ALLISON KASALA

Email:add2qn@r.postjobfree.com Phone:908-***-**** LinkedIn:allisonkasala

PROFESSIONAL EXPERIENCE

Walmart Inc. (January 2019- Present)

E-Commerce Manager/ Product Analyst

Walmart eCommerce

June 2019 - Present

Hoboken, New Jersey

Department: Fashion (Site Management/ Product Management) Perform both site management for Jet.com and product analysis for Walmart.com after their integration into one business. Serve as a liaison between the Category, Site Merchandising, and Product teams to help brainstorm and implement new site features and functionalities, strategies, and internal processes. Work closely with Product Managers and Leadership to quantify business impacts of key proposed site features. Received

‘Engineer’ Award in Q2 for Most Knowledgeable on Systems.

● Manage front-end site experience and develop content strategies for Fashion on Jet.com by reviewing quarterly site KPIs, customer journey heatmaps, and UX research findings (i.e. customer interviews and usability)

● Support and influence product strategy within Walmart’s Fashion experience across all channels (web, mobile, and app) to achieve competitive parity and innovation through product recommendations, market data analysis, and industry trends

● Partner with Product teams on product requirements and building roadmaps to align with the goals of our organization and needs of our business

● Manage long-term strategic projects for e-commerce including but not limited to site enhancements, A/B testing, and product launches to track progress and ensure completion

● Provide support on AI initiative to improve EOY FY21 product attribution coverage to 90% by reviewing and validating accuracy of data used to train AI model

● Led a sprint to improve site search for Fashion by partnering with cross-functional teams to QA and correct product listings and product filters to reflect customer’s intent for fashion-related search terms increasing our internal Find It score from 77% to 92%

● Analyze and monitor progress of site-related JIRA tickets on a weekly basis to find common themes and ensure resolution reducing internal ticket submission by -15%

● Evolve and deliver NPS (Net Promoter Score) reporting for Fashion to inform common detractor issues and pinpoint key actions needed from cross- functional teams for improvement increasing FY20 NPS score +2 to LY

E-Commerce Manager

Jet.com

January 2019 - June 2019

Hoboken, New Jersey

Category: Footwear (Site Management)

Responsible for the site experience and content strategy for the largest revenue driver within Jet Fashion. Collaborate with Marketing on briefing seasonal content for homepage, landing pages, and emails. Created and managed Adobe Analytics dashboards to report on overall site KPIs along with top searched terms, top viewed product categories, and top traffic sources (eg. email, organic vs paid search, etc.). Conducted weekly analysis of web analytics to better understand the customer journey through site navigation and provided exciting digital experiences to increase overall e-commerce sales and conversion.

● Improved product engagement by partnering with Product Operations team on adjusting vendor API feeds to properly attribute and route items into appropriate categories increasing revenue contribution to 40% of total fashion in Q1

● Spearheaded an attribution clean-up and created a standardized list of footwear attributes for all teams to follow correcting ~30% of mis-categorized footwear styles

● Developed process using SQL to resolve product display issues during product launches improving visibility of products and increasing conversion +50bps

● Leveraged customer feedback to reconstruct the Kids & Baby customer- facing taxonomy to showcase gender and age aligning with how the customer shops increasing traffic by +15% Eileen Fisher Inc.(September 2018 - January 2019)

Assistant Product Manager New York, New York

Category: Accessories (Product Management)

Managed the design timeline and directed the product development cycle for accessories from concept to market ensuring the product to be shipped on time. Built out seasonal product roadmaps based on opportunities identified from analyzing past sales, inventory, and competitive landscape. Worked with cross- functional teams on final product presentations and key messages to share with our buying teams.

● Created new sales and design reporting that capture top-selling silhouettes, colors, and fabrics within each category based on LY and LLY sales to better understand customer’s purchasing behavior Gap Inc.(December 2015- September 2018)

Digital Coordinator

Old Navy.com

September 2016 - September 2018

San Francisco, California

Divisions: Women’s Plus & Maternity (Site Management) Responsible for the front-end customer experience and product management for Women’s Plus and Maternity within Old Navy’s e-commerce channel. Focused on site execution and alignment of marketing initiatives while maintaining consistency across the customer’s ‘path to purchase’ experience. Managed the product pipeline

(getting product to site, photography etc.) and quality assurance on promotions and product attributes from back end to customer facing. Received an ‘Exceed Award’ for going above and beyond, taking on buying tasks during internal transition to omni-channel.

● Launched and built a new online shopping experience for the Women’s Plus customer featuring a 'Shop By Shape' navigation within the Top Nav increasing traffic +10% and revenue +5% after its first quarter

● Collaborated with Program Manager to streamline product-to-site workflow by creating a standard seasonal timeline that prioritized meetings between Product Merchants, Digital Coordinators, and Product Stylists to discuss seasonal messaging and styling for new products which reduced the amount of late sales due to missing product photography by 20%

E-commerce Assistant

Old Navy.com

December 2015 - September 2016

San Francisco, California

Divisions: Women's Plus & Maternity (Product Management) Worked closely with the Merchandising and Design teams on developing the Women's Plus and Maternity product assortments. Searched for product opportunities from looking competitively and at customer reviews and past sales. Partnered with the Product Marketing team on product messaging for homepage, landing pages, and emails.

RELEVANT COURSEWORK/ CERTIFICATIONS

Product Management Certificate - Product School, February 2020 Coding for Product Managers - Product School, Currently Enrolled EDUCATION

MFA, Merchandising & Marketing;

Direct Studies: Product Development

Academy of Art University,San Francisco, CA

BS, Psychology;Minor: Biology

Rutgers University, Newark, NJ

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