Bringing together world-renowned outdoor brands to deliver iconic, high-performance products.
Pure Fishing is the driving force behind the eCommerce evolution of iconic fishing brands like Abu Garcia, Berkley, and PENN. As a leader in the outdoor recreation industry, Pure Fishing delivers a seamless online buying experience, offering anglers easy access to cutting-edge gear, trusted accessories, and innovative solutions. With a focus on modernizing how customers connect with their favorite brands, Pure Fishing combines heritage and innovation to redefine how fishing enthusiasts discover, learn about, and purchase products for their next adventure on the water.
At Pure Fishing, I lead the design team in driving Conversion Rate Optimization (CRO) and Go-to-Market (GTM) strategies, ensuring impactful user experiences that align with business objectives. I collaborate cross-functionally with development teams and senior leadership to strategically plan and implement process improvements across the organization. Overseeing 17 iconic brands under the Pure Fishing umbrella, I successfully project-managed the simultaneous migration of all sites to the Shopify 2.0 platform in 2024, contributing to an impressive +75% year-over-year growth. My work combines creative leadership with operational efficiency, delivering measurable results and elevating the eCommerce presence of world-class outdoor brands.
At Pure Fishing, I led the development of UX strategies that seamlessly aligned brand storytelling with business goals for 17 iconic brands. By collaborating closely with cross-functional teams, including development, marketing, and leadership, I ensured workflows were streamlined and designs were user-focused and cohesive. My partnership with senior leadership enabled effective process improvements, fostering alignment across all departments and ensuring a unified approach to eCommerce initiatives.
I directed the design and migration of 17 eCommerce sites to Shopify 2.0 in 2024, overseeing the process from concept to launch. Alongside this, I provided creative direction for major Go-to-Market campaigns, including Black Friday/Cyber Monday, ensuring campaigns were visually impactful and results-driven. Leveraging data insights, I focused on creating designs that balanced aesthetics, functionality, and usability, delivering exceptional experiences that resonated with users.
Managing projects for 17 brands simultaneously required precise coordination of timelines, budgets, and resources. I successfully balanced multiple roles, including project management, to streamline work channels and maintain operational efficiency. By developing scalable processes to track progress and allocate resources, I ensured that all initiatives were delivered on time and within scope, contributing to the success of large-scale projects.
My work focused on designing intuitive interfaces that elevated the customer journey and contributed to a +75% YOY growth in eCommerce revenue. I implemented solutions such as optimized navigation, product categorization, and enhanced checkout flows to improve conversion rates. By introducing tools and features that simplified the user experience, I ensured accessibility and ease of use across all 17 sites, meeting the needs of a diverse customer base.