Luis Hoffer

In September of 2020 I joined the Koral team and was immediately impressed by the co-founder’s brand vision of creating high-end luxury activewear that blended fashion and performance. The attention to detail and commitment to quality are quite unmatched in the activewear industry and my challenge has been to elevate the digital interaction points to help show prospective clients the difference between Koral and other competitors. To achieve this goal I designed a multi-phase brand strategy that spans across on-site, email, sms, organic social and paid social. Phase 1’s primary focus is on-site improvement. Phase 2’s is increasing top funnel traffic via affiliates, paid social, paid search, SEO and influencer ambassador programs and phase 3’s primary focus is retention via email, sms, loyalty and ambassador initiatives. Via a joint effort between third party development partners and our internal design team we have completed the main initiatives in phase 1 that have resulted in improvement in core metrics such as conversion rate and bounce rate. Our team is now in the initial stages of phase 2 which its primary goal is to tell a rich story that communicates the story of our founder, the technical details of our fabrics and promoting the connections of the existing community of clients that know and love the brand. Key Highlights 1. Was integral to launching new channels that drove triple digit year over year growth 2 years in a row. 2. Was project lead on migration from Magento to Shopify Plus, Loyalty program integration and Digital Bridesmaid online showroom. All projects launched during my time as a stakeholder. 3. Spearheaded initiatives to keep up with demand growth. Initiatives consisted of improvement to outbound shipping flow, returns flow and customer service touch points.

During my time as a stakeholder it was a joy to lead the e-commerce strategy for Show Me Your Mumu. Upon joining the team I wasted little time and spearheaded a series of initiatives which focused on customer acquisition while also strengthening platforms to support growth. To support customer acquisition I created a digital marketing budget which supported paid search, paid social and affiliate digital marketing channels. To support the growth of the business I implemented CRM tools which reduced the friction that was being caused by legacy tools that were being outgrown. In addition CRM upgrades I also implemented new fulfillment logistic software to address growing volume and offer more automation in the picking and packing process. Along with these initiatives I worked with co-founders and lead buyers, graphic designers, photographers, developers and marketing managers to execute and achieve yearly sales goals. The first two years of joining the team the company saw triple digit growth in revenue generated by the e-commerce channel this was a result of a fantastic team but also a direct correlation to executing the initiatives outlined above. Along with the exciting strategies that were implemented I also was directly responsible for structuring the overall budget for all e-commerce expenses ranging from development and platform expenses, digital marketing expenses, freight and team overhead. One of my final projects consisted of completing a site migration from Magento to Shopify. My time spent at Show Me Your Mumu was integral to me growing as a leader and expanded my skill-set beyond what I imagined I would be capable of. Key Highlights 1. Was integral to launching new channels that drove triple digit year over year growth 2 years in a row. 2. Was project lead on migration from Magento to Shopify Plus, Loyalty program integration and Digital Bridesmaid online showroom. All projects launched during my time as a stakeholder.

Lead a medium size e-commerce team of graphic designers and online content managers. Gained Demandware (cloud commerce) developer certification in an effort to gain more knowledge of recently adopted e-commerce platform. Redesigned Kellywearsler.com to improve e-commerce best practices but also to better display the brands rich imagery found in interior projects. Lead back-end migration from an expensive order fulfillment contracting service to in-house shipping and fulfillment team. This integration eliminated many manual processes and reduced e-commerce overhead. Launched and designed Kelly Wearstler online blog myvibemylife.com. Integrated blog elements into e-commerce site. Recorded past and future company marketing initiatives into a yearly marketing calendar which allowed multiple departments to collaborate on marketing ideas but also enabled the company to track the performance of initiatives. Key Highlights 1. Transitioned form costly fulfillment contractor to in-house fulfillment solution that reduced cost and improved customer experience. 2. Redesigned Kellywearstler.com developing mobile first pages. Created a digital library of Kelly’s interiors to help educate visitors the story of the brand’s origin. 3. Lead digital marketing efforts that spanned across, email, affiliate channels, paid search and organic search.