Tell us about your company and role.
As the Director of New Business at Diff, I am responsible for identifying and pursuing new business opportunities. Our agency specializes in creating customized ecommerce solutions for enterprise brands on Shopify. We work closely with our clients to understand their unique needs and goals, and then develop strategies and solutions that are tailored to their specific requirements. Our team of experts has extensive experience in design, development, and ecommerce strategy, and we are committed to delivering exceptional results for our clients.
How would you describe yourself?
I am a proud mom of two young girls. I am passionate about both my career and my family. Balancing work and parenthood can be challenging, but I have found that it has also made me more focused, efficient, and creative in both areas of my life.
Outside of work, I enjoy spending time with my kids, exploring new places, and trying new things. Being a parent has taught me the importance of patience, empathy, and adaptability, all of which are valuable skills in both my personal and professional life.
What qualities does an effective marketer need to have?
I believe effective marketers need to have a mix of creativity, strategic thinking, and great communication skills. But that’s not all! Effective marketers also need to be adaptable, analytical, and results-oriented. The marketing world is always changing, especially in ecom, so it’s important to be able to pivot quickly and adjust your strategies as needed. This means having a clear understanding of business goals and developing strategies that actually help you achieve them.
All in all, being an effective marketer means being well-rounded and able to balance creativity with strategy, communication with analysis, and innovation with results.
What has been your biggest professional success so far?
In 2022, Diff underwent a significant transition as the agency was acquired by WPP. In the lead-up to this acquisition, I had the privilege of being part of a group of leaders selected to participate in management presentations that served as crucial platforms where we articulated the strengths and potential of our company to prospective investors. Our objective was to convey the value proposition of our organization and respond to inquiries with clarity and confidence.
I was entrusted with the task of presenting the revenue organization of our company. This involved providing a comprehensive overview of our revenue streams, growth strategies, and financial performance. I had to effectively communicate the health of our company and the potential for future growth, thereby reinforcing investor confidence in our organization’s long-term sustainability.
This experience reaffirmed my commitment to driving organizational success through strategic revenue generation.
What causes are you most passionate about?
Sustainability is especially important in eCommerce because meeting the needs of consumers cannot come at the cost of environmental impact. As demand for products and services that can be delivered quickly and conveniently increases, we all need to become more mindful about things like shipping and packaging materials that generate waste and contribute to carbon emissions.
Finding ways to reduce waste, reusing and reselling where appropriate, and promoting transparency and accountability in supply chains is important. I love platforms like Recurate and Optoro for this.
We all have a responsibility to try to create a better world for our children. I believe that we can make a positive impact by taking small steps towards sustainability every day, and I am committed to doing my part to make a difference.
What do you think is the biggest challenge facing eCommerce brands?
Managing returns is one of the trickiest parts of running an ecommerce brand because it can seriously impact your bottom line if you don’t get it right. There’s the financial side of things. Every time a customer sends something back, it’s not just the loss of a sale. Brands need to cover shipping costs, spend time and resources inspecting the item, and then restock the products. And if the item can’t be resold? That’s another financial loss for the brand.
Then there’s the operational component to the business. Handling returns isn’t as simple as getting the product back in the warehouse. There’s a whole process behind it. Although from a customer point of view, if it isn’t quick or hassle-free, they may stop buying from the brand or even leave a negative review which can turn other potential customers away.
Plus, there’s the environmental angle. All those returns mean more transportation, which means more carbon emissions. And if products end up in the trash, that’s not great for the planet. Lastly, there is the risk of fraud. Some consumers might try to game the system and misuse the return policies, which can lead to even more losses for the brand. So while we don’t talk about it enough, managing returns is like walking a tightrope where you’re trying to keep customers happy, costs down, operations smooth – all while being mindful of the planet.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
eCommerce subscription programs are a real lifesaver for busy parents like myself. The convenience and consistency of getting all the essentials delivered right to your door is like nothing else. My personal favorite is Amazon’s subscribe and save for certain healthy kid snacks and essentials. I set it and forget it. Some of my other favorites include subscriptions like Lovevery for joyful play toy boxes and Little Passports for experiences.
Loyalty programs that I love are those by Sephora and Lego. With Sephora, I can redeem my points for free products, receive exclusive discounts and early access to new products and Lego’s VIP program is structured so that the more you buy, the more you save. But it’s not just about the points. They also give you early access to new sets, special promotions, points for cool experiences like exclusive tours of LEGO theme parks and more.
What do you geek out over?
As someone who loves unique experiences, I geek out over the ability to create tailored experiences for each individual customer through personalization. Personalization allows us to understand customers’ preferences, behaviors, and needs, and then use that information to deliver relevant content, products, and offers. I find it fascinating to explore the different ways that personalization can be applied across the ecommerce experience, from product recommendations and targeted marketing campaigns to customized landing pages and user interfaces. The possibilities are endless, and the potential impact on customer engagement, loyalty, and revenue is significant. At its core, personalization is about creating a more human and empathetic approach to ecommerce. By treating each customer as an individual with unique needs and preferences, we can build stronger relationships and drive better business results. I believe that personalization is the future of ecommerce, and I am excited to continue exploring new ways to leverage this powerful tool to enhance the customer experience.
