At Estée Lauder Companies (ELC), I launched and scaled the Onsite Search platform, helping 200MN+ online shoppers worldwide find and discover beauty products they love.
$150-200MN annual revenue from Onsite Search
Onsite Search powers 300+ DTC sites in 5 regions across 50+ Markets & 30+ languages
Search Platform Tool used by over 1K+ internal users (ELC’s Brand Merchandising Teams)
Elevated Jo Malone’s Brand Storytelling through Content Search
Global Product Manager, Onsite Search Platform | Launched Sep 2021
Business Challenge:
Jo Malone Brand came to me with a challenge: how do we ensure customers easily find products and the rich editorial content the Marketing team produces?
My Role:
I led a 10-member Search Product Team to build and launch ELC’s 1st Content Search product. I collaborated with Engineering, UX/UI, and the Jo Malone Brand, to drive user engagement while making it easy for customers to explore the full Jo Malone brand experience.
Key Results:
Increased AOV by 30%+: Customers who engaged with content results had an average order value of $120
Collaboration Process:
I collaborated cross-functionally by writing the product requirements document (PRD) and driving the data modeling workshops to transform the editorial assets into rich metadata for the search engine. I worked closely with Engineering on the technical aspects of the development - where I configured the settings for 2 distinct search engines to ensure relevancy for products and content results. I also defined the API contract for a new service that returned content results.
The new APIs enabled front-end engineers to develop updated UI designs that presented customers with 2 tabs - Products or Stories - to tailor their journey based on what they were interested in searching, e.g. a specific fragrance or exploring Jo Malone’s curated stories on fragrance pairing, gifting, and more.
Conclusion:
This was a key launch for Jo Malone Brand’s flagship site (www.jomalone.co.uk) with millions of annual visitors. In creating a more dynamic, immersive shopping journey for their customers who crave seamless and engaging brand experiences online, I elevated the Brand’s signature voice in fragrance storytelling.
Reduced Exit Rates with Clinique’s Discontinued Search experience
Global Product Manager, Onsite Search Platform | Launched 2023
Business Challenge:
I synthesized negative-feedback from Clinique customers through BizRate when beloved products were discontinued without notice or clear alternatives.
My Role:
I led the ideation with Clinique Brand, Product Marketing, and UX Design teams and developed a Discontinued Product Search experience. This feature provides customers with transparent messaging about discontinued products and offers alternative recommendations or nearest matches, reducing friction in their search journey. I directly configured Search backend settings to systematically redirect customers to relevant discontinued product pages.
Key Results:
Reduced abandonment rates by 70% for searches related to discontinued products
$90K-$120K additional revenue for searches related to discontinued products.
Scaled this new product experience through other brands and other regions in ELC Portfolio: Origins, Aveda, Jo Malone, Estee Lauder, Mac Cosmetics
Conclusion:
The Discontinued Search experience reinforced Clinique’s commitment to customer satisfaction by addressing a critical gap in the customer journey. This initiative not only improved the shopping experience but also drove meaningful business outcomes, showcasing the power of customer-centric product design in solving real-world challenges.
Inspiring MAC Cosmetics customers with Trending Terms Search
Global Product Manager, Onsite Search Platform | Launched 2022
Business Challenge:
MAC Cosmetics customers needed an easier way to discover popular products and trends. MAC Global Brand Teams partnered with me to curate trending terms and sought my Search platform expertise to ensure a successful pilot.
Key Results:
Revenue-Driver: Trending Terms search generates an avg $5MN in annual revenue, or 20% out of Total Search revenue of $25MN+
Increased Engagement: Trending Terms is 2nd most-used search feature behind typeahead, and a high-revenue driver.
I directed and managed the global rollout of Trending Terms Search, now adopted as a turnkey solution across ELC’s 300+ sites, driving consistent user engagement and enhancing search discoverability at scale.
My Role:
I led the Digital Innovation and Search Teams to design and launch the Trending Terms feature on www.maccosmetics.com across all devices. I aligned stakeholders, prioritized features, and integrated the solution into the Search Platform. I facilitated workshops to analyze & align on trending term curation strategies and ensure relevancy to MAC Cosmetics customers. I also collaborated with the Global Brand and Analytics teams to identify trends and measure the success of the feature post-launch.
Unlocked Estée Lauder’s Digital Strategy with innovative consumer experiences through Voice Search
Global Product Manager, Onsite Search Platform | Launched Feb 2022
As Product Manager for Search, I led the launch of Estée Lauder’s first-ever Voice-to-Text Search across their North America mobile sites, collaborating with the Innovation Team, UX/UI, Engineering, and the Estée Lauder Creative Team. With over 60% of customer searches starting on mobile, this groundbreaking feature aimed to help customers search quickly without manually typing.
I managed the integration with Google’s Voice-to-Text API and led the testing of top 100 customer search terms and refining the search relevance algorithm for natural language, semantic search, and basic keyword matching for skincare, makeup, and fragrance products.
I also partnered with front-end engineering and Estee’s Global Creative Team to build a custom Voice Search Overlay, separating the voice search journey from the standard typeahead experience while ensuring alignment with the brand’s voice and style guide.
Key Results
Successfully launched the feature for Estee and 5 additional Brands’ mobile sites: Origins, Bobbi Brown, Clinique, Jo Malone, and Aveda.
Voice Search did not become the most used search method as hypothesized. Most mobile users continued to favor the typeahead feature.
Key learning: Not every innovation immediately yields high adoption, but the project enhanced cross-functional collaboration and solidified my product leadership and influence on stakeholders through critical and innovative thinking.