Scotty Rill

I’m a Los Angeles–based VP of eCommerce (VP E-Commerce / VP eCommerce / VP Digital / Vice President, eCommerce / Vice President E-Commerce / VP Growth & eCommerce) who builds, grows, and scales beauty, personal care, and consumer brands.

I lead Digital and eCommerce teams and organizations across DTC, Amazon, retailer.com & marketplaces, delivering substantial revenue, profit, and brand equity growth as a respected team leader with profit-focused P&L ownership.

Results Highlights

• DTC: $500K → $39M in 5 years • $0 → $20M in 3 years • $14M → $31M in 2 years
• Amazon: $3M → $20M in 4 years • $11M → $23M in 2 years • $0 → $6M in 1 year
• Successful Exits: 1 IPO, 2 Acquisitions

I’m passionate about connecting brand storytelling with performance marketing, creative direction, lifecycle marketing, and analytics to drive measurable results. My expertise includes Shopify Plus, Amazon (1P & 3P), acquisition, retention, loyalty, subscriptions, and the holistic customer journey.

Feel free to reach out!

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Skills & Experience

Digital Marketing & eCommerce • DTC / D2C • Amazon • eRetail • Marketing Management • Marketing Strategy &

• Planning • Team Leadership &

• Coaching • P&L and Budget Ownership &

• Management • Agency, Vendor and Partner Management • Omnichannel Digital Marketing • Customer Acquisition • Customer Retention • LTV:CAC Management • Holistic Customer Journey &

• Lifecycle Marketing Strategy • Segmentation, Customer Cohort Nurturing &

• Personalization • Paid &

• Performance Marketing Channels • Earned Media Marketing Channels • Owned &

• Operated Marketing Channels • Paid Search (Google, MSN/Bing) • Paid Social (Meta, TikTok) • SEO &

• GEO • Display, Video &

• Programmatic • Social Commerce (Meta Shop, TikTok Shop, Pinterest) • Influencer &

• Creator Marketing (Instagram, TikTok) • Email Marketing &

• SMS • Affiliate Marketing • Subscription Member and Revenue Growth • Digital Storytelling • Performance TV Advertising • Podcast Advertising • AI Driven Marketing &

• Analytics • Brand Strategy &

• Creative • Attribution, CDPs &

• Analytics • Metrics, KPIs, ROAS &

• ROI • Net Profit, Net Contribution, EBITDA

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Tech Stack Experience

Shopify Plus • Klaviyo • Yotpo • Attentive • Recharge • Rebuy • Motion • Canva AI • Shoplift • Shogun • Zipify Pages • Optimizely • Black Crow AI • Boost AI Search & Filter • Firework • Vitals • Lucky Orange • MS Clarity • Hotjar • Loox • Instagram Shop • TikTok Shop • Semrush • ShareASale/AWIN • Commission Junction • Klarna • Gorgias • Zendesk • Kim AI Customer Support • Notion • Asana • JIRA • Triple Whale • Snowflake • Looker • Adobe Analytics • Google Analytics • Power BI • CDP • Amazon Vendor Central • Amazon Seller Central • Amazon Marketing Cloud • Helium 10 • Levanta • CEDCommerce • Mirakl • More

Performance-driven Digital Marketing & E-Commerce executive leader with substantial success growing leading beauty, wellness, lifestyle, and consumer brands, turning digital and eCommerce into a profit engine for brands and orgs.

Expert in building omnichannel strategies that accelerate customer acquisition, retention, and profitability across DTC, Amazon, and retail.com ecosystems.

Proven record of leading high-performing teams, managing full P&Ls, and transforming marketing organizations through data, creativity, and innovation.

Combines strategic leadership with hands-on execution experience across all digital marketing channels to deliver significant growth, scalable & sustainable infrastructure, and industry-leading digital experiences.

Example Results:

• DTC: $500K → $39M in 5 years • $0 → $20M in 3 years • $14M → $31M in 2 years
• Amazon: $3M → $20M in 4 years • $11M → $23M in 2 years • $0 → $6M in 1 year
• Successful Exits: 1 IPO, 2 Acquisitions

• L’ANZA Healing Hair Care | Clean, Vegan Luxury Hair Care | Santa Monica, CA

  VP, Digital Marketing & eCommerce

  Oct 2021 – Present

• HatchBeauty Brands | Wellness-Focused Beauty Brands | Los Angeles, CA

  VP, Digital Marketing & eCommerce

  May 2019 – Oct 2021

• Stila Cosmetics | Prestige Color Cosmetics | Los Angeles, CA

  Sr. Director of Digital Marketing & eCommerce

  Apr 2012 – May 2019

Full Career: See LinkedIn

Rochester Institute of Technology (RIT) – Rochester, NY 

Bachelor of Science (B.S.) in Marketing | Minors in Advertising & Psychology