Anh Vu-Lieberman

  • Senior Director or VP of E-Commerce and Digital Marketing
  • Orange County, CA, USA
  • Apr 04, 2020
Full time Merchandising Marketing Web Development Design and User Experience Project Management

Personal Summary

Highly creative and data driven Digital Brand Strategic Leader with extensive experience in design, product, digital marketing, and e-commerce. Successful track record of developing digital strategies, breaking down complex business ideas and delivering technology solutions. Exceptional collaborative and interpersonal skills; able to build exceptional rapport with executive key stakeholders, driving successful product life cycles and collaborating with engineers, designers, data analysts, and site operators. Excel within fast paced and deadline-driven environments in a matrix organization.

Managed global brands for E-Commerce and Digital Marketing Strategy for B2B and DTC with a portfolio of $110M, wholesale up to $350M and verticals up to $600M.

Agency Brand List: Joe's Jeans, Spyder, The Frye Company, Aquatalia, Katy Perry Collections, Tretorn, Ben Sherman, Body Glove, Milly, TahariASL, JNCO, Hockey Canada, Life's a Beach, Reyn Spooner, Juicy Couture, Brookstone, and more

In-House Brand List: DSTLD, Old Navy, Liz Claiborne, launched Nautica Jeans with John Varvatos, and more

Freelance Brand List: Koji Tatsuno, Ted Lapidus, Oro Los Angeles, Brooks Brothers, Calvin Klein, and more

Platforms: Wordpress / Woo Commerce, Magento, Shopify Plus

Project Management: Asana, Basecamp, Workfront, Slack, Jira, Trello, Hubspot

ESP: Mailchimp, Klaviyo, Cordial

SMS/MMS: Postscript, Attentive

AB testing, CRM & AI Personalization: Unbounce, Springbot, Google Optimize, Nosto

Loyalty: Swell, Loyalty Lion

Display & Retargeting: Criteo, Adroll, Google Display Network

Performance: Adwords, Google Shopping, FB/IG

Analytics: Tableau, Adobe Analytics, Google Analytics,

SEO: Brightedge, Search Console

Work Experience

Senior Director of E-Commerce
Oct 2017 - Feb 2020 Branded Online

Head of enterprise brand and digital marketing management at a fast pace agency with a portfolio of over $110 Million in GMV. Overseeing the content strategy, A/B testing strategies, promotional campaigns, SEO, performance marketing, email marketing, CRM, UX, and site optimization. Innovating and validating the site speed optimization across the portfolio. Strategizing the product roadmap and prioritization of customer focused development and compliance projects such as ADA or data privacy policies into sprints for local and overseas teams. Overseeing both internal and external resources for engineers and marketing agencies.

Client list include: Brookstone, Joe's Jeans, The Frye Company, Aquatalia, Katy Perry Collections, Juicy Couture, Tahari, Tretorn, Ben Sherman, Body Glove, Milly, Spyder, and more.

Key Achievements:
◆ Implementation of SMS/MMS with email tactics resulted in 392.33% Dec revenue increase.
◆ CRO tactics resulted in $704k in incremental revenue during Black Friday-Cyber Monday
◆ Championed a data driven Mobile checkout optimization that increased CVR by 24% YoY.
◆ Brought in 2.5M in incremental revenue to Branded Online for Q2 2019
◆ Increased November sales revenue YoY by up to 188% in 2018.

Head of Design & E-Commerce
Feb 2017 - Jun 2019 Fashion Design Solution

Oversaw product design and marketing for a digital agency that includes design, competitor analysis and prototype development, website design, online ads and social media building. Expertise with strict budgetary and tight deadline-driven environments.
Agency client list: Battletech, Chip & Pepper, Life's a Beach, JNCO Jeans, ORO Los Angeles, etc.
Key Achievements:
◆ Effectively managed project initiatives for large-scale projects for major enterprise clients, consistently achieving on-time and in-budget completion of all deliverables.

Brand Strategist / E-Commerce Product Lead / Merchandiser
Nov 2015 - Dec 2016 DenimKratos

Recruited as brand strategist and E-Commerce product lead for start-up by the former head from Oversaw all merchandising, design, sourcing, marketing, PR and social brand building while researching and analyzing market trends for profitable growth.
Key Achievement:
◆ Served as an advisor to the President of the company while leading marketing, PR team and overseeing Shopify Store site content, SEO product pages, and email campaigns.

Design Director
Oct 2013 - Oct 2015 DSTLD

Successfully launched an online tech start-up that grossed $5 million in sales within the first 24 months. Oversaw all aspects of product design based on online search, contract and term negotiations, vendor management, SEO content, website design, and product launch. Developed new UX experiences with 3 engineers and 1 mobile app developer.
Key Achievements:
◆ Significantly increased margin goals by 25% and blended GM within 3 months.
◆ Continual A/B testing of content and imagery to increase CVR by 33%.

Creative Director
Oct 2009 - Oct 2013 L'une Collection

Launched a startup lifestyle retail brand overseeing marketing collateral and directed high-profile events for press previews in NY, and fashion week. Managed all social media streams, SEM Google and Facebook ad campaigns. Featured in WWD, LA Times, Tribune, Riviera, and Seventeen
Key Achievement:
◆ Designed and managed the content for Shopify store that produced 80% of total sales.

Old Navy Design Director
Oct 2005 - Oct 2009 Gap, Inc

Senior Designer 2005-2007, Design Director 2007-2009

Strategically implemented strategies for high volume design and marketing campaigns to achieve company objectives. Lead a team of 8 designers and 4 freelancers. Accountable for $600M GMV.
Key Achievements:
◆ Implemented the infamous $1 Flipflop campaign that drove a halo effect of a 5.1 UPT.

Head Designer
Oct 1998 - Oct 2005 Various

HeadDesigner(2003-2005) for Liz Claiborne, NYC. Received a corporate award for launching a new brand resulting in $4 million in sales in 3 weeks. WovenDesigner(1998-2003) Launched Nautica Jeans under John Varvatos **


Associate of Applied Science - Commerce
Aug 1992 - Jun 1994 Marianopolis College
BFA - Fashion Design
Aug 1994 - Jun 1998 Parsons School of Design