-dollar annual business of women’s RTW with over 2,000 SKUs in 700 stores including online with diverse demographics, contrasting regional needs, and variant size demands ● Managed preseason & in-season planning including open-to-buy, markdowns, targets, pricing optimization, marketing & hindsight with consistent action on findings to maximize sales while limiting risk ● Defined product assortment with an eye for fashion & trend, curating compelling assortments based on brand identity, customer preferences, competition & geographic demand ● Influenced all components of product, managing fit, fabric, silhouette, buttons, color & print approvals to ensure brand alignment, product quality & fit satisfaction in all items produced ### Assistant Buyer @ Sears Holdings Corporation Jan 2014 – Jan 2015 | San Francisco Bay Area Managed a $6-million-dollar national denim annual business, with over 800 SKUs in 500 stores ● Collaborated with online team to redefine Petites site experience including a new vision for the landing page, strategic product presentation & attributed sorting resulting in improved traffic, basket size & CVR ● Developed and tracked all import and domestic orders, coordinating with vendors and cross-functional partners to ensure appropriate SKU set up, costing accuracy, optimal unit allocation and timely delivery ● Led all marketing activities for Ready-To-Wear departments, planning promotions, allocating ad space, managing style outs and communicating strategy to the total division ### Buyer Apprentice @ Sears Holdings Corporation Jan 2014 – Jan 2014 | San Francisco Bay Area Completed Sears Holdings Buyer Apprentice Program, a 6 month highly competitive corporate training program focusing on key functional areas in Buying, Finance, Marketing, Planning, Logistics and Design ● Executed a merchandising test in select stores and online for struggling Juniors’ brand, resulting in increased sales, improved online engagement, and management’s approval to implement a new strategy to all stores ### Associate Media Planner @ Mindshare Jan 2011 – Jan 2014 | Santa Monica, California Clients - Farmers Insurance, Summit/Lionsgate Entertainment Analyzed consumer research, broadcast ratings, and web analytics to develop and managed integrated media strategies across broadcast, digital print, and out-of-home formats for top-tier clients in retail, insurance, and entertainment industries ● Developed and implemented integrated media strategies across broadcast, digital and out-of-home formats for multi-million dollar campaigns for The Hunger Games, Twilight, Divergent, and other #1 box office titles ● Analyzed consumer research, broadcast ratings, site productivity, and print circulation to strategize media weight, buying guidelines, and trafficking ad placements to maximize client budget ● Monitored campaign performance and presented analysis including KPI evaluation, optimization recommendations and general insights to management, clients and vendor partners ## Education ### UX/UI Design University of California, Berkeley ### Bachelor of Business Administration (BBA) in Marketing California State University-Long Beach - College of Business ### Study Abroad Program University of London ## Contact & Social - LinkedIn: https://linkedin.com/in/rochellekirkham --- Source: https://flows.cv/rochellekirkham JSON Resume: https://flows.cv/rochellekirkham/resume.json Last updated: 2026-04-13