Elizabeth’s Resume


Summary of Qualifications

Experienced e-commerce business leader: Co-founded successful apparel company. Head merchant of $538 million internet channel. Broad experience in brand management, merchandising, e-mail marketing and people leadership with world-class-service companies.

Core Competencies include:   E-Commerce, Usability, Email Marketing, Start-up Strategy, Merchandising, Customer Connection, Marketing, Content Strategy, Social Media, Writing, Public Speaking

Work Experience

Start-up Consultant, Sustain, Middleton WI, December 2008-present
Launching Sustain, eco-goods multi-channel retail company in Spring 2009.
Develop brand identity, look and feel; identify target demographic and psychographic personas. Develop merchandising strategy and purchasing plan. Create marketing strategy including email marketing, SEM and SEO, social network marketing, advertising and PR; and website design and usability. Project-manage launch of e-commerce site, tech and warehouse integration. Hire and manage team of freelancers. Create wide range of content.

Co-Founder & Style Director, Fair Indigo, Middleton WI, 2005-November 2008
Co-founded and launched $6 million multi-channel private-label apparel business from scratch in fewer than 6 months. Developed 400+ products, produced 14 catalogs, opened store and acquired over 50,000 customers. Sole product designer, merchandiser, copywriter and PR spokesperson: responsible for all strategy as well as execution. Board member.
• Drove entire brand experience from defining target buyer to developing company “voice” to speaking to media, including direction of assortment, casting models, styling product for print, wholesale and retail.
• Directed entire product development lifecycle. Using market trends, customer feedback and business trends, built assortments, selected seasonal color palettes, selected fabrics and designed silhouettes for women’s and baby’s lines.
• Involved with all marketing including catalog layouts, look/feel of packaging, email.
• Achieved best-in-class designation in customer experience/brand loyalty.

Head E-Commerce Merchant, Lands’ End, Dodgeville WI, 2001-2006
Delivered $450 million managing all merchandising, production, projects and staff. Consistently exceeded sales goals and achieved highest performance ratings. Contributed 50% of total LE demand across channels.
• Spearheaded profitable and award-winning online acquisition and retention programs such as My Virtual Model, when e-commerce was in its infancy.
• Directed cross-functional teams to execute selling concepts such as SwimFinder.
• Utilized Coremetrics analytics to identify runner products, heavy click paths, etc. and make smart business decisions.
• Set strategy and implemented reorganization for seamless integration between internet and catalog divisions, saving headcount, more efficient workflow and less expensive processes.
• Developed team as “bench” for larger organization’s needs in merchandising, marketing and e-commerce, making staff highly sought after in and out of LE.

Internet Marketing Manager, Ann Taylor, New York NY, Jan 2000- Jan 2001
Part of key group that launched anntaylor.com. Helped create look and feel of site including design, copy, usability and navigation, selling features, editorial, product selling strategy and more. Conceived e-mails and banners. Managed all content. Partnered with core divisions for internal buy-in for web business.

Sr. E-Merchant, Lands’ End, Dodgeville WI, Sept 1998-Jan 2000
Pioneered online merchandising, winning myriad awards. Defined e-merchandising and marketing role and processes at one of the first profitable, world-class apparel websites. Drove sales, planned assortments and selling features, developed content. Initiated marketing partnerships with other sites. Directed Your Personal Model project, an award-winning web innovation. Conducted TV and print interviews. Delivered speech on successful internet business strategy at annual NRF convention.

Internet Copywriter, Lands’ End, Dodgeville WI, October 1997-September 1998
Store Manager, Lands’ End, Vernon Hills and Springfield IL, Mar 1996-Oct 1997
Managed all operations and staff of 9000 sq. ft. multi-line store.
Retail Management, Cornblooms and JCPenney, 1994-March 1996
Instructor, Fiction Writing, Novel Writing & Creative Writing, University of Iowa, 1993-1994


MFA, Fiction Writing, University of Iowa Writers’ Workshop, Iowa City IA
BA, Political Science, University of Wisconsin-Madison, Madison WI

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