RACHEL SCHOLAN
Digital strategy, e-commerce, marketing, and operations leader with a 20+ year track record of architecting scalable platforms and building brands from the ground up. Extensive expertise in enterprise e-commerce architecture (Shopify, Magento, BigCommerce), supply chain management, advanced analytics, and omni-channel expansion (B2B & DTC). Proven ability to bridge marketing, technology, and operational excellence — from agile startups to global enterprises with $150M+ P&L responsibility.
Charlotte, NC · rachel@crosleycapital.com · 386.341.0551 · linkedin.com/in/rachelscholan
Work Experience
Crosley Capital | Consultant — Digital Transformation, Marketing & E-Commerce |
Dec 2024 – Present | Charlotte, NC
Strategic consulting practice delivering digital transformation, e-commerce growth, and operational excellence across a portfolio of clients.
• Digital Transformation & B2B Systems Integration: Led end-to-end digital transformation for diverse client portfolio across DTC and B2B channels including ERP integration and inventory synchronization.
↳ 15–30% increases in Conversion Rate and Customer Lifetime Value.
• Customer Journey & B2B Pricing Strategy: Modernized legacy systems and architected scalable MarTech stacks. Implemented scalable B2B pricing and DTC checkout optimizations.
↳ 20% uplift in Average Order Value within six months.
• Marketing Automation (DTC & B2B): Designed full-funnel marketing automation strategies, integrating CRM with automation platforms and building automated nurture campaigns.
↳ 25% YoY revenue growth.
• Personalization, Segmentation & Inventory Visibility: Designed advanced personalization strategies and customer segmentation models enabling hyper-targeted marketing automation.
↳ 40% improvement in customer retention (B2C).
Key Engagement: Zia Pia — Operations & E-Commerce Lead · Dec 2025 – Aug 2026
Embedded operations and e-commerce lead for an authentic Italian artisan food importer carrying 416 SKUs across 24+ producers. Owned the connected DTC, B2B, supply-chain, marketing, creative, and reporting systems required to scale the business.
• Commerce Growth & B2B: Owned Shopify DTC and B2B storefronts, wholesale catalog controls, Google Merchant Center, SEO, Matrixify imports, and Faire marketplace strategy; delivered 201% DTC revenue growth YoY, 113% traffic growth, and a 4.9★ Faire Top Shop designation.
• Real-Time Reporting & Margin Visibility: Built self-serve DTC vs. B2B revenue, SKU, channel, YoY, and contribution-margin dashboards; automated paid-social reporting, saving ~80% of manual reporting time and surfacing $30K+ in unattributed ad spend.
• Forecasting, Purchasing & 3PL Operations: Developed demand forecasting, purchase calendars, supplier templates, and split-warehouse PO/ETA tracking across 24+ producers and CLT/CHI 3PLs; and led the B2B fulfillment migration to 3PL.
• Profitability & Cost Optimization: Used AOV, carrier-rate, packaging, and promotional-spend analysis to set a margin-positive free-shipping threshold, strengthen B2B pricing and quoting, and identify margin-leakage and cost-reduction opportunities.
Diamonds Direct — A Signet Company | VP of Digital Strategy & Transformation / VP of Ecommerce | 2022–2025 | Charlotte, NC
- Magento-to-BigCommerce replatform and delivered 72% traffic increase, 40% YoY sales growth and 35% online-revenue growth.
- Four-year e-commerce/CRM/ERP/POS modernization improved operational efficiency 30%.
- Product/lifestyle photography and social direction elevated digital and physical brand.
- Catalog governance drove 18% conversion lift and loyalty integration improved lifetime value 20% and profitability 15%.
“Rachel’s experience, quality of work, and creativity continues to out-perform expectations and is comparable to any external marketing agency.” — Emily Lobdell, Diamonds Direct / Signet.
Boy Scouts of America / Scouting America | Head of Digital / VP of Ecommerce / VP of Marketing | 2017–2022 | Charlotte, NC.
Rachel earned three promotions, progressing from Director to enterprise ownership across a $150M P&L, 150+ retail stores, 53 websites, and four e-commerce platforms.
- • Consolidated a fragmented 53-site digital estate into a governed, scalable ecosystem.
• Launched Magento and Shopify commerce platforms plus B2B bulk ordering, achieving 220% e-commerce lift, 74% conversion improvement, and 62% sales-per-member growth.
• Led product/lifestyle photography, social and email direction, delivering 1,200% social engagement lift and 17% email-list growth.
• Directed the Boy Scouts of America to Scouting America rebrand, contributing 7% revenue and 10% traffic increases.
“Rachel’s experience, quality of work, and creativity continues to out-perform expectations and is comparable to any external marketing agency. Incredible year for Rachel!” — Mark Winkelman, CEO, Boy Scouts of America.
Additional Experience
BioLite | Head of Ecommerce & Digital Marketing | New York, NY — Shopify migration, 49% YoY e-commerce growth and $1M holiday lift
Flint & Tinder | Head of Marketing | New York, NY — brand identity, product/lifestyle photography and social direction
Ashley Stewart | Sr. Director, Ecommerce & Marketing | New York, NY — omnichannel programs and seasonal photography direction
Safilo Group | Sr. Marketing & Brand Manager | New York, NY — luxury eyewear brand campaigns
Kingspan Group | North American Marketing Manager | Orlando, FL — digital infrastructure and marketing operations
Bank of America | Media Buyer / Planner | Atlanta, GA — multimillion-dollar media budgets
Core Competencies
E-Commerce Platforms: Shopify / Shopify Plus · BigCommerce · Magento 1 & 2 · WooCommerce · Faire Wholesale
CRM & Marketing Automation: Salesforce CRM · HubSpot · Marketo · Klaviyo · Marketing Automation
Analytics & Data: Google Analytics 4 · Looker · Power BI · Adobe Analytics · Similarweb
Operations & Systems: ERP Integration · Fishbowl Inventory · POS Systems · PIM · Supply Chain Management
Creative & Content: Product Photography Direction · Campaign Creative · Social Media Strategy · Email Marketing · SEO
Strategy & Leadership: P&L Management · Digital Transformation · Cross-Functional Leadership · Agile/Waterfall PM · B2B & DTC
Skills & Education
Strategic Planning · Digital Transformation · E-commerce Growth · Omnichannel Retail · B2B & DTC · P&L Management · Cross-Functional Leadership · Agile/Waterfall Project Management
Education:
MBA, Concentration: Marketing, University of Georgia (Athens, GA);
BS, Major: Advertising, University of Florida (Gainesville, FL)
Work With Rachel
Ready to architect your next digital growth engine? Inquire about strategic consulting, enterprise e-commerce assessments, or digital transformation leadership.
- Enterprise E-commerce Architecture & Strategy
- Omni-channel Operations & Supply Chain Optimization
- Hyper-targeted Marketing Automation & Personalization
