Ruby Su
Sydney,Australia
Summary
Seasoned eCommerce Manager with 8 years of experience growing a successful fashion brand through strategic digital execution. Skilled in managing Shopify storefronts, launching new products and promotions, and leading CRM initiatives via Klaviyo to drive customer engagement and retention. Known for a collaborative approach, working closely with creative, development, and operations teams to deliver seamless user experiences. Strong focus on performance analytics, CRO, and UX improvements to consistently optimize conversion rates and support business growth across email, SMS, and paid social channels.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Ecommerce Manager
Twosisters The Label
01.2019 - Current
- Managed day-to-day operations of the Shopify store, overseeing product launches, merchandising, promotions, and content updates to support consistent growth
- Owned CRM strategy via Klaviyo, building automated flows and campaigns that increased email revenue by 200% and improved customer retention
- Led the planning and execution of fashion-focused email and SMS marketing, consistently achieving above-industry open and click-through rates while maintaining brand voice and visual integrity
- Collaborated with designers and developers to enhance UX and site speed; A/B tested new features, resulting in a 14% increase in conversion rate and a17% reduction in bounce rates.
- Analyzed funnel performance using Google Analytics and implemented CRO initiatives that lifted on-site conversions and average order value
- Coordinated closely with Customer Service and Operations to deliver a seamless end-to-end shopping experience
- Created tailored landing pages and ad creatives to support paid media across Meta, Google, and TikTok, aligning with customer journey and campaign goals
- Managed over $1M in paid ad spend across Meta, Google, and TikTok, consistently maintaining an average 4x ROAS
- Monitored site health and key KPIs using Google Data Studio, providing clear reporting for leadership and marketing teams
- Oversaw Shopify app integrations and third-party tools to support performance, personalization, and upselling
- Analyzed sales data to identify high-performing categories, proactively optimized low-performing products, and informed promotional planning
- Established and executed a social media strategy that increased engagement and fostered community-led content, contributing to long-term brand loyalty
- Implemented inventory control processes that ensured accurate stock levels and improved fulfillment accuracy, reducing customer complaints
Paid Media Digital Strategist (Freelance)
Various Clients
06.2023 - Current
- Managed a portfolio of digital clients across fashion, beauty, and real estate, acting as their day-to-day contact for all performance marketing activity
- Planned, built, and optimised Meta and Google Ads campaigns, generating over a million in tracked revenue in a 12-month period
- Achieved an average ROAS of 3.8x across all paid media accounts through data-driven optimisation, creative testing, and audience segmentation
- Increased online engagement by 28% through A/B testing, refreshed ad creatives, and refining funnel targeting
- Introduced new media buying strategies including Advantage+ Shopping campaigns and Google Performance Max, improving cost efficiency by 21% on average
- Delivered weekly and monthly performance reports, providing clear insights and strategic recommendations that aligned with business KPIs
- Led client meetings and check-ins, building strong relationships while aligning on campaign goals and growth opportunities
- Monitored digital performance using Meta Ads Manager, Google Analytics, Klaviyo, and Google Data Studio, ensuring insights were translated into actionable improvements
Marketing Coordinator
Twosisters The Label
06.2016 - 12.2019
- Managed email and social campaigns, photoshoots, and performance analytics.
- Supported marketing initiatives aligned with compliance, brand integrity, and revenue growth.
- Collaborated with the creative team to design compelling visual content.
- Directed and organized fashion photoshoots for high-quality digital assets.
- Analyzed campaign data to uncover insights and inform strategic decisions.
- Developed and executed Facebook Ads strategies for acquisition, retention, and growth.
Accountant
Taings Noodle Factory
01.2012 - 12.2016
- Handled payroll, BAS, superannuation, accounts reconciliation, and cash flow reporting.
- Used Xero and Excel to maintain ATO-aligned records, improving audit readiness.
- Ensured compliance with ATO deadlines through timely lodgment of BAS and superannuation payments.
Audit Accountant
Ernst & Young
11.2011 - 12.2011
- Conducted audits in accordance with standards and regulatory requirements.
- Reviewed financial records, evaluated risk controls, and compiled audit reports.
- Supported external auditors and internal stakeholders with detailed documentation.
- Maintained and updated audit documentation and working papers in accordance with firm guidelines.
Sales Assistant
The Faceshop
01.2010 - 12.2011
- Assisted in managing daily operations and customer service activities in a fast-paced retail environment.
- Collaborated with team members to develop promotional materials and in-store displays.
- Provided customer service and assisted with promotional and visual merchandising efforts.
Education
Bachelor Of Accounting & Finance -
University Of Adelaide
Adelaide, SA07.2012
Skills
- Google Analytics
- Klaviyo
- Canva
- Hotjar
- Shopify Plus
- Analytical Thinking
- Asana
- Motion A
- Project leadership
- Strategic planning
Certification
- Klaviyo Product Certification
- Meta Ads (Meta Blueprint)
- Google Ads Fundamentals
Key Capabilities
- Analytical Thinking: Adept at interpreting data to drive decision-making and policy adherence.
- Communication: Skilled in simplifying complex compliance information for diverse audiences across email, phone, and live support.
- Stakeholder Engagement: Proven ability to work across legal, creative, and operational teams to ensure consistent, policy-compliant practices.
- Risk Identification: Conducted audits and advised clients on regulatory obligations to avoid platform penalties and reputational harm.
- Mentoring & Collaboration: Provided training to staff and shared insights to improve team compliance awareness and capability.
- Digital Expertise: Proficient in managing digital storefronts, marketing funnels, CRM tools, and paid media strategies across major platforms.
Languages
English
Full Professional
Chinese (Mandarin)
Professional Working
Timeline
Paid Media Digital Strategist (Freelance)
Various Clients
06.2023 - Current
Ecommerce Manager
Twosisters The Label
01.2019 - Current
Marketing Coordinator
Twosisters The Label
06.2016 - 12.2019
Accountant
Taings Noodle Factory
01.2012 - 12.2016
Audit Accountant
Ernst & Young
11.2011 - 12.2011
Sales Assistant
The Faceshop
01.2010 - 12.2011
Bachelor Of Accounting & Finance -
University Of Adelaide
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