Tell us about your company and role.
I work at Shopify, an amazing company that is committed to making commerce better for everyone. I lead the Enterprise Success team in our lifestyle vertical; my team is made up of strategic advisors responsible for partnering with the largest and most innovative apparel, beauty, baby, wellness brands on our platform on growth opportunities and product strategy. I’m incredibly fortunate to work with motivated, intelligent and passionate people everyday.
How would you describe yourself?
As a leader, I strive to be authentic and empathetic in all of my interactions. I believe that helps build a foundation of trust and fosters collaboration, which is necessary to achieve goals together. I’m the opposite of a micro-manager: I believe autonomy is empowering and that recognizing and developing people’s unique strengths enables great work.
I consider myself growth-oriented, curious and open-minded. I’m a constant learner, creative and love problem-solving. I seek out adventure, fun, humor and beauty in my day-to-day. I’m in awe of nature and love getting outdoors and being active.
What qualities does an effective marketer need to have?
Marketers need to have insatiable curiosity and be keen observers of trends. They need to have that rare combination of right- and left-brained thinking; the ability to be creative, out-of-the-box thinkers while also being analytical and data-driven.
What has been your biggest professional success so far?
I led the e-commerce division for an LA-made apparel brand from its early stages through an ultra-high growth period. This involved building out a team, process & infrastructure for the division, leading digital transformation, partnering on omni-channel expansion and creating strategies that drove record sales growth in their DTC business, ultimately leading to the company being acquired. It was a big undertaking, it wasn’t without challenges and it required a lot of experimentation – but it was both the best learning experience and opportunity to be a thought-leader at that stage in my career, with an incredible outcome.
That said, any positive impact I’ve had on the careers of women I have formally or informally mentored up until this point in my career, would be considered my proudest achievement.
What causes are you most passionate about?
Female empowerment; racial/gender equity in the workplace and closing the pay gap; mental health awareness and accessible treatment; sustainability & protecting our planet.
What do you think is the biggest challenge facing eCommerce brands?
Higher customer acquisition costs caused by restricted use of behavioral data, increased compliance costs and reduced effectiveness of paid social spending will continue to force brands to get creative in how they attract, and ultimately convert and retain, new customers. Brands will also face inherent challenges in expanding their customer base in international markets and in other channels, such as retail – although these latter strategies also present great opportunities.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
As a busy, working mom – I’ve relied on the convenience of so many subscriptions programs geared towards kids/parents. My favorites include sugar-free vitamins by Hiya and the beautiful and developmentally-appropriate toys by Lovevery.
I also love Clevr Blends superfood lattes – they have replaced my morning cup of coffee.
What do you geek out over?
Raising my son and being a mom. Traveling to new places. Trying new recipes. Reading books that have the ability to change my perspective. NYT crossword puzzles.
