Creative Agencies

Fashion

Lifestyle

Music

Outdoor

Snow

Streetwear

Tech

Yoga

Travel

Reading

Film

Golfing

Plants

• Award-winning TechStars alum, entrepreneur & consumer products aficionado with proven record of accomplishment in retail (successful exit), tech start-ups, & ad agencies during 15-year career.
• Tactical experience building businesses from the ground up & bringing them to profitability; demonstrated priorities in brand marketing & marketplace insights.
• Highly-effective performer showcasing talents in sales analysis & vendor price negotiations.
• Strong passion for utilizing consumer behavior expertise & consumer product trends to maximize sales.

• Lead DTC onsite team which owned the success of crocs.com, crocs.ca, and our native app, which generated roughly half $1B in revenue in 2023.
• Planned and maintained GTM calendar of global and regional stories, as well as promotions, to hit goals for demand.
• Strategized customer journey to optimize conversion rate, average order value, UPT’s, and revenue by way of creative assets, filters, sorts, product categories, navigation, internal search, promo messaging, landing pages, PLP’s and PDP’s.
• Worked with merchant team to determine stories needed based on inventory buys and had ownership of those briefs. Asset requests based on ever-developing best practices, based on engagement data and UX team research.
• Partnered cross-functionally with digital marketing, merchant, etail, app, creative, UX, and integrated marketing teams to bring product launches to life as well as commercial moments such as Black Friday/Cyber Monday.

Director, Digital Onsite Merchandising

• Planned and executed digital merchandising strategy for product ecosystem on popsockets.com (America site) utilizing the SalesForce Commerce Cloud (SFCC) e-commerce platform.
• Functioned as an integral part of the Direct to Consumer (DTC) team, which in 2021 had increased average order value by 18% and increased average daily conversion rate by 43%.
• Coordinated effective brand storytelling across mediums by working closely with email, social, and paid advertising teams.
• Advised on UX best practices to implement new site functionality and make for a seamless online shopping experience for visitors.
• Conducted Google Analytics reporting to gauge effectiveness of website endeavors and pivot strategy as necessary.
• Aided in the planning of A/B testing to optimize and gain valuable learnings on consumer behaviors.

Global eCommerce Site Merchandiser

• Designed & implemented phased approach to utilizing Shopify as a comprehensive, curated, internal product database with the goal of significantly reducing time & resources spent on sourcing products, locating vendor information for fulfillment, & creating client proposals.
• Established internal standards for vendor relationships, including requirements for margins, quality, & integrity, with the intent of conducting a comprehensive audit.
• Owned relationships with new & potential vendors, which included learning about company backgrounds, giveback stories & mission statements, manufacturing location & practices, & other relevant information needed to adequately vet & pitch products to meet client needs.
• Utilized Salesforce, Proposify, Shopify, Sage, WordPress, Wix, WooCommerce & Dropbox platforms to manage client, vendor, product, & marketing information, as well as build proposals & microsites for the purpose of virtual gifting & employee recognition.
• Consulted on business strategy, streamlining operations, & HR best practices as a member of the leadership team.

Merchandise Manager

• Successfully exited. Achieved sales growth of 287% over first 3.5 years.
• Drove implementation of new market expansion to propel business forward & adapt to market changes; expanded client database to more than 13k, with 80% of sales generated from repeat clients in 2019.
• Maintained at a minimum 4.8 out of 5 in review ratings across Google, Facebook, & Yelp.
• Executed purchasing decisions for retail side of store, men's apparel, accessories, & personal health/grooming products.
• Created aesthetically arranged commercial merchandise for in-store displays with inventory, lighting, & staged interior decorating of both client-facing & employee spaces.
• Revitalized barber payment structure with a 2-month deadline increasing job satisfaction through transition of independent scheduling, price structures, & contractors retained 100% retainment of earnings.
• Established & administered annual budget with effective controls to prevent overages, minimize burn rate & support sustainability objectives.
• Conducted target market research to scope out industry competition & identify advantageous trends.

Special Project: Spruce Beard Collection, Denver, CO
Special Project: Spruce Beard Collection, Denver, CO
Creator										October 2017 – March 2020
o	White-labeled collection of all-natural beard balms, oils, & washes made in a cruelty-free, FDA-approved lab. 
o	Wholesaled to 15 retail locations, including Whole Foods Union Station in Denver, CO. 
o	Oversaw product creation, labeling, brand design, sales, distribution, & brand marketing.

Co-Founder & Owner

•	Assisted in account management and documenting client needs and product requests.
•	Oversaw development team’s sprint, scheduling and follow-through; projects included phone application for SlimGenics Weight Loss Program.
•	Delivered projects to pre-determined budget, maintained time parameters and quality standards.
•	Adjusted project plans to account for dynamic targets, contractor changes and operational specifications.

Project Manager

• Assisted 400+ boutiques in generating merchandise orders by way of creative visual merchandising displays & knowledge of innovative industry trends & overcoming marketing obstacles.
• Participated in gift & apparel trade shows as well as post-show follow-up distribution to ensure that orders were processed with vendors successfully.
• Oversaw processing of orders, sales travel agendas, & vendor relationships.
• Created a digital order lifecycle tracking tool to record each order's status (e.g. Order received, sent to vendor, shipped, etc.).
• Implemented online cloud-based storage & fax process to digitally transmit orders, increased organization & transitioned all physical files/catalogs electronically for ease of client & company use; reduced loss of orders by 100% & increased information flow, control & access company wide.
• Maintained knowledge of all new items & promotions & relayed information to the other representatives & clients of 40+ vendors/product lines at any given time; scheduled sales representatives at trade shows as needed.

Jewelry Sales Associate

• Collaborated with 5-8 team members of the creative, account, & development teams to identify & execute solutions for clients' strategic digital needs.
• Orchestrated small-to large-scale web-based projects including websites, software, mobile applications, & complex, multi-touch marketing campaigns allocating resources appropriately.
• Strategized & performed web banner & email media campaigns.
• Built a web-based tool for Lowe's customers to calculate how much & what type of Johns Manville insulation would be need for their home project.
• Ensured quality of deliverables by writing & implementing test cases; reviewed banner ad campaign responses to different creative variations & based on clicks/conversions adjusted which variants ran on specific sites.
• Created & implemented analytics plans, then subsequently gathered & interpreted data.
• Created a quality assurance process & wrote technical documentation which reduced the number of bugs in the software delivery significantly.

Career Note: Early experience includes Project Manager/VP of Marketing at LiquidFire Ventures, Founder of The New Pink, Promotions Team Member at Entercom, Software Quality Assurance & various retail/fashion Sales Associate roles in Denver, CO.

Senior Digital Producer

•	Served as liaison between clients and developers to assure that web development projects met objectives within projected time and $10-$20k per site/project budget. 
•	Compiled bug reports for websites and applications built by team by running through test scenarios in various browsers and operating systems. 
•	Managed general finances and client negotiations, determined client needs and composed Statement of Work (SOW) from which developers could attach time/budget estimates. 
•	Oversaw professional social media messaging through content development, follower engagement, social listening, trend analysis and by leveraging competitor research.
•	Took active role in company growth by consistently providing quality services and drafts of technical documentation to promote growth and retention.

Co-Founder, Project Manager, Quality Assurance 

•	Aided in the development of new grant submission software by testing and reporting bugs found. 
•	Executed software test plans and test cases to uncover, identify and document software problems and causes.
•	Improved product usability by creating feature enhancement requests and performing systems analysis on existing products.
•	Conducted software compatibility tests with programs, hardware, operating systems or network environments.

Quality Assurance/Software Tester (Contractor)

•	Developing and executing online marketing campaigns, including but not limited to search engine optimization (SEO) and search engine marketing (SEM). 
•	Served as project manager to oversee web development projects averaging $10-$20k; included serving as the point of contact for the clients and ensuring project budget and timelines were not exceeded.
•	Supported business development efforts and coordinated with various departments.
•	Drove company branding efforts to increase market presence and brand recognition.
•	Developed websites for clients who represented eco-sustainability requiring a lot of technical and scientific research.

Project Manager, V.P. of Marketing

•	Planned, budgeted, executed, and maintained online marketing campaigns for clients averaging $500-1K, including pay-per-click advertising, viral marketing, social network marketing, and SEO methods.  
•	Copywriting and editing for web and printed marketing collateral. 
•	General managing of finances and client negotiations.
•	Led implementation of best practices to support B2B satisfaction initiatives.
•	Streamlined operational processes and workflow to increase efficiency of allocated time and resources. 
•	Planned and executed strategic business marketing campaigns.

Founder 

Rebecca Romero is a Director, Digital Onsite Merchandising at Crocs in Denver, CO.

Rebecca Romero

Rebecca Romero

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Interests

Industries

Education history

Art Institute of Colorado

Indiana University - Kelley School of Business