Director-Level Digital Commerce & Merchandising Leader

Accomplished Director-level leader with over ** years of experience in product marketing, digital consumer strategy, and brand planning. Expert in driving client-focused, data-driven digital experiences and leading high-performing cross-functional teams to deliver integrated omnichannel growth.

PROFESSIONAL EXPERIENCE

Sr. Project Manager II

Optum

Remote

July 2024 - Present

Manage multiple strategic initiatives within the BC&SD PMO team, directing processes in highly regulated and compliance-driven environments.

•Maintain and track an average of 7 to 11 critical initiatives simultaneously, ensuring timely and process-compliant execution.

•Coach and mentor newly onboarded project managers, establishing best practices for cross-functional collaboration and delivery.

Global Digital Merchandising and Optimization (Contract)

Avantor

Remote

August 2025 - February 2026

Established global digital merchandising disciplines, data reporting cadences, and content optimization workflows.

•Served as the primary point of contact for a global brand relaunch, managing project completion timelines and cross-team alignment.

•Increased key engagement metrics including time on site and click-through rates by defining and implementing a new Homepage format.

•Developed company-wide content submission processes to streamline connections and digital brand presentation.

Director, eCommerce - Site Merchandising/Content Strategy & Management

Optum DTC/RVO Health

Remote

2021 - July 2024

Directed DTC eCommerce strategy, editorial content management, vendor relationships, and digital funnel optimization.

•Utilized Plytix PIM system to scale production and build over 7,000 unique, data-driven product detail pages.

•Developed on-benefit shopping and content experiences across multiple healthcare programs to drive strategic commerce growth.

PROFESSIONAL EXPERIENCE

Manager, Site Strategy & Merchandising

Shutterfly Inc.

Remote

2020 - 2021

Managed on-site strategy, creative development processes, and in-season financial outlooks.

•Built, standardizing, and executed site-wide A/B testing and analytics strategies to inform design and performance optimizations.

Senior Manager, eCommerce Management & Digital Merchandising

Bluestem Brands LLC

Eden Prairie, MN

2019 - 2020

Led roadmap planning, promotional marketing execution, and analysis of KPI data for content and placements optimization.

•Championed personalized and automated customer shopping experiences that successfully improved operational and conversion efficiency.

Senior Manager, Digital Operations / Manager, Digital Item Production

Kohl’s Department Stores

Menomonee Falls, WI

2004 - 2017

Led complex digital operations, merchandising transformation, and co-branded retail partner launches.

•Drove the strategic roadmap for a major omnichannel business category generating $608M in annual sales.

•Served as Brand Launch Captain for a complex, 2-year cross-functional national co-branding rollout for Under Armour.

•Managed a direct team of 15, while defining and leading operational initiatives for over 80 department members.

Bailey Martin

Commerce Strategy & Digital Merchandising Leader

************@********.*** • 414-***-**** • Saint Paul, MN

SKILLS & EXPERTISE

Commerce & Strategy

Omnichannel Merchandising, Digital Merchandising & Optimization, Project Management, Content Strategy

Data & Platforms

Adobe Analytics, Google Analytics, Plytix PIM, Contentful CMS, Algolia, Figma

EDUCATION & CERTIFICATIONS

Bachelor of Science in Consumer Science & Behavior

University of Wisconsin- Madison

2004

Phi Upsilon Omicron Honor Society Member & Elected Officer

Continuing Education Certification, Design/Development & Presentation/Delivery of Training Programs

University of Wisconsin- Milwaukee

2006

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