Erica Randerson

Chief Digital Officer Edible Brands

Erica Randerson is an entrepreneurial, data-driven eCommerce leader with a career marked by driving growth and transformation in the digital landscape. At Edible®, she orchestrates all facets of digital strategy, including site experience, digital product, partnerships, data analytics, and customer insights. Prior to Edible, Erica served as Vice President of eCommerce at Divi, a beauty startup recognized as Ulta’s 2023 Emerging Brand of the Year, where she led marketing, technology, and creative. Earlier in her career at Look Listen, a leading full-service digital agency, Erica honed her leadership skills at the intersection of digital marketing, technology, and creative endeavors. Her strategic insights and innovative approach have consistently delivered profitable results. An Atlanta native, Erica studied Marketing at Georgia Tech before embarking on her professional path. Today, she resides north of the city with her husband Matt and their sweet son, Everett.

Wednesday, February 25

10:25 AM Main Stage: Keynote Panel: Thriving in the Funnel Collapse: Mastering the Modern, Messy Path to Purchase

The classic sales funnel is officially out the window—today’s customers zig and zag through a wild, twisty path to purchase that’s anything but predictable. To thrive in this beautiful mess, brands need fresh playbooks that embrace the chaos, harness data like a superpower, and deliver spot-on personalized experiences at every turn.

During this panel of retail trailblazers as they crack the code to the modern customer journey, turning whirlwind chaos into golden opportunities that spark conversions, boost loyalty, and fuel unstoppable growth in today’s fast-changing retail playground through:

Embracing a holistic view of the customer journey that recognizes multiple touchpoints
Leveraging data analytics to understand customer behavior and preferences
Implementing agile marketing tactics that adapt to real-time feedback
Utilizing integrated marketing channels to create cohesive experiences

2:30 PM Track 7: Retailer Only: Women In eTail Leadership Panel and Networking Event

Join us for a dynamic session where top women leaders in eCommerce share their experiences and insights on thriving in the digital retail space. From AI marketing strategies to customer experience optimization, you'll get practical tips and inspiration to help you grow in this fast-paced industry. Plus, stick around for some great networking opportunities to connect with like-minded professionals and build new relationships that can help take your career to the next level.

Check out the incredible speaker line-up to see who will be joining Erica.

Download The Latest Agenda