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I am a results-driven digital transformation and ecommerce executive with 15+ years of leading enterprise IT, marketing, and omnichannel initiatives. I specialize in building high-performing teams, shaping website strategy, and optimizing CRM-driven journeys to boost conversions, retention, and revenue. My experience spans startups to global enterprises across DTC and B2B, delivering platform migrations, personalization, and data-driven optimization. I thrive on cross-functional collaboration, rigorous analytics, and practical innovation—driving measurable improvements in conversion, revenue, and customer lifetime value.…I am a results-driven digital transformation and ecommerce executive with 15+ years of leading enterprise IT, marketing, and omnichannel initiatives. I specialize in building high-performing teams, shaping website strategy, and optimizing CRM-driven journeys to boost conversions, retention, and revenue. My experience spans startups to global enterprises across DTC and B2B, delivering platform migrations, personalization, and data-driven optimization. I thrive on cross-functional collaboration, rigorous analytics, and practical innovation—driving measurable improvements in conversion, revenue, and customer lifetime value.

Rachel Scholan

Marketing Strategist, Brand Strategist, Creative Director, +2

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I am a results-driven digital transformation and ecommerce executive with 15+ years of leading enterprise IT, marketing, and omnichannel initiatives. I specialize in building high-performing teams, shaping website strategy, and optimizing CRM-driven journeys to boost conversions, retention, and revenue. My experience spans startups to global enterprises across DTC and B2B, delivering platform migrations, personalization, and data-driven optimization. I thrive on cross-functional collaboration, rigorous analytics, and practical innovation—driving measurable improvements in conversion, revenue, and customer lifetime value.…I am a results-driven digital transformation and ecommerce executive with 15+ years of leading enterprise IT, marketing, and omnichannel initiatives. I specialize in building high-performing teams, shaping website strategy, and optimizing CRM-driven journeys to boost conversions, retention, and revenue. My experience spans startups to global enterprises across DTC and B2B, delivering platform migrations, personalization, and data-driven optimization. I thrive on cross-functional collaboration, rigorous analytics, and practical innovation—driving measurable improvements in conversion, revenue, and customer lifetime value.

Available to hire

I am a results-driven digital transformation and ecommerce executive with 15+ years of leading enterprise IT, marketing, and omnichannel initiatives. I specialize in building high-performing teams, shaping website strategy, and optimizing CRM-driven journeys to boost conversions, retention, and revenue.

My experience spans startups to global enterprises across DTC and B2B, delivering platform migrations, personalization, and data-driven optimization. I thrive on cross-functional collaboration, rigorous analytics, and practical innovation—driving measurable improvements in conversion, revenue, and customer lifetime value.

Language

English

Fluent

Work Experience

Consultant, Digital Transformation, Marketing & E-commerce at Independent / Remote

January 1, 2025 - November 13, 2025

Digital Transformation: Led end-to-end digital transformation initiatives for a diverse portfolio of clients; demonstrated KPI improvements (15-30%) through modernized MarTech stacks and optimized customer journeys. Marketing Automation: designed full-funnel automation and lead scoring to drive more efficient pipelines, contributing to measurable revenue growth. Personalization & Segmentation: built advanced models that enhanced targeting and retention for select clients.

VP of Digital Strategy & Transformation / VP of E-commerce at Diamond Direct – A Signet Company

January 1, 2025 - January 1, 2025

E-commerce & Digital Growth: Led the Magento to BigCommerce re-platform, optimizing site architecture, SEO, and UX; results included 72% increase in site traffic, 40% YoY sales growth, and 35% rise in online revenue post-launch. Technology Leadership & Cross-Functional Collaboration: Directed a four-year IT transformation across eCommerce, CRM (Salesforce), inventory, and POS; improved operational efficiency 30% and reduced downtime 25%. Governance Standards & Catalog Management: established data governance and catalog optimization to accelerate decision-making and improve on-site conversions.

Head of Digital / VP of Ecommerce / VP of Marketing at Boy Scouts of America

January 1, 2022 - January 1, 2022

Integrated Marketing & Brand Development Leadership: Directed marketing, e-commerce, and digital platforms across 150+ retail locations, 53 websites, and multiple ecommerce channels; maintained full P&L for $150M in sales; oversaw 30+ reports. E-commerce & Digital Transformation: Led initiatives to grow e-commerce revenue and expand direct-to-consumer presence; launched two D2C websites using Magento (1 to 2.3) and Shopify Plus to augment wholesale operations. Brand Positioning & Marketing Execution: Optimized merchandising, SEO, and paid media to boost revenue, engagement, and email/list growth.

Vice President of Marketing & Ecommerce at Boy Scouts of America

January 1, 2020 - January 1, 2020

Integrated Marketing & Digital Transformation: Directed marketing and ecommerce efforts to counter membership declines with enhanced online engagement and strategic product marketing.

Director of Marketing & Ecommerce at Boy Scouts of America

January 1, 2018 - January 1, 2018

Brand Positioning and Marketing Execution: Led all aspects of product positioning, branding, and campaigns; integrated loyalty programs and events to drive revenue and engagement; contributed to major rebranding initiatives and expanded digital reach.

Head of Ecommerce & Digital Marketing at BioLite

January 1, 2017 - January 1, 2017

E-commerce Systems Redesign: Migrated to Shopify, implemented advanced analytics and UX improvements; results included a 49% YoY revenue increase and $1M boost in holiday sales. Marketing Integration: Established governance for CRM and inventory systems, enabling targeted campaigns and improved retention.