Jill
Alverson
Digital Marketing + eCommerce
About
I specialize in eCommerce and digital marketing, helping DTC brands grow through strategic website optimizations, retention programs, and paid media. With experience both agency-side and in-house, I’ve led initiatives across Shopify site management, email and SMS automation, and performance marketing. I take a data-driven approach to improving conversion rates, customer lifetime value, and overall digital strategy while working closely with cross-functional teams and external partners. My focus is on building sustainable growth through thoughtful testing, analytics, and creative problem-solving.
Experience
Digital Marketing + Ecommerce Manager
MOON, June 2021 - Jan 2025
∙ Own all aspects of the DTC shopify site including product launches and listings, creative UX/UI updates, third party applications and testing and optimization (implementation and roadmap), increasing overall DTC revenue and improving landing page conversion rate.
∙ Select, budget, and lead a team of external partners including the digital media agency, development agency, copywriter, designer and video ad production agency. Internal point of contact for DTC customer service, operations, inventory, and order fulfillment.
∙ Leveraged data analytics tools and created dashboards to track key performance indicators, send weekly reporting to internal stakeholders and complete ad hoc analysis to deliver key insights and analysis on specific projects.
∙ Created and implemented promotional email + SMS calendar as well as automated flows, loyalty program, and post purchase upsells via shopify apps to increase AOV +49% and LTV +26%.
∙ Develop and lead internal review seeding programs for pre launch products, as well as external product seeding through partners such as Skeepers (Octoly), Yotpo, and Power Reviews (retailer syndication).
Senior Digital Marketing Strategist
Hawke Media, Feb 2018 - present
∙ Developed and consulted on full-funnel marketing programs and media plans, including budget allocation, marketing strategy, and holistic channel management
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∙ Developed go-to-market strategies for product launches; performed target audience research, implemented data-based branding strategies, audited website UI/UX, and strategic roadmaps
∙ Managed and advised tactical marketing teams across paid media specialists, social media, email marketers, designers, developers, and content creators, typically managing up to 7 people per client
∙ Performed in-depth market and competitive research to drive positioning and key branding shifts - - Defined core brand identity drivers and positioning statements via comprehensive competitive analysis
eCommerce Manager
The Giving Keys, Jan 2016 - Feb 2018
eCommerce
∙ Deliver actionable insights to improve acquisition, retention, performance, and customer experience including weekly/monthly reporting and additional reports as needed
∙ Own all site admin content updates including: new product builds, navigation architecture, visual assets and page content
∙ Project manage site development and optimization efforts by coordinating cross functionally throughout project conception, design, development, execution and QA
∙ Monitor the website for broken links, errors, and issues. Define, escalate and create tickets for the appropriate party to be resolved in a timely manner
Digital Marketing
∙ Create and deliver ad content for Facebook, Instagram, display and search campaigns to support paid marketing efforts
∙ Create, manage, test and execute the email calendar to support marketing campaigns, product launches and sales goals
∙ Track, analyze and report on email KPIs to provide recommendations and summaries to relevant stakeholders
Skills &
Certifications
Certifications
Google Analytics Certified, Google Adwords Certified, HubSpot Inbound Marketing Certified, Facebook Blueprint
Expertise: Project Management, Digital Marketing, eCommerce, Online Merchandising, Website Testing & Optimization, Brand Messaging, Data Analysis
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Tools: Shopify, Klaviyo, Google Analytics, Google Adwords, Google Data Studio, Facebook Business Manager, Tiktok Ad Manager, Tiktok Shop, Photoshop, Unbounce, Optimizely, Microsoft Office, Asana, JIRA, Wrike
Education
Chapman University
BS: Business Administration, BA: Economics
Minor: Leadership Development
Contact
Jill Alverson ∙ 2025
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