Heather McMillen

About Heather McMillen

Senior eCommerce and digital growth leader specializing in scaling DTC, marketplace, and omnichannel digital revenue for consumer and consumer technology brands. I’ve owned and influenced multi-million-dollar digital revenue channels across DTC, marketplaces, and retail.com ecosystems.I specialize in connecting strategy, technology, and customer experience to scale revenue across DTC, marketplaces, and retail.com channels. My work sits at the intersection of eCommerce, digital marketing, and product experience, leading cross-functional teams to improve conversion, expand digital revenue, and modernize commerce platforms.One of my unique strengths is bridging creative customer experience with technical commerce execution — combining UX, design thinking, and brand storytelling with deep expertise in analytics, experimentation, and digital platforms.I’ve helped build and scale multi-channel commerce businesses generating tens of millions in annual revenue, including growing Audio Advice’s eCommerce business from $12M to $50M+ and leading global digital commerce strategy at AudioQuest across DTC, Amazon, Best Buy, and retail partners.I thrive in environments where leaders are expected to both set strategy and roll up their sleeves to build — whether helping scale fast-growing brands or modernizing digital commerce within established organizations.Core Focus Areas• eCommerce & DTC growth strategy• Marketplace strategy (Amazon / retail.com)• Conversion rate optimization & digital merchandising• Shopify Plus & digital platform strategy• Cross-functional leadership across product, marketing, and engineering• Data-driven experimentation & customer journey optimizationI’m particularly energized by opportunities to help companies scale digital commerce, modernize eCommerce platforms, and unlock new growth through customer experience innovation.Specialties:DTC Commerce • Amazon Marketplace • Shopify Plus • Conversion Rate Optimization • Digital Merchandising • Customer Journey Optimization • Digital Platform Strategy

Experience

1. Director of Ecommerce

   Audioquest

   Nov 2023 — Present

   Lead global digital commerce strategy across DTC, Amazon Marketplace, and retail.com partners for a premium consumer electronics brand sold in 70+ countries.Digital Commerce & Marketplace Strategy• Own performance and strategic growth of global digital commerce channels across DTC, Amazon Marketplace, and retail.com partners.• Drive traffic, conversion, and revenue growth through digital merchandising, marketplace optimization, and content strategy.• Bridge creative and technical disciplines by aligning UX design, analytics, digital merchandising, and platform strategy to improve conversion and customer experience.Retail & Partner Ecosystem• Partner with online retailers and marketplace teams to strengthen digital merchandising, marketing execution, and channel alignment.• Build strong relationships with ecommerce partners to support mutual growth while maintaining brand positioning and channel strategy.• Drive growth across DTC and marketplace channels through digital merchandising, pricing governance, and marketplace optimization strategies.Brand Protection & Pricing Governance• Lead online brand protection initiatives including counterfeit monitoring and unauthorized seller mitigation.• Oversee enforcement of Unilateral Pricing Policy (UPP) to maintain consistent pricing and brand integrity across digital channels.Operational Strategy & Revenue Programs• Develop scalable ecommerce processes and operational frameworks supporting global digital growth.• Implement revenue-generating programs including returns management and B-stock sales strategy.Analytics & Market Intelligence• Leverage analytics and market intelligence to monitor digital performance, identify trends, and recommend strategic improvements across ecommerce channels.

Education

• North Carolina Agricultural and Technical State University

  Bachelor of Science (B.S.), Graphic Communication Systems: Printing & Publishing

  2005 — 2006

• North Carolina Agricultural and Technical State University

  Master of Science, Industrial Technology (Graphic Arts & Imaging Technology)

  2006 — 2008

• Appalachian State University

  Graphic Arts & Imaging Technology

  2002 — 2005

Skills

• Content Management
• Mobile Marketing
• Cascading Style Sheets (Css)
• Email Marketing
• User Experience
• Indesign
• Taxonomy
• Search Engine Optimization (SEO)
• Web Analytics
• E-Commerce
• Integrated Marketing
• Css
• Creative Direction
• Social Media Marketing
• Google Analytics
• Photoshop
• Adobe Creative Suite
• Typography
• Web Development
• SEO
• Ecommerce
• Hybris
• Photography
• Brand Development
• Branding
• Merchandising
• Omniture
• Lean Manufacturing
• Graphic Design
• Adobe Photoshop
• Direct Marketing
• Search Engine Optimization
• Digital Photography
• Packaging Design
• On-Site Search
• Wordpress
• Website Development
• Logo Design
• Responsive Web Design
• Website Design