Tell us about your company and role.
I’m the Vice President of Digital & E-Commerce at Davines North America, where I lead digital strategy for Davines and [comfort zone]. Davines Group is a professional beauty company and a certified B Corp, dedicated to balancing beauty and sustainability. Founded in Parma, Italy, the company remains 100% family-owned by the Bollati family and is distributed in 90+ countries worldwide.
In my role, I oversee the entire digital business in North America, driving growth across all channels, deepening connections between online customers and salon partners, and championing business as a force for good.
How would you describe yourself?
I’m driven and ambitious, always setting high goals and pushing myself to achieve them. Perseverance and resilience are at the core of who I am—I believe that staying the course, no matter the challenges leads to the greatest success. I live by the mantra: “If you don’t ask, the answer is always no,” constantly seeking opportunities, advocating for myself and others, and embracing a growth mindset that fuels both personal and professional achievement.
At the same time, I lead with empathy and intuition, always striving for authenticity and purpose. I believe in treating others with kindness and respect and fostering a culture of collaboration, trust, and empowerment. Whether mentoring a team member, making tough decisions, or driving innovation, I aim to create an environment where those around me feel supported, valued, and inspired to reach their full potential.
Beyond work, I’m passionate about travel, exploring new cultures, and embracing new experiences—each of which broadens my perspective and keeps me constantly learning. And most importantly, I’m a proud puppy mom who believes that joy is often found in life’s smallest moments!
What qualities does an effective marketer need to have?
A great leader once told me, “You have to be flexible like Gumby,” and a decade later, I still find myself returning to this simple yet powerful simile. It has shaped my perspective, reinforcing the importance of resilience, adaptability, and agility—all essential qualities for an effective marketer.
In an industry that’s constantly evolving, the ability to pivot quickly, embrace change, and problem-solve in real time is critical. Whether navigating shifts in consumer behavior, emerging trends, or new technologies, staying flexible allows me to stay ahead, innovate, and turn challenges into opportunities.
What has been your biggest professional success so far?
I’ve had many proud moments in my career, but nothing has been more fulfilling than building, coaching, and leading my incredible team of eight brilliant women. Over the past 4.5 years, I’ve had the privilege of watching them learn, grow, and excel in their roles. Together, we’ve achieved milestones, tackled challenges, and made a meaningful impact. Special shoutout to my team—you make every day worth it!
Another defining moment was stepping outside my comfort zone in a big way—speaking on stage for the first time in front of 500 members of our Davines community at our annual sales meeting. Public speaking has always been a challenge for me, but that experience proved what’s possible when you push past your limits.
And now, receiving the Amazing Women in Ecommerce award is another huge milestone—one I’m incredibly honored to celebrate!
What causes are you most passionate about?
Early in my career, I was told that I wasn’t seen as having a path into a managerial role—that I was only on track for a Senior Specialist position, a role often given to those not considered for leadership. That moment became a turning point for me. Being told I would never make it as a leader only strengthened my determination to prove otherwise—and to help other women do the same.
My passion for women’s empowerment and leadership development drives me every day. That’s why I’m proud to be a member of Chief, a network dedicated to advancing women in executive roles. Through Chief, I connect with senior women leaders, gain invaluable insights, and advocate for greater representation and equity in leadership. I believe in the power of mentorship, collaboration, and creating opportunities to help more women succeed.
What do you think is the biggest challenge facing eCommerce brands?
One of the biggest challenges facing eCommerce brands today is keeping pace with rapid technological advancements while meeting rising customer expectations for seamless, personalized experiences. With intense competition, standing out requires more than great products—it demands innovation, a clear brand identity, and purpose-driven engagement. Success comes from adapting quickly, embracing new technologies, and building authentic connections that drive lasting customer loyalty.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
I love loyalty programs that prioritize sustainability, encouraging consumers to make eco-friendly choices while fostering brand loyalty. Programs that reward conscious consumption create a win-win for both customers and the planet. In terms of subscriptions, Rent The Runway, BarkBox, and NYT Cooking are a few favorites—each offering unique value, personalization, and a seamless customer experience.
What do you geek out over?
On a personal level, I enjoy historical fiction novels, experimenting with new recipes, and training my mini dachshund, Bailey—our latest achievement is mastering roll-over! Professionally, I geek out over email strategy (shoutout to Ometria!), marketing copy, emerging technology, and networking—always looking for new ways to grow, innovate, and create meaningful connections.
