Goldie Viegas

• Leading digital experience optimization and the testing center of excellence for Levi.com, Dockers.com, globally • Defining roadmap vision to achieve Ecommerce growth goals, innovation and personalization strategic plans • Identifying optimization opportunities, analyzing business benefit, evaluating ROI and prioritizing projects • Leading strategy and implementation of personalized product recommendations across the site, in new use cases; continuous testing of on-site strategies and features to increase overall engagement and conversion rate • Identifying customer problems and solutions to test by establishing a hypothesis, KPIs, build prioritization, monitoring test performance, analyzing and sharing out results with global cross-functional teams • Managing 4 direct reports and vendor partners to deliver on digital site experience and feature enhancements while collaborating cross-functionally with Leadership, Marketing, Merchandising, UX Design, Data Science Teams, globally

• Led the discovery, evaluation, and implementation of best-in-class digital and ecommerce experiences across Men’s Wearhouse, Jos. A. Bank and Moores Clothing, focused on special occasions • Drove innovation by identifying opportunities and prioritizing initiatives into a product roadmap based on forecasted business and customer impact while defining requirements for new features and functionality • Launched Rental A/B Testing War Room with an Agile test and learn approach to launch new site experiences while collaborating with UX Designers, Engineers, Operations, Creative etc. • Analyzed site visitor analytics, industry benchmarks, and customer feedback to make data-driven decisions that drive insightful UI/UX enhancements • Collaborated with Merchandising, Marketing, Creative, and Brand teams to translate content and promotions into engaging experiences across all three sites • Managed a direct report, external vendor and partners to deliver on digital experience enhancements

• Implemented digital and mobile best practices for VF's global apparel (The North Face), footwear (Vans, Timberland), workwear (Dickies), accessories (JanSport, Kipling) brands while building compelling online retail shopping experiences • Led mobile site and app user experience audits for each brand and provided optimization strategy feature/functionality, user interface design, marketing, and content recommendations • Analyzed and reported on internal mobile KPIs across VF brands, commerce, and seasonal metrics, researched industry benchmarking data to maximize revenue; determining A/B tests • Identified online retail trends, evaluated emerging digital technologies; developed brand-specific consumer use cases to pilot innovation; vetted mobile technology and innovation vendors • Collaborated with the digital teams to create mobile product roadmaps; prioritized enhancements by quantifying areas of opportunities within the customer’s journey; developed requirements, feature definitions, and implementation plans as mobile product owner for VF’s digital platform • Planned mobile marketing strategies grounded in awareness, acquisition and retention/engagement • Led quarterly global cross-brand digital meetings to share trends, best practices, brand learnings, consumer and competitive insights; researched and delivered best practice playbooks as VF’s mobile subject matter expert • Launched augmented reality app prototype enabling endless aisle opportunity and holographic displays for in-store interactive product showcase, featured in 2017 Investor Day presentation

• Developed and managed mobile web strategy, content, creative, production, testing and analysis across all of Safeway’s mobile sites to drive shopper engagement • Provided direction and managed creative agencies to deliver on weekly mobile campaigns • Partnered with internal business units to translate objectives into relevant mobile web experiences tied to larger integrated marketing campaigns • Collaborated with the digital, product, creative and design leads to ensure integration across mobile ads, search, email and social drivers providing shoppers with a seamless experience regardless of device • Developed and launched ‘deli-on-the-go’ mobile site experience with 1-page content and drop-down product carousels; reduced tap-thrus, provided quick content access • Initiated ‘tap-to-call’ CTA during holiday weekly campaign; received the highest CTR • Championed ‘app icon hover ad’ on the mobile homepage; conducted A/B copy tests