Kerry Kalaher

Site Navigation/Functionality

• Partner with Merchants and Ecommerce to strategize site navigation, category and sub-category structure, and overall merchandising of the site based on seasonality, analytics, and product strategy
• Recommend opening and closing of special collection folders based on performance or seasonality. Manage the creation (choosing content and names for folders) as well as the curation
• Work with Ecommerce to maximize site search productivity. Anticipate key search terms (seasonality, email/marketing driven) and ensure a high converting results page when possible
• Manage all gallery banners, marketing squares and landing pages and link to shoppable product

Product Page Optimization

• Communicate merchandising strategies to the Web Studio team and give guidance on thumbnail styling
• Manage merchandising callouts on website product issues—help to reduce callouts pre-launch and work with the Ecommerce team to resolve issues post-launch
• Support Stylitics capability by giving feedback on, approving, and publishing outfits for each brand moment
• Manage Related Items/Pairings on the product pages to drive conversion and UPT
• Support PR needs for influencer content or magazine features

Pre-Season

• Assist Director in planning content for email, homepage, and other digital experiences using merchandising strategies, historical results, and current business trend to guide decision-making
• Act as merchandising liaison for all digital teams including Art, Copy, Social, and Online Marketing
• Provide teams with Top 30 product information and merchandising priorities to support marketing efforts
• Approve all web assets and emails prior to launch for merchandise and copy accuracy

In Season

• Rank product for all categories and specialty folders, utilizing business strategies, top investments, and email features to drive curation
• Proof product on site for brand moment launches to ensure accuracy, and work with Ecommerce team to resolve issues quickly
• Review weekly conversion reports and work with Ecommerce team to maximize product selling through placement and navigation
• Work with cross functional teams to adjust email and homepage content based on product selling, inventory levels, and promotional changes as needed
• Support OLM team with promotional product suggestions for Paid and Organic social newsfeeds
• Monitor competition for inspiration on email, digital content, and website features go forward