At Shutterfly, a leading retailer and manufacturing platform for personalized products, Angela led website and app merchandising and marketing strategic plans and execution. She developed and launched new and improved website experiences to optimize customer journeys for their largest category in preparation for Holiday. This included working with Product, UX Designers, Creative and Engineering teams to improve marketing messages, page templates and components, navigation, search and the creation path using analytics, customer feedback and best practices. To ensure the right data was available, she audited and created site attribution, testing processes and developed dashboards. Improvements to the Holiday experience increased conversion across multiple channels and pages (2-5x) and grew revenue (+10%) despite a challenging economic timeframe in 2020 with the start of the pandemic.

At Bellacor, a small (60-person) online retailer in the premium home furnishings and lighting industry, Angela led the digital strategy for both their DTC & B2B websites. She reviewed the end-to-end site experience from home page to checkout to develop an optimization roadmap inclusive of website performance and usability. This started with revamping data attribution and building new dashboards to better analyze website traffic and user behavior data. She utilized this data to prioritize areas for improvement to find opportunities with the highest ROI while also considering customer feedback, industry insights and best practices to include quick wins on low hanging fruit. Wearing additional hats as a Product Manager, UX Designer and A/B testing lead, she worked closely with Engineering in an Agile process for execution. After the launch of new page templates and components in less than 6 months, conversion increased across priority site pages (10-50%), bounce rates decreased (-20-40%) and customer satisfaction grew (+25% reviews).

At General Mills, a food manufacturer with over 100 brands around the world, Angela led the Foodservice ecommerce go-to-market strategy and development of a multiyear digital roadmap to build new capabilities inclusive of investment prioritization and business value. See worked across not only marketing, sales (national and field), finance, operations, category and consumer insights teams to align with product-led growth and sales initiatives, but also across a matrixed organization to access key digital and technology tools. She reviewed existing product content, conducted website audits, reviewed competitors and located customer pain points using customer insights and industry research to identify opportunities to improve performance. She then built up a new digital commerce team to improve B2B & B2C digital shelf content, creating dashboards to track and improve brand visibility (search, navigation) and marketing campaigns to grow sales on priority products and sites (+7-20%). She also led an agile POD to create and test new content, establishing and meeting OKRs.