Heather Nichols
I help businesses enhance their online customer experience through data-driven decisions.
- Role
- Senior E-commerce Digital Merchandising Manager at Adorama
- Location
- Lewes, DE, US
- LinkedIn followers
- 500 followers
About Heather Nichols
After 10+ years in Retail, Digital Marketing & Digital Merchandising, I still get excited when I can make improvements to the user experience of a website and track the progress. I thrive in fast-paced environments and am passionate about analytics & data to help me understand the customer journey. I take pride in the fact that I am an analytical thinker and creative problem solver. When I am not optimizing website taxonomy and developing online experiences I am lacing up my sneakers to get outside and run, hike, bike or kayak. See you out there!
Experience
Senior E-commerce Digital Merchandising Manager
Jan 2019 — Present · New York, NY, US
As a seasoned Senior Website Merchandiser, I specialize in maximizing the online visibility and sales performance of e-commerce platforms through strategic merchandising initiatives and data-driven optimization techniques. With a keen understanding of consumer behavior and market trends, I lead cross-functional teams to deliver compelling online shopping experiences and drive revenue growth.Key Responsibilities:• Site Navigation and Taxonomy: Optimize website navigation structure and taxonomy to enhance user experience, improve content discoverability, and streamline the path to purchase, leveraging customer segmentation and behavioral analysis.• Strategic Merchandising: Develop and execute merchandising strategies aligned with business objectives, leveraging market insights, customer data, and competitive analysis to drive product discovery, increase conversion rates, and maximize average order value.• Performance Analysis and Reporting: Monitor and analyze key performance indicators (KPIs), including traffic, conversion, average order value, and customer retention, to evaluate merchandising effectiveness, identify opportunities for improvement, and inform strategic decision-making.• Search Analytics: Proficient in analyzing search data and metrics using tools like Google Analytics and Search Console to gain insights into user behavior, search trends, and performance of SEO efforts.• Site Search Optimization: Experienced in optimizing site search functionality to improve user experience, increase conversion rates, and provide relevant search results to visitors.• On-Page Optimization: Skilled in implementing on-page optimization techniques such as meta tags, headings, and internal linking strategies to enhance search engine crawlability and indexing.
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