Katrina Seitz

I’m an E-commerce polymath, turning complex digital challenges into straightforward strategies that deliver real results. CEOs turn to me when they need clarity in the ever-evolving digital landscape, and I thrive on creating roadmaps that prioritize high-impact initiatives while sidestepping costly missteps. Using a data-driven approach to continuous optimization, I guide teams to design scalable, high-performing e-commerce sites and strategies that meet—and exceed—key performance indicators.

With 15 years' experience, I’ve built a career crafting engaging digital journeys that drive measurable revenue growth across home, fashion, beauty, and CPG markets. Whether it’s leading the re-platforming of multiple e-commerce sites, spearheading team development, or improving content strategies to boost conversions, I’m all about delivering on-time, on-budget solutions that make a difference.

Some highlights I’m proud of:

🌟 Strategic Leadership: At Beauty By Imagination, led the platform migration + redesign of two sites while launching two others, resulting in a 169% revenue increase.

🌟 Team Building: Built the entire direct-to-consumer team at Ouidad, managing all DTC functions, and expanded the team at Beauty By Imagination, growing the customer base by up to 457% for some brands.

🌟 Collaboration: Led Site Content Task Force at Beauty By Imagination, partnering across teams to improve product page performance, resulting in higher conversion rates across all digital channels.

I bring order to chaos by analyzing data, interviewing stakeholders, and identifying roadblocks and opportunities. From there, I craft actionable roadmaps, implement solutions, and continuously refine them based on measurable results.

This approach has launched multiple direct-to-consumer sites, streamlined processes across teams, and consistently improved KPIs such as customer acquisition, order conversion, repeat purchases, and revenue.

I’m passionate about optimizing online performance and creating seamless, customer-centric experiences that drive engagement and growth. If this resonates with you, I’d love to connect—let’s chat!

Beauty By Imagination (acquired Ouidad)) | New York, NY | 2018 – 2024

Global innovator in haircare offering diverse portfolio of brands, including Wet Brush, Goody, Ouidad, Bio Ionic, and CURLS.

VICE PRESIDENT, E-COMMERCE  

Led direct-to-customer (DTC) eCommerce strategy for 5 renowned haircare brands, overseeing site management, operations, conversion optimization, digital merchandising, and promotional planning. Recruited and led team of 3 direct reports and 6 indirect contributors, driving cohesive execution and sustained growth across channels. 

• Led re-platforming and redesign of 2 DTC haircare sites, alongside complete design and launch of 2 additional sites, driving 169% revenue increase (from $10.4M in 2020 to $28M in 2023) through targeted traffic growth strategies, UX enhancements, and elevated content delivery.
• Leveraged AI-powered platforms, including Klaviyo, Yotpo, and Yieldify, to integrate advanced email and onsite targeting strategies.
• Commanded full ownership of direct-to-consumer budget, overseeing sales and expenditures, with strategic input into global P&L.
• Recruited and onboarded Customer Acquisition Director, achieving 138% growth in Ouidad’s customer base (77K to 183K) and 457% increase for Bio Ionic (28K to 156K), boosting brand reach and market presence. 
• Spearheaded Site Content Task Force to analyze DTC and Retailer.com product page performance, identify content gaps, and develop data-driven strategy for creating digital-first content, increasing order conversion and sales across all channels.

Ouidad | New York, NY | 2014 – 2018

Brand specializing in curl-specific haircare products and salon services, dedicated to enhancing and embracing natural curls.

E-COMMERCE DIRECTOR

Owned direct-to-consumer sales channel, leading strategic platform migration and site redesign grounded in mobile-first approach to eliminate purchase barriers and improve user experience. Drove growth across entire customer lifecycle through commitment to maximizing engagement and revenue.

• Developed compelling customer loyalty program that increased average order value (AOV) and drove double-digit growth in purchase frequency and repeat purchase rate.
• Implemented advanced email marketing, elevated product reviews, and on-site customization solutions to enhance customer engagement and boost conversion rates. 
• Uncovered ~$100K in agency overspend within first 3 months, reallocating savings to fund internal hire for e-commerce site management and email marketing support.
• Expanded internal DTC team from part-time coordinator to full team managing all DTC functions, including site maintenance, merchandising, customer acquisition, digital marketing, social media, and customer service.
• Leveraged web analytics to replace unprofitable legacy promotion strategy with new program, reducing cost per order (CPO) and driving greater profitability.

Restorsea | New York, NY | 2013 – 2014

Skincare company offering medical-grade, natural products with proprietary enzymes for gentle exfoliation and anti-aging benefits.

VICE PRESIDENT, E-COMMERCE

Directed operations for direct-to-consumer website and Amazon storefront, crafting and implementing strategic roadmaps to drive rapid improvements in e-commerce KPIs and enhance user experience.

• Boosted conversion rate by 65% within 3 months by optimizing site performance and user engagement.

Erno Laszlo | New York, NY | 2011 – 2013

Luxury skincare brand renowned for science-backed, ritual-focused products that enhance skin health and well-being.

E-COMMERCE DIRECTOR

Led e-commerce and digital marketing strategy for luxury skincare brand, overseeing channels including email, social media, SEM/SEO, and affiliate marketing.

• Spearheaded award-winning relaunch of e-commerce site, aligning brand vision with digital innovation to achieve 100% revenue increase and improve conversion rates by over 85% YOY.
• Achieved recognition as 2012 Webby Awards finalist in Most Innovative Site in Fashion & Beauty category and as finalist for Most Innovative Magento Enterprise Site.

Earlier Experience

Site Merchandising Manager for Getty Images | New York, NY

E-commerce Manager for Spiegel Brands | New York, NY

Online Merchandising Manager for Curran Catalog | Seattle, WA

Bachelor of Arts, English, summa cum laude | Temple University, Philadelphia, PA