Resume+

A little bit about me

My name is Kristen Swensson from Dallas, Texas.

I have a strong analytical background and love to connect the metrics with a healthy level of creativity to build an unforgettable shopping experience. I have translated granular metrics to provide an aesthetically pleasing and clean customer experience.

I am confident when making challenging site-wide changes and value the teams’ perspectives when collaborating. To level out the analytical side, I enjoy echoing the brand voice and capturing as many valued customers as possible, no matter the revenue channel.

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Skills

Content Strategy Data Specialist SEO Microsoft Suite

Google Analytics Tableau Creative Initiatives SQL

Work Experience

2020-Present

H-E-B - eCommerce Business Manager

Newly appointed Grocery eBM in January 2024
Responsible for the profit and loss across 14 General Merchandise buying offices for a $31 billion-dollar, family-owned grocery store – to date, increasing sales by 75% to LY and drove the gross profit margin up 331 bps to LY
Strategically partnered cross-functionally with 18+ teams to implement a vital process of how items flow to the live site known as “Item creation to Publication.”
Created a robust inventory removal process to help mitigate profit loss and accurately fulfill the customer’s order. In one reducing profit loss by 34%
Extrapolated mass google analytic data and proved a business case to increase add-to carts and conversion resulting in a 29% conversion lift on mobile, 17% on desktop, 21% on tablet – the navigation analyst has since adopted the plan
Successfully launched an inaugural pilot to unlock oversized and hard-to-handle items online, adding 300 net new items to the curbside assortment. The company can assume a sharp increase to its bottom line in the first fiscal year
Helps manage two digital teams, unlocking the teams untapped potential by striving for greater simplicity and flexible structure
Leading B2B point of contact for top affiliate relationships, Instacart and Shipt

2019-2020

Wayfair - Site Merchandiser

Responsible for the customer experience for a $385 million drop ship market – helping optimize the front-end site to give customers a best in class experience
Worked with the custom upholstery team to test & optimize the user experience and site design by analyzing KPI metrics; and closing the gap from a top competitor perspective resulting in an YoY 7% lift to conversion
Partnered with B2B customers to drive incremental business through customer engagement, retention, and maximizing existing relationships in terms of revenue generation
Worked with the engineering team after identifying a data flaw specific to back-end coding, that directly affected 35% of the catalog and reduced the return rate by 2%
Responsible for SEO efforts – identifying revenue growth within high search terms, publicized SEO footers, creating RSA (responsive search ad) copy, redirecting pages, and optimizing traffic trends
Responsible for on-boarding and mentoring new employees and co-ops
Founded an inaugural Spanish Program for Wayfair employees by partnering with external business Boston Area Spanish Exchange, generating over $14K to their company while empowering employees to learn

2014-2018

Neiman Marcus - Sr. Site Merchandiser

Senior Site Merchandiser (Jewelry & Accessories) Oct 17 – Sep 18

Increased sales by 5% through strategic product and content positioning driven by data analysis, and a strong creative understanding specific to Jewelry, Sunglasses and Accessories
Curated 100% of marketing efforts on all platforms from e-mail, social media and site exposure
Reviewed and analyzed financial trends with the Financial Planner to better align marketing events with upcoming receipt shifts or financial challenges
Hosted quarterly deep dive analysis meetings to beat competitive business, streamline upcoming inventory receipts, outline additional marketing support, reviewing and adjust current promotions and POS advertising
Oversaw onboarding and directly managed the Site Merchandiser Coordinator tasks and responsibilities
Partnered with 3rd party cloud computing company (Bounce Exchange) to help promote evergreen campaigns as well as executed a website testing plan to optimize website pages and reduce bounce rates
Project manager for inaugural SEO based vendor project that helped improve overall SEO results by 80%
Implemented site improvements by coordinating with product project managers, web developers, buyers, designers and other merchandisers

Assistant Site Merchandiser (Women’s Apparel) May 15 – Oct 17

Launched trend related categories with an average general customer engagement monthly increase of 6%, targeting 2 million customers, prospecting 5 million Net customers
Directed quarterly training sessions with buying offices to help streamline best practices and reduce the overall work load by 25% a week
Successfully managed client relations with over 90 vendors
Managed 100% of the product lifecycle from production to launch across 10 departments
Central point of contact for site production, buying offices and management when identifying eCommerce system errors

Assistant Site Merchandiser (International) Aug 14 – May 15

Presented a localized experience for desktop and mobile customers while focusing on top 5 International countries
On-Call IT Support Specialist for 8 months
Responsible for marketing efforts for homepage site content, emails, social media platforms, and International sales events

Education

2011-2014

Texas State University - San Marcos

Bachelors of Applied Science Degree in Sociology with a minor in Psychology

Languages

American Sign Language – Advanced

Spanish – Beginners conversational

Interests

Outside of work, I enjoy being active and taking on new challenges. I spend time painting, reading, rock climbing, and practicing Jiu-Jitsu. My favorite book is "Wisdom of a Bullfrog" by Admiral McRaven.