Alannah Monaghan Lawson

Providing hands‑on digital support for SMEs across eCommerce, CX, UX and marketing.

• Deliver digital services across web design, email marketing, brand development, and project coordination
• Specialise in Shopify and WordPress, including site builds, optimisation, UX fixes, and troubleshooting
• Support SMEs with digital strategy, customer journey improvements, and marketing automation

Contracted by a major global FMCG brand to support recruitment processes.

• Conduct pre‑screening interviews and evaluate candidates against job criteria and company values
• Deliver concise, professional reports with hiring recommendations for internal HR stakeholders
• Maintain confidentiality, manage workloads independently, and meet strict turnaround times

Responsible for strengthening Brisk’s digital brand presence and supporting national marketing activity.

• Project‑managed the build and launch of the new Brisk Transport website, coordinating developers, content, timelines, and internal stakeholders
• Delivered digital brand activity across web, email, social, and paid channels, ensuring consistency and accuracy
• Assessed and introduced new digital tools to improve campaign performance and operational efficiency
• Researched new markets and acquisition channels to support growth opportunities
• Increased brand visibility and engagement across all digital touchpoints
• Recruited and trained the company’s first Marketing Assistant, establishing foundational processes and workflows

Led the digital strategy, operations, and growth of Sole Distribution’s B2C eCommerce portfolio across Australia and New Zealand. Owned end‑to‑end delivery of digital transformation projects, platform integrations, and customer experience improvements across multiple premium footwear brands.

• Developed and executed the company’s eCommerce roadmap, aligning digital initiatives with business growth objectives
• Delivered multiple high‑impact digital projects, including:
• Launch of ShoesVB website (2017) — full project lifecycle
• Migration of Sole Mechanics legacy site to a new platform (2018)
• Launch of Dansko AU/NZ website — first official regional presence (2019)
• Zendesk integration for online customer service (2019)
• Starshipit integration for warehouse logistics (2019)
• StrutFit implementation for virtual fitting (2020)
• Amazon Marketplace integration and launch (2020)
• Defined and recruited the company’s first eCommerce Coordinator; created onboarding, training, and best‑practice documentation
• Led cross‑departmental training to embed eCommerce knowledge across customer service, warehouse, and retail teams
• Oversaw SEO, digital marketing, and social media strategies to drive traffic, improve conversion, and strengthen brand visibility
• Managed day‑to‑day trading, merchandising, and performance optimisation across:
  - dansko.com.au
  - solemechanics.com.au
  - vivobarefoot.com/au
  - vivobarefoot.com/nz
  - shoesvb.com
  - eBay Store
  - Amazon AU Store

Supported the development and optimisation of Maropost’s eCommerce platform by translating user insights and market trends into clear, actionable product requirements. Worked closely with cross‑functional teams to enhance product functionality and overall user experience.

• Partnered with Product Managers, Marketing, and Engineering to define and prioritise product features based on customer feedback and business goals
• Conducted user research and competitive analysis to inform product planning and roadmap decisions
• Drafted clear product requirements and user stories to guide engineering sprints
• Assisted with testing and validating new features to ensure alignment with user needs and platform standards
• Identified usability issues and proposed enhancements to support continuous product improvement

Reported to the Global Multi‑Channel Director with a focus on operational excellence across CRM, CMS, and ERP platforms. Led customer experience strategy and service delivery for Hunter’s UK, European, and International eCommerce sites, ensuring a seamless, data‑informed, and brand‑aligned customer journey.

• Managed and optimised core digital operations, including:
• Customer experience analytics and service performance reporting
  Sales integration and transaction monitoring (WorldPay, Cybersource, PayPal)
• Fraud and risk management systems
• Customer service platforms (Zendesk, LiveChat)
• CRM and customer account management
• Drove improvements across the customer journey by collaborating with developers and key stakeholders to enhance UX and digital sales performance
• Defined and delivered weekly and monthly KPIs and SLAs across all service channels: web chat, email, social media, and phone
• Created BI dashboards and analytics reports to inform business decisions and track service performance
• Oversaw order delivery logistics and resolution of fulfilment issues
• Led social media customer care communications and developed consistent, brand‑aligned messaging across platforms
• Managed customer relationships across both direct‑to‑consumer and authorised stockist channels
• Partnered with the US Customer Service Manager to ensure a unified global customer experience
• Provided leadership and support to B2C eCommerce service supervisors and their teams
  
  Strategic Projects
• Appointed as the Customer Service Lead for the Hunter Global eCommerce Project
• Defined CRM requirements and collaborated with the Project Manager and eCommerce Solution Architects to deliver a scalable, customer‑first solution

Supported the Retail Director in delivering operational excellence across Mulberry’s UK retail network. Played a key role in internal communications, store operations, and staff engagement during a period of significant brand growth.

• Edited and produced the Mulberry Retail Newsletter, the internal publication for store teams and head office
• Delivered weekly KPI and analytics reports to senior leadership, providing insights into retail performance across all stores
• Managed health and safety compliance, reporting, and training across the UK retail estate
• Coordinated new store openings, including operational setup, documentation, and staff onboarding resources
• Produced training manuals and operational documents to support consistent standards across the retail network
• Acted as a key liaison for retail staff, ensuring clear communication between stores and head office
• Planned and executed major internal events, including:
  - Bi‑annual Retail Managers Meeting (lead event manager)
  - Annual Mulberry Staff Summer Event (co‑event manager)