KRISTIN D. TSUCHIMOTO
Santa Monica,United States
Summary
Ecommerce leader with extensive experience at Rodan + Fields, specializing in DTC strategy and digital marketing. Enhanced conversion rates by 8% through strategic site optimizations and data analysis. Proven ability to lead teams and collaborate across functions to achieve significant results in dynamic environments.
Overview
15
15
years of professional experience
Work History
Director of Ecommerce
Rodan + Fields
Remote
05.2025 - Current
- Owned end-to-end DTC ecommerce strategy, performance, and roadmap across web operations, SEO, CRO, and site merchandising to enhance customer experience and drive sales growth
- Partnered with Technology to define ecommerce tech stack and led platform, UX, and conversion optimization roadmap, enhancing user engagement and site performance
- Led and developed high-performing team of five, executing site operations and growth initiatives
- Collaborated cross-functionally with Brand Marketing, Promotions, Finance, and Operations to align campaigns, merchandising, and forecasting, ensuring cohesive brand messaging and optimized resource allocation
- Delivered +8% overall conversion lift through checkout optimization and +12% PDP add-to-cart rate via gallery enhancements
- Redesigned open shopping bag experience, resulting in a +55% increase in conversion rate
- Launched paid media builder landing pages, increasing new customer CVR by +44%, and led homepage brand refresh driving +32% banner CTR
Director of Ecommerce
Mane by Jen Atkin
Los Angeles, CA
10.2022 - 08.2024
- Developed the end-to-end digital strategy, P&L, and sales forecast for Mane's online business.
- Increased conversion rate by +27% and decreased DTC bounce rate by -43%
- Managed DTC paid media, CRM, retailer.com paid media, social shopping, customer service, and analytics to enhance customer engagement and drive sales growth
- Worked with integrated marketing to implement affiliate and social shopping strategies (Meta Shop and TikTok Shop), driving traffic and sales
- Collaborated with third-party agency to develop tech stack and digital acceleration roadmap, improving online business capabilities and supporting strategic initiatives
- Launched Mane DTC website (heymane.com) on Shopify+ and facilitated brand launch, establishing a strong online presence
Senior Ecommerce Marketing Manager
Wella - ghd North America (Divested from Coty)
Los Angeles, CA
12.2020 - 10.2022
- Served as interim Digital Director for $25M business, managing DTC ($15M) and Amazon ($10M) channels
- Led the cross-functional re-platforming team and successfully deployed the new website results in increased conversion rate (+17%) and AOV (+5%)
- Managed digital P&L, forecasting, and digital activation calendar for ghd North America DTC and Amazon
- Collaborated with digital acquisition, CRM, and influencer marketing to enhance traffic to site through full-funnel activations
- Expanded the FY21 NA DTC business by +63% to PY
Ecommerce & Digital Marketing Manager
Coty - ghd North America
Los Angeles
01.2019 - 12.2020
- Led ecommerce and digital business through COVID-19, increasing digital DTC and Amazon share from 20% to 50% of US channel business in 2020
- Developed ecommerce growth strategy and optimized customer journey for DTC ($2.5M), Amazon ($2.5M), and Pure Play ($10M), contributing to over $14M in NA business in 2019
- Developed targeted digital marketing strategies for beauty products in North America, increasing brand visibility and customer acquisition.
- Managed social media campaigns to boost brand engagement and drive user interaction.
- Coordinated with creative teams to produce impactful marketing content that resonated with target audiences.
International Ecommerce Lead
Total Beauty Network
Ca
08.2018 - 06.2019
- Developed ecommerce strategy and roadmap for Inika Organic's direct to consumer, Amazon, and third-party business in North America, aligning initiatives with market trends
- Led development of Amazon brand store, enhancing brand presence and customer engagement
- Contributed innovative ideas and solutions to enhance team performance and outcomes.
- Worked successfully with diverse group of coworkers to accomplish goals and address issues related to our products and services.
- Completed day-to-day duties accurately and efficiently.
Ecommerce Freelance
Self Employed
San Francisco, CA
06.2017 - 07.2018
- Drove $500,000 revenue increase through launch strategy development for Corevolution's ecommerce site.
- Executed daily operational tasks to maintain workflow efficiency.
- Contributed innovative ideas and solutions to enhance team performance and outcomes.
- Worked successfully with diverse group of coworkers to accomplish goals and address issues related to our products and services.
Senior Marketing Manager
GAP
San Francisco, CA
09.2016 - 05.2017
- Drove overall homepage and category ecommerce marketing strategy for Gap Factory Online increasing conversion rate (20%) and basket size (17%).
- Launched and optimized 'shop by size' strategy leading to an +15% increase in category page conversion
- Informed marketing strategies and seasonal program effectiveness, enhancing planning, campaign execution, and process improvement
Digital Acquisition Manager
Ralph Lauren
New York, NY
06.2015 - 06.2016
- Increased affiliate channel penetration from 15% to 21% of total site in 6 months, enhancing overall acquisition strategy.
- Managed affiliate and display marketing channels, contributing to $200M in yearly sales.
- Collaborated with Advanced Analytics team to establish attribution strategy for acquisition marketing channels, optimizing investment allocation.
Ecommerce Manager
Camper Atlantic
New York, NY
02.2014 - 06.2015
- Led cross-departmental team to launch Brazil ecommerce site, enhancing market presence
- Developed and executed online sales strategy focusing on merchandising, product assortment, and promotional offers to drive customer engagement
- Increased sales in the Americas' region (US, Canada, Brazil) by +67% through optimization and localization of DTC paid media and CRM.
Global Ecommerce Marketing Manager
Diptyque Paris
New York, NY
03.2011 - 01.2014
- Increased sales by +174% YoY, conversion rate by +2% YoY, and visitors by 8% YoY through mobile launch and acquisition campaign optimization (SEM, SEO, Retargeting, Email)
- Developed ecommerce strategy, collaborating with teams across global and North America, including creative, brand marketing, communications, operations, product development, and IT
- Facilitated launch of France and UK ecommerce websites and redesign of US and mobile sites
Education
Bachelor of Science - Business Administration, Marketing
San Jose State University
San Jose, CAProfessional Course - Beauty Industry Marketing & Merchandising
Fashion Institute of Design & Merchandising
Los Angeles, CASkills
- Ecommerce
- DTC Strategy
- Digital Marketing
- Shopify
- Klaviyo
- TikTok Shop
- Meta Shop
- Google Analytics
- Data Analysis
- Heap
- Tech Stack
- P & L Ownership
- Vendor Management
- JIRA
- Website Roadmap
Awards
Wella 4 C's Award for Commitment & Courage
Timeline
Director of Ecommerce
Rodan + Fields
05.2025 - Current
Director of Ecommerce
Mane by Jen Atkin
10.2022 - 08.2024
Senior Ecommerce Marketing Manager
Wella - ghd North America (Divested from Coty)
12.2020 - 10.2022
Ecommerce & Digital Marketing Manager
Coty - ghd North America
01.2019 - 12.2020
International Ecommerce Lead
Total Beauty Network
08.2018 - 06.2019
Ecommerce Freelance
Self Employed
06.2017 - 07.2018
Senior Marketing Manager
GAP
09.2016 - 05.2017
Digital Acquisition Manager
Ralph Lauren
06.2015 - 06.2016
Ecommerce Manager
Camper Atlantic
02.2014 - 06.2015
Global Ecommerce Marketing Manager
Diptyque Paris
03.2011 - 01.2014
Bachelor of Science - Business Administration, Marketing
San Jose State University
Professional Course - Beauty Industry Marketing & Merchandising
Fashion Institute of Design & Merchandising