Tandi T.-Personalization | Conversion Rate Optimization | Data Insights

Footwear Brand, Fast Company's World Changing Ideas Winner (2024)

Owned P&L, operations, and Go-to-Market strategy for global recommerce business and circular services; reporting to CCO.

• Drove new customer acquisition 2.5x (20% → 50%) with cross-channel marketing strategy, generating $14m in sales revenue in 3 years, and contributing an additional $1m in e-commerce sales.
• Expanded trade-in service from 2 to 28 countries by integrating trade-in service into online customer journeys, as well as in-store messaging and wholesale partnerships, growing pairs collected 2100% YoY (500→11,000).
• Negotiated contracts with repair and reverse-logistics partners, lowering processing costs by 40%.
• Generated $670k additional revenue and cut storage costs 35% by partnering with eBay on overstock and B-grade liquidation strategy.
• Formulated unit economics and pricing models for circular business models, lifting per-unit profit margin 50% for Kids footwear with a rental + recommerce model that increased overall category revenue 40% YoY.
• Doubled net revenue from £1.5M to £3M by identifying high-impact improvements through A/B and multivariate testing in Bloomreach.
• Grew repair services revenue by 65% YoY by using A/B testing to make changes to the repair content strategy on the e-commerce site.
• Grew monthly revenue from DE customers 500% (£10k to £60k) in 3 months, by designing personalization and localization campaigns for the German market in Optimizely.

AI Startup acquired by Texas Atlantic Capital

Planned and executed Go-to-Market strategy for 4 AI-driven networking communities, B2B marketing; managed 1 direct report.

• Prepared key inputs for business plan as part of fundraising: unit economics, projected revenue, GTM strategy.
• Worked with Data Scientist to automate content policy enforcement using sentiment tagging, engagement ranking.
• Grew membership +45% YoY for Zyncd online community by optimizing email content with A/B testing.
• Drove 3x increase in monthly users for UK Transport's online community, translating insights from analytics and heatmaps into an action plan to increase conversion for registration and sign-in pages.

Sustainable fashion brand with 65 retail stores, $800m in annual revenue

Contributed to a 50% year-over-year increase in e-commerce sales by working across 3 cross-functional teams on digital marketing, merchandising, and innovation.

• Improved digital marketing ROI by 15% with a weekly report that analyzed effective campaigns and provided actionable recommendations to increase sales of slow-selling items.