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Dorel Juvenile

 

Dorel Juvenile is a global leader in designing, manufacturing, and distributing innovative juvenile products that prioritize safety, comfort, and style. With a portfolio of trusted brands like Maxi-Cosi, Safety 1st, Cosco Kids and Tiny Love, Dorel Juvenile is committed to delivering exceptional solutions that cater to the needs of families and caregivers worldwide. The company is known for its focus on quality, cutting-edge technology, and a consumer-centric approach in the juvenile industry.

 

At Dorel Juvenile, I led initiatives that redefined how brands connect with their consumers in a rapidly evolving digital landscape. Leveraging cutting-edge strategies and a data-first mindset, I drove growth, efficiency, and meaningful engagement at every touchpoint.

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Key Highlights of Impact

  • Digital Presence: Consolidated 4 distinct brand websites into a single, streamlined Shopify+ platform. This transformation bolstered marketing efficiencies, enhanced SEO performance, and unified consumer support—resulting in a remarkable 35% year-over-year revenue growth, alongside significant increases in conversion rates and average order values.

  • Future-Proofed DTC Strategy: Orchestrated a robust DTC strategy encompassing new product launches, promotional planning, and loyalty-driven CRM programs. These efforts maximized consumer lifetime value and positioned the business for sustained success.

  • Data-Driven Consumer Excellence: Established an end-to-end CX framework to consistently measure and enhance customer perception, ensuring a seamless and impactful consumer journey.

Dynamic Leadership & Team Empowerment

  • Guided and expanded a high-performing team of over 50 professionals across CRM, Insights, Site Experience, DTC Performance, and Consumer Care. Through mentorship and strategic leadership, I cultivated a culture of innovation and excellence.

  • Championed a collaborative approach to achieve ambitious goals, fostering creativity and delivering high-quality outcomes across all touchpoints.

Consumer-Centric Approach to Digital Commerce

  • Personalized Experiences: Directed site management and implemented multivariate testing strategies, creating tailored, consumer-centric shopping experiences.

  • CRM Optimization: Expanded and nurtured a thriving consumer database while enhancing engagement through email and SMS campaigns, strategically driving both first-time and repeat purchases.

Innovative Partnerships & Strategic Collaboration

  • Partnered with cross-functional teams, including Technology, Product Marketing, and Operations, to execute data-driven acquisition and retention strategies.

  • Defined and executed digital product roadmaps, resulting in significant improvements in site conversion rates and Net Promoter Scores.

Performance Excellence Through Analytics

  • Built robust analytics and reporting systems to track and evaluate KPIs, enabling informed decision-making across sales performance, site efficiency, and service delivery.

Results in Numbers

  • +35% YOY Revenue Growth

  • Enhanced CVR & AOV Metrics

  • Optimized Consumer Database Health and Retention Rates

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