BRINGING THE GARDENSHOP EXPERIENCE ONLINE.
As E-Commerce Manager at Coastal Maine Botanical Gardens, I lead the development of the Gardenshop's digital retail experience, combining design, merchandising, photography, and marketing to connect the Gardens with customers beyond its physical location.
My work encompasses the redesign and ongoing management of the online storefront, development of seasonal campaigns, product photography, and the creation of new shopping experiences. Working across creative and operational disciplines, I bring projects from concept through implementation, balancing visual storytelling with the practical demands of a growing e-commerce business.
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Led the redesign and ongoing development of the Gardenshop's online storefront, improving navigation, product organization, and the overall shopping experience. My work combined UX design, visual merchandising, photography, and content development to create a cohesive digital extension of the Gardens' retail experience.
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Developed and executed digital marketing initiatives, including seasonal campaigns, the Gardenshop Gift Guide, and Trollshop. From identifying opportunities and developing concepts to producing photography, graphics, and promotional content, I connected creative storytelling with commercial objectives.
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Managed the online product catalog, publishing more than 2,000 product listings with original photography, descriptions, categorization, and merchandising. Oversaw day-to-day webshop operations and fulfillment of more than 2,000 orders annually, using sales performance and customer behavior to guide improvements.
64%
Year-over-year webshop revenue growth
154k
FY2026 online revenue
2.5k+
products photographed, catalogued, and published online
I led the redevelopment of the Gardenshop's online storefront, rethinking how customers discover products, navigate collections, and engage with the Gardens' retail offerings.
Using Adobe Illustrator and Figma to explore layouts and visual concepts, I worked to create a more cohesive and intuitive shopping experience within the constraints of the existing e-commerce platform.
Beyond the visual redesign, the project required careful coordination of product data, merchandising systems, and fulfillment workflows to support a growing online business.
WEB REBUILD
FULFILLMENT & OPERATIONS
Alongside the webshop rebuild, I audited and refined fulfillment workflows, including inventory coordination, packaging, shipping, and customer communication.
By identifying inefficiencies and standardizing processes, I improved operational consistency and order fulfillment, creating a stronger foundation for daily operations, new products, and seasonal campaigns.
PRODUCT DATA & MIGRATION
A central challenge of the webshop rebuild was maintaining the integrity of the Gardenshop's product catalog during a major platform transition.
I audited and reorganized product information, refined categories and attributes, and prioritized data accuracy throughout the migration. This work established a more consistent and scalable catalog structure, improving both the customer experience and day-to-day merchandising operations.
SEASONAL CAMPAIGNS & CREATIVE DIRECTION
I led the development of creative content for the Gardenshop's seasonal campaigns, collaborating with the Gardens' Marketing team to align each initiative with broader institutional messaging and promotions.
From concept development and product selection to photography and visual storytelling, I shaped the creative direction of campaigns including the 2026 Gardenshop Gift Guide. Working collaboratively on graphic design and copywriting, I helped bring together thoughtful merchandising and cohesive editorial content to create engaging seasonal shopping experiences.
MEET the makers
An opportunity for guests to learn about the artists, growers, designers, and craftspeople behind Gardenshop.
Gardenshop represents a diverse network of independent artists, designers, and small businesses, many of whom draw inspiration from the natural world.
To give these makers greater visibility, I developed Meet Our Makers, a dedicated section of the webshop featuring their stories, creative practices, and products.
Working with summer interns, I coordinated maker interviews and developed an editorial framework for presenting their work. The project extends Gardenshop beyond a conventional online store, creating opportunities for customers to discover the people and processes behind the products they purchase.
30+
MAKER INTERVIEWS
Conducted over two summers in collaboration with Gardenshop interns.
BEYOND THE GARDEN GATES
The Gardenshop is more than a retail destination. It's an extension of the Gardens' mission, connecting visitors with artists, makers, and the natural world.
Through digital design, merchandising, photography, and storytelling, I've worked to bring that experience to a broader audience—creating a webshop that balances visual identity, commercial performance, and meaningful connections with the people behind its products.