Continuously evaluating website performance to identify opportunities for conversion rate optimization (CRO), personalization, customer journey improvements, and revenue growth while partnering with CRO, UX, and Web teams to design, execute, and scale usability testing, user research, and experimentation programs. Directing day-to-day operations across direct-to-consumer (DTC) websites, and shopping cart experiences, ensuring pricing, promotional execution, merchandising consistency, and operational excellence across the Consumer Direct channel.