Challenge

eBay needed to transform its market positioning to stay competitive—from marketing online auctions to marketing products and categories like an online retailer.

To become a modern online retailer, eBay needed a transformation partner to evolve their operating model, processes, marketing, site experience, and market position.

Solution

• I co-led a multi-year program to transform how eBay operated from the inside-out.

• Embedded 16 Accenture people to implement the retail transformation roadmap, transition to category marketing, update the homepage, deliver 100+ retail campaigns, refresh its inventory, create retail partnerships, create category experiences, and launch new products + services.

• I held multiple roles in the transformation: (1) overall Transformation Lead, (2) Senior Consultant to the Head of Marketing Strategy, and (3) Consumer Goods Marketing Lead.

Impact

• Pivoted eBay from an auction to online retailer, leading to 16% growth in 3 years.

• Helped launch key initiatives, including: (1) activations with StubHub, (2) eBay’s credit card, (3) a student loyalty pilot, and (4) the Collective luxury brand.

• Led all aspects of marketing strategy for seasonal campaigns (e.g. Spring + Summer) and moments (e.g. Super Bowl + Back to School) in partnership with ad + media agencies.​

• Co-led marketing strategy for the $7.7B consumer goods business which grew 6.7% in FY’18—the top performing in North America.