KELSEY CARPANZANO
Laval,QC
Summary
Passionate, positive, and results-oriented fashion retail professional with 14+ years of experience, specializing in eCommerce, online merchandising, customer engagement, and commercial strategy. Career-driven and eager to learn, with a strong ability to translate brand vision into compelling, customer-centric, and revenue-driving digital experiences.
Focused on growing qualified traffic and conversion while remaining product-obsessed and commercially driven to build profitable online businesses. Experienced in developing impactful campaigns, optimizing customer engagement strategies, crafting compelling content, analyzing performance metrics, and leveraging CRM and automation tools to enhance customer journeys and drive results.
A collaborative and adaptable professional who thrives in fast-paced environments and changing business needs. Recognized for creative problem-solving, strategic thinking, and the ability to connect customer insights, merchandising, and commercial objectives to achieve sustainable business growth.
Overview
2
2
Languages
19
19
years of professional experience
Work History
Digital & Email Marketing Manager at ALDO Group
Aldo Shoes
04.2025 - Current
- Developed targeted email campaigns to enhance customer engagement and drive sales.
- Analyzed campaign performance metrics to optimize future marketing strategies.
- Managed email marketing automation tools to streamline communication workflows.
- Collaborated with design teams to create visually appealing and effective email templates.
Ecommerce Merchandising Manager - Call It Spring
Aldo Group
05.2019 - Current
- Lead Product Digital Commercialization strategy including amplifying key seasonal trends, product stories, brand stories and ensure consistent product storytelling
- Site set up & management; including navigation, product categorization, product images, product groupings and site sequencing to support marketing initiatives .
- Merchandising selections and messaging direction for on-site banners, emails, blog and external advertising placements
- Build and analyze weekly, monthly and quarterly reports to make customer-informed decisions around pre-season product strategy and in-season changing business needs.
- Monitor and analyze product profitability
- Monitor live sites daily to check for category navigation and product accuracy
- Triage or directly resolve customer product inquiries om customer experience agents
Ecommerce Online Merchandiser - Call It Spring
Aldo Group
04.2016 - 04.2017
- Site set up & management; including navigation, product categorization, product images, product groupings and site sequencing to support marketing initiatives .
- Merchandising selections and messaging direction for on-site banners, emails, blog and external advertising placements
- Analyze weekly, monthly and quarterly reports to make customer-informed decisions around pre-season product strategy and in-season changing business needs.
- Monitor live sites daily to check for category navigation and product accuracy
Men's Footwear Distribution
Aldo Group
01.2015 - 04.2016
- Bottom up: Reviewing promotional activity, weekly budgets aligning with big number.
- Allocation and replenishment based on sales and weeks of stock
- Analysis and reporting at both a category and product level
- Quantification for initial buys, repeats and backups
- Managing markdowns based on sales and budgets
- Analyzing men trends curve and shopping behavior
Ladies Assistant Footwear Distribution
Aldo Group
04.2013 - 01.2015
- Allocation and replenishment based on sales and weeks of stock
- Analysis and reporting at both a category and product level
- Quantification for initial buys, repeats and backups
- Managing markdowns based on sales and budgets
- Analyzing women's trends curve and shopping behavior
Cashier/ Sales Person
Browns Shoes
01.2009 - 04.2013
- Processed cash register transactions on POS and provided correct change.
- Maintained high customer satisfaction levels by going extra mile to personalize service.
- Answered questions regarding special and seasonal products.
Cashier/ Sales Person
Evangelista Sports
03.2008 - 10.2008
- Processed cash register transactions on POS and provided correct change.
- Maintained high customer satisfaction levels by going extra mile to personalize service.
Education
Graduate Diploma - Business Administration
John Molsen School of Business
Montreal, QC06-2013
Sociology
John Molsen School of Business
Montreal, QC06-2012
Diploma of College Studies - Commerce
Dawson College
Montreal06-2010
High School Diploma - undefined
Villa Maria
Montreal, QC06-2008
Skills
- TIME MANAGEMENT
- GREAT ATTENTION TO DETAIL
- TASK PRIORITIZATION
- TEAM COLLABORATION
- LOGISTICS MANAGEMENT
- MARKET RESEARCH
- POSITIVE ATTITUDE
- PROBLEM-SOLVING
LANGUAGES
English
Native or Bilingual
French
Native or Bilingual
Interests
Spending time with Friends & Family, Trying new restaurants, Staying active, Traveling, Shopping, Painting, Reading, Card Collecting
Timeline
Digital & Email Marketing Manager at ALDO Group
Aldo Shoes
04.2025 - Current
Ecommerce Merchandising Manager - Call It Spring
Aldo Group
05.2019 - Current
Ecommerce Online Merchandiser - Call It Spring
Aldo Group
04.2016 - 04.2017
Men's Footwear Distribution
Aldo Group
01.2015 - 04.2016
Ladies Assistant Footwear Distribution
Aldo Group
04.2013 - 01.2015
Cashier/ Sales Person
Browns Shoes
01.2009 - 04.2013
Cashier/ Sales Person
Evangelista Sports
03.2008 - 10.2008
High School Diploma - undefined
Villa Maria
Diploma of College Studies - Commerce
Dawson College
Sociology
John Molsen School of Business
Graduate Diploma - Business Administration
John Molsen School of Business
AWARDS
Avenir Future Award 2025- Highlighting employees outstanding performance, effort and overall attitude of colleagues who have truly excelled.
Avenir Future Award 2018- Highlighting employees outstanding performance, effort and overall attitude of colleagues who have truly excelled.