2023 Honorees

Molly Allen

Senior eCommerce Manager

“I’m both strategic and creative — problem solving is where I thrive.”

Rising Star2023

Tell us about your company and role.

I’ve recently changed verticals and have joined the wonderful team at Astrid & Miyu as the Senior eCommerce Manager. My role is to develop and execute the eCommerce strategy, delivering data-driven and innovative solutions. I manage the trading and technical sides of our sites which means I have the joys of working cross-functionally across many teams in the business as well as with external partners.

How would you describe yourself?

I’m a Londoner, a dog mom and a bit of an eCom nerd. I’m someone who enjoys looking at the world from different perspectives so I love discovering new places, meeting new people, and trying new things. Luckily, living in a big city means that even if I can’t get out of town there’s always so much going on around me! I’m both strategic and creative — problem solving is where I thrive, whether it’s a replatforming project or finding the best pub nearby.

What qualities make someone successful in the eCommerce industry?

The eCommerce and technology landscapes are continuously evolving, so I think it’s key to be open to change and be excited for what’s next. Learn from your successes but more importantly from your mistakes and continue to grow. Having a strategic mindset is important — there are so many new tools and trends that it’s pivotal to learn from data and choose a solution which best fits your brand and customer, otherwise you can quickly lose track (and rack up high costs).

What has been your biggest professional success so far?

Being recognized by the industry with this award is a big accomplishment and something I’m really proud of. I led the eCommerce department at a British luxury homeware brand where I introduced personalization and led projects such as redesigns and upgrades. These improvements led the site to be voted as one of the top Home & Garden Magento sites. I’m now excited to see where my new venture takes me!

Pattern art Pattern art

What causes are you most passionate about?

Global warming. It’s our responsibility working within the eCommerce industry to be aware of the impact our businesses have on the climate and actively work towards being more sustainable. I’m thankful to work at a brand which has sustainability as a main focus and where I can be involved in some really exciting projects.

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

A big challenge facing eCommerce brands in 2023 is the rising business costs, from acquisition to courier. At the same time, customer expectations are increasing whilst their loyalty declines. The higher costs and increasing competition means brands need to be smarter with their budgets and strategies to ensure they remain relevant and profitable.

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

Skin+Me are leading the way for the subscription game. As a purely online brand, they’ve nailed giving a personalized experience at every stage of the journey.

What do you geek out over?

I’m a planner so anything like holiday itineraries or choosing places to eat (and deciding what I want to eat a week before I go!).