Allison Henriquez

I've led growth, customer strategy, and operations at Parallel across multi-state retail, manufacturing, wholesale, and e-commerce businesses. As Senior Vice President of Sales, Marketing & Operations, I directed consumer and commercial growth across three states and delivered more than $20M in OpEx reductions while protecting revenue and customer experience.

As Market President for Massachusetts, I owned strategy, P&L, budgeting, forecasting, and end-to-end operations. I doubled repeat purchase rates among high-value customer segments and increased loyalty-driven revenue by 101%.

Previously, I built marketing, CRM, loyalty, lifecycle, and personalization capabilities at Future plc, Rue La La, Prospectiv, and Vistaprint. My work has increased retention, site and app visitation, email-generated traffic, acquisition, and customer lifetime value through data-driven segmentation and integrated go-to-market strategy.

I connect consumer insight, performance marketing, product commercialization, and operational discipline to build durable growth across complex consumer businesses.