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Alison Schmitz is a seasoned professional with extensive experience in digital optimization and eCommerce, currently serving as the Director of Digital Optimization at GNC since May 2021. In this role, Alison drives digital strategies aimed at enhancing consumer experience and achieving sales and customer satisfaction targets. Prior to GNC, Alison had a notable tenure at JOANN Stores from September 2004 to April 2021, where positions ranged from Director of Digital Experience & Product Delivery to Manager of Online Merchandising, providing leadership in developing customer-facing digital experiences and omni-channel operations. Earlier in Alison's career at OfficeMax, responsibilities included managing online merchandising and strategies for revenue growth and profitability. Alison holds a Bachelor of Science degree in Marketing and Advertising from Kent State University.