Rebecca Rae Barton
New York, New York
Overview
I build the digital infrastructure that drives revenue — connecting performance marketing, data, CRO, lifecycle, and team into integrated systems, not siloed channels. Over 10+ years in digital marketing and e-commerce, I've driven 25–431% revenue growth — from early-stage DTC to a high-volume B2B marketplace — improving profitability and unit economics while scaling. I've managed $1–15M in annual media budgets, led growth teams of 2 to 40, and operated across consumer brands, marketplaces, and B2B. I built a retail media network from zero, led the growth narrative through a successful privat
About
I build the digital infrastructure that drives revenue — connecting performance marketing, data, CRO, lifecycle, and team into integrated systems, not siloed channels. Over 10+ years in digital marketing and e-commerce, I've driven 25–431% revenue growth — from early-stage DTC to a high-volume B2B marketplace — improving profitability and unit economics while scaling. I've managed $1–15M in annual media budgets, led growth teams of 2 to 40, and operated across consumer brands, marketplaces, and B2B. I built a retail media network from zero, led the growth narrative through a successful private equity exit, and turned around acquisition economics while scaling. Different companies, different categories, same approach: see the full system before you start building. I've taken three programs from zero to revenue — a highly successful affiliate program, a retail media network, and a dedicated analytics function — and I've scaled existing engines that had stalled. What I've built: → Full-funnel growth engines — paid, organic, lifecycle, marketplace, and retail media integrated into one system, not managed as silos → Analytics infrastructure that moved orgs from weekly reports to daily decision loops — LTV/cohort models, executive dashboards, 5.7x LTV/CAC visibility → High-performing remote teams from 2 to 40, with the operating cadence (OKRs, weekly reviews, experimentation backlogs) to keep them aligned → The growth narrative that got the deal done — diligence data rooms, cohort analyses, and management presentations through a successful PE exit I'm at my best when the ambition outpaces the infrastructure — when you need someone who can present to the board on Monday and ship the work by Friday.