Oscar de la Renta
JOB ROLE: ASSISTANT MERCHANT, E-COMMERCE Oscar de la Renta became the foundation of my E-Commerce career. With a background prior to the job in e-comm. operations (Ulla Johnson) and freelance e-comm. assistant during my senior year of college (Harper’s BAZAAR), the core responsibilities of this role evolved my understanding of running a digital business.
Working directly under the Vice President of E-Commerce for the house, my position was vital to support their deliverables in scaling results. Further success of the website’s performance was dependent on my efficiency, sense of urgency, and hunger to push myself working greater. While aligning cross-department deliverables between marketing, art, production and retail teams.
Below highlights key job functions which were performed on a daily and weekly basis utilizing Microsoft Suite, Adobe Photoshop, Magento; CMS, and internal company merchandising/inventory softwares. Excel was used frequently by the minute so key functions/formulas (ex: PIVOT TABLES, VLOOKUPS) were a huge factor when providing sales’ numbers and data. You may find that those labeled with * have visual guides to reference my work (also below).
SALES REPORTING/DATA INSIGHTS
WEBSITE PRSENTATION
VISUAL MERCHANDISING *
WEBSITE REDESIGN *
E-COMMERCE AUDITING
EMAIL DESIGN/MARKETING *
OMNI-CHANNEL RETAIL STRATEGY *
VISUAL
MERCHANDISING
Through charismatic storytelling, presenting the runway and ready-to-wear collections would feature a cross-department discovery of handbags, shoes and other adorned accessories. I was also in charge of making final selects + retouch notes to the art team per e-comm photoshoot we’ve produced per season.
HOMEPAGE REDESIGN
Towards the end of my time with the house, one of the biggest projects my VP was facing entailed a website replatform. Aside from daily responsibilities, I picked up this side-project towards my final days.
With the homepage of any website the largest segment in sales’ opportunities, a key factor was to recreate the gateway of Oscar de la Renta into a destination with enhanced engagement: product-driven across categories, along with campaign-focused CTA’s with optional video utilization for strong, visual impact.
EMAIL marketing
Newsletters became one of the top-performing digital activations in sales. Given my background in visuals and editorial, I was entrusted to display and pitch the key product through storytelling, merchandising, and copy. All based on data followed by weekly performance reports.
You may click the link below to view my ‘Polka Dot’ story (hero to the left) but below are others that have been published as newsletters created by me for reference.
OMNI-CHANNEL ENGAGEMENT: THE ODLR VIRTUAL STORE
In collaboration with NextRev Technologies, a digital operations company, we recreated the Madison Avenue boutique on a virtual online-shopping platform. A focus to bridge digital reach with an in-store retail experience. Users entering the boutique can click and engage/purchase every product in the shop.
I presented a merchandising strategy to my VP highlighting strongest investments of the season and product performance across all retail stores/channels (Pre-Fall ‘18 and Fall ‘18). We then merchandised the store reflecting our data for Next Rev to film.