Highlights:
Improved brand profitability via 62% margin and AUR +5
Achieved 5.7 Billion views on TikTok activation.
Achieved multi-billion dollar sales goal 2 years ahead of schedule.
January Test Results: NA 5-day comp +41 (stores and DTC)
DTC test very strong with huge comps; women’s DTC test +95
Customer file health improved: file +9, retention is positive.
Drove youtube and instagram views from 15% to 80% and click through conversion rate to more than 55% yoy.
Drove 142mm total completed youtube views domestically.
Improved completed video views by 8,000%+ yoy.
Averaged an 84.57% video completion rate (vcr), 0.01 Cost per completed view (cpcv) and 32mm+ completed views paid performance.
Led the team to storyboard a twitch.Tv 15second video ad that became a top traffic driver for the week and achieved the 2nd highest vcr of all videos on twitch, garnering 773k video impressions, .47% Click through rate and 84% vcr.
Drove strong revenue and roi through both facebook and instagram, gleaning 58mm+ impressions and 860k+ clicks through Facebook and 4.4mm+ impressions and 100k+ clicks through instagram dpa cart abandonment retargeting.
Improved creative function structure, including development of photography standards, and photoshoot processes.
Held one the highest retention rate of associates over my 7 year tenure.
