Nicole Kellner

I’m the Director of Marketing and eCommerce at STATE.
STATE Bags is the original family bag brand—offering bags for men, women, and kids. We’re best known for our incredible kids’ backpacks, which feature the most eye-catching and unique designs. Kids love them because they’re fun, and parents love them because they’re elevated, functional, and built to last.
What makes STATE truly special is its mission. For every bag sold, STATE supports American children, families, and communities. Our give-back efforts constantly evolve to meet the needs of the communities we serve, with a goal of making a big impact in smaller groups.
I wear many hats, and my responsibilities shift as the needs of the company grow. I oversee eCommerce and web operations, managing our dev team on everything from high-level CRO strategy to the day-to-day management of the site. I also lead the strategy and execution of our retention efforts, specifically for our email and SMS channels, and I work closely with our CMO and the rest of the marketing team on all other marketing and brand strategy initiatives.

I’d describe myself as driven, curious, and unapologetically authentic. I thrive on challenges and love immersing myself in my work, but I’ve learned the importance of balance. I’m someone who thrives on the “work hard, play hard” mentality.
I like to have fun and say “yes” to life. Whether I’m tackling a big project or connecting with people, I believe in approaching life with enthusiasm and positivity.
I’m deeply passionate about creativity and self-expression. From my love of fashion starting early on in childhood to exploring NYC, these experiences have shaped not only my career but also my personal identity. Dressing up, connecting with others, and embracing life’s opportunities are ways I channel that creativity.
That said, I’m also resilient and resourceful. I’ve struggled with imposter syndrome at times, but it’s taught me to embrace growth, take initiative, and trust myself. I’m the kind of person who doesn’t wait for permission—I press go, figure things out, and get it done.
At my core, I value hard work, creativity, and relationships, and I strive to show up as my best self in every area of my life.

Taking action is key—waiting around to be taught will only hold you back. We live in a time with access to more resources than ever before, and those who take full advantage of that will go far. Success in eCommerce isn’t just about drive—it’s also about humility. You have to be comfortable asking questions and admitting when you don’t know something. ECommerce requires working with a lot of different players, so being someone people trust and genuinely enjoy working with is invaluable.
Another critical skill is the ability to step back and look at things from a different perspective. It’s easy to get so immersed in your role that you keep your “eCom cap” on all the time. But at the end of the day, we’re all consumers too. Being able to think high-level and ask, “What would work for me as a consumer?” is incredibly valuable.

It’s essential to keep a constant pulse on the industry. Learning from competitors and like-minded brands is one of the best ways to stay ahead.
Finally, never underestimate the power of networking. Networking isn’t just for job hunting; it’s about building connections in the industry that can be incredibly helpful, whether you’re looking for a resource, asking a question, or just needing someone who “gets it” to vent to. Putting yourself out there and cultivating those relationships has been one of the most valuable tools in my career.

One of the things I love most about working for STATE is that it’s a give-back brand. When I first heard about STATE, I was immediately drawn to its give-back efforts, especially Camp Power—a non-profit sleepaway camp serving kids from New York City’s most underfunded neighborhoods who would not otherwise have the opportunity to attend.
Growing up, sleepaway camp was one of the most transformative experiences of my life. It shaped who I am today, giving me the space to grow, create amazing memories, and build lifelong relationships—all while having completely stress-free fun. The idea of providing that same experience to kids who wouldn’t have access to it otherwise really struck a chord with me. Every child deserves the chance to just be a kid, and knowing that STATE has helped make that possible is incredibly meaningful to me.
More broadly, STATE’s mission of making a big impact in smaller communities has always resonated with me.

The speed at which the eCommerce industry evolves is both exciting and overwhelming. Just when you feel like you’ve “figured it out” or completed a big project, the landscape shifts, and you’re back to square one adapting to new trends, technologies, or consumer behaviors. It can be exhausting and leave you feeling like there’s never a true moment of success or satisfaction—it’s always onto the next challenge. That’s why it’s so important to stay grounded in the foundational elements of eCommerce. While it’s tempting to chase every new innovation, focusing on what consistently works can help navigate the chaos. It’s a challenge to strike that balance, but it also keeps things interesting. The constant evolution prevents complacency and pushes brands to innovate and improve continuously.