Lauren Anthony
About Lauren Anthony
Lauren Anthony is a seasoned professional in web and app merchandising, currently leading North America Growth Marketing at Afterpay since 2020. With a background in fashion merchandising and extensive experience at Macy's, she has established key strategies that enhance user experiences and drive sales.
Work at Afterpay
Lauren Anthony has been working at Afterpay since 2020 in the role of Web & App Merchandising - North America Growth Marketing. In this position, she established Afterpay's first Merchandising team, focusing on creating foundational pillars and best practices for global implementation. She shifted the merchandising focus from merchant-led to data-led strategies, which resulted in increased order conversion and sales. Lauren leads the strategy for major tentpole events such as Afterpay Day, Black Friday, Back to School, and Gift Guides. Additionally, she collaborates with the Product Management team to enhance user experiences and support new product launches.
Previous Experience at Macy's
Lauren Anthony has extensive experience at Macy's, where she held various roles over several years. She served as Site Merchandise Manager - Sitewide from 2018 to 2020 and as Site Merchandise Coordinator - Reporting & Home from 2012 to 2013. Other positions included Assistant Site Merchandise Manager for Ready To Wear - Special Sizes and Site Merchandise Manager for Ready to Wear - Event. Her tenure at Macy's provided her with a solid foundation in merchandising and e-commerce strategies.
Education and Expertise
Lauren Anthony studied at Howard University, where she earned a Bachelor of Arts in Fashion Merchandising from 2008 to 2012. She furthered her education by obtaining a Certificate in Product Management from Product School in 2023. This combination of formal education in fashion merchandising and product management equips her with a comprehensive understanding of both the creative and analytical aspects of merchandising.
Achievements in Merchandising Strategy
At Afterpay, Lauren initiated an app-first strategy that led to a significant increase in app downloads, achieving a triple-digit monthly growth through app-exclusive content and sale curation. Her efforts in establishing a data-led merchandising approach have contributed to improved sales performance and order conversion rates. These initiatives demonstrate her capability to drive growth and enhance customer engagement in a competitive market.