Annie Soderstrom

Background

About Annie Soderstrom

I’m a hybrid digital product and ecommerce leader with 15 years of experience scaling high-impact, customer-first experiences across DTC, marketplaces, and SaaS. I’ve led initiatives from 0→1 product incubation to global ecommerce expansion—building mobile apps, loyalty programs, and AI-powered personalization systems that drive measurable gains in conversion, retention, and revenue. At SKIMS, I built the brand’s digital product function from the ground up, launching its mobile app and rewards program, leading site replatform and design, and overseeing digital P&L, experimentation, and AI strategy. I’ve also partnered closely with growth and marketing teams to implement personalized funnels, optimize landing page performance, and launch social commerce experiences across TikTok Shop and Meta. My experience spans mobile and web UX, product-led growth, platform architecture, site merchandising, and performance-informed experimentation. I bring a cross-functional mindset, having collaborated across engineering, creative, and performance marketing to align digital roadmaps with customer and revenue outcomes.