Shopify Strategy + Re-design
Freelance E-comm & Marketing Lead

Led full-scale redesign of vicicollection.com on Shopify, transforming a static homepage into a fully shoppable, conversion-optimized experience.

Directed site strategy, UX, and merchandising, implementing intuitive mega-menus, shoppable modules, and branded storytelling throughout.
Developed and executed the brand’s first end-to-end eCommerce roadmap, aligning design, product visibility, and digital strategy.
Consulted on product hierarchy, collections strategy, and navigation flow to drive conversion and AOV.
Spearheaded talent partnerships by connecting the brand with high-profile influencers and fashion photographers to elevate content and drive brand visibility.
Collaborated cross-functionally with design, dev, and marketing teams to bring the vision to life with a fast turnaround.