About Me

Alicia Marie Phillips is a dynamic leader in the e-commerce space with a proven track record of building strong business units from the ground-up with successful financial results. She is described often as customer-centric and data-driven, and always willing to make tough calls to get business profitable and scalable. Starting her career in Automotive, moving to Tech, and landing in FMCG, she enjoys the unique challenges and opportunities presented working in the ever-changing Digital Commerce industry.

E-Commerce Business Manager, 11/2017 to Present

GHIRADELLI – As owner of e-commerce strategy reporting to VP of retail, re-established business unit from the ground up through P&L management, UX improvements, and strategic product planning. Applied in-depth knowledge of advanced web analytics, web experience optimization, and digital partnership development to launch marketplaces with Target and Amazon. Established a reporting foundation and developed historical data. Key accomplishments: 

  • Secured average 350% return on ad spending for SEM/paid search, 1,500% RoAs on affiliate partner channel and 300% RoAs on Google Shopping ads; leveraged big data utilization and trend watching
  • Improved 2018 P&L bottom line via strategic contract renegotiations and fulfillment cost reductions
  • Drove multiple initiatives in tandem to drive 25% YoY revenue growth for the entire business unit
  • Doubled team size during tenure, focusing on employee training and growth
  • Drove company-wide initiatives such as Buy Online, Pick Up In Store & VoiceCommerce Strategy


US E-Commerce, 04/2015 to 10/2017

ACER – As a direct report to the VP of US Marketing (dotted line to VP of Global E-commerce), balanced channel conflicts and collaboratively drove e-commerce growth and cross-functional process improvement directives, with a focus on KPI development / tracking and reporting. Guided implementation of best practices for global e-commerce strategy, site optimization, and customer experience. Protected brand equity by ensuring brand compliance across internal and partner sites. Key accomplishments:

  • Increased SEM revenue by 100% via strategic planning and onsite user behavior tracking; grew average order value (AOV) by 75% by improvements to product assortment, positioning, and website usability, including one-step order tracking, which also secured a 30% reduction in customer service calls in 2017
  • Nearly doubled on-site conversion rate through multiple iterations of user experience (UX) improvements, leveraging strong background in HTML coding and web experience optimization strategies
  • Generated $3M affiliate revenue stream in 2017 by strategically balancing net new growth with activation, strategic tier, and incentive programs, as well as participation in beta and new channel programs


Digital Project Manager, 10/2013 to 03/2015

SAFEWAY (Purered Agency) – As an on-site agency vendor, led cross-disciplinary collaborations across multiple organizational levels and outside vendors to meet 100% of launch deadlines weekly for a Fortune 100 retailer. Liaised between the development team and business owners and led resource allocation, project prioritization, and quality assurance of HTML code. Key accomplishments:

  • Collaboratively drove launch of 3 apps by managing all scrum reviews, releases, and iteration phases; directly implemented an in-app SaaS product still in use today
  • Supported rollout of “Drive Up and Go” grocery delivery program by developing web content and collaboratively integrating digital and physical logistics systems

Managed code executions for a complete ADA compliance overhaul and associated website maintenance.

E-Commerce & Digital Marketing Manager, 2011 to 2013

DAY AUTOMOTIVE GROUP – Founded e-commerce departments at 8 brick-and-mortar dealerships and developed associated corporate-level guidelines for growth-oriented e-commerce and integrated digital marketing strategy, growing online sales revenue to $1M+ in first year. Developed a corporate CRM system and established a lead generation and nurturance program. Developed and allocated a digital spending budget, as well KPIs to track ROI. Established CRM / marketing personnel training and incentive programs and provided monthly training to internet sales teams.

 IRCE // Launching projects on-time & on-budget // June 2019

WEST COAST ECOMMERCE FORUM // B2B E-Commerce // January 2019

ECOMMERCE LEADERSHIP FORUM // Personalization in E-Commerce Marketing // June 2018

PITTSBURGH PODCAMP 7 // Building a Digital Buzz // October 2012

PITTSBURGH TECHNOLOGY CONFERENCE // Digital Public Relations 2.0 // October 2012

US SMALL BUSINESS ASSOCIATION // Digital Marketing 101: Getting Your Business Online // September 2012

US SMALL BUSINESS ASSOCIATION // Social Media 101: Leverage the Right Tools // September 2012

ENTREPRENEURS GROWTH CONFERENCE // Top Social Media Outlets & How to Leverage Them // May 2012

PITTSBURGH TECHNOLOGY CONFERENCE // Building a Buzz for Your Business // November 2011

·      P&L Ownership for Business Unit

  ·      KPI Forecasting & Tracking 

 ·      UX Enhancements

·      SEM, SEO, Affiliate, Email & Social Channels

·      Advanced Web Analytics

·      HTML Coding  

·      End-to-End Web Development

·      Creative Design

·      Customer Acquisition & Retention

·      Agile Project & Program Execution   

·      Digital Project Management

·      Strategic Roadmap Development

·      Team Leadership

·      Budget Management

·      Responsive Design