Retail to D2C Digital Transformation

Written By Kara Lineal

Primex Family of Companies | Senior Director of Marketing | 2011 - 2016

Challenge

Consumer electronics manufacturer generated 95% of revenue through brick-and-mortar retail (Walmart, Target) with only 5% e-commerce. Company had limited direct-to-consumer infrastructure, no customer data, unknown Net Promoter Score, and was vulnerable to retail consolidation trends threatening traditional sales channels.

Strategy

Built complete D2C e-commerce operation from ground zero, including Magento platform implementation, ERP/CRM integration (Salesforce), transactional processes, fulfillment infrastructure, and customer support organization. Grew team from 4 to 20+ customer support agents. Led digital marketing across SEO, SEM, email marketing, and paid advertising. Held P&L responsibility for 250+ SKU product portfolio.

Results

Transformed business from 95% brick-and-mortar to 40%+ e-commerce revenue mix. Grew total revenue from $35M to $70M with 10% average annual growth during sluggish economy. Built D2C website to multi-million dollar channel at 60%+ margin with 200% annual growth trajectory. Improved Net Promoter Score 40% through Salesforce Service Cloud implementation. Led cross-functional team of 25+ across product development, e-commerce, marketing, and customer support.

Kara Lineal

Kara Lineal is a marketing executive with 20+ years leading growth and digital transformation across B2B, B2C, and D2C companies. She most recently built an AI-powered grant research system and collaborative calendar for a nonprofit women's shelter, replacing a manual research process and freeing the team to focus on work that requires human judgment. She holds a Johns Hopkins Certificate in Agentic AI and serves on the board of Hannah Center, a nonprofit supporting women and children facing hardship.

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