Director of Ecommerce/Merchandising
Resume:
ANNE CORNETTA
** **** **** **** **********, NY 11743
516-***-**** *********@***.*** LinkedIn Profile
Connect the dots between the growing influence of digital channels and a physical store presence to provide
customers a seamless experience as they discover, consider, purchase and receive their products and services.
Retail executive with 15+ years of experience that includes designing and
Ecommerce Strategies
launching a profitable Ecommerce platform for a growing publicly traded company
Email Marketing
and progressive retail leadership experience with two major brands.
Product Merchandising
Expertise in defining the product vision for digital commerce, working with
Website Development
leaders across retail, marketing, sales, merchandising, operations and fulfillment to
Packaging / Fulfillment
support the company’s vision, strategy and direction.
Vendor Collaboration
Lead internal teams to create and execute integrated marketing campaigns,
Sales Enablement
develop success metrics and monitor results of every online channel, switching
Customer Service
between a strategic to tactical mindset to maximize ROI on digital initiatives .
CAREER HIGHLIGHTS
CRUMBS BAKE SHOP, NEW YORK, NY (2008-2014)
Largest cupcake chain in the United States with 65 locations and $47 million in annual revenue.
Director of Ecommerce and Merchandising (2008-2014)
Recruited to build the Ecommerce function from the ground up, working closely with the executive team to
align the store’s monthly product mix into the online channel . Managed a small, high-performing team of web
developers to drive improvements develop and execute customer acquisition and retention strategies for:
SEM/SEO, shopping engines, email programs, online partnerships, and social media programs.
Major Accomplishments:
Platform Creation: Launched the company’s first Ecommerce website (Magento platform), creating a
new revenue stream that helped propel total website sales from $700K to $1.7 million at the company’s
peak.
Marketing Response: Improved marketing ROI and conversion rates by creating actionable
measurement tools and KPIs to leverage website analytics and improve conve rs on, retention, and
i
acquisition costs.
Social Media: Pioneered the company’s presence on multiple social media networks (Facebook, Twitter,
Instagram and Pinterest) to increase followers, improve engagement, and contribute to online sales .
Email Marketing: Designed and executed a comprehensive email marketing strategy, creating and
implementing cohesive marketing promotions and calendars to ensure consistency and optimal conversion .
Product Strategy: Collaborated with Product Development and Planning Departments to understand
emerging customer and business trends that required enhancements or new product features to be
developed.
Vendor Relations: Advised web designers, web developers, copywriters, and content specialists to
create a compelling online experience through site performance, landing pages, campaigns, promotions,
and social media.
Advertising Campaigns: Managed the advertising budget from 2008-2011 and directed national radio
advertising campaigns, which included writing copy, choosing outlets and scheduling flights.
Application Development: Launched the company’s first app to help penetrate the mobile market.
ANNE CORNETTA – PAGE 2 of 2
Interim Director of Stores (2011-2012)
Hand-picked by the executive team to fill in as Director of Stores for a six-month period. Translated the
company retail strategy into individual store action plans for 50 stores in multiple states, communicating and
cascading a clear vision of success at all levels . Lowered the cost of labor by 7%, ensuring stores achieved
optimal staffing levels.
EARLY CAREER EXPERIENCE
NINE WEST GROUP, STAMFORD, CT (1991-1995)
Fashion wholesale and retail company that was acquired by Jones Apparel Group in 1999.
Retail Director
Managed 45 stores in division with more than $40 million in sales volume, overseeing all merchandising,
inventory, and sales across the division . Partnered with district leaders to execute the merchandising strategies
in each of their areas, ensuring each manager was fully conversant with their strategies and relevant brand,
assortment, collections knowledge and effectively communicates this with their sales team.
Major Accomplishments:
Transformed a group of twenty underperforming stores into profitable locations within a nine-month
period.
Adopted a strategic view of the stores while ensuring the tactical and fiscal integrity of the overall store
portfolio.
Allocated resources and refined processes to drive profitability in a variety of situations and market
conditions.
RALPH LAUREN, NEW YORK, NY (1985-1990)
Luxury brand offering men's and women's clothing, children's and baby clothes, home & bedding collections .
Buyer
Identified and developed sales, marketing and promotional opportunities at the category, concept, collection
and article level to maximize sales for both pre-season and in season for all tiers and regions. Built and
leveraged relationships with cross-functional teams (buying, planning, marketing and distribution) to obtain
information necessary to create and execute merchandising strategies.
Major Accomplishments:
Initiated a cut-up program using wholesale fabric overruns to create inventory of best selling styles
Gained invaluable merchandising and retail operations experience for a rapidly growing, global brand.
EDUCATION & TECHNICAL SKILLS
Bachelor of Arts in Business Management
MARYMOUNT MANHATTAN COLLEGE, New York, NY
Ecommerce Platforms: Magento and Volusion
Microsoft Suite: Word, Excel, PowerPoint, and Outlook
Other Applications: Adobe Photoshop
ANNE CORNETTA – PAGE 3 of 2
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