Jasmine Cousin

- Led e-commerce strategy and digital experience for Tonal’s DTC business across site experience, merchandising, CRO, and development - Established Tonal’s CRO and experimentation program, implementing a structured cross-functional testing framework to scale optimization and drive data-informed growth - Drove execution of high-priority e-commerce initiatives across SEO, UX, PDP optimization, and new customer experiences in partnership with Engineering, Marketing, Retail, Legal, and Care teams. - Directed digital merchandising and customer journey strategy for key launches, including Pilates and new accessories - Managed and developed 2 direct reports, strengthening team ownership, execution, and cross-functional influence.

- Led digital merchandising and e-commerce growth strategy for Everlane’s e-commerce business driving category growth across launches, campaigns, and site experiences. - Optimized the digital customer journey through enhancements to navigation, search, filtering, and personalized recommendations. - Directed cross-channel category strategy across SEO, email, and paid media to improve engagement, add-to-bag rate, and UPT. - Owned e-commerce KPI reporting and performance insights for executive leadership, influencing prioritization and growth strategy. - Led and developed a high-performing team while managing cross-functional e-commerce execution across 15+ stakeholders.

- Successfully grew the international business by $1.7M, with double-digit YoY growth in key markets like Canada and the UK through strategic pricing, logistics, and paid media initiatives - Led A/B testing initiatives resulting in over 230% revenue increases for redesigned homepage modules - Orchestrated cross-functional teams to enhance mobile navigation, resulting in significant increases in visits, revenue, conversion rates, and AOV - Developed and implemented best practices for site content and digital experience strategies, achieving KPI-driven goals. - Collaborated with SEO agencies to improve organic traffic and search engine rankings - Lead, coach, and develop 1 direct report and work with 15+ cross-functional partners

- Led management of a $20 million international business spanning 150+ countries, with a primary focus on key markets like Canada, the UK, and Australia - Conducted detailed profitability analysis by region, resulting in significant improvements in conversion rates and repeat customer engagement - Developed and executed growth strategies for international markets, collaborating cross-functionally with various teams to drive initiatives aimed at customer retention and acquisition - Directed testing plans for multiple channels and performed regular reporting on key performance indicators, presenting insights to leadership teams

- Led strategic management of a $50 million annual e-commerce business across the US, EU, and Canada - Orchestrated comprehensive data analysis to inform site content and merchandising strategies, optimizing customer experience - Spearheaded cross-functional collaboration for North America replatforming efforts, including the implementation of a new Product Information Management (PIM) system - Drove brand engagement through content planning and site merchandising strategies for international markets - Collaborated with cross-disciplinary teams to develop seasonal product and brand stories - Provided leadership and development to a team of 2 direct reports

- Assisted with the development and management of a $100m women pants business with over 90 sku’s - Analyzed reports (Sales, Purchase Orders, Trends, Shipping) to recap the business and present cross functional opportunities - Prepared and maintain materials for weekly product presentations - Conducted seasonal buys with buying manager; Build the buy charts and visual line sheets - Studied direct and aspirational competitors and compiling competitive landscape of market domestically and internationally - Managed and organize samples for direct and cross functional teams

- Rotated within 2 different departments for training (Women’s Footwear & Men’s Polos); Classroom training in departments & cross functional teams including buying, retail math, company systems, and product development - Individual projects relating to classroom and on-the-job training - Final group presentation to create an extension/new product offerings; Participated in multiple roundtables with Top Executives

- Reviewed sales trends and opportunities - Attended division meeting for both buying and planning - Managed day-to-day operations of the buying office - Set up lockerstock and replenishment programs - Oversee inventory management and created lookbooks - Setup and processed merchandise orders - Allocate and reallocate merchandise in Allocation Manager - Run and interpret merchandise selling store reports - Prepared, researched, and presented group Big Data integration project to 14 executives.

Global Retail Marketing, Design Management, Accounting I & II, Business Statistics, Micro/Macro Economics, Advanced International Business, Advanced Spanish II, Finance, Latin American Politics & Culture, Economics Structure/Dynamics of Latin America, Business Law, Promotional Strategy, Photography I & II, Consumer Behavior, Management Science, Operations Management, Marketing Strategy Analytics, Strategic Management, Intercultural Communication