2024 Honorees
Nikki Tooman

Nikki Tooman

CEO and Co-founder

“I feel so incredibly lucky that every day when I shut my laptop, I have a smile on my face. ”


Tell us about your company and role.

I am the CEO and co-founder of Sticky Digital. We are a retention marketing agency that focuses on the holistic customer journey encompassing all customer touch points; we turn one-time purchasers into brand loyalists.

At Sticky Digital our mission is to build leaders in retention marketing, this is from our employees to our clients’ retention programs. We want both to be best in class.

How would you describe yourself?

Mom, wife, and CEO! I feel like all 3 of these words together describe my whole world. Being each one of these makes me the best version of myself; and for those that say you can’t do it all…you are damn wrong! You just need a good support system to make it all possible!

What qualities do you think a successful founder needs to have?

Founders need to have compassion and understanding to be able to connect with their employees. But, they also need to be able to be confident and vocal. They are who the team looks to for direction but also the one that should defend and protect their team members.

What has been your biggest professional success so far?

Starting Sticky Digital with my 2 co-founders. We’re learning every day and continue to build a company that we can be proud of. I feel so incredibly lucky that every day when I shut my laptop, I have a smile on my face –– I have such a deep sense of pride and feel grateful for my team and everything we are achieving!

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What causes are you most passionate about?

Organizations that support women and children: Girls Inc. and the Breast Cancer Foundation. I think supporting children, especially girls, through organizations is extremely important. We are living in a world today, where it is absolutely possible, regardless of gender, background, etc. to be whatever you want to be when you grow up. If you’re given the tools… it’s 1000% possible!

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

The eCommerce space is ever-evolving. It changes so quickly and new Shopify apps enter the ecosystem every day. It can be hard for merchants to keep up and know which direction to move in. What apps to invest in and what is going to move the needle for their brand.


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

I am a bit biased, but one of our clients, U Beauty,  has a loyalty program that I think is amazing: it’s very easy to understand and also aesthetically beautiful. They’ve created a luxury/upscale feeling loyalty program. I think they prove that loyalty can be implemented for any type of brand regardless of price point.

What do you geek out over?

Retention marketing. I find that whenever I am asked about it, I can go on for a while and never run out of things to say or talk about.