Chrissie Puchta
Head of Digital Merchandising and Customer Experience @Chewy
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WORK HISTORY
Head of Digital Merchandising and Customer Experience @Chewy
Boston, MA, US
Lead digital merchandising for App and web, as a customer experience and revenue-driving function, aligning Site, CRM, Marketing, Product, Ads, and Creative to deliver cohesive, cross-channel campaigns. Define and scale customer segmentation and lifecycle strategy, shifting the organization from page-level optimization to end-to-end journey ownership. Build and operationalize forward-looking campaign and merchandising frameworks that integrate creative, messaging, national brand programming, and lifecycle marketing into unified customer experiences. Establish enterprise standards governing content, prioritization, and experience design across 100+ site surfaces, improving engagement, conversion, and monetization. Rebuilt the operating model and team structure within existing budget, reallocating resources and hiring analytical and operational leaders to transition to a data-driven, high-judgment organization. Build and scale analytics foundations that enable journey-based performance measurement and faster decision-making. Partner with C-Suite and executive leadership across Marketing, Product, CRM, Ads, and Healthcare to align go-to-market strategies and influence enterprise priorities. Define the merchandising and CMS product roadmap in partnership with Product, establishing an orchestration model that balances automation with customer-first guardrails. Build and develop a senior leadership team to own key business areas while enabling AI-driven personalization and campaign execution at scale.
EDUCATION
University of Pittsburgh
Bachelor's degree, Marketing
University of Pittsburgh
Bachelor of Science (BS), Psychology
ABOUT CHRISSIE PUCHTA
I’m a customer experience and merchandising leader focused on building modern retail organizations that connect brand, marketing, product, and commerce into a single, high-performing system. Over the past decade, I’ve worked across digital and physical retail to transform how businesses show up for customers — from building category and brand strategies at Wayfair to leading the evolution of digital merchandising at Chewy into an enterprise customer experience function. I specialize in connecting dots that don’t naturally connect. I’ve built and led teams that move beyond execution to true orchestration — aligning performance marketing, CRM, brand, product, and merchandising into cohesive customer journeys that drive engagement, conversion, and long-term value. This includes redefining how we measure success (from page-level to lifecycle performance), building forward-looking merchandising frameworks, and embedding data into everyday decision-making. If you build the right foundation, technology can take you anywhere. I’m particularly passionate about- Building high-performing teams and developing strong leaders - Using data and systems thinking to simplify complexity - Creating customer-first experiences that balance personalization, brand, and performance - Bridging strategy and execution across cross-functional organizations - Accelerating great thinking with AI and machine learning I’ve had the opportunity to lead initiatives across multi-billion dollar businesses, partner with executive teams across Marketing, Product, and Retail, and build new operating models that enable growth. I’m motivated by building things that didn’t exist before — new experiences, new systems, and new ways for teams to work together.
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