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I’m Melissa Alvarez-Kellegher, a senior eCommerce and digital strategy manager with 8+ years helping brands grow online revenue, refine digital merchandising, and deliver customer-centric site experiences across DTC, B2B, retail, and experience-led brands. I’ve led cross-functional teams and partnered with agencies to shape omnichannel strategies that blend SEO, analytics, UX optimization, and conversion performance for global operations. I’m passionate about building high-quality digital experiences that align brand mission with customer value. I thrive in data-driven, collaborative environments, mentoring teams and aligning content, product, and marketing to commercial goals.…I’m Melissa Alvarez-Kellegher, a senior eCommerce and digital strategy manager with 8+ years helping brands grow online revenue, refine digital merchandising, and deliver customer-centric site experiences across DTC, B2B, retail, and experience-led brands. I’ve led cross-functional teams and partnered with agencies to shape omnichannel strategies that blend SEO, analytics, UX optimization, and conversion performance for global operations. I’m passionate about building high-quality digital experiences that align brand mission with customer value. I thrive in data-driven, collaborative environments, mentoring teams and aligning content, product, and marketing to commercial goals.

Melissa Alvarez-Kellegher

UX Designer, Brand Designer, Web Designer, +2

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I’m Melissa Alvarez-Kellegher, a senior eCommerce and digital strategy manager with 8+ years helping brands grow online revenue, refine digital merchandising, and deliver customer-centric site experiences across DTC, B2B, retail, and experience-led brands. I’ve led cross-functional teams and partnered with agencies to shape omnichannel strategies that blend SEO, analytics, UX optimization, and conversion performance for global operations. I’m passionate about building high-quality digital experiences that align brand mission with customer value. I thrive in data-driven, collaborative environments, mentoring teams and aligning content, product, and marketing to commercial goals.…I’m Melissa Alvarez-Kellegher, a senior eCommerce and digital strategy manager with 8+ years helping brands grow online revenue, refine digital merchandising, and deliver customer-centric site experiences across DTC, B2B, retail, and experience-led brands. I’ve led cross-functional teams and partnered with agencies to shape omnichannel strategies that blend SEO, analytics, UX optimization, and conversion performance for global operations. I’m passionate about building high-quality digital experiences that align brand mission with customer value. I thrive in data-driven, collaborative environments, mentoring teams and aligning content, product, and marketing to commercial goals.

Available to hire

I’m Melissa Alvarez-Kellegher, a senior eCommerce and digital strategy manager with 8+ years helping brands grow online revenue, refine digital merchandising, and deliver customer-centric site experiences across DTC, B2B, retail, and experience-led brands. I’ve led cross-functional teams and partnered with agencies to shape omnichannel strategies that blend SEO, analytics, UX optimization, and conversion performance for global operations.

I’m passionate about building high-quality digital experiences that align brand mission with customer value. I thrive in data-driven, collaborative environments, mentoring teams and aligning content, product, and marketing to commercial goals.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Ecommerce Manager at Monahan’s Fuels & Garden Centre

January 1, 2025 - Present

Lead the overall eCommerce strategy and day-to-day operation of a high-volume Shopify store, owning performance across traffic, conversion, AOV, and customer retention. Develop and execute data-driven digital merchandising strategies to optimize category structure, product presentation, and onsite conversion. Leverage GA4 and behavioural analytics to drive strategic decisions, improving conversion rates, customer lifetime value, and revenue growth. Partner with internal teams and external agencies on SEO, email marketing, and digital campaigns to support acquisition and retention goals. Own site QA, technical integrations, checkout optimization, and backend accuracy across payments, SKUs, and marketing tools. Act as senior stakeholder for all customer-facing digital messaging, ensuring clarity, accuracy, and brand alignment. Manage Agency to ensure brand voice is guaranteed in all marketing communications

Ecommerce and Content Manager at Liquid Odyssea

January 1, 2025 - Present

Own and execute the end-to-end eCommerce, content, and digital merchandising strategy for an online experience and travel-focused brand, supporting customer acquisition, engagement, and conversion. Develop SEO-driven content strategies across website and social platforms to increase qualified traffic, organic visibility, and brand authority. Manage the digital purchase journey for expedition and experience offerings, ensuring clarity, trust, and conversion-focused UX. Partner closely with the founder to align digital content, brand storytelling, and commercial goals. Analyze customer behaviour and site performance to inform ongoing optimization of site structure, messaging, and conversion paths. Collaborate across time zones with founder, developers, and creatives to deliver cohesive global digital experiences.

Ecommerce & Digital Marketing Lead at Paperpunch Ltd

December 1, 2024 - June 1, 2025

Defined and executed the eCommerce growth strategy to increase online revenue and improve the end-to-end customer journey. Owned the digital marketing calendar, email strategy, and onsite promotions aligned to commercial objectives. Used GA4 and performance reporting to identify funnel drop-offs, reduce cart abandonment, and increase AOV. Acted as the primary liaison between internal teams, developers, and external partners to resolve technical and UX issues. Delivered regular performance insights to senior stakeholders to inform wider business strategy.

Ecommerce Operations Manager at Lifestyle Sports

April 1, 2022 - September 1, 2024

Managed the full digital lifecycle of products across a large-scale global eCommerce operation. Led and developed a team responsible for product uploads, SEO-optimized copy, imagery, and digital readiness. Partnered with Buying, Marketing, and Production teams to ensure timely launches aligned with commercial priorities. Improved site merchandising, speed-to-site, and conversion through structured processes and continuous optimization. Delivered weekly and monthly performance reporting to senior leadership, driving data-led merchandising decisions.

Junior Online Merchandiser at Brown Thomas & Arnotts

April 1, 2019 - April 1, 2022

Optimized website navigation, filtering, and product grouping to improve findability and sales performance. Merchandised PLPs to balance visual storytelling with commercial effectiveness. Managed product data mapping and PIM accuracy to support scalable digital operations.