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Krista Dalton

Krista Dalton, SVP Ecommerce & Chief Marketing Officer



Professional Overview



Krista Dalton is a seasoned retail and ecommerce executive with over 15 years of experience driving customer-centric strategies and optimizing digital experiences. As the SVP Ecommerce & Chief Marketing Officer at Tecovas, she oversees the company's end-to-end ecommerce operations and leads impactful marketing initiatives to enhance brand awareness and customer engagement.

Experience Summary



Current Role



As the SVP Ecommerce & Chief Marketing Officer at Tecovas, Krista is responsible for spearheading the company's ecommerce growth and driving its marketing vision. She leads a cross-functional team in developing and executing data-driven strategies to optimize the online shopping experience, increase customer acquisition and retention, and expand the brand's digital footprint. Krista's expertise in e-commerce, merchandising, and customer experience has been instrumental in Tecovas' continued success and industry recognition.

Career Progression



Prior to joining Tecovas, Krista served as the Chief Customer Experience | Merchandising Officer at Overstock.com, where she was instrumental in revamping the company's online shopping experience and leading its private label and vendor management strategies. She also held the role of VP Private Label & Vendor Management, where she successfully optimized product assortment and negotiated strategic partnerships to drive revenue growth. Earlier in her career, Krista worked as a Merchandiser at Target, honing her skills in product curation, inventory management, and customer-centric retail operations.

Academic Background



Krista holds a Bachelor of Science degree in Retail Merchandising from the University of Minnesota, where she graduated with honors.

Areas of Expertise



  • Ecommerce strategy and optimization

  • Digital marketing and brand management

  • Customer experience and omnichannel initiatives

  • Merchandising and product assortment planning

  • Vendor and supplier relationship management

  • Data-driven decision making and performance analysis


Professional Impact



Throughout her career, Krista has demonstrated a track record of driving impactful ecommerce and marketing initiatives that have resulted in significant revenue growth and increased customer loyalty. At Overstock.com, she led the successful implementation of a personalized recommendation engine, which resulted in a 20% increase in average order value. Additionally, her strategic private label and vendor management initiatives contributed to a 15% improvement in gross profit margins.

Conclusion



Krista Dalton is a versatile retail and ecommerce leader with a proven ability to create and execute data-driven strategies that enhance the customer experience and drive business results. As the SVP Ecommerce & Chief Marketing Officer at Tecovas, she is poised to continue her success in driving the company's digital transformation and strengthening its position as a leading lifestyle brand.