CHRISTIE NOVOTNY
CHRISTIE NOVOTNY
AI-powered e-commerce leadership.

WHAT I DO

Expertise

 
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AI-Accelerated Execution

I don't use AI as a chatbot. I've built it into how I run growth, analytics, and operations, so I move at a pace that used to require a full team.

WHAT THIS LOOKS LIKE

  • Build and QA GA4 dashboards in hours, not weeks

  • Generate, test, and iterate on ad creative and copy in a single afternoon

  • Pull customer insights from reviews and support tickets without waiting on an analyst

  • Audit Shopify sites for conversion blockers using AI diagnostic workflows

  • Draft on-brand email flows, landing pages, and ad variations at agency quality

    Why this matters for founders: you get senior strategic thinking plus the execution velocity of a much larger team. One operator, full stack ownership, no agency markup.


E-commerce Leadership

I own the full e-com operation: strategy, execution, & results. From replatforms to paid media optimization, I drive the vision and execute hands-on myself.

WHAT THIS LOOKS LIKE

  • Full P&L management and budget ownership

  • Shopify replatforms and site launches (drove 40% YoY growth at Hatch through Magento to Shopify migration)

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

  • Scaling from startup through acquisition (goTenna: 7.5 years to Forterra exit)

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

    Results: Led goTenna's e-commerce across 4 web properties for 7.5 years, taking the company from early-stage startup through profitable 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 write all the copy myself, with AI as a force multiplier.

what this looks like

  • Paid media strategy and hands-on campaign management

  • Email and SMS marketing via Klaviyo

  • Affiliate program management

  • Conversion rate optimization using Optimizely and Hotjar

  • Analytics and reporting through GA4

  • AI-accelerated 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 keep up with the pipeline.


Operational Cost Reduction

I cut costs without cutting corners, through AI tooling, offshore resources, process optimization, and strategic vendor management. Savings get reinvested into channels and tools that actually move the needle on revenue.

WHAT THIS LOOKS LIKE

  • Replacing agency layers with AI-augmented in-house workflows

  • 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

  • Auditing spend across paid media, tools, and contracts for quick wins

    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

Most e-commerce leaders at this level only handle strategy. I own the vision and execute the campaigns, merchandising, analytics, and optimization work myself, with AI as a force multiplier across every workstream. That means you don't pay for layers of people to translate strategy into action.

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