About
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.
How Tena helps
The roles Tena steps into. Select one to see how they work in it.
ECommerce Manager
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
Selected clients
Writing
Experience
Small Business Owner - Partner at Centerpeace Health
Chameleon Collective
- Interim Leadership - CMO and VP of ECommerce
- Strategy Consultant
- Partner
Strategic Advisor at Fireside Stitchery
Interim Head of Brand at BBQGuys
Exemplis LLC
- Interim VP of Ecommerce
Expertise
Work With
Tena
Interested in bringing Tena onto your transformation? Let’s start the conversation.
