Falefitu Tofa
Sr Ecommerce Manager @Better Being Co.
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WORK HISTORY
Sr Ecommerce Manager @Better Being Co.
Salt Lake City, UT, US
Grew DTC business from $70K monthly revenue to $2.4M in FY 2024, demonstrating a strong command of digital growth strategies and operational execution. Led development and execution of digital go-to-market (GTM) strategies for over 20 product launches annually, driving product visibility and revenue growth across diverse markets. Directed cross-functional teams and managed multiple external and internal agencies to produce digital assets and execute omnichannel strategies across a portfolio of 10+ brands, ensuring cohesive and impactful brand messaging. Spearheaded customer experience improvements through A/B testing, heat mapping, and funnel optimization using GA4, achieving a 10% lift in site conversion within the first few months post-launch. Developed and executed a paid media strategy, optimizing a $1.5M annual budget to align with overarching brand goals and deliver measurable ROI through targeted campaigns. Developed creative strategies for ads and website landing pages, creating detailed decks for the creative team and working with a paid media agency to test and optimize creative performance. Collaborated with Brand Directors to craft digital marketing strategies that aligned with brand objectives and market opportunities, enhancing brand visibility and engagement.
EDUCATION
Brigham Young University–Hawaii
Business Management, Business, Management, Marketing, Finance and Related Support Services
ABOUT FALEFITU TOFA
I\'m a passionate and data-driven e-commerce enthusiast who thrives on the thrill of being an entrepreneur. Throughout my career, I\'ve successfully led small teams in executing growth and retention strategies for companies with multiple brands. Despite working with limited resources and budgets, I rely on hard data and big ideas to craft compelling stories that have earned the support of executives.I believe in straightforward communication, always telling it like it is—whether the results are up or down. Honesty, kindness, and integrity are at the core of all my relationships, be it personal or professional. I\'m not just about achieving results; I\'m about creating a positive and transparent impact in everything I do.
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