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Digital Commerce

B2B E-Commerce Channel Launch

Pioneered a direct-to-customer e-commerce sales channel for a cybersecurity company, giving B2B buyers a self-service alternative to buying through channel partners.

Organization
Arctic Wolf Networks
My role
Program Director, e-Commerce
Timeframe
2022 – 2024

The challenge

Business buyers could only purchase through channel partners, which slowed sales cycles for smaller, faster-moving customers. The company needed a digital-first way to buy, without disrupting its existing partner relationships.

What I did

  • Planned and launched the e-commerce channel within six months of joining the company.
  • Designed a self-service, digital-first buyer journey tailored to B2B purchasers.
  • Built Lifetime Value, Customer Acquisition Cost, and ROI models, informed by competitive intelligence, to optimize the Managed Security Awareness product line.

Results

6 months
from hire to channel launch
63%
YoY ARR growth the channel contributed to
30% → 41%
YoY ARR growth, while sustaining an 18% CAGR over three years

Skills & tools

E-COMMERCE STRATEGY B2B BUYER JOURNEY PROGRAM MANAGEMENT LTV / CAC MODELING REVENUE GROWTH

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