Christina Mastrella
Toronto,ON
Summary
Methodical eCommerce Merchandising professional successful at understanding and anticipating customer preferences, curating a compelling online shopping experience. Pursuing effective ways to increase sales through analyzing customer behavior and market trends to inform merchandising strategies.
Overview
7
7
years of professional experience
Work History
ECommerce Merchandiser, Digital Presentation
Holt Renfrew
02.2022 - Current
- Oversees product merchandising for 60+ categories and brands within the women's merchandise portfolio, increasing customer time on site, page views (increased by 7%) AOV and conversion rate
- Utilizes merchandising software to implement merchandising strategies to optimize product page views and cross-selling across the women's portfolio; product landing page to product detail page conversion increased by 14%
- Creates new trend-focused collections for the women's portfolio, leveraging current fashion trends on social media, SEO on site increased by 19%
- Curates product for homepage carousels, updating on a bi-weekly basis
- Selects products for weekly email marketing deployment, resulting in increased revenue; top performing emails in fall 2023 resulted in $27K and $42K respectively
- Implements A/B testing for various women's categories and utilizes results to pivot current merchandising strategy
- Utilizes Google Analytics, Microstrategy and Attraqt Insights to leverage product performance data and implement findings into daily merchandising
Specialist, National Visual Merchandising
Holt Renfrew
06.2021 - 02.2022
- Implemented visual merchandising displays for store interiors and window displays
- Project managed internal marketing campaigns; collaborated with primary members of the organization, directed store visual merchandising teams and managed external vendors
- Oversaw the planning and execution of projects within a budget range of $5K- $1M
- Aligned visual merchandising assortments with product categories online
- Wrote and published internal directives for seasonal campaigns, pop-ups and merchandise categories
- Prototyped and procured fixtures, visual merchandising tools and mannequins for new store openings and renovations
- Managed vendor relations to ensure luxury brands are represented through pop-ups, visual outposts and fashion displays
- Devised training packages to coach and develop members of the in-store visual merchandising teams
- Supported with new store openings, renovations and monthly store visits
Coordinator, National Visual Merchandising
Holt Renfrew
05.2017 - 06.2021
- Coordinated visual merchandising displays for store interiors and window displays
- Assisted in the planning and execution of projects within a budget range of $5K- $100K
- Wrote internal directives for seasonal campaigns, pop-ups and merchandise categories
- Procured fixtures and visual merchandising tools for new store openings and renovations
- Devised training packages to coach and develop members of the in-store visual merchandising teams
- Supported with new store openings, renovations and monthly store visits
Education
Bachelor of Arts - Arts And Sciences
University of Toronto
Toronto, ONCertificate - ECommerce And Online Business Management
University of Toronto School of Continuing Studies
Toronto, ON08.2021
Skills
Merchandising Strategy
Site Merchandising
Customer Experience
A/B Testing and Optimization
Data Analysis
Communication Skills
Technical Skills
Cross-functional Collaboration
Promotional Planning
Product Knowledge
Languages
English
Native or Bilingual
French
Elementary
Italian
Elementary
Timeline
ECommerce Merchandiser, Digital Presentation
Holt Renfrew
02.2022 - Current
Specialist, National Visual Merchandising
Holt Renfrew
06.2021 - 02.2022
Coordinator, National Visual Merchandising
Holt Renfrew
05.2017 - 06.2021
Bachelor of Arts - Arts And Sciences
University of Toronto
Certificate - ECommerce And Online Business Management
University of Toronto School of Continuing Studies