Digital Product & Site Merchandising Leader · 20+ Years
I bring people together to build big ideas.
DTC growth, subscription commerce, experimentation-driven funnels, and AI-powered customer experiences. I own the full funnel from landing page to loyal subscriber.
The Sue Operating System
My leadership framework and how I move from insight to impact.
01 — Vision
Seeing the Possibility
I connect high-level strategic context to execution on the ground, helping teams see what's possible before it's obvious and build the roadmap to get there.
02 — People
Creating Alignment
I bring cross-functional partners (Product, UX, Engineering, Data, and Brand) together around a shared problem and a shared direction, with low ego and high craft.
03 — Action
Driving Momentum
I translate 'What if?' into hypotheses, test roadmaps, and fast iteration cycles that compound into measurable funnel and revenue results.
Leadership Stories
Work that moved the needle.
Launching a Flagship Generative AI Product
0 to 1 AI-Powered Customer Experience
Selected for an elite cross-functional tiger team to launch a flagship generative AI product for a Fortune 500 company. Defined customer onboarding journeys, refined value proposition messaging, and built adoption funnels that drove rapid feature uptake. Embedded with Product, Brand, UX/Design, and Data Science throughout the full product development lifecycle.
Exceeding Revenue Targets Through Testing
Hypotheses-Driven Experimentation Engine
Built and led a robust experimentation and segmentation roadmap, working tightly with Design and Engineering to diagnose funnel drop-offs, lift CVR and AOV, and iterate fast. Consistently exceeded annual revenue and adoption targets.
2025 Super Bowl Campaign
Cannes Lion Grand Prix Winner
Co-led cross-functional execution defining messaging hierarchy, cross-channel integration, and full-funnel user journeys for a Super Bowl campaign that earned a Cannes Lion Grand Prix Award.
Core Competencies
What I bring to the table.
Career
20+ years of building momentum.
Director, Site Marketing & Web Experience
Fortune 500 Technology Company · Remote
- Selected for elite cross-functional tiger team to launch a flagship generative AI product, defining onboarding journeys, value prop messaging, and adoption funnels
- Built experimentation and segmentation roadmaps that exceeded annual revenue targets at 136% of goal in H1
- Co-led Super Bowl campaign that earned a Cannes Lion Grand Prix Award
- Embedded partner across Product, UX, SEO, and Data Science throughout the product development lifecycle
Senior E-commerce Marketing Manager
Fortune 500 Technology Company · Scottsdale, AZ
- Owned global optimization strategy for the company homepage across 40 international markets
- Championed net-new interactive guided-selling wizard and full redesign of the high-traffic deals page
- Built customer persona affinity model to maximize average order value (AOV) across page flows
Direct Affiliate & Relationship Marketing Manager
Sears Holdings Corporation · Hoffman Estates, IL
- Managed and scaled the Direct Affiliate channel for sears.com and kmart.com with partners including Bing Cashback and Google Affiliate Network
- Launched new direct marketing channels including point-of-sale offers and mobile text messaging campaigns
- Selected for the SHC Lead Program; recipient of the SHC Star Award presented by the CEO
Earlier Career
About Sue
Hi, I'm Sue.
I build the kind of digital experiences that make customers feel understood and keep them coming back.
I'm a customer-obsessed e-commerce and product leader with deep roots in DTC growth, subscription funnels, and conversion optimization. I love the intersection of data and intuition, using session behavior, experimentation results, and customer signals to diagnose what's not working and build what will.
I thrive in ambiguity. Give me a big opportunity, a cross-functional team, and a meaningful problem to solve, and I'll bring the structure, the hypotheses, and the bias toward action to move it forward. I care just as much about how we work together as what we ship. Low ego, high craft, always.
Outside of work, I lead with the same energy as a Girl Scout leader and youth sports advocate, building community and proving that the best leadership happens when you show up fully, wherever you are.
Education
B.S. in Direct Marketing · Northern Illinois University
Let's Connect
Ready to build something big?
Whether you're looking for a strategic e-commerce leader or want to explore a collaboration, I'd love to hear from you.