Sarah Kaplan

About Sarah Kaplan

I lead digital merchandising and optimization for Optimum, ensuring our prospective customers have a clear, compelling, and frictionless path to choosing the right product. My team spans UX design, A/B testing, and GTM content strategy, and together we shape everything from homepage storytelling to offer positioning to component evolution in AEM.My approach is grounded in data, customer empathy, and cross-functional partnership. I love bringing structure to ambiguity, unblocking teams, and designing digital journeys that balance business needs with thoughtful UX.

Experience

1. Director of Ecommerce

   Optimum

   Oct 2023 — Present · NY, US

   Lead end-to-end digital merchandising processes, coordinating cross-functional teams from go-to-market (GTM) strategy, marketing, creative and developers to ensure effective display of product offers, promotions, and content* Construct the cross-functional GTM launch process in Workfront, defining workflows, handoffs, requirements, and approval paths across all relevant partners to ensure accuracy, alignment, and timely execution* Build, maintain & govern a scalable AEM component library, operating in sprints to partner across key teams to ensure all components in Figma are well-designed, accessible, reusable, and optimized for merchandising and performance* Lead a cross-functional team of 5, including a UI/UX Designer, UI/UX Analyst, copywriter, and A/B testing specialists, driving component design, testing roadmap, and performance analysis that enhances user experience and boosts conversion* Leverage Adobe Analytics and Contentsquare to self-serve data insights and report on key performance indicators, including click-through rates (CTR), progression, and funnel analysis to assess the effectiveness of site changes on customer behavior and conversion* Partner closely with marketing & media to align site merchandising with campaign messaging, leveraging data to improve consistency, engagement, and campaign ROI* Launched a weekly cross-functional online business review, integrating insights from media and analytics to surface performance trends, identify key sales drivers, and inform digital strategy* Founded a “Culture Crew” to enhance team engagement, fostering a positive work environment through recognition programs, volunteering opportunities, social events, and creative celebrations of team achievements

Education

• University of Illinois Urbana-Champaign

  Industrial Engineering

  2014 — 2018

• Universidad Pontificia Comillas

  Other, Industrial Engineering

  2016 — 2016