WOMEN’S LIFESTYLE BRANDS

WHO WHAT WEAR & MARIE CLAIRE

I have been with Who What Wear for 7 years in August 2025. I’ve seen the company experience huge growth through the pandemic followed by their acquisition from Future Plc. in 2022. From there, the Data & Analytics team, including myself and my role, merged into Future’s structure. I fell into the US Women’s Lifestyle vertical as an eCommerce analyst, which narrowed my scope to Affiliate performance and revenue drivers for Who What Wear US and Marie Claire US. These duties include reporting on revenue driving analytics from content and product conversions, maintain routine performance deliverables (such as the weekly market decks and semantic playbooks), maintain tentpole performance, coordinate with channel and edit leads, and provide support during sale tentpoles.

Previous to the acquisition, my roles included performing BI and data science functions (coding programatic data tools, regression analyses, and building dashboards in DOMO) as well as in-depth analyses on content and product conversions, competitive industry trend reporting, while also conducting weekly reports on KPI performance to editorial teams and stakeholders.

WEEKLY MARKET REPORTING

Every week for Who What Wear’s Fashion editorial team and bi-weekly for Who What Wear’s Beauty editorial team as well as for Marie Claire’s editorial teams, I lead the presentations on how we are pacing against our KPIs for Affiliate as well as analyze our content performance, provide data-driven insights into thematic performance, and offer strategy on how to lean into converting drivers. Along with the channel leads (Audience, Newsletter, and Social) we present findings to the editorial teams on how and further drive engagement and revenue based on what’s driving conversions and resonating angles to seasonal trends.

TREND REPORTS

*SCREENSHOTS FROM WWW’S FALL/WINTER 2022 FASHION TREND REPORT

*SCREENSHOTS FROM WWW SPRING/SUMMER 2022 BEAUTY TREND REPORT

DOMO

WWW used Domo, a business intelligence tool, that myself along with our Data & Analytics team built SQL pipelines, beast mode calculations, and dashboard with prior to the Future acquisition. These are screenshots of the dashboards I built from the backend to the front end. These were used by stakeholders and our team for reporting data-driven, strategy, and business decisions. Domo was sunsetted and we now use Looker.