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Hands-on eCommerce leader with 10+ years of Shopify and digital merchandising experience, including full site ownership (back-end operations, storefront experience, catalog, and on-site performance). Known for driving measurable conversion improvements through CRO, A/B testing, funnel analysis, and UX changes, while keeping the product catalog and data hygiene standardized across large vendor and SKU sets. Proven track record building eCommerce platforms and merchandising systems from the ground up, including taxonomy, collection architecture, and on-site search/filter performance. Comfortable operating as a lean, hands-on owner who executes end-to-end and reports directly to senior leadership—using analytics (GA4, Mixpanel, funnels, cohorts) and AI-assisted workflows to reduce manual work and improve product discovery.…Hands-on eCommerce leader with 10+ years of Shopify and digital merchandising experience, including full site ownership (back-end operations, storefront experience, catalog, and on-site performance). Known for driving measurable conversion improvements through CRO, A/B testing, funnel analysis, and UX changes, while keeping the product catalog and data hygiene standardized across large vendor and SKU sets. Proven track record building eCommerce platforms and merchandising systems from the ground up, including taxonomy, collection architecture, and on-site search/filter performance. Comfortable operating as a lean, hands-on owner who executes end-to-end and reports directly to senior leadership—using analytics (GA4, Mixpanel, funnels, cohorts) and AI-assisted workflows to reduce manual work and improve product discovery.

Rhea Kottadiel

Conversion Rate Optimization Expert, Product Marketer, Digital Marketer, +2

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Hands-on eCommerce leader with 10+ years of Shopify and digital merchandising experience, including full site ownership (back-end operations, storefront experience, catalog, and on-site performance). Known for driving measurable conversion improvements through CRO, A/B testing, funnel analysis, and UX changes, while keeping the product catalog and data hygiene standardized across large vendor and SKU sets. Proven track record building eCommerce platforms and merchandising systems from the ground up, including taxonomy, collection architecture, and on-site search/filter performance. Comfortable operating as a lean, hands-on owner who executes end-to-end and reports directly to senior leadership—using analytics (GA4, Mixpanel, funnels, cohorts) and AI-assisted workflows to reduce manual work and improve product discovery.…Hands-on eCommerce leader with 10+ years of Shopify and digital merchandising experience, including full site ownership (back-end operations, storefront experience, catalog, and on-site performance). Known for driving measurable conversion improvements through CRO, A/B testing, funnel analysis, and UX changes, while keeping the product catalog and data hygiene standardized across large vendor and SKU sets. Proven track record building eCommerce platforms and merchandising systems from the ground up, including taxonomy, collection architecture, and on-site search/filter performance. Comfortable operating as a lean, hands-on owner who executes end-to-end and reports directly to senior leadership—using analytics (GA4, Mixpanel, funnels, cohorts) and AI-assisted workflows to reduce manual work and improve product discovery.

Available to hire

Hands-on eCommerce leader with 10+ years of Shopify and digital merchandising experience, including full site ownership (back-end operations, storefront experience, catalog, and on-site performance). Known for driving measurable conversion improvements through CRO, A/B testing, funnel analysis, and UX changes, while keeping the product catalog and data hygiene standardized across large vendor and SKU sets.

Proven track record building eCommerce platforms and merchandising systems from the ground up, including taxonomy, collection architecture, and on-site search/filter performance. Comfortable operating as a lean, hands-on owner who executes end-to-end and reports directly to senior leadership—using analytics (GA4, Mixpanel, funnels, cohorts) and AI-assisted workflows to reduce manual work and improve product discovery.

Skills

Experience Level

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Work Experience

eCommerce Lead · Shopify Plus · CRO & Merchandising · DTCFASHION & Apparel at Canopy Growth Corporation

January 1, 2024 - Present

Owned Shopify Plus site end-to-end: administration/app integrations, launches, agency oversight, and full CRO and funnel optimization. Led full site redesign from discovery through launch, delivering a 10% conversion lift via CRO and A/B testing plus UX changes across the funnel. Standardized and maintained catalog and product data hygiene across 40+ vendors and 580+ SKUs, reducing manual catalog entry by ~12 hours/week by optimizing intake and eliminating manual work. Drove on-site performance improvements including discovery quiz experiences and iterative merchandising strategy. Used GA4 and Mixpanel for funnel/cohort reporting and built AI-enabled workflows for catalog enrichment, content, and reporting.

Senior Manager, Site Merchandising at K n i x

January 1, 2023 - January 1, 2024

Owned site merchandising and collection architecture for a direct-to-consumer apparel brand, driving a 10% conversion lift through iterative merchandising strategy and full-funnel A/B testing. Built and launched a product discovery quiz that added +5% conversion. Authorized merchandising and marketing SOPs to make catalog and promotional work repeatable rather than reliant on tribal knowledge. Managed a team of 3 and implemented on-site collection and navigation improvements to improve product discovery and conversion.

Digital Merchandising Manager at Ontario Cannabis Store

January 1, 2021 - January 1, 2023

Owned taxonomy, on-site search, and promotional merchandising across one of Canada’s largest regulated e-commerce catalogs. Contributed to 9% YoY CRO. Built category analysis and a catalog health tracker to consolidate multi-source data to ensure taxonomy integrity and listing quality across hundreds of SKUs. Built a measurement framework for an in-line digitized catalog, changing how the organization valued and reported performance for the digital channel.

Program Sourcing Manager at Home Depot Canada

January 1, 2019 - January 1, 2021

Led concept-to-launch for an in-figure private-label program across 3 categories. Managed 30+ global suppliers through discovery, requirements, QA, and production. Built a product lifecycle tracker to consolidate manual reporting into a centralized dashboard for real-time visibility.

Associate Category Manager at Lowe’s Canada

January 1, 2017 - January 1, 2019

Delivered 10% margin improvement and 12% YoY growth across an eight-figure portfolio through data-driven pricing and assortment decisions. Managed 70+ supplier partnerships, reducing procurement costs by 8% while maintaining source-of-truth catalog data across omni-channel platform requirements.