Kristen Wagner-Patterson

Senior Marketing Manager · Paula's Choice Skincare

Clinton, WA

Work Experience

Senior Marketing Manager

2021 – Present

• Partnered with Site Experience team to improve conversion rate by 16% for US & AU utilizing multivariant testing across content, copy & merchandising • Collaborated and improved process across 5 departments for DTC Omnichannel go-to-market strategies around Product Marketing & New Product Launches, with a focus on end-to-end launch of CPG goods • Lead Team focusing on content, product marketing & merchandising opportunities within DTC • Program Managed Holiday DTC Execution & Experience, including concepting the Gift Guide; resulting in a 30% conversion improvement for US and 19% improvement for AU compared to site average • Program Managed Anniversary DTC Execution & Experience, resulting in a consistent 2-3% lift in conversion rates • Analyzed performance reporting, competitor and market trend data to roadmap future improvements and provide executive level reporting for $101MM+ DTC US/AU DTC ecommerce business • Proven leader known for cross-functional collaboration, effectively leading content & merchandising initiatives for DTC with a customer obsessed mentality

Senior Ecommerce Merchandiser & Marketer

Paula's Choice Skincare

2019 – 2021

• Managed US/AU DTC merchandising and optimized conversion, improving conversion rates by 6% and revenue by 47% in the US (for AU revenue improved by 88% YoY) • Created & Implemented Homepage, Gift Guide and key landing page content strategies, resulting in an 80% increase in transactions for US (AU saw a 106% improvement) • Managed and executed 26 new Product Launches for US/AU DTC, working cross functionally with 7 departments utilizing integrated marketing & customer engagement analytics • Created content strategies and go-to-market process improvements, reducing lead times by 2 weeks, resulting in a 69% increase in customer sessions for US (AU saw a 112% session improvement) • Developed Executive-level reporting around Site & Campaign Performance for a $90MM+ DTC ecommerce business • Revamped our Kits & Sets program, driving $10MM+ a year or 10% of total revenue generated

Senior Ecommerce Merchandiser & Marketer

Filson

2017 – 2019

• Managed online operations, working cross functionally with 6 departments to improve digital content process and customer engagement, resulting in a 1% conversion Rate improvement on an AOV $350 • Implemented new project management and content process, decreasing time to live by 25%• Planned and executed online merchandising calendar for each month of the year, supporting 7 different shop fronts & additional landing pages • Increased demand revenue by 35% YoY, leveraging digital, email & social marketing to drive omni-channel initiatives • Improved digital marketing campaigns by implementing SEO optimizations and multi-variant testing • Developed executive level reporting for campaign performance, merchandising initiative & product sales

Senior Web Merchandiser

Zumiez

2016 – 2016

• Managed 250+ Brands, 60+ categories comprising almost 60% of ecommerce revenue generated • Streamlined go-to-market initiatives analyzing omnichannel sales and marketing data, improving YoY revenue and conversion rates • Created new marketing landing page strategies, incorporating SEO and digital marketing best practices, leading to double digit comp gains around customer session & engagement • Analyzed and executed merchandising strategies based on internal sales reporting, improving off-price demand revenue and margins while decreasing on-hand stock

Web Merchandiser

Zumiez

2012 – 2016

• Managed 200+ Brands, 20+ Categories that drove 40% of total ecommerce revenue • Improved product revenue & unit performance driving over $25MM+ in Revenue by creating merchandising and marketing initiatives • Partnered with 5 departments, developing digital merchandising annual calendar driving consistent conversion improvement • Leveraged Google Analytics to optimize content and merchandising initiatives, resulting in increased sales & decreased on-hand inventory

Web Merchandiser

Zumiez

2011 – 2012

• Managed 2 department that drove $5MM+ in revenue, or 15% of total ecommerce demand with an average comp gain of 96% • Developed & implemented digital strategies improving customer experience, sell thru, merchandising and content engagement resulting in consistent conversion rate improvements

Online Merchiser

Greater Good Network

2008 – 2011

• Increased revenue by implementing best-in-class digital merchandising practices for 7 online stores • Reduced product launch time-to-live by a 1/3, streamlining graphic design workflow