Hayley Dever
Reading,Pa
Summary
Results-driven eCommerce and Email Marketing professional with a proven track record of generating measurable revenue growth and optimizing the digital customer journey. Experienced in aligning merchandising, lifecycle email, and SMS strategies to increase engagement, retention, AOV, and overall conversion performance. Strong background in campaign execution, segmentation, and content strategy, translating insights into strategies that drive real business impact. Seeking to contribute performance-focused, customer-centric expertise to facilitate brand growth in the health and wellness business sector.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Email Marketing Strategy Consultant
JSG Organics
New York, NY
05.2025 - Current
- Developed and executed comprehensive, multi-channel marketing strategies that increased revenue contribution by 30%, boosted AOV by $20+ per order, and strengthened overall brand visibility and engagement.
- Executed customer segmentation initiatives to identify trends and buying behaviors, driving a 20% increase in returning customer rate and significant gains in new customer acquisition.
- Partnered with cross-functional teams to design and launch integrated campaigns and automated lifecycle flows, improving automated flow performance and optimizing daily campaign execution to maximize revenue and customer retention.
- Analyzed campaign and lifecycle performance metrics to deliver actionable insights, continuously optimizing acquisition, retention, and conversion strategies to improve ROI, increase customer lifetime value, and accelerate growth..
Senior E-Commerce Marketing Strategist
Hylunia Skincare
Henderson, NV
03.2022 - Current
- Drove $400K in incremental email revenue in year one by developing and executing data-driven email marketing strategies, optimizing segmentation, personalization, automated flows, and campaign performance.
- Owned monthly cross-channel marketing calendar (email, SMS, promotions, and onsite updates), ensuring cohesive lifecycle marketing, promotional alignment, and consistent revenue growth across touchpoints.
- Built and executed six-month eCommerce roadmaps focused on digital merchandising, customer journey optimization, and UX enhancements—launching high-converting landing pages and seasonal “Shop” experiences that generated significant incremental revenue.
- Led A/B testing initiatives across email campaigns, landing pages, and site elements, improving conversion rates, increasing AOV, and enhancing overall user experience through continuous performance optimization.
- Collaborated cross-functionally with web, creative, and brand teams to launch integrated campaigns, homepage refreshes, and merchandising updates that improved product discovery, engagement, and customer retention.
Ecommerce/Catalog Marketing Manager
Bills Khakis
Reading, PA
01.2010 - 01.2016
- Played a key role in launching the print catalog and eCommerce site, driving Direct-to-Consumer revenue growth from $1M to $12M in under three years. Partnered with and managed the email marketing agency to execute all campaign sends, ensuring messaging, product features, and promotions were fully aligned across email, site, and catalog drops.
- Spearheaded merchandising strategy for both catalog and eCommerce, translating seasonal themes and promotional storytelling into high-converting product assortments, page layouts, and digital merchandising plans.
- Directed financial, assortment, and inventory planning, aligning product development, demand forecasting, and stock management to maximize sell-through, optimize turnover, and support DTC revenue targets.
- Led catalog lifecycle execution from storyboard concept to book drop, overseeing creative development, copy, photography direction, and promotional planning while analyzing sales-per-page and square-inch productivity to inform layout strategy.
- Collaborated cross-functionally with product development, creative, and marketing teams to identify key items, execute product launches, and ensure cohesive omnichannel campaigns that elevated brand consistency and customer experience.
Education
Bachelor of Science - Business Administration; Focused in Marketing and Retail Merchandising
Salisbury University
Salisbury, MDSkills
- Email Marketing Strategy & Campaign Execution (Klaviyo)
- Third Party Digital Agency Management
- Email Automation & Lifecycle Marketing
- CRM Management & Audience Segmentation
- SMS Marketing Strategy
- Shopify & Adobe Commerce
- A/B Testing & Conversion Rate Optimization
- Google Analytics & Performance Reporting
- Content Strategy & Creative Direction
- Cross-Functional Collaboration & Project Management
Certification
- Klaviyo Deliverability Certified – Certified in email deliverability best practices, list hygiene, sender reputation management, and performance optimization within Klaviyo.
- Google Analytics Certified – Certified in Google Analytics with demonstrated expertise in tracking, reporting, conversion analysis, and data-driven marketing optimization.
Timeline
Email Marketing Strategy Consultant
JSG Organics
05.2025 - Current
Senior E-Commerce Marketing Strategist
Hylunia Skincare
03.2022 - Current
Ecommerce/Catalog Marketing Manager
Bills Khakis
01.2010 - 01.2016
Bachelor of Science - Business Administration; Focused in Marketing and Retail Merchandising
Salisbury University