In her first four months at NEIWAI, Karen overhauled the retention marketing infrastructure and workflows. The company’s previous email marketing platform had integration and tracking issues and was not user-friendly for a lean Shopify brand. The team also lacked internal graphic design resources, which limited the frequency of email campaigns. Karen led an ESP migration, which unlocked efficiencies for the team in campaign production and customer segmentation and also enabled a seamless SMS launch. She also onboarded an agency to redesign priority flows and create new templates that the NEIWAI team could easily update. With this infrastructure in place, NEIWAI scaled its retention marketing program through a combination of brand and agency-owned optimizations.

Dance aesthetics have been a central inspiration for NEIWAI’s activewear collection and in Fall ‘24, NEIWAI launched a limited-edition collaboration with New York City Ballet. Karen managed the US launch plan and supported campaign production for this collaboration. In addition to defining messaging content and cadence across marketing channels and ensuring all product assets and information were ready for launch, Karen also managed a concurrent website redesign to better showcase the editorial content from the campaign shoot. As NYCB’s primary contact in the US, Karen provided detail-oriented project management and on-the-ground support with fittings, sample coordination, on-set assistance, and accounts payable follow-ups. She also managed content approval processes to ensure alignment between NEIWAI and NYCB across the multi-month collection launch.

When Karen joined Andie as its first CX manager, the team had outgrown its existing help desk platform. The previous tool managed "tickets" instead of customer relationships and lacked a unified view of inbound requests across different support channels, resulting in disjointed agent and customer experiences. Karen led vetting of help desk solutions and managed the migration to the chosen vendor. The migration enabled the team to seamlessly add new support channels like phone and SMS and launch new services like fit consultations. Karen also led hiring and training of in-house PT and FT CX agents, allowing the team to maintain a high quality of service while managing a streamlined team that could scale with seasonal business fluctuations.