CHRISTIE NOVOTNY
CHRISTIE NOVOTNY
E-commerce Consulting

WHAT I DO

Expertise

 
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E-commerce Leadership

I own the full e-commerce operation - strategy, execution, and results. From Shopify replatforms to paid media optimization, I can drive the vision and execute hands-on. For development work, I bring in trusted developers and designers at cost-effective rates.

WHAT THIS LOOKS LIKE

  • Full P&L management and budget ownership

  • Shopify replatforms and site launches (managed Hatch's Magento to Shopify migration while driving 40% YoY growth)

  • Building and managing cross-functional teams - both internal and external resources

  • Scaling from startup through acquisition (goTenna: 7.5 years, early-stage to acquisition by Forterra)


Paid Media & Full-Funnel Marketing

I build and manage acquisition engines across Google, Meta, and LinkedIn - then optimize them relentlessly using GA4, Klaviyo, and Optimizely. I also write all the copy myself, ensuring it's on-brand and converts.

WHAT THIS LOOKS LIKE

  • Paid media strategy and hands-on campaign management

  • Email/SMS marketing via Klaviyo

  • Affiliate program management

  • Conversion rate optimization using Optimizely and Hotjar

  • Analytics and reporting through GA4

  • On-brand copywriting for ads, emails, site content, and campaigns

    Results: At one client, I launched their first digital campaign with a $10K budget and generated 72 qualified leads - they hired 4 new salespeople to meet demand.


 
 
 

Merchandising & Planning

I started my career scaling JackThreads from $2M to $50M in 3 years as the sole planner and merchandiser. I know how to plan inventory, price products, manage markdown cadence, and build merchandising strategies that drive 300%+ sales growth.

what this looks like

  • Sales planning and forecasting

  • Inventory management and buying

  • Pricing strategy and markdown optimization

  • Site merchandising and product presentation

  • Data-driven decision making


Operational Cost Reduction

I cut costs without cutting corners - through offshore resources, process optimization, and strategic vendor management.

WHAT THIS LOOKS LIKE

  • Bringing in trusted developers and designers at cost-effective rates

  • Streamlining operations and eliminating waste

  • Negotiating with vendors and platforms

  • Building scalable processes that don't require expensive headcount

    Results: At one client, I cut DTC costs by almost 50% ($32.4K/month down to $14K/month) by removing underperforming agencies and ad spend, then reinvested savings into higher-converting initiatives like affiliate platforms and conversion tools.

 
 
 

What Makes Me Different

Strategic + Hands-On Execution

I'm both strategic and hands-on. Most VPs at this level only handle strategy; I can own the vision and execute the campaigns, merchandising, analytics, and optimization work myself. I also write on-brand copy for ads, emails, and site content, which means campaigns stay consistent and convert. For development and design, I bring in trusted specialists at cost-effective rates.

I'm also clever with marketing strategy - I find creative ways to cut costs and reallocate to higher-performing channels. I don't just execute someone else's playbook; I build custom strategies based on what actually drives results for each brand.