Ani
Smith

Ani introduced Nili Lotan to ShopMy, launched the channel and built its strategy. What started small has grown into a channel with real revenue and momentum. She now leads it, working with the CMO, the Director of Digital Marketing and E-commerce, and the PR Manager to scale it.

• Lead on strategy, organic and paid gifting, collaborations and monthly reporting to the C-suite
• Expanded beyond Women's into Men's, Footwear and Handbags
• Led the ShopMy rollout for the July 2026 footwear launch: 18% category commission, a paid opportunity with 10 top creators and VIP footwear gifting across the US, UK and Europe, reaching 1.1M views
• Built five creator tiers and the VIP commission structure; strong results led leadership to approve paid budget for creator whitelisting
• Two-tier gifting: wardrobe essentials to introduce new creators, current-season pieces for top VIP talent
• Manages the creator budget across monthly bonus opportunities, dedicated VIP bonuses and gifting, setting incentives and commission structures
• Creator-first partnerships, from a personal lookbook for a creator with a distinct point of view to tailored commission
• Monthly recaps for leadership measuring volume, social views and clicks by program, guiding where to invest next
• Launched creator whitelisting on paid social and exploring affiliate-tracked TikTok Spark Ads
• Seasonal gift guides and holiday placements with fashion creators and Substack writers

Ani contributed to the creative direction of the redesign, working across creative, design, merchandising, buying and development to let performance data shape creative decisions. Analytics, search behavior and conversion data informed which stories the site tells, how campaign imagery and product are composed on each page, and where clients needed a clearer path to purchase.

The result is a site that reads as editorially as the brand itself, and performs: story-led category pages pairing campaign imagery with product, built to drive growth and revenue.

• Creative direction grounded in data, from page storytelling to product placement
• Cross-team partnership with creative, design, buying and development, from brief to launch
• Homepage, product pages and every collection edit, each season
• Category page rebuild: +16% category conversion in the first 2.5 weeks after launch
• Mobile speed index down from 20.5s to 7.4s

Ani onboarded Nosto to the site and now curates what each client sees when they search. Pinned products for key terms, redirects, synonym rules, a considered search flyout, and the product attributes that make the assortment discoverable.

• Onboarded Nosto to the site, from setup to launch
• +24% search-user conversion in the first 2.5 weeks after launch
• Fit, rise, length, stretch and fabric attributes, so every filter and search returns with precision
• Bounce rate down 20% year over year

Ani began at Nili Lotan building PR, VIP and events alongside the founder and CMO, and she still supports this work today. Working with the team, she helps run each launch, from timelines and seeding to press tracking and the day itself.

• Stewarded the VIP and celebrity roster, seeding and coverage
• Led press, showroom and sample operations through Launch Metrics
• Directs and mentors a PR assistant and two to four interns