Carla is a commercially-minded eCommerce and consumer leader with deep experience in apparel and accessories, including merchandising roles at Anthropologie, Crazy 8 and Gymboree, as well as consulting work with The Yes, Modern Citizen and Huckberry. She is strongest at connecting the dots between online customer behavior, seasonal and evergreen product strategies, and financial KPIs. She brings a disciplined merchandising POV: what’s the hero, what’s the story, what’s the path to purchase, and how to leverage marketing and promotion to drive demand on the brand’s digital “home base”.
Carla’s particular experience and strength is leveraging internal data (customer-level purchase behavior, site performance analytics, product-level sales and margin performance) to identify and drive optimal overall sales and margin performance, then rigorously tracking KPIs to refine strategies and ensure success.
While Carla is strategically-minded, her projects often require her to be a sole contributor and execute much of the work herself, She has hands-on, day-to-day experience in Shopify Admin and in the broader lifecycle toolkit (CRM/email platforms and retention/subscription tools like Loop), turning strategies into execution and tying the work back to measurable commercial outcomes. Given her frequent work in high-SKU, high-turn apparel, she is also familiar with adjusting site merchandising, search and sort parameters to prioritize key items and collections.
