Lauren is an innovative and agile digital-first marketer with extensive experience across retail, travel, tech, pharmacy/grocery, and financial industries. She is a global team leader who strategically leads daily operations by cross-functionally aligning business teams with goals. As a Senior Consultant at FitForCommerce, she leverages her two decades of leadership experience in commerce to help our clients optimize their marketing and omnichannel customer experience across both digital and brick & mortar.
Prior to FitForCommerce, Lauren was the Chief Operating Officer at Designer Brands Canada. She managed ecommerce, store operations, marketing, loyalty, customer service, and IT – overseeing a team of 150+ people. Lauren successfully grew their online business by 75% YOY, tripled membership enrollment by launching two loyalty programs, and led the implementation of a new operating model to a 160+ store fleet. She also led the implementation of a tier-one ecommerce platform with optimized digital marketing channels, merchandising, content, fulfillment, and supply chain.
Lauren was the Managing Director and General Manager of Expedia Canada, where she led 85+ Canadian team across sales, marketing, finance, product management, engineering, analytics, PR, and customer service. Before that, she was the VP of Ecommerce and Digital Marketing at Indigo Books and Music, Canada’s largest book, gift, and specialty retailer. She accelerated the growth of Indigo’s ecommerce site and mobile platforms by driving digital strategy and operations, digital marketing, promotions, merchandising, and content. She was also the Director of Ecommerce Marketing at Hudson’s Bay Company, where she led the transformation and the aggressive growth of thebay.com to position it as the top ecommerce retail destination in Canada. She also strategically guided all disciplines of online marketing, digital programs, and technology, including mobile, email, search, affiliate, site content, and customer experience.
Lauren has also held roles at Shoppers Drug Mart (bought by Loblaws) as the Director of Digital Marketing, eBay Canada as the Director of Marketing, Euro RSCG as the Director of Strategy and Insights, and Household Financial Corporation as the Marketing and Pricing Manager.
Lauren holds both a Master in Business & Marketing and a Master in International Commerce from the University of Tours.