When Dana G, Associate Vice President of Digital Merchandising, joined Ann Taylor in 2008, she never could have predicted where this journey would take her. Her nearly two-decade career at Ann Taylor is a testament to dedication and continual learning. Keep reading to learn more about Dana and a typical day in her role, creating a frictionless experience for online customers. 

When did you realize you loved digital merchandising?  

I discovered my passion for digital merchandising when I first started in the digital space back in 2008. Diving into the world of online retail, I quickly realized how much I enjoyed the blend of creativity and data-driven decision-making that digital merchandising demands. That early experience sparked my enthusiasm and set the foundation for my career. 

Can you describe your career journey at Ann Taylor? 

I began my career at Ann Taylor as a dot-com merchant. As the retail landscape evolved and we transitioned to an omni-channel approach, I recognized the growing importance of seamlessly integrating the in-store and online experience. This shift highlighted the need for a dedicated site merchandising team, and I became instrumental in building and shaping that function to support our omni-channel strategy. 

Tell us about your role. What’s your day to day like? 

As the head of site merchandising, my day typically starts with reviewing key metrics and site performance to identify trends and opportunities. I collaborate with cross-functional teams—including marketing, planning, and creative—to align on promotional strategies, new product launches, and site updates. Throughout the day, I oversee merchandising execution, troubleshoot any site issues, and ensure our online assortment and content remain optimized for both the customer experience and business goals. 

What’s one of the most interesting challenges your team is working on to solve right now? 

We dive deep into user behavior and site analytics to identify pain points or friction in the online shopping experience. By collaborating closely with our UX and creative teams, we experiment with optimizing landing pages, streamlining product presentation, and ensuring a seamless path to purchase—all with the goal of making the journey from browsing to buying as effortless as possible. 

What’s one of the most important leadership lessons you carry with you in your current role? 

One of the most important leadership lessons I carry with me is the value of empowering and trusting my team. By fostering an environment where team members feel supported to share ideas, take initiative, and learn from both successes and setbacks, we’re able to innovate and adapt quickly. Open communication and clear expectations ensure everyone is aligned, while celebrating achievements motivates us to keep pushing boundaries and striving for excellence together. 

What advice do you have for anyone looking to chart a career in this field? 

If you're considering a career in site merchandising, my best advice is to stay curious and open to learning. The digital retail landscape is constantly evolving, so being adaptable and eager to embrace new technologies and trends is essential. Build a strong foundation by understanding both the creative and analytical sides of merchandising, and seek out opportunities to collaborate with cross-functional teams. Networking and finding mentors within the industry can also provide valuable guidance and insights that help shape your career path. 

What’s your go-to work look?  

A tailored pant, a feminine blouse and a blazer. 

What’s the best career advice you’ve been given?  

No project is too big or small.