Krista Dalton
Chief X Officer (CxO)
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kr***********@tecovas.com
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Current role
Company
Tecovas
Industry
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Website
Website available
Country
Global
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timestampCreated46106.81289407407
timestampUpdated46106.812933726855
organizationf04e1a35-9a71-452e-b918-5472ad4bb5da
contact[email protected]
verificationStatusVerified
emailOpenCount0
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companyDomaintecovas.com
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summaryProven leader with 15+ years of experience driving profitable growth, brand strategy, and innovation across publicly traded companies including Overstock.com and Target. Currently Chief Marketing Officer at Tecovas, leading brand and digital transformation at one of the fastest-growing DTC brands in the retail space. Previous executive roles span merchandising, customer experience, and partner managementâwith full P&L responsibility, board collaboration, and oversight of global teams. Known for scaling organizations, guiding through change, and delivering long-term value across consumer journey.<br><br>Career Highlights<br>⢠Integrated AI across Tecovasâs customer journey to drive scalability, personalization, and efficiencyâenhancing customer service automation, optimizing content and creative development, and streamlining marketing operations by maintaining G&A while driving profitability.<br>⢠Established Tecovasâs omnichannel strategy by launching ship-from-store capabilities, enabling real-time inventory visibility at stores, appointment scheduling, and an integrated clientele databaseâreducing customer friction and improving conversion.<br>⢠Led a global organization of 1300+ team members at Overstock while maintaining an 83% retention rate and increasing employee engagement by 3.4%.<br>⢠Drove 20% topline sales growth for a $4B business at Overstock by improving vendor selection processes and overhauling brand and product strategy.<br>⢠Expanded product assortment by 120%, increased click-through rates by 24bps, and improved contribution margin by 67 basis points through long-term strategy, machine learning integration, and new marketing allowance model.<br>⢠Co-led a full website overhaul in partnership with Engineering, Machine Learning, UX/UI, AR, and Product teamsâresulting in a 13% increase in site visits over an 18-month transformation.<br>⢠Spearheaded the integration of Target.com and store operations for the apparel, aligning systems and processes for over 650 team membersâresulting in improved efficiency, streamlined workflows, and stronger execution between digital and physical retail channels.
headlineCMO & CDO at Tecovas | DTC innovator | Data-obsessed | People-first leader
industryRetail Apparel and Fashion
jobtitleChief Marketing and Digital Officer
linkedinlinkedin.com/in/krista-dalton-35a13036
locationHays County, Texas, United States
departmentMarketing
subindustryRetail Apparel and Fashion
companydomaintecovas.com
companywebsitehttps://www.tecovas.com/
connectioncount500
companyheadcount250 - 1K
companydescriptionTecovas is an Austin-based western brand. Founded in 2015 with a simple line of high-end men's and women's cowboy boots, it is now the fastest growing western brand in the country. Tecovas is dedicated to making top-quality, timeless western footwear, apparel, accessories, & leather goods - and selling them exclusively directly to customers for approachable prices.
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