Tell us about your company and role.
Carve Designs is a women-led swim and apparel brand born from a love of the outdoors and a commitment to sustainability. Designed in California, our collections blend effortlessly stylish looks with high-performance fabrics made from eco-conscious materials like organic cotton and recycled water bottles. From swimwear that fits like a dream to versatile clothing for every adventure, Carve Designs is your go-to for pieces that look great, feel amazing, and tread lightly on the planet.
As VP of Ecommerce and Performance Marketing, I am responsible for driving the digital growth strategy and ensuring seamless customer experiences across all online touchpoints. This includes overseeing eCommerce operations, managing performance marketing initiatives, optimizing the digital sales funnel, and leveraging data-driven insights to improve conversion rates and customer retention. I lead cross-functional teams to execute impactful campaigns, enhance website usability, and align marketing efforts with overarching revenue goals, ensuring sustainable growth for the brand.
How would you describe yourself?
I am fiercely competitive and relentlessly results-driven, always striving to exceed expectations and push boundaries. I thrive on building connections, galvanizing teams around a shared vision, and creating an environment where collaboration and success go hand in hand—with a healthy dose of fun along the way. Whenever possible, I trade boardrooms for the great outdoors, preferring screen-free meetings that inspire fresh ideas and keep the energy flowing.
What qualities does an effective marketer need to have?
An effective marketer is equal parts creative and strategic, with a knack for understanding what makes customers tick. They’re data-savvy, using insights to fine-tune campaigns while staying adaptable to new trends and challenges. Collaboration is their superpower—bringing teams together to drive results. Resilient, curious, and always ahead of the curve, they know how to balance big-picture thinking with getting stuff done.
What has been your biggest professional success so far?
Joining the Carve Designs team has been the highlight of my career—it’s where I get to authentically connect with both the product and our customers. It’s incredibly rewarding to contribute to a brand I truly believe in while driving sustainable growth and shaping a meaningful impact.
What causes are you most passionate about?
I’m passionate about empowering more women to step into leadership roles in eCommerce and creating opportunities to mentor and uplift others. Equally, I’m driven by a commitment to producing goods that not only inspire but also honor our planet through sustainable practices.
What do you think is the biggest challenge facing eCommerce brands?
Rising Customer Acquisition Costs: Competition is fierce, and digital ad prices are soaring, making it harder to scale profitably.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
I love the subscription offering from Tubby Todd! They let you bundle products for a subscription.
What do you geek out over?
Fitness, skincare, skiing, vegan cooking, my cute kids!
