Carla R Hensley
About
Carla works in the following industries: "Internet", "Higher Education", "Cosmetics", "Food & Beverages", "Consumer Goods", and "Retail". Carla is currently Director of Ecommerce at ChocZero, Inc.. In Carla's previous role as a Manager, Global Ecommerce Analytics & Insights at The Estée Lauder Companies Inc., Carla worked in Greater New York City Area until Mar 2021. Prior to joining The Estée Lauder Companies Inc., Carla was a Sr. Ecommerce Analyst - Hot Topic, BoxLunch at Hot Topic and held the position of Sr. Ecommerce Analyst - Hot Topic, BoxLunch at Greater Los Angeles Area. Prior to that, Carla was a E-commerce Planner, BoxLunch at Hot Topic, based in Greater Los Angeles Area from Jan 2017 to Jan 2018. Carla started working as Associate Instock Planner at Amazon in New York, New York in Sep 2014. From Jan 2014 to Sep 2014, Carla was Assistant Planner, Macys.com- Women's Shoes at Macy's, based in New York, New York. Prior to that, Carla was a Planning Allocator at Macy's, based in New York, New York from Mar 2013 to Jan 2014. Carla started working as Macys.com E-commerce Executive Development Program, Handbags & Accessories at Macy's, Inc in New York, New York in Jan 2013.
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Carla R Hensley's current jobs
Carla R Hensley's past jobs
• Owned data integrity across sites, managing our tags through TealiumIQ, as well as IBM Digital Analytics, and Google Analytics for all three brands in the Hot Topic portfolio • Liaison between Merchandise Planning, Digital Marketing, and Production teams, creating E-commerce dashboard for a holistic view of the business, inclusive of financials, inventory levels, merchandise performance, CRM & email, digital marketing, on-site search, and site analytics • Tracked weekly KPIs such as traffic, clicks, sales, and conversion, to drive weekly strategy for Homepage layout, promotions, and landing pages • Streamlined marketing reporting across channels, tracking spend and ROI of paid channels and SEO trends of earned traffic.
• Managed pre-season and in-season OTB forecasts across categories for BoxLunch, a growth initiative for Hot Topic, growing the site +350% YoY, exceeding GM targets. Managed inventory, provided buy quantities, and approved all e-commerce buys across categories • Planned markdowns, daily promotions, selection of web-exclusive product. Co-managed the marketing calendar, inclusive of emails and featured product on marketing campaigns • Created consumer analytics reporting by segmented customer data on SQL database to determine customer profiles by department
• Led Business Intelligence project, creating a quantitative model for price optimization focused on our flash-sale business model and our historical demand by product category • Created reporting on operational performance of total company in order to drive improvement of operational metrics • Managed inventory flow for MyHabit.com, working with vendors and warehouse operations to ensure prompt delivery and meet inventory and sales forecast • Zero-inventory Model Launch- Helped test, launch and execute operations of a zero-inventory model initiative for the company
• Prepared open-to-buy and forecast sales for $56 million online shoe business, along with inventory, markdowns, and turn in order to maximize margin and sales • Prepared pre-season sales plan by day by analyzing marketing history • Run and build reports reflecting omni-channel sales by color, size, and product classification • Analyze historical trends in order to anticipate sales fluctuations and maximize in-season sales
• Process and allocate purchase orders for vendors in Better Shoes, helping to manage placement of receipts against our open to buy. • Run meetings with Buying team in order to update them on status of orders in the pipeline and any potential vendor short-shipment issues • Process weekly reports for Women's Shoes Buying and Planning teams highlighting top sellers by channel, color, classification, and international sales • Analyze age of inventory, their markdown status and potential issues they could have on their site such as broken sizing or defective Web ID
Eight-week development program leading into a Buying or Planning position at Macys.com. Training in financial planning, merchandise assortment, allocation, and fulfillment processes to meet volume and profit objectives of the company
• Held review sessions for a class of about 40 students, covering topics of economic development, and introductory economic modeling • Prepared study guides and quizzes covering class material for midterms and final exams.
• Conducted research, literature reviews and data analysis in projects for the West Virginia Department of Energy and the West Virginia Legislature • Assisted in reports of different topics, ranging from school funding to environmental and natural resource economics