2024 Honorees

Kelly Slessor


“Craft stories that emotionally connect, then use data drive to conversions.”


Tell us about your company and role.

Founder of The Ecommerce Tribe, a coaching and mentoring company that helps retailers grow online, and Co-Founder of The Digital Inclusion Project, an accelerator program that drives diversity and inclusivity in E-commerce.

How would you describe yourself?

I am a total geek, a bit quirky, sometimes too honest and passionate about technology, innovation, retail and human connection.

What qualities does an effective marketer need to have?

The best marketers are those who blend creativity with analytics. It’s no longer just about creating a buzz; it’s about making the buzz work smartly. The smart ones I have worked with have the ability to craft stories that resonate emotionally and then use data to turn that connection into tangible results.

What has been your biggest professional success so far?

I have had lots of rocking chair moments across my career, those moments that bring a massive smile to my face thinking about them. From launching an AI personal shopping platform eight years ago, literally from the top of a mountain to helping retailers (both small and large) grow millions of dollars in revenue. Running eCommerce workshops in remote communities and for black founders in the US as part of the Brookfield Properties initiative run by GCS Consulting, and co-founding and launching The Digital Inclusion Project.

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What causes are you most passionate about?

The two causes that I devote my time and energy to are education for underrepresented groups and foster care. I feel like I have reached a time in my life where I have to pick the causes that are close to my heart, and the ones I can devote time, energy and passion to.

What do you think is the biggest challenge facing eCommerce brands?

There are so many, but I think the biggest is conversion rates. I believe a 2% conversion rate online compared to a 40% instore shows how much opportunity we have for growth as marketers. 

What's your favorite loyalty program or subscription offering from an eCommerce brand?

I love the Snuggle Hunny Kids loyalty program. Often, brands think about loyalty as a sales tool, which it is, but Snuggle Hunny’s Julie Mathers approaches it as a value add to the loyal Snuggle Hunny community, and you can see that in the customer journey.

What do you geek out over?

Interestingly, people say what you do in your spare time for fun is what you should be doing in life – did I mention I am a geek? I love studying AI, analysing data, reading SEO news, testing new technology, predicting the future, and sometimes hanging out in the metaverse.