Experience & Expertise

As Web Merchandiser Europe, I own ecommerce content and merchandising for Burton's European hardgoods category — snowboards, boots, and bindings — managing product launches, campaigns, and category performance across the DTC site. I use performance data to continuously optimise product presentation and the shopping experience. Recent work includes driving combined sell-through of targeted styles from 20% to 35% in four weeks through structured merchandising, as well as rebuilding the Step On content page, increasing the content-to-PLP funnel from 17% to 24%.

As Digital Content & Merchandising Specialist, I managed global ecommerce content and product merchandising for POC.com across three regions, ensuring a consistent brand experience from digital flagship store level down to individual product presentation. I used performance data to continuously optimise user experience, and served as the internal link between the digital team and Customer Experience, coordinating translations, content updates, and cross-functional alignment.

As Marketing Specialist, I managed social media and website content across Instagram, Facebook, and WordPress, creating and publishing content aligned with brand guidelines, events, and daily operations. Within my first six months, Instagram followers grew by 11% and account reach increased by 44% through consistent content planning and engagement strategies.

As a Volunteer Social Media Coordinator and Public Speaker, I collaborated with ambassadors, athletes, and fellow volunteers to create and manage social media content aligned with brand and communication guidelines. I engaged with the community online and represented the organisation as a speaker at the Banff Mountain Film Festival and Sustainable Outdoor Professionals, learning firsthand what it takes to make someone genuinely proud to carry a brand's message.

I supported website development and content optimisation by improving and translating copy into English, proofreading materials, and assisting with website structure to enhance clarity and user experience. In addition, I developed a LinkedIn content strategy and refined job advertisements through proofreading and optimisation to improve tone, readability, and engagement.