Hannah Williamson

Joined the company just months after launch to build and scale its ecommerce business. Directed the strategy and day-to-day management of a Shopify ecosystem supporting 13 storefronts, leading website optimization, merchandising, UX, digital marketing, product launches, branding, and customer experience while partnering with leadership, developers, fulfillment, and external agencies to support rapid growth.

• Managed and optimized a Shopify ecosystem of 13 storefronts, including the launch and ongoing maintenance of expansion stores, while improving site architecture, merchandising, navigation, backend operations, and UX.
• Improved user experience with the implementation of responsive web design and intuitive navigation.
• Led major website initiatives in partnership with an external development agency, helping execute a comprehensive UX redesign across the homepage, navigation, collection pages, landing pages, and overall customer journey.
• Reduced cart abandonment rates by addressing common pain points in the purchasing journey.
• Managed product listings, ensuring accurate descriptions and optimized images for improved search visibility.
• Collaborated with internal stakeholders to develop cohesive branding across all digital channels.
• Established and managed the company’s email marketing program in Klaviyo, collaborated with an external agency on Meta and Google advertising, optimized on-site SEO, and used customer journey analysis to improve conversion and user experience.
• Directed ecommerce operations, coordinating inventory, merchandising, order management, customer service, and fulfillment collaboration, while maintaining website functionality.
• Established the email marketing program in Klaviyo, collaborated with an external agency on Meta and Google advertising; optimized on-site SEO, and used customer journey analysis to improve conversion and user experience.

Spearheaded comprehensive marketing strategies, emphasizing consumer marketing and CRM-driven campaigns to boost brand engagement and sales. Managed paid media across Meta Ads Manager, Google Ads, Pinterest, Hulu, and YouTube, leveraging data analytics to optimize campaign performance and improve customer retention. Directed Klaviyo-driven email and SMS initiatives, implementing advanced segmentation, automation, and personalized content to enhance customer lifetime value. Analyzed marketing and sales campaign data to identify trends, refine targeting, and increase ROI. Oversaw Shopify website management, collaborating with a website agency to implement UX/CRO strategies that improved conversion rates and user satisfaction.

• Collaborated with licensing brands (e.g., Disney, Warner Bros.) to align campaigns with brand standards, enhancing brand integrity and campaign effectiveness. Mentored teams to drive innovation and align with company goals.
• Managed six-figure paid media budget across Meta, Google, and Pinterest, optimizing campaigns to achieve increased ROI.
• Increased ROI by managing a six-figure paid media budget across Meta, Google, and Pinterest with ongoing optimization.
• Delivered licensing launches with Disney, Warner Bros., Mattel, and others by ensuring compliance and brand consistency.
• Implemented end-to-end launch workflows for website updates, email and SMS campaigns, and paid media across Google, Pinterest, and Meta, ensuring cohesive execution and timely delivery.
• Directed Shopify website updates and product launches, collaborating with UX agency to streamline navigation, reduce bounce rates, and boost e-commerce performance.

Developed and executed paid media campaigns across Meta, Google, Pinterest, Hulu, and YouTube, focusing on creative production, performance optimization, and consumer behavior analysis. Leveraged Klaviyo for email and SMS campaigns, utilizing CRM data to drive personalized content and improve customer retention rates. Led a Shopify website redesign, partnering with a website agency to enhance UI/UX, streamline checkout processes, and optimize for mobile users. Co-created brand guidelines to ensure consistent messaging across channels. Executed trade show strategies at SuperZoo, enhancing B2B relationships and increasing brand visibility. Analyzed marketing and sales campaign data to refine strategies and boost customer loyalty.

• Led full-site redesign, elevating user experience and brand consistency through agency selection, development management, and ongoing enhancements post-launch.
• Oversaw creation of product detail pages, ensuring alignment with marketing strategies and optimal user experience., content updates, and front-end improvements, ensuring optimal performance and alignment with marketing objectives.
• Increased B2B wholesale sales through targeted campaigns on Faire platform.
• Developed and executed e-commerce strategies to enhance online sales performance.
• Managed digital marketing campaigns across various platforms, optimizing for engagement and conversion rates.

Managed Meta Ads Manager and Google Ads accounts, optimizing campaigns to meet KPIs through audience segmentation and creative testing. Directed Klaviyo email and SMS campaigns, crafting compelling copy and automating workflows to enhance customer engagement and retention. Led Shopify website redesign, working closely with website agency to implement UX strategies that improved site speed, navigation, and accessibility. Co-developed a brand book for consistent messaging. Authored SEO-focused content to drive organic growth, leveraging analytics to refine marketing strategies.

• Defined brand identity and aligned internal stakeholders by leading development of company’s first brand book, establishing core values and visual assets.
• Reduced cost-per-click by refining audience segmentation and enhancing creative across digital ad platforms, contributing to more efficient budget allocation.
• Increased organic website traffic by implementing content strategy focused on SEO best practices and targeted keywords, optimizing blog structure for better visibility.
• Spearheaded e-commerce strategy, enhancing online sales channels and customer engagement initiatives.

Executed global social media strategies for North America and Europe, managing content for blogs, webinars, and campaigns while optimizing performance through analytics and tools like Canva, Hootsuite, and Adobe Spark.

• Contributed to successful launch of Learning Tree’s rebrand, enhancing visual consistency and customer engagement.
• Developed and implemented data-driven strategies to boost social media engagement.

• Facilitated social media campaigns, managed blogging programs, and executed SEO practices that enhanced online visibility. Updated content in WordPress and coordinated schedules for webinars and events to engage target audiences.
• Supported successful product launches by collaborating with Email Marketing Manager to create targeted marketing emails that effectively communicated product features.
• Enhanced product presentation by creating and updating Product Detail Pages (PDPs) for new and existing items, ensuring accurate and appealing product information.