Rebecca Armstrong
Senior Director of Ecommerce | Digital Commerce & DTC Growth | Omnichannel Strategy | CRO, Personalization & Customer Retention
- Role
- Senior Director of Ecommerce at Credo Beauty
- Location
- Park Ridge, NJ, US
- LinkedIn followers
- 500 followers
About Rebecca Armstrong
I’m a digital commerce leader who helps consumer brands scale profitable ecommerce growth. Over the past 13+ years I’ve led digital strategy and P&L ownership across fashion, beauty, and home brands ranging from emerging DTC startups to global omnichannel retailers. At Credo Beauty I lead the ecommerce business across 120+ brands, driving 16% YoY growth while improving blended ROAS. I led a full website relaunch, launched a mobile app generating 16% of digital revenue, and built an AI-powered personalization roadmap that increased conversion and engagement.Digital P&L leadershipOmnichannel ecommerce strategyCRO and experimentation frameworksAI personalizationLifecycle marketing & retentionSubscription and loyalty programsWebsite & mobile app launchesI’m passionate about helping consumer brands scale digital commerce through customer insight, experimentation, and strong cross-functional leadership.
Experience
Senior Director of Ecommerce
Mar 2026 — Present
Education
Fashion Institute of Technology
Associate's degree, Fashion Merchandising
2011 — 2012
Fashion Institute of Technology
Bachelor's degree, Fashion Merchandising
2012 — 2013
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