Erin O'Leary

Vice President of Marketing

Changing how women discover jewelry, hone their personal style and develop relationships with their brand through experimentation

In a constantly changing retail landscape, subscription offerings stand out as a bright spot in e-commerce innovation. Rocksbox has pioneered changing how women shop for jewelry, leveraging a combination of personal stylists and AI-driven recommendations. However, building relationships with prospective customers and educating them about the how-tos of a fundamentally new shopping model presents a number of challenges.

Erin O’Leary, VP of Marketing at Rocksbox, tackles ambitious growth goals by focusing on a strategy that will move the needle in the company’s acquisition costs and retention metrics. In reshaping Rocksbox’s acquisition funnel and transforming their member feedback experience, she has been able to deliver show-stopping improvements to key business metrics and rally the company around bold and innovative new ideas.

From acquisition challenges to a repeatable discovery process

The cost of customer acquisition is a near-universal marketer’s challenge. Since advertising costs are constantly susceptible to fluctuation, Erin focuses on controlling costs by systematically uncovering breakthroughs in messaging, pricing, and user experience design.

“We have a cycle of analyzing site data and customer surveys, planning groups of experiments to solve problem areas of the funnel and then we prioritize and execute two-week experiments to tackle each part of the funnel,” Erin describes.

With her laser focus on acquisition and growth targets, Erin and her team are able to continuously deliver insights that bring them closer to this goal with iterative and rapid experimentation.

We have a cycle of analyzing site data and customer surveys, planning groups of experiments to solve problem areas of the funnel.

Don't shy away from problems; use them as inspiration

At a fast-growing company like Rocksbox, maintaining tight alignment around the shared customer experience is fundamental to the company’s success. To align the organization around common goals, Erin starts with customer research for inspiration and a clear signal of common member pain points.

“Pain points are the starting point for experiment ideas and potential solutions to those problems,” says Erin. “We then mobilize towards solving those problems in each function: the product team tackles UX improvements and designing feature and experiment requirements, while marketing focuses on growing subscriber revenue through acquisition and retention initiatives.”

To make an impact quickly, focus on testing new ideas to validate them with data, or share a surprising result that wasn’t expected. Frame losing experiments as risks that were minimized while still optimizing for learning.
Erin O'Leary

VP of Marketing

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