Open to opportunities

Cristina Lawson

@cristinalawson

Message

I lead enterprise CMS delivery, web production, and release operations for high-traffic digital experiences.

United States

Message

At Total Wine & More, I lead digital operations for a high-volume ecommerce site, supporting more than 1,000 site updates annually across a platform serving 5M+ monthly visitors in 30+ markets.

I've redesigned content intake to cut turnaround time 62%, coordinated a multi-market loyalty relaunch across 12 program variants, and partnered with Analytics, UX, and SEO to drive an 8.9% conversion increase. My work spans CMS governance, publishing workflows, QA, release readiness, incident response, and scalable component strategy.

Earlier, I produced digital campaigns and optimized web experiences for the Humane Society of the United States, increasing web engagement by 70%.

Experience

Work history, roles, and key accomplishments

Current

Senior Manager, Digital Operations

Current

Total Wine & More

Feb 2025 - Present (1 year 6 months)

Owned digital production for a high-volume ecommerce site, supporting 1,000+ site updates per year. Implemented launch readiness reviews and established CMS governance standards to improve release consistency and incident response.

Release Management Incident Management Stakeholder Management Bloomreach Experience Manager SAP Hybris Jira Confluence

Manager, Digital Content & Operations

Total Wine & More

Jun 2021 - Feb 2025 (3 years 8 months)

Redesigned the web content intake process, cutting delivery turnaround time by 62%. Administered enterprise CMS operations and delivered a multi-market loyalty program relaunch, driving an 8.9% increase in conversion rate.

CMS Administration Workflow Configuration Template Management Accessibility SEO UX Optimization Analytics Project Management Bloomreach Experience Manager SAP Hybris Jira Confluence

eCommerce Producer

Total Wine & More

Aug 2016 - Jun 2021 (4 years 10 months)

Created and published high-volume web content across 50+ annual campaigns, ensuring brand consistency. Performed comprehensive QA and executed SEO and UX recommendations, contributing to a 12% increase in organic traffic.

Web Content QA SEO UX HTML CSS Adobe Analytics Google Analytics Jira

Online Producer

Humane Society of the United States

Aug 2011 - Jul 2016 (4 years 11 months)

Produced 2-4 digital campaigns monthly across web, email, and webinar channels, reaching 200K audience members. Coordinated technical production for webinars and increased web engagement by 70% through content optimization.