Overview

Hi, I'm Alexa!

I'm a Ecommerce & Marketing Specialist with over seven years of experience helping ecommerce businesses grow through marketing automation, customer engagement strategies, and scalable business systems. Throughout my career, I've worn many hats, from startup employee and marketing leader to systems builder and ecommerce strategist, which gives me a unique perspective on how marketing, technology, and operations work together to drive business success. I enjoy finding opportunities to streamline processes, improve customer experiences, and create solutions that support both business goals and long-term growth.

My expertise includes lifecycle marketing, marketing automation, customer segmentation, workflow optimization, ecommerce operations, and Shopify ecosystem management. I've built and launched ecommerce storefronts, developed automated email and SMS campaigns, managed complex app integrations, and created systems that improve efficiency while increasing engagement and revenue. Over time, my role has expanded beyond traditional marketing into building the operational systems, automations, and customer experiences that help businesses scale, allowing me to combine strategic marketing, technology, and data-driven decision-making to deliver meaningful results.

Education

Business Administration B.S.

Marketing Concentration

Studio Art Minor

California Polytechnic State University

San Luis Obispo, CA

Sep. 2015 - Jun. 2019

Experience

Ecommerce & Marketing Specialist (Contract)

My Diamond Girl • January 2025 - Present

Built and launched a Shopify storefront, developing merchandising strategies for products, collections, navigation, and landing pages.
Contributed to a 50% month-over-month revenue increase by developing optimized onsite experiences and automated processes.
Created and managed product imagery, promotional graphics and merchandising assets in Adobe Creative Suite to support campaigns.
Maintained ecommerce integrations and automation systems while improving operational efficiency and reducing manual processes.
Used customer behavior and campaign performance data to recommend website and merchandising improvements.

Bombshell Beads • February 2021 - Present

Maintained the Shopify product catalog, including product information, imagery, collections, product tags, product metafields, and merchandising.
Managed bulk product imports and exports using CSV files, maintaining product data integrity and improving merchandising efficiency.
Audited website content, product data, and merchandising placements to identify and resolve inconsistencies.
Maintained ecommerce applications, merchandising systems, and third-party integrations while troubleshooting catalog and website issues.
Built lifecycle marketing campaigns using audience segmentation, achieving a 9.52% email conversion rate and 4.4% SMS conversion rate.

Ecommerce Manager (Full-Time)

Spark*l • June 2018 - September 2024

Previous Roles: Marketing Director, Marketing & Operations Director

Progressed through multiple leadership positions as the company's first employee, helping grow the business from startup to a multi-million-dollar ecommerce brand.
Owned Shopify storefront merchandising, including navigation, homepage merchandising, promotional campaigns, and seasonal launches.
Managed and maintained ecommerce catalog of 7,000+ products through CSV imports and exports, including pricing, imagery, collections, metafields, product tags, and merchandising standards to ensure data accuracy and a consistent customer experience.
Built custom Shopify workflows using Shopify Flow, Liquid, HTML/CSS, and JavaScript to automate processes and improve merchandising capabilities.
Implemented and maintained 20+ application integrations, improving merchandising workflows, operational efficiency, and customer experience.
Performed ongoing quality assurance for products, promotions, navigation, pricing, merchandising, and website functionality before major launches.
Managed communications for 30,000+ email subscribers and 5,000+ SMS subscribers, leveraging data to improve customer retention and revenue.
Analyzed website, customer, and merchandising metrics to identify opportunities that improved conversion and customer engagement.
Led digital execution of a charitable initiative partnering with 50+ nonprofit organizations, helping raise over $100,000 in donations.
Improved operational efficiency through budget management and process optimization, contributing to ongoing monthly cost savings of $1000+.