Caroline Varhola
Head of Direct-to-Consumer and Digital
San Diego, CA, United States
Professional Overview
Caroline Varhola is an accomplished marketing and brand strategy executive with over 20 years of experience driving digital transformation and direct-to-consumer (DTC) growth for leading consumer brands. As the Head of Direct-to-Consumer and Digital at Reef, she leverages her expertise in brand management, digital marketing, and ecommerce to spearhead the brand's omnichannel strategy and bolster its online presence.
Experience Summary
Current Role
As the Head of Direct-to-Consumer and Digital at Reef, Caroline is responsible for overseeing the brand's digital and DTC initiatives. She leads the development and implementation of Reef's comprehensive online strategy, focusing on enhancing the customer experience, driving website conversions, and expanding the brand's digital footprint. Under her leadership, Reef has seen significant growth in its DTC channel, with improved customer engagement and a streamlined digital ecosystem.
Career Progression
Prior to her current role, Caroline held various leadership positions in the consumer goods and sports/lifestyle industries. She served as the Head of Brand Strategy and DTC at Reef, where she successfully transformed the brand's go-to-market approach and strengthened its direct-to-consumer presence. Caroline also co-founded CHICHI ACTIVE, a women's activewear brand, and held senior marketing roles at Callaway Golf and PepsiCo, where she spearheaded new product launches and digital marketing campaigns.
Academic Background
Caroline holds a Bachelor's degree in Economics from the University of Pennsylvania and a Master's degree in Business Administration from Hanyoung Foreign Language High School.
Areas of Expertise
- Digital transformation and ecommerce strategy
- Direct-to-consumer marketing and brand management
- Omnichannel customer experience optimization
- New product development and launch strategy
- Data-driven marketing and campaign optimization
- Cross-functional team leadership and collaboration
Professional Impact
During her tenure at Reef, Caroline has played a pivotal role in driving the brand's digital transformation and elevating its DTC capabilities. Under her leadership, Reef has seen a significant increase in online sales, with a 25% year-over-year growth in the DTC channel. She has also spearheaded the development of a seamless, customer-centric digital experience, resulting in a 15% improvement in website conversion rates.
Conclusion
Caroline Varhola is a seasoned marketing and brand strategy professional with a proven track record of driving digital innovation and direct-to-consumer growth for leading consumer brands. Her extensive experience, coupled with her strategic vision and data-driven approach, make her a valuable asset in the ever-evolving digital landscape. As the Head of Direct-to-Consumer and Digital at Reef, Caroline is poised to continue transforming the brand's online presence and enhancing its customer experience.
