Personal work
Exemplis LlcInterim ecommerce leadership for Exemplis
Tena as Interim Ecommerce Leader
I help leaders and organizations navigate growth, complexity, and change. I've served as an Interim CMO, Head of Ecommerce, and strategic advisor for founder-led, private equity-backed, and growth-stage businesses. While many engagements begin with a growth, brand, or customer experience challenge, they often reveal broader questions around priorities, organizational design, leadership alignment, resource allocation, and execution. My work focuses on helping leadership teams make better decisions when the path forward is not obvious. Whether evaluating strategic priorities, strengthening brand positioning, navigating organizational transitions, adopting new technologies, or redesigning operating models, I bring structure and clarity to complex situations. I bring deep experience across brand strategy, ecommerce, digital marketing, customer experience, people leadership, and P&L management. My greatest value comes from helping leaders connect strategy, people, and execution in ways that create lasting business results by identifying patterns and root causes. I am particularly energized by situations that involve ambiguity, transformation, and change. I help organizations determine what matters most, align around a path forward, and execute with confidence.
The roles Tena steps into. Select one to see how they work in it.
Tena lives and breathes Commerce optimization, particularly within the DTC space, with over 20 years of experience. While she has spent the last 15 years in leadership roles, Tena has always been a hands-on participant, unafraid to get her hands dirty. By working with Tena in an eCommerce execution role, you gain someone who understands the strategy behind the work and can execute email marketing, list building, social media monitoring, community management, and website management. She is comfortable in Shopify, and no project or task is beyond her willingness to tackle. Tena has a deep understanding of the eCommerce landscape, not just from a theoretical perspective but from hands-on experience managing and growing online businesses. She excels in data-driven analysis, delivering key performance indicators (KPIs) and crafting reports that provide clear insights into business operations.
Selected work in this role
VP of Digital and E-Commerce at Step2/Backyard Discovery
Tena led eCommerce and customer service teams, oversaw the digital brand, owned the DTC P&L, and drove sales and profitability initiatives.
Interim CX Leader at Standard Furniture Manufacturing Company, Inc.
Assessed people, process, and technology, then led the recommended organizational changes to focus on the consumer experience across touchpoints.
CS/CX Strategy at Cumulus
Tena built a servicing team, processes, and launch budget, hired and trained the CX lead, and linked servicing with Marketing and E-Commerce.
Focus areas
Engagements Tena delivered through Chameleon Collective.
Personal case studies from Tena’s career before joining the Collective. These were not delivered through Chameleon Collective.
Personal workExemplis LlcTena as Interim Ecommerce Leader
Personal workBBQGuysTena as Interim Ecommerce Leader
Small Business Owner - Partner at Centerpeace Health
Chameleon Collective
Strategic Advisor at Fireside Stitchery
Interim Head of Brand at BBQGuys
Exemplis LLC
Strategic Advisor at Trashie
Ecommerce Consultant at Opopop
Strategic Advisor at Cumulus Coffee
Interim CMO at Embodied, Inc.
ECommerce DTC Strategic Advisor at The Estée Lauder Companies Inc.
Keter
Interim VP of ECommerce at SVP Worldwide
VP of Ecommerce & Digital Marketing at The Step2 Company
Affiliate Marketing Product Lead at Insurance.com Inc./Comparision Market Inc.
Insurance.com
Interim CX Leader at Standard Furniture Manufacturing Company, Inc.
Singer
VP of Digital and E-Commerce at Step2/Backyard Discovery
CX Strategy at MGA Entertainment
CS/CX Strategy at Cumulus
In my off hours, I'm passionate about launching MVP versions of ideas that feed my soul. It's helped me continue staying on top of executional work in Shopify, Klaviyo, and CRM management tools. I am also passionate about helping animals and raising research and awareness for congenital heart disease. I am located in Kent, Ohio, about 45 minutes southeast of Cleveland and home to Kent State University, where I live with my husband and teenage son.
Interested in bringing Tena onto your transformation? Let’s start the conversation.
