Tell us about your company and role.
I’m the Senior Director of eCommerce at Ursa Major, a clean skincare brand dedicated to creating refreshingly different products for all. I lead our site performance and optimizations, customer experience team, and lifecycle marketing strategies – all with a focus on continuously enhancing our internal operations and the digital experience of our customers. What I love most about my role is the dynamic nature of the industry—it keeps every day engaging and rewarding.
How would you describe yourself?
I’m an optimistic, collaborative, and resourceful problem-solver who thrives on turning challenges into opportunities. I love working with others to achieve a shared vision, and my natural curiosity drives me to ask questions and find creative solutions. Problem-solving energizes me, and in an ever-evolving industry, there’s always something to optimize or improve upon.
What qualities make someone successful in the eCommerce industry?
eCommerce is a unique industry that blends marketing, technology, and operations—yet it doesn’t fit neatly into any of those categories. Success in this industry requires a balance of technical skills and a good understanding of digital design principles – ultimately blending analytics with creativity to build the right solutions for your customer. For the most part, any point of friction can be solved – it is just a matter of finding the right people and partners to bring your solutions to life. Like most industries, it also requires a lot of adaptability and initiative to enable you to go with the flow while still getting projects across the finish line.
What has been your biggest professional success so far?
I have had many successes throughout my career, but what I really value is the variety of experiences I have been able to accumulate. Starting on the agency side, pivoting to digital marketing, and now touching everything related to running a successful DTC business, no mountain or project feels too big to climb. I’ve worked on re-platforming projects, navigating rebrands, setting up subscription programs, warehouse migrations, and accessibility compliance… you name it! Ultimately, I’m most proud of my current role at a company I wholeheartedly believe in—one that makes a positive impact on the planet and provides me with a sense of fulfillment every day.
What causes are you most passionate about?
I’m deeply passionate about understanding the hidden toxins in everyday products and the foods we consume. For over a decade, I’ve been committed to a non-toxic lifestyle, continuously finding new ways to make cleaner decisions around what I put in and on my body. I love sharing what I have learned with others (mostly my parents!) to help them make healthier, more informed choices. I truly believe that health is wealth, and it is our personal responsibility to ourselves, our loved ones, and our planet that we make conscious, healthy decisions every day.
What do you think is the biggest challenge facing eCommerce brands?
One of the more immediate challenges facing eCommerce brands is balancing customer expectations around sustainability and social responsibility (regardless of industry) with the rising costs of supply chains, shipping, and operations. Consumers are increasingly demanding sustainable, high-quality products and deserve them at a reasonable price. Looking ahead, another major challenge for the industry will be maintaining agility—brands must keep their systems and operations flexible enough to respond to customer needs and real-time events with speed and efficiency. The ability to quickly respond and adapt to customer needs will be crucial for staying competitive.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Regarding subscriptions, I have yet to find someone who is doing anything truly unique in the space, as all the subscription platforms have similar offerings. For me to personally not cancel a subscription, I need SMS subscription management to quickly skip or edit my upcoming order. In terms of rewards programs, there is one that I often look forward to redeeming my points at, which is Credo. Typically, the free trial products that they offer for point redemption are items I have been looking to try and are perfect for travel.
What do you geek out over?
The numbers! There’s nothing more satisfying than spotting a trend in the data, diving deep into customer segments, product mix, and traffic channels, and uncovering a clear hypothesis about what’s happening and how to drive things in the right direction. I love the challenge of solving real-time problems—nothing is impossible if you know where to look and how to analyze it. The right insights are often just a few clicks or questions away; it’s all about asking the right ones.
