Alanna Denton

About Alanna Denton

I build customer-first organizations that turn insight into growth.Over 15+ years leading marketing at retail and eCommerce companies, I\'ve developed deep expertise across CRM, customer experience, personalization, and loyalty — with a consistent track record of connecting what customers actually want to what a business needs to deliver.At Staples, I\'ve had the opportunity to build and lead across multiple functions. I stood up the company\'s first-ever CX function, transforming how senior leadership used customer data to make decisions. I led the evolution of our performance marketing program into a recognized B2B Retail Media Network, driving 43% YoY growth and meaningful improvements in new customer value (+15%) and margin (+22%). And most recently, I\'ve taken on enterprise CRM — bringing the same customer-centric lens to how we engage and retain our most valuable customers.What I enjoy most is the intersection of strategy and execution — whether that\'s building a team from scratch, designing a measurement framework, or getting into the weeds on a campaign that isn\'t performing. I\'m equally comfortable presenting to a CEO or a Board as I am rolling up my sleeves with an analyst or an agency partner.

Experience

1. VP, Enterprise Crm

   Staples

   Oct 2025 — Present

   Lead Staples Business and Omni Customer Relationship Marketing strategy. Oversee Marketing Operations and B2B Lead Management.

Education

• University of Vermont

  Bachelor of Arts (BA), Art History / German

  1993 — 1997