Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

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, ON

Certificate - ECommerce And Online Business Management

University of Toronto School of Continuing Studies
Toronto, ON
08.2021

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
Christina Mastrella