Open to opportunities

Kristin Gelches

@kristingelches

VP-level DTC e-commerce and lifecycle marketing leader driving measurable revenue through omni-channel retention and paid performance.

United States

Message

What I'm looking for

I’m looking to lead DTC e-commerce and lifecycle marketing—building omni-channel systems (email/SMS, paid media, Amazon/TikTok Shop) and using GA4-driven CRO to grow acquisition, retention, and measurable revenue for brands and lean teams.

I’m a senior DTC e-commerce and lifecycle marketing leader with nearly 20 years of hands-on experience across food & beverage, coffee, retail, and wellness brands. I build and scale high-performing digital marketing programs for lean teams and founder-led businesses across the full customer journey—paid media, email/SMS lifecycle, and conversion analytics.

I’m especially known for quickly identifying growth opportunities, building efficient systems, and translating data into action. At Mingle Mocktails, I ran GA4 funnel analysis that found a 74% add-to-cart gap versus category benchmarks—quantifying over $700K in recoverable annual revenue—and built a prioritized CRO roadmap to address it.

My lifecycle execution is hands-on end to end. I built a Klaviyo lifecycle program from zero, driving email revenue +30% YoY, open rates +73%, click rates +42%, and email-attributed conversion +75%. I also grew creator and affiliate programs from zero through recruiting, seeding, commission structure management, and performance optimization.

Across my VP and Sr. Manager roles at La Colombe, I owned the DTC marketing stack (email, SMS, paid search, paid social, SEO, affiliate, and subscription) and drove 40% sales CAGR through integrated acquisition and retention strategy. I’ve also led subscription replatform work delivering 40% revenue increase via onboarding and retention redesign, and I consistently partner across creative and web to improve conversion, margin, and retention.

Experience

Work history, roles, and key accomplishments

Current

VP Digital Sales & Marketing

Current

Mingle Mocktails

Oct 2024 - Present (1 year 10 months)

Sole marketing operator across eight channels for DTC functional beverage, including email, SMS, paid social, Google Ads, Amazon, affiliate, and creator programs. Led GA4 funnel analysis and built Klaviyo lifecycle programs from zero, contributing to 80%+ marketing-attributed revenue growth.

Klaviyo Email Marketing SMS Marketing GA4 Funnel Analysis CRO Conversion Analytics A B Testing Cohort Analysis Meta Ads Google Ads Amazon Affiliate Marketing Creator Partnerships Creator Programs

Current

E-commerce Digital Marketing Consultant

Current

Kristin Gelches Consulting, LLC

Aug 2023 - Present (3 years)

Fractional marketing strategy and execution for DTC brands across lifecycle marketing, paid media, and channel buildout. Provided go-to-market and creator partnership program buildout for Deko Cocktails.

Fractional Marketing DTC Marketing Lifecycle Marketing Paid Media Go To Market Strategy Creator Partnerships

VP of E-commerce & Digital Marketing

La Colombe Coffee Roasters

Jul 2021 - Aug 2023 (2 years 1 month)

Led e-commerce and digital marketing for a DTC coffee brand, owning acquisition and retention strategy across core digital channels. Replatformed the subscription program, improving revenue and contributing to e-commerce growth and gross profit margin expansion.

E commerce Marketing Email Marketing SMS Marketing Paid Search Paid Social SEO Affiliate Marketing Subscription Marketing

Sr. Manager Digital Marketing (Ecomm)

La Colombe Coffee Roasters

Jun 2015 - Jul 2021 (6 years 1 month)

Managed DTC digital marketing including email and SMS, paid search and paid social, SEO, affiliate, and subscription efforts for a high-volume coffee brand. Drove customer base growth and significantly increased site traffic over the period.

Email Marketing SMS Marketing Paid Search Paid Social SEO Affiliate Marketing Subscription Marketing Conversion Analytics

Digital Marketing Manager - Terrain

Urban Outfitters, Inc.

Sep 2007 - Jun 2015 (7 years 9 months)

Managed SEM, SEO, email, affiliate, and display for Terrain and Anthropologie over eight years. Launched affiliate and display remarketing programs, contributing to organic traffic growth and year-over-year revenue growth.

SEM SEO Email Marketing Affiliate Marketing Display Advertising Remarketing Web Analytics Usability Testing