ABOUT/
I help brands turn ecommerce complexity into a clear, connected path forward.
I’m Haley, an ecommerce and digital growth leader with 15 years of experience helping consumer brands strengthen their online businesses.
My work connects the areas that are often managed separately—acquisition, retention, conversion, merchandising, analytics, customer experience, and the teams responsible for bringing it all to life.
I’ve led ecommerce from both the brand and agency sides, across established global brands, emerging consumer companies, and founder-led teams. I’ve learned that meaningful growth rarely comes from one channel or quick fix. It comes from understanding the full business, identifying what will make the greatest difference, and creating a plan the team can execute.
PHILOSOPHY/
The strongest ecommerce businesses are not built through disconnected tactics. They are built when the customer experience, marketing strategy, technology, and team are moving in the same direction.
I’m drawn to the space between the big-picture goal and the work required to reach it—whether that means uncovering the story behind the numbers, improving the customer journey, strengthening retention, evaluating partners, or bringing clarity to a complex initiative.
I bring the perspective of a senior in-house leader and an understanding of what it takes to move work forward across teams.
HOW I WORK/
Start with the full picture
I look at the customer, brand, numbers, team, and existing systems before recommending a solution.
Focus on meaningful impact
I identify the work most likely to improve performance and create a clear order of operations.
Build alignment
I help founders, internal leaders, and agency partners align around the priorities, roles, and next steps required to move the work forward.
SELECTED BRAND EXPERIENCE/
Selected experience includes in-house leadership, agency partnerships, and consulting engagements.
A LITTLE MORE ABOUT ME/
I’m a strategic thinker, problem solver, and operator who genuinely enjoys making complicated things feel more manageable.
I’m based in Santa Barbara, California, where I live with my husband and our two daughters.
I started HaleyWilson.co to bring thoughtful, embedded ecommerce leadership to consumer brands navigating growth, change, or complex digital priorities.
I do my best work when I can step into a business, understand how the pieces connect, and help a team move from competing priorities to a shared direction.
Outside of work, I’m usually with my family, hiking around Santa Barbara, practicing yoga, or listening to an entrepreneurial podcast.
LET’S TALK/
Tell me a little about your business.
Whether you need clearer priorities, experienced ecommerce leadership, or support moving an important initiative forward, I’d love to hear what you’re working on.
