About

Jamie is a seasoned eCommerce executive with over 14 years of expertise in driving digital and omnichannel growth for renowned brands like Nike, Walmart, EA, Sony, as well as emerging brands like Vital Proteins and Everlane; and is currently advising early stage brands to scale to the digital marketplace (Amazon, retailer.com) through Stripes Co (Investment Firm), Starshot Ventures (Venture Studio), and Skydeck (incubator). Some notable achievements include being part of the founding team that scaled Walmart's Online Grocery service from market 1 to over 1000, building Nike's new Global Apparel eCommerce organization as Digital GM and launching new product lines (Hijab, Yoga, Maternity), and as VP of Digital, leading Vital Protein's eCommerce team to profitable growth and completing a full Nestle acquisition. Jamie is an instructor on Maven, teaching eCommerce 201, and has spoken at conferences such as eTail (West & East flagship events) on topics like digital growth, acquisition, and profitability. She has also served as a keynote speaker at events held by her alma maters, UC Berkeley (MBA) and the University of Southern California (Bachelors), as well as UC Dublin. Her contributions to the eCommerce field have been recognized, with recent honors including being named one of the 30 Most Influential in eCommerce in '22 and Top Women in Retail on the Rise in '21.

Experience

Vital Proteins

• Led global eCommerce DTC, subscription, & digital marketplaces (i.e. Amazon) P&L for high-growth wellness brand that's created a new category - collagen. Built and oversaw 20+ person team across: digital business, project management, analytics, product/engineering/UX, digital marketing; and orchestrated new leveling & skill mapping for eCommerce career progression. • Led key consumer moments (>100% YoY growth)– eComm landed ’22 as highest growth channel, outpacing the marketplace; optimized digital marketing efforts (+25% YoY in ROAS); and revamped tech stack to become the most profitable channels across the brand's marketplace - to enable a successful full acquisition & integration to Nestle.

Everlane

• Led a team of 8+ digital business, content, & experience experts to drive the strategy & operations for Everlane's core digital experience. Exceeded team's profitability targets to unlock the next chapter of growth for the brand through revamped post-purchase, unit economics, and personalization initiatives.

Nike

• Responsible for global apparel revenue and growth targets (Nike.com & Stores) outpacing targets in FY19 and FY20 to surpass $1B business • Built a new 20+ person offense, strategy, operating model, KPIs, insights, & roadmap for apparel: leading geo & global teams in bringing together business, brand, new commerce, merchandising, supply chain, services, digital/physical product, and operations • Through new “test & learn” engine & culture, ran 20+ pilots on new brand, digital experience, and member activations; beating member growth & site conversion targets • Built end-to-end offense, strategy for inclusive sizes (plus, big & tall), +94% YoY growth • Launched value workstream to solve for apparel fit, reducing returns 9% YoY • Led GTM launch for The Nike Polo, Maternity, building blueprint for apparel GTM • Provides digital & retail thought leadership across digital acceleration panels, summits • 1 year initiative on Mens & Womens Training & Gym digital business: growth on Nike.com was 3x overall 3P marketplace and launched the Hijab, Metcon, Yoga, and Inclusive Sizing

Links from Jamie

Navigating Changes Across Omnichannel & eCommerce

Real insights on how to make impactful change in product, channel and bridging the gap between in-store and online.

eCommerce 201

Maven's top rated eCommerce class (5/5 stars) - a cohort-based class designed to create innovative ways to deliver 2x eCom ROI and leverage AI to win; empowering students to master the essential skills for eCom success through marketing, product management, and new product and business models.

Reforge - eCommerce & Product Management Best Practices

Reforge hosts 'artifacts' designed as summarized takeaways to drive growth across your eCommerce, marketing, or product management areas: 1) Market Tiering Approach for Geographic Expansion 2) Driving Retention at a CPG Company 3) eCommerce Promotion Best Practices 4) Resourcing Product Teams at an eCommerce Company 5) Product Management Operating Model 6) One-Page Product Management Executive Summary

Your 5 Step Guide to Discovering the Ideal Marketplace

Business Objectives This involves identifying what phase your business is in and what you aim to achieve through marketplace expansion. Determine if the marketplace aligns with your business needs. For example, if you are in a rapid growth phase, you might choose a marketplace like Amazon for its vast traffic and visibility. If your focus is on maintaining profitability, opt for a more niche marketplace that offers lower fees and a customer base more aligned with high-margin products. Customer Connectivity Understanding who your customers are and where they prefer to shop is important. This involves analyzing customer demographics, shopping behaviors, and preferences. Use the data to determine which marketplaces your target customers frequent. This ensures that your products are placed where your existing and potential customers are most likely to see and buy them. Marketplace and Category Potential Assess the potential of various marketplaces to support your product categories. Conduct market research to check if there is enough demand for your products. Look at tools that offer insights into search volumes, competitor presence, and customer reviews specific to your product categories on each marketplace. This step helps ensure that there is an existing audience interested in your offerings. Brand Consideration Consider how each marketplace affects your brand’s visibility and control. This step examines how well a marketplace allows you to maintain your brand’s identity and messaging. Evaluate whether you will have control over product presentation, pricing, and customer interaction. Some marketplaces might offer more control than others, impacting how your brand is perceived. Decide what level of control is crucial for maintaining your brand’s integrity. Talent and Resources Check if you have the necessary internal capabilities or if you need to hire external experts to manage marketplace operations effectively. Consider the expertise required to navigate different marketplaces successfully. This could mean hiring specialists with experience in specific platforms or investing in training for your current team. Ensuring you have the right talent in place is crucial for optimizing your presence and operations in new marketplaces.

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