BAckground

I oversaw the E-commerce team managing a content manager and product designer to deliver site products timely and effectively. I worked cross functionally with developers, creative, marketing, CX, and supply chain to ensure the website provided a seamless user experience. Developed a promotional strategy to drive sales during peak periods. Constantly iterated based on user feedback and a/b testing.

Product Management Framework

Each quarter we’d scope out upcoming projects. Examples of these included:

• Launching BreadPay as a financing partner.

• Launching a mattress quiz to help customers narrow their search.

• Optimizing product pages for conversion, average order value and speed.

• Launching Yotpo, a third party reviews platform.

• Launching a new products from new manufacturing facility

We prioritized projects based on the R.I.C.E. framework. Once we determined the priority, we’d scope the tasks working alongside third party account reps and internal stakeholders. We’d then work backwards from our target launch date and break down the larger projects into smaller tasks. We’d then project manage the work to ensure any hurdles were overcome and milestones were completed timely.

Product Launches

We moved manufacturing in-house during 2023 and successfully launched 7 new mattresses and a number of new accessories. We worked closely with supply chain to ensure all launches properly setup in Shopify and inventory was correct. We thoroughly QA’d the site both in beta and on the live site post launch to ensure all new product launches were setup accurately and free from bugs.

A/B Testing Strategy

Based on research including best practices, competitive audits and data analysis, we kept a backlog of a/b testing ideas. Each month we’d revisit backlog to determine tests to launch. We prioritized this backlog based on the impact/effort framework we developed below. We effectively created, launched and managed 3-5 a/b tests at any given time, analyzed results and reported findings to management on a monthly basis.

A/B Test Example

In the example below, we tested a third party application called Social Fomo that created urgency by displaying a real time popup when someone purchased a mattress. We were unsure how’d this effect the overall user experience so we launched it as an a/b test. The test was a success as it showed a 5% increase in conversion when the popup was active. We rolled out the application to 100% of our users.

Third-party integrations Management

Led and managed the following third party account relationships:

• Shopify (E-commerce platform)

• Attentive (Email/SMS lead capture)

• Contentsquare (Data/Analytics)

• Yotpo (Reviews Platform)

• BreadPay (Financing)

• Clyde (Insurance)

• Monetate (A/B testing)

Promotional strategy and Discount Code generation

We created and maintained a promotional calendar to capture increased demand during tentpole holidays. Successfully managed P&L to drive sales while ensuring product margins were maintained.

November 2023 Black Friday Promotion (Example)

Content management

We launched Contentstack, which provided a headless content management system, allowing us to build modern, flexible, and scalable digital experiences that are not confined to a single platform or technology stack. I managed all site content including: promotional updates, imagery & logos, out of stock messaging etc.