Samuell Lira

Ecommerce Merchandising Manager

2024 – Present

- Lead ecommerce merchandising strategy through a brand overhaul, developing seasonal assortments and optimizing product lifecycle to drive growth and profitability. - Develop quarterly sales forecasts and use sell-through data to inform future buys, inventory flow, and markdown cadence. - Partner with product and design teams to ensure online and DTC assortments are trend-right and aligned with market demand. - Execute merchandising strategies to improve SEO, increase traffic, and elevate the digital shopping experience. - Implement SKU rationalization to maximize productivity and support category expansion plans.

Ecommerce Marketing Manager

2014 – 2023

o Lead the development and execution of ecommerce initiatives, ensuring alignment with business objectives. o Managed and optimized Shopify store, including product listings, website design and UX enhancements. o Analyze ecommerce metrics and KPIs to identify trends, opportunities and areas for improvements. o Collaborate with business owner to coordinate campaigns and product launches. o Stay updated on ecommerce trends and best practices, implementing innovative strategies to maximize sales and customer engagement. o Implemented SEO and digital marketing strategies to increase online visibility and drive traffic. Managed Paid Ads (Facebook ,IG, Google, Etsy, Yelp) with ROI of 2x o Monitor inventory levels, oversee fulfillment process and ensure a seamless customer experience.

Ecommerce Manager

2022 – 2023

- Managed P&L and led merchandising strategies to maintain a 45% GPM while supporting category growth. - Spearheaded site redesign and improved digital merchandising to elevate product presentation and drive conversions. - Launched promotional calendars and product campaigns to support seasonal initiatives and excess inventory sell-through. - Analyzed sell-through, margin, and customer behavior to refine assortment strategies. - Migrated ecommerce platform to BigCommerce and optimized site for UX and merchandising performance.

Ecommerce Coordinator

2020 – 2022

o Played a pivotal role in executing the digital strategy, contributing to a 67% YoY revenue growth. o Executed the site content strategy to support the digital marketing channels (SEO, Paid Search, Paid Social, Affiliate, Display, Email, SMS, Organic Social, Influencers), resulting in a 4x increase in overall ROAS. o Played a key role in increasing Average Order Value (AOV) by 25%, focusing on effective merchandising strategies across the site. o Identified, tested, and executed best-in-class online user experience methodologies that resulted in a 20% reduction in the cart abandonment rate. o Coordinated the launch of the loyalty and referral programs resulting in an increase of 30% of repeat customers. o Contributed to building seasonal E-commerce strategies, ensuring alignment with brand strategies, and providing the business analysis of all programs.

Retail Marketing Coordinator

2018 – 2020

o Build partnerships with domestic/ global retailers and provide marketing, creative and digital assets as needed. o Work closely with stakeholders and cross functionally with other departments and third parties o Conduct website and physical store audits to ensure brand guidelines are being followed o Planned, built and set up tradeshow booths o Planned and executed retail tours o Manage vendors to produce marketing materials o Work with retailers on co-op marketing campaigns

Bachelor's degree