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Blake Brown Beauty
Role
Head of E-Commerce & Digital
Date
2024-Present
At Blake Brown Beauty, I oversee the end-to-end digital strategy for Blake Lively’s haircare brand, managing the full online business across DTC and Target.com. I lead omnichannel launch initiatives and cross-functional collaboration to deliver cohesive, high-impact digital experiences.
Key Achievements:
Developed and launched the brand’s DTC website, overseeing all back-end integrations and platform registrations, which led to a sold-out product line within 24 hours of launch.
Launched a personalized Hair Quiz that created a tailored shopping experience and drove 20% of DTC sales in 2025, while providing valuable customer insights that informed all NPD.
Led the digital launch strategy for the Hairspray campaign, orchestrating an omni-channel storytelling approach that highlighted key product benefits and increased site engagement 10x during launch month.
Developed and executed a retention-driven CRM program focused on product education and post-purchase engagement, boosting user satisfaction and achieving an average 4.8-star customer rating.
Managed SEO initiatives, improving site visibility, accessibility, and earning a "Top Quality Score" on Google.
