Digital Marketing Interview Series with the Senior Manager of Innovation & Marketing Optimization at Coastal.com

Rebecca Berger leads the Innovation and Marketing Optimization team at Coastal.com. Just finishing her ninth year with Coastal.com, she's been a key player in building the world’s largest online optical retailer. This week, we had the wonderful opportunity to ask Rebecca to share her knowledge on the world of eCommerce and marketing:

  1. What are the biggest changes you've seen in eCommerce over the last 10 years?

    The past ten years have been an exciting time for eCommerce.  The percentage of internet users has more than doubled and eCommerce has benefited from this growth.  The way the world shops has changed significantly during this time as well.   Advancements in technology such as Google's search tools make it easier for users to find what they are looking for and find products that are competitively priced, while eCommerce sites are leveraging tools that personalize the shopping experience. User experience and Interaction design have become a major focus of web site production. Companies are putting more effort into studying their customers and providing solutions to their shopping needs.   This attention to user experience has allowed customers to trust that they can in fact shop online for complex products such as eyeglasses and have a smooth eCommerce interaction. 
  2. What do you feel are the most underrated skills in marketing team these days?

    I’d rather answer by saying you shouldn’t overlook anyone’s skills. Design ideas and potential areas for optimization can come from anyone in the Marketing team! Every team member will have a unique viewpoint that relates to their individual role in the Marketing department; ultimately that contributes to the customer experience.
  3. Which of the skills you picked up in previous jobs do you feel have really helped you be successful in your current role?

    The past 14 years for me have been varied. I’ve had careers in web development, UX, UI, graphic design, and marketing. My applied knowledge of these areas has been extremely valuable in the overall innovation process at Coastal.com.  Everyone on the innovation team at Coastal has a similar background, allowing us to work productively with developers and think about design holistically.
  4. What would you say are the top goals you and your team keep in mind whenever you make changes to the Coastal Contacts website?

    As the Innovation and Marketing Optimization team, we are committed to the user experience above all else.  We are dedicated to solving usability problems and creating an experience that is intuitive and effortless.
  5. What advice would you give to young people who want to do your job one day?

    Learn as much as you can about the big picture. Read and ask questions about areas outside your expertise. Think outside the box! Technology moves quickly, life on the internet changes frequently. Move with it and always be learning!

     

    Rebecca Berger leads the Innovation and Marketing Optimization team at Coastal.com. Just finishing her ninth year with Coastal.com, she's been a key player in building the world’s largest online optical retailer.  With 14 years of experience, she has a well-rounded background in working with the web, having been a Web Developer, an Interaction Designer, and a UX (user experience) specialist.  She is also an avid rower.