Harvard Business School

Yale University

Weston High School

VP, Product & Experience at 2020 On-site

20/20 Onsite

Chief Executive Officer

2020 On-site is revolutionizing vision care. 

- Oversee the Product Management, Technology, Sales, Marketing, and Client Success teams. 
- Lead business development, partnerships, and new product line testing for our core routine optometry business. During COVID-19: Launched and drove growth in our telehealth, virtual styling, e-commerce, and neighborhood/residential programs; Oversaw launch of two new regional markets.
- Oversee our pro bono Vision for Boston schools program in partnership with the Boston Public Schools, New England College of Optometry, and Warby Parker.

VP, Product & Experience

Sr. Director of Operations & Client Experience

Decision Resources Group

Senior Director of Product Strategy

MBA LDRP Summer Associate
Strategy & Portfolio Management within Surgical Innovations
(Minimally Invasive Therapies Group)

Medtronic

MBA LDRP Summer Associate - Strategy & Portfolio Management

MBA with Distinction

Healthy Directions (HD) is a leading US direct-to-consumer marketer of doctor-formulated vitamins, supplements, and beauty care products.

• Main Responsibilities: oversee all of HD’s online merchandising channels, devise and execute efforts to improve HD’s online value proposition, build its brand, and maximize revenue. 

• Main Activities: develop evidence-based marketing strategies grounded in quantitative and qualitative data on existing and potential customers and competitors; design and implement A/B tests and targeted, personalized campaigns to optimize experience and improve online sales; develop and implement paid search, affiliate, and inbound marketing campaigns and other strategies to grow site traffic, email capture, and revenue. 

• Key Initiatives: launched Mobile Device Conversion & User Experience Task Force; initiated Shadowing Program for cross-functional professional development; integrated a technology platform for rapid microsite creation into company marketing and sales platform; pioneered Equal Pay Day initiative to celebrate HD’s women leaders and promote workplace equity.

Healthy Directions

Senior Online Merchandising Manager

Curio Road (www.curioroad.com) is an e-commerce platform focused on the discovery of unique handmade jewelry, accessories, and lifestyle products for creative women. Curio Road curates the superstars of the emerging design ecosystem in the USA and helps small brands scale up their businesses by connecting them to an innovative network for sales and distribution.

Responsibilities: 

• Concept: Develop and execute concept and branding. Discover and negotiate contracts with emerging designers and artists that fit the brand. Feature multiple new product lines weekly.

• Planning & Forecasting: Project needs related to product assortment, inventory, sales volume, price point, and promotional strategy. 

• Merchandising: Make final decisions on featured products and their visual representation on the website. Curate and launch seasonal and trend-driven capsule collections, including the Wedding Collection.

• Management: Manage team of 7 direct reports to supervise merchandising, e-commerce operations, business development and communications, logistics, and social media. Recruit and develop talent. 

• Business Development & Partnerships: Manage relationships with several hundred designers, tastemakers, key customers, members of industry press, and other companies and non-profits. 

• E-Commerce Operations & Logistics: Run operations of back-end site through Magento interface. 

• Marketing & Public Relations: Drive site traffic and customer acquisition through design and implementation of marketing strategy and communication with target audience via earned media. Conduct market research. 

• Social Media: Devise and implement social media strategy on Facebook, Twitter, Pinterest, Instagram, Tumblr, and Vine to increase engagement with target audience.

Curio Road

Co-founder and Chief Merchandising Officer

Appointed Director of Development to coordinate all fundraising efforts for 2011-2012.

•  Directed a small team responsible for securing $70,000 to run the annual Arnold Schwarzenegger Fencing Classic, an international event that draws 1,000+ participating athletes from around the globe.

•  Developed a strategic plan to raise funds through community outreach events, silent auctions, advertising sales, promotional product sales, and competition registration fees. Solicited corporate sponsorships and individual donations. 

•  Developed forward-looking fundraising campaign for next year’s 10th Anniversary of the Arnold Fencing Classic with significant focus on developing new corporate sponsors.

The Rose & Gold Foundation

Director of Development

Associate Merchant, Brand Leader, Gilly Hicks Fashion Tops

•  Prior positions: Brand Leader, Gilly Hicks Bare Knits (Feb 2011-Jan 2012); Assistant Merchant, Girls Non-Bare Knits Team (March 2010-Feb 2011); Leadership Development Program (Feb-March 2010)

Responsibilities: 

•  Forecast business needs over a 9-12 month horizon based on sales data and trend information. Partner with design team to craft product assortment. Partner with financial planning team to devise strategy to drive top line sales, maximize annual same-store volume increase, and reduce average unit cost.

•  Manage team of eight associates, with one full-time direct report. Present product to CEO bi-monthly.

•  Negotiate costs, purchase raw materials, and coordinate production timelines with vendors in Korea, Taiwan, Hong Kong, and India; supervise manufacturing and resolve timing and quality issues. 

•  Analyze current sales performance; develop real-time strategies to promote sales and manage inventory.

•  Design and conduct market research projects including focus groups, in-store shopping surveys, and Customer Intimacy exercises. Helped to establish the Competitor Analysis Task Force.

•  Work with Imports and International Coordination teams to ensure compliance with Customs, transportation protocols, and duty rates. 

•  Other Accomplishments: member of Gilly Hicks Task Force to promote Abercrombie & Fitch’s newest brand; developed and taught in-house course on Customer Intimacy; captained Yale on-campus recruiting team; mentored new hires in Abercrombie & Fitch Coaching program.

Abercrombie & Fitch

Associate Merchant

Hired as a Research Analyst Intern to investigate industries, companies, and political and economic issues at this long/short equity value investing fund. 

•  Assisted senior management in making critical decisions about new investments by preparing and presenting research briefs based on both quantitative and qualitative data. Topics included a comparison between two major telecommunications companies and an assessment of a systems software company. 

•  Gained an in-depth understanding of the market for water rights in the southwestern United States; developed a model for the valuation of water rights holdings.

Severn River Capital

Analyst

Joined this consulting company as a Research Analyst Intern within the Information Technology practice to address the research requests of Chief Information Officers of member companies. 

•  Composed numerous research briefs on IT topics ranging from vendor contract pricing models to Indian business process outsourcing companies. 

•  Developed an interview guide and conducted primary research on member strategies for large-scale IT project staff expansions. 

•  Catered to international members’ needs by preparing select research briefs in Spanish.

Corporate Executive Board

Research Analyst

Recruited as Creative Director and member of the Executive Board to lead the production team as YER transitioned from a small, university-based publication to a nationally distributed journal of popular economics carried by Barnes & Noble and Borders bookstores. 

•  Built a team of five layout editors, two copy editors, and a primary production manager to execute the production cycle. Acted as photo editor and staff photographer, producing and selecting image content. 

•  Reconceptualized the YER target audience and redesigned the magazine to improve its visual appeal to this audience. Constructed a general template for all layouts. Standardized production cycle procedure. 

•  Introduced new content elements including the “Global Markets” feature to add an international perspective to the publication.

Yale Economic Review

Creative Director

Employed as a Case Writer and Research Assistant to produce a case study about MTV Networks International and the nature, goals, and impacts of its HIV/AIDS messaging. 

•  Gathered, reviewed, and analyzed media focused on HIV/AIDS and other social issues produced by MTVNI since its founding in 1981. Also interviewed MTVNI leadership including the President, the VP of Public Affairs, and the Creative Director, as well as the Director of the Staying Alive Foundation. 

•  Drafted and co-authored the case study and compiled a selection of related media clips for use in the teaching of the case. Co-author of the related teaching note. The case study is currently being used in both executive and degree programs at the Harvard Business School and at the Harvard School of Public Health.

Sonali Bloom