Kris Lichthart is Director of Digital Marketing & eCommerce at Monrovia Nursery Company, where he has led the digital transformation of a nearly 100-year-old premium plant grower since 2015. With over a decade of hands-on experience in plant e-commerce fulfillment, Kris managed Monrovia's Buy Online, Pick-up In Store (BOPIS) program from 2014-2024, coordinating logistics between consumers, local garden centers, and wholesale shipments while building the supporting e-commerce infrastructure including onsite search, loyalty programs, and marketing automation. As Monrovia prepares to launch direct-to-consumer shipping in March 2026, Kris is applying these operational learnings to tackle the unique challenges of shipping live plants directly to homes—from navigating USDA regulations and temperature-sensitive logistics to scaling customer service for a national audience. He manages a $2M advertising budget and has developed successful omnichannel strategies including the Lowe's dropship partnership that validated Monrovia's D2C capabilities.