Alisha Humiston
Alisha Humiston

Experience

My professional experiences has lead me to become an expert in a wide variety of areas and stay up-to-date on best-in-class practices and technology. While my roles have primarily been in the apparel and lifestyle spaces you’ll find my skills can be easily transferred. I thrive on delivering data driven solutions to complex questions, collaborative projects, and continued growth and learning.

Want to see what I’ve been working on?

My professional experiences has lead me to become an expert in a wide variety of areas and stay up-to-date on best-in-class practices and technology. While my roles have primarily been in the apparel and lifestyle spaces you’ll find my skills can be easily transferred. I thrive on delivering data driven solutions to complex questions, collaborative projects, and continued growth and learning.

  • • Streamlined product launch processes and timeline to increase productivity ~60%

    • Managed day-to-day site operations, products and content for accuracy and consumer relevance

    • Resolved front and back-end technical issues as needed

    • Recommended and implemented changes to streamline processes and improve/enhance customer experience

    • Optimized site pages, navigation and merchandising based on consumer insights, sales trends and inventory levels

    • Collaborated with cross-functional teams to align on seasonal marketing strategies, homepage features and key items

    • Coordinated timelines and executed monthly product launch processes including product images, copy, attributes, categorization, etc.

    • Audited sites based on functionality, UX/UI, sales data and best practices

  • • Identified pain points in UX/UI, conducted marketplace research to support new features as solutions

    • Outlined technical and functional product specs for various site enhancements

    • Implemented site optimizations/enhancements playing a role in each step to ensure a seamless launch

    • Resolved front and back-end technical issues as needed

    • Some examples of feature rollouts I’ve been a part of: Product Reviews, new ESP transition, new ERP transition, Shopify replatform and redesign, product reviews, loyalty program, addition of various 3rd party sales channels/platforms,

  • • Strategized B2C content marketing messaging pushes across site and within email and SMS marketing channels

    • Implemented various A/B and customer segmentation testing experiments for campaign and trigger/flow messaging to inform best practices and baseline strategy

    • Conceptualized, planned, and analyzed performance metrics of email/SMS marketing campaigns and trigger series

    • Collaborated with cross-functional teams to align on seasonal marketing strategies, homepage features and key items

    • Managed partnerships with affiliate marketplaces and platforms to maximize product reach, sales and grow brand awareness

  • • Generated +$750k in 2 years from creating online exclusive product

    • Increased sales as the buyer by +92% from 2019 to 2020 and +47% from 2020 to present

    • Created and owned the ecommerce channel’s product buys and monitored inventory for replenishment and markdowns

    • Identified gaps in the product assortment based on sales data and marketplace trends to drive growth

    • Developed new consumer-facing products from concept to launch as website exclusives

  • • Hubspot SEO certified

    • Completed site deep dive for SEO best practices and improvements

    • Created and implemented SEO plan for scalable strategy and baseline requirements and updates to site content

    • Recommended next steps for development to benefit brand marketing as well SEO efforts

    • Maintained ad hoc reporting ranging from site traffic to product sales, SEO keywords and landing page performance

  • • Optimized site pages, navigation and merchandising based on consumer insights, sales trends and inventory levels

    • Continuously merchandised various PLPs based to align with upcoming digital marketing pushes and product sales

    • A/B tested various landing pages and site merchandising strategies to ensure best results for various marketing messages

    • Created custom landing pages for emerging trends, product pushes or upcoming campaigns

    • Consistently reviewing product featured images based on available inventory and tagging to ensure best-in-class UI/UX

  • • Advanced Excel and Google Sheets

    • Experience with Google Data Studio, Excel dashboards and automating various reporting functions

    • Google Analytics Certified (GA4 Certification in progress!)

    • Used qualitative and quantitative data to inform various aspects, some examples being: to identify gaps in product assortment, a rising return rate led to implementing/enhancing various site features, products to highlight in marketing pushes, pinpointing site bugs or opportunities for site enhancements and new features

    • Maintained ad hoc reporting ranging from site traffic to product sales, SEO keywords and landing page performance

    • Implemented automated reporting processes to provide more insight into weekly, monthly and seasonal sales trends

    • Analyzed KPI’s and post-launch sales to quantify consumer feedback and buying patterns

    • Created and managed robust Excel dashboards to analyze sales and inventory levels