Rachel Hazelwood
Head of Product Management · Blue Moon Digital
Edgewater, CO
In My Own Words
I am a retail enthusiast, passionate about digital with over 15 years of experience including tenure at several Fortune 100 and 500 companies. I support key company initiatives related to proprietary SaaS products portfolio, preferred partnerships, and client digital transformation in my current role. I work with a stellar team of marketers, data scientists, and technologists where we help Brands facilitate their customer’s journey, online as well as offline. A career marketer with a history of leading digital marketing, design, merchandising, development, and technology teams to optimize brand positioning within competitive markets. I started my career as a Merchant for Neiman Marcus, followed by Williams-Sonoma.com overseeing the user experience and marketing, connecting digital and catalog. Later, I was the Digital Content & Experience Product Manager at Apple Inc. I gained international marketing experience managing eCommerce and brand campaigns for new product launches, including Apple Watch across 36 countries, and product owner for Apple Store App, including marketing and shopping. I have an analytical approach toward the development of key profit-building strategies through consumer shopping behavior data and key performance metrics. I am committed to the full utilization of existing technologies and non-disruptive additions for a seamless customer interface. Success tools include utilizing audience first strategies, a full-funnel approach from acquisition to retention and performance, offline market data to enhance digital marketing and always looking for new ways to get the most from emerging market technologies. Specialties: eCommerce & Omnichannel, Global Marketing, Branding, Market / Customer Research, Strategy / Planning, Digital Media Buying / Management (including Search Engine Marketing, Search Engine Optimization, Paid & Earned Social Media, Influencer Marketing, Web Analytics, Affiliate Marketing, Display Advertising & Remarketing, Mobile / Video Advertising, Email Marketing, & Content Marketing), Copywriting / Creative Development, SaaS Product Management, User Experience (UX/UI), Agile & SCRUM Software Development
Work Experience
Head of Product Management
Blue Moon Digital2019 – Present
Oversee and drive Martech SaaS products by identifying opportunities, conducting market research, generating product requirements, production timetables, pricing, time-integrated plans (roadmaps), and GTM materials for product introduction. Projects include Marketing Mix Modeling, Predictive Data Science, and Marketing Automations for the agency and our clients.
Account Director - Digital Marketing
Blue Moon Digital2017 – 2018
Served as a key relationship team lead and partner with clients on both a strategic and tactical level. Provided support in relationship management, integrated digital marketing, and marketing strategy to help drive critical success for clients’ businesses.
Digital Marketing & eCommerce Director
Freebird by Steve Madden2016 – 2017
? Hired to oversee the process and management for website launch, digital marketing strategy, and building a comprehensive eCommerce team. ? Defined project deliverable and monitored status of tasks for website launch. ? Delivered status reports to stakeholder for budgeting and planning purposes. ? Monitored costs, timescales and resources used to achieve website launch. ? Managed web-based campaigns by collaborating with internal partners to ensure brand consistency and best practices. ? Maximized community by developing social media experiences on Instagram and Facebook, while generating content, brand presence, and ambassadors/influencer outreach. ? Recruiting and hired web developer, graphic designer, social media coordinator, and email marketing manager.
Director, Digital Experience & Engagement
eBags2015 – 2015
? Communicated, managed, and executed the strategy within the site resulting in an annual net volume $105.6 million, 53% comp, exceeding sales and gross margin budgets. ? Implemented key marketing programs and site enhancements driving a 12% increase in conversion. ? Consistently reviews website analytics to identify site enhancements, optimizations, and conversion with fact-based improvements to the site. ? Guide, drive and manage a team of four eCommerce merchandisers. ? Leads the creative review and approval process for all critical content development efforts. ? Key lead on TripAdvisor partnership including shared content integration, on site merchandising and marketing. ? Spoke on behalf of the organization at Shop.org Digital Experience Conference on Customer Experience.
Manager, Global Digital Experience & Engagement
Apple Inc2014 – 2014
? Define the Global Merchandising strategy with Marketing and Merchants for Apple.com across 4 platforms and 39 countries. ? Act as the editor-in-chief to ensure there are fresh new stories that reflect Apple.com point-of-view with an eye on the copy and messaging including writing creative briefs for new supporting stories. ? Coach, manage, motivate, and develop a worldwide team of five merchandisers. ? Establish a baseline performance standard for placements and assets to make data driven trade off decisions and execute both short- and long-term optimization efforts. ? Partner with Site Management and Publishing to ensure support for and execution of the digital merchandising strategy, new features and functionality with an understanding of the underlying technical infrastructure of the site capabilities and limitations. ? Identify and support opportunities for AB testing, with a focus on improving conversion through analytics.
Digital Merchandising Manager
Williams-Sonoma2010 – 2014
? Communicated, managed, and executed the Visual Merchandising strategy within the site resulting in an annual net volume $286.6 million, 8.5% comp, exceeding sales and gross margin budgets. ? Implemented key marketing programs and site enhancements driving a 3.8% increase in conversion. ? Coached, managed, and developed five assistant merchandisers and one merchandise coordinator for promotion readiness and career path planning. ? Partnered with Internet creative and producers to develop site design to drive product sales and conversion. ? Worked with inventory planning to meet product availability needs in order to maximize sell-through. ? Managed product setup process to ensure complete accuracy of information and on-time launch. ? Analyzed site metrics to connect web behavioral profiles to customer, sales, and merchandising then leverage learning's for recommendations to current and future changes.
Store Manager
St John Knits2009 – 2010
? Achieved 2010 annual volume $3.1M, 15.2% comp, exceeding sales and MMU budgets. ? Partnered with buyers to maximize store inventory through communication on fast/slow sellers and specific regional assortment needs to improve regular price sell-through. ? Coached, developed, and motivated four commission sales associates to meet sales goals through training on product knowledge, clientele management and relationship selling skills.
Merchant/Buyer
Neiman Marcus2004 – 2008
? Managed annual net volume $26.9M, 35.3% comp, exceeding sales and GM budgets; consistently drove positive comps to beat sales and GM budgets during entire tenure. ? Coached, developed, and motivated two assistant buyers. ? Built financial seasonal plans and monthly projections, including analyzing and tracking weekly sales, inventory, turn, and sell-through by department, vendor, and stores. ? Worked closely with vendors and stores to improve regular price sell-through with on-time shipping, markdowns, and negotiate quarterly/seasonal returns to vendors.
