About Experience Skills Education Contact
Commerce

Director of Digital Commerce Operations

KerriAnne
Lucero

Digital commerce leader with 10+ years of experience driving operational excellence, storefront performance, and scalable eCommerce delivery across high-growth DTC brands.

View Experience Get in Touch

About

Deep expertise in Shopify Plus ecosystems, cross-functional product collaboration, and large-scale storefront operations — with a proven track record aligning product, merchandising, marketing, and engineering teams to deliver high-impact results.

From boutique DTC startups to celebrity-driven global brands, I've built and scaled the operational infrastructure that turns ambition into measurable commerce performance.

Based in Southern California, I partner with brands across fashion, beauty, and consumer products to drive the kind of growth that lasts.

70+
Shopify Plus Brands
10+
Years Experience
30%
Avg Conversion Lift
100+
Global Team Members

Experience

June 2020 – Present
Praella
Director of Merchant Success
(Digital Commerce Operations)
Parlux Fragrances (Billie Eilish), Pipsticks, Barefaced, Kickee Pants, Biom, Omnilux, Aspen Medical, Crunchlabs, VIIAHemp, Oransi, Meissner Sewing, REL Acoustics, Yardistry
  • Oversee operational performance across 70+ Shopify Plus storefronts, ensuring launch readiness, merchandising accuracy, campaign deployment, and scalable cross-functional delivery.
  • Led launch of the Billie Eilish Fragrances DTC storefront with Parlux Fragrances, coordinating cross-functional teams for a high-traffic celebrity commerce experience.
  • Lead and develop a global team of 12 Account Managers and Project Managers, building performance standards, coverage models, and operating playbooks that scale client outcomes and team effectiveness.
  • Delivered 30%+ conversion improvements through UX redesigns, CRO initiatives, and customer journey optimization.
  • Led cross-functional launch execution for peak events including BFCM, coordinating merchandising, marketing, product updates, and operational readiness.
  • Monitor storefront performance and funnel health using GA4 and behavioral analytics to improve conversion and checkout experience.
  • Managed executive-level merchant relationships, acting as strategic advisor to founders and marketing leaders on growth, retention, and CX.
Shopify Plus Recharge Klaviyo ReBuy GA4 CRO NetSuite / Celigo
Dec 2017 – June 2020
Light Digital
Digital Strategy &
E-commerce Consultant
Ecom Dept, Lionsgate, Love Shack Fancy, Hatch Collection, Frame Denim
  • Advised DTC founders and executive teams on digital commerce strategy, platform migrations, and conversion optimization across fashion and lifestyle brands.
  • Led end-to-end digital programs including replatforming, CRO, and customer experience strategy tied to revenue and engagement outcomes.
  • Advised on site performance, mobile optimization, and experimentation to improve conversion and customer lifetime value.
Apr 2016 – Jan 2020
Branded Online
Senior Digital
Project Manager
Honeywell Apparel (Muck Boots, Xtratuf), Body Glove, Joe's Jeans, Reyn Spooner, Stetson, Yeezy/Adidas, Bebe
  • Managed enterprise eCommerce initiatives for global brands including Adidas Yeezy product launches, Stetson's digital rebrand, and Honeywell's Shopify replatform.
  • Oversaw multiple concurrent client engagements, aligning delivery with brand goals and revenue impact.
Oct 2013 – Apr 2016
Zther Interactive
Digital Producer
Joie, Equipment, Current/Elliott, Grayers, Forever 21
  • Led cross-functional delivery of high-value digital and commerce experiences for luxury and lifestyle brands.
  • Managed internal creative and engineering teams across $100K–$400K projects, ensuring client satisfaction and execution quality.

Skills & Expertise

Platform & Tech
  • Shopify Plus
  • Recharge
  • Klaviyo
  • ReBuy
  • Celigo / NetSuite
  • GA4 & Behavioral Analytics
Commerce Strategy
  • DTC Strategy
  • Conversion Rate Optimization
  • Customer Journey Optimization
  • A/B Testing Frameworks
  • Platform Migrations
  • BFCM Launch Execution
Operations & Leadership
  • Cross-functional Team Leadership
  • Channel Performance Management
  • Account Health & Retention
  • Storefront Audits & Optimization
  • Executive Stakeholder Management
  • Onboarding & Enablement Programs

Education

Chapman University
Wilkinson School of Letters & Sciences
Bachelor of Arts,
English — Journalism Emphasis
Strong foundation in communication, critical thinking, and narrative craft that informs how I approach strategy, client relationships, and team leadership.

Contact

Let's work
together.

Open to new opportunities, partnerships, and conversations about what's next in digital commerce.

Email kerriannelucero@gmail.com Phone (626) 485-3470 LinkedIn linkedin.com/in/kerriannelucero Location Southern California