Tammy Hegarty
Overview
26
26
years of professional experience
Work History
Digital & Ecommerce Executive
Digital Commerce Impact LLC
03.2023 - Current
- Sought after fractional leader and adviser to guide businesses to accelerate and scale their digital and ecommerce capabilities and results.
- Provide strategic direction, leadership, and mentoring to digital product management team and vendors tasked with driving innovation and continuous improvement for B2C, B2B, and B2B2E portfolio. Swift immersion as embedded executive driving impact
- Directed in-house and agency teams for digital experience, ecommerce product and content set up, UX, CRM, and merchandising; and prioritization of related technology deliverables. Achieved >95% shopping satisfaction at launch
- Digital product and program leader to develop and execute digital experience and ecommerce roadmap for new category launch concurrent with ecommerce and CMS replatform. Achieved DTC ecommerce readiness on accelerated timeline (< 6 months)
- Advisory services for omnichannel business evaluating ecommerce and marketing technology transformation.
- Led introduction of online subscription program that positions business to drive recurring revenue through DTC channel, and gain omnichannel product assortment insights.
VP, Direct to Consumer
Helen of Troy
04.2021 - 01.2023
- Accountable for developing the 'one consumer experience' omnichannel strategy and results for owned brand PUR, and licensed brands Honeywell, Vicks, and Braun
- Led multiple ecommerce stores and brand content websites
- Business division leader for transformation to modernize digital and ecommerce (Magento, Adobe, Salsify, and more)
- Led in-house and external consumer care contact center for product support and sales via phone and email; consistently earned NPS score of 70+
- Go-to-market commercialization for new connected health technology category, including building ecommerce and consumer care capabilities with 360-degree plans across long form direct response, short form TV, digital, social, email, PR, and influencers
- Reported to SVP/GM Americas. Led 5 director leaders, 25 indirect reports and call center of 40+
- Organization included Consumer Brand & Performance Marketing, Retail & DTC Media, SEO/SEM, Direct to Consumer (DTC) Ecommerce & Operations, Retailer/Marketplace Digital Shelf & Merchandising, CRM/Email, Social, Digital Analytics, Consumer Relations/Call Center
EVP, Digital Product & Marketing
Kantar (Bain Capital / WPP)
03.2018 - 03.2021
- Led digital transformation of flagship SAAS platform Retail IQ with in-house and agency teams; built with a modern web content management system, AI search powered platform, and a contextualized user experience (Sitecore, COVEO)
- Evolved organization and talent across digital product strategy, UX, content, and publishing, web operations, digital marketing, event management, and creative services
- Matrix management of product technology, delivery, and operations teams
- Achieved strong results with commercial teams through revenue growth, low client churn with 90% client renewal rates, and attracting new business for the $50 million portfolio
- Built the first ecommerce store and experience for the business to make it simple to purchase a la carte insights and data; enabling low-cost entry point for new audiences and expand into new addressable markets (Shopify)
- Reported to division CEO. Managed organization of 20+ and influenced multiple teams across the division
VP, DTC ECommerce & Digital Experience
SharkNinja
08.2014 - 02.2018
- Head of Direct to Consumer (DTC) business for two brand ecommerce stores and multiple microsites, digital experience and digital marketing for Shark and Ninja product categories
- Established the foundation to expand DTC ecommerce beyond $80 million and grow direct response from the web
- Built in-house team and reframed agency model for Ecommerce & Operations, Digital Experience, Retailer/Marketplace Digital Shelf & Merchandising, Digital Media, CRM/Email, Social, Digital Analytics
- Developed first digital CRM acquisition and promotion programs for consumer loyalty and revenue growth
- Increased web net promoter score +50 pts through ongoing, targeted site optimizations
- Led digital and ecommerce platform RFP (Sitecore, Magento, Salesforce)
- Partnered with celebrity agencies to create digital brand activation storytelling campaigns to drive acquisition and engagement
VP/GM, Direct to Consumer & Digital
Keurig Green Mountain
10.2009 - 08.2014
- P&L accountability and operational oversight for the DTC ecommerce channel that grew to more than $400 million
- Built and scaled Keurig digital center of excellence and direct to consumer ecommerce teams from early business phase; selected to lead formation of enterprise digital business and teams, integrating Keurig and Green Mountain business units
- Business champion leading in-house and external creative and technology partners to revamp digital experience with new ecommerce platform for scalability and business growth (Sitecore, Hybris)
- Received industry recognition as a leader among Top 100 internet retailers in online satisfaction/ growth
- Progressive growth from Director to VP/GM. Organization included Direct to Consumer Ecommerce, Digital Brand Experience, DTC Media, Retailer/Marketplace Digital Shelf & Merchandising, CRM/Email, Social, Digital Analytics, Consumer Relations/Call Center
Senior Manager, Web Strategy
MathWorks
11.2004 - 10.2009
- Established global web strategy competency; built new team and new methodologies for Web marketing, eCommerce, electronic software distribution, and web service and support operations
- Web programs resulted in reaching 1 million+ worldwide registered accounts with rich profiles; generating high conversion web sales leads; being a primary technical support channel; increasing electronic product distribution/download; and fostering a very active online user community
Director, Web Strategy & Chief of Staff
Xerox
03.1999 - 11.2004
- Led a revolutionary B2B and B2C web site redesign for Xerox across 173 countries and 26 languages, earning industry recognition as key leader for ebusiness and one of B2B Magazineʼs '10 Great Web Sites'
- Led the eBusiness strategy team and digital product managers, and developed the corporate customer web strategy and integrated roadmaps
Education
Bachelor of Science - Marketing
Post University
Executive Breakthrough Leadership
GAP Leadership
Power of One Culture Training
Senn Delaney Heidrick
Skills
linkedincom/in/tammyhegarty
Digital & Ecommerce Pioneer Built and led ecommerce sales channels, website and store operations, digital centers of excellence, consumer marketing, and customer care / call center teams
Innovative & Diverse Businesses B2C and B2B segments in consumer goods, insights, consulting, software, and technology with Keurig, Shark, Ninja, Helen of Troy (PUR, Honeywell, Braun, Vicks), Xerox, Kantar, MathWorks
P&L Management Accountable for multi-million-dollar budgets and online revenue of $10 million to $400 million
Transformation Catalyst Led digital transformation initiatives, seamlessly aligning business goals, user needs, and technology
Change Agent & Collaborator Built and led high-performing teams ranging from small start-up groups to organizations of 100 professionals, successfully driving innovation and adapting to new business models and priorities through pragmatic, collaborative leadership
Timeline
Digital & Ecommerce Executive
Digital Commerce Impact LLC
03.2023 - Current
VP, Direct to Consumer
Helen of Troy
04.2021 - 01.2023
EVP, Digital Product & Marketing
Kantar (Bain Capital / WPP)
03.2018 - 03.2021
VP, DTC ECommerce & Digital Experience
SharkNinja
08.2014 - 02.2018
VP/GM, Direct to Consumer & Digital
Keurig Green Mountain
10.2009 - 08.2014
Senior Manager, Web Strategy
MathWorks
11.2004 - 10.2009
Director, Web Strategy & Chief of Staff
Xerox
03.1999 - 11.2004
Bachelor of Science - Marketing
Post University
Executive Breakthrough Leadership
GAP Leadership
Power of One Culture Training
Senn Delaney Heidrick
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