Krista Dalton

Proven leader with 15+ years of experience driving profitable growth, brand strategy, and innovation across publicly traded companies including Overstock.com and Target. Currently Chief Marketing Officer at Tecovas, leading brand and digital transformation at one of the fastest-growing DTC brands in the retail space. Previous executive roles span merchandising, customer experience, and partner management—with full P&L responsibility, board collaboration, and oversight of global teams. Known for scaling organizations, guiding through change, and delivering long-term value across consumer journey. Career Highlights • Integrated AI across Tecovas’s customer journey to drive scalability, personalization, and efficiency—enhancing customer service automation, optimizing content and creative development, and streamlining marketing operations by maintaining G&A while driving profitability. • Established Tecovas’s omnichannel strategy by launching ship-from-store capabilities, enabling real-time inventory visibility at stores, appointment scheduling, and an integrated clientele database—reducing customer friction and improving conversion. • Led a global organization of 1300+ team members at Overstock while maintaining an 83% retention rate and increasing employee engagement by 3.4%. • Drove 20% topline sales growth for a $4B business at Overstock by improving vendor selection processes and overhauling brand and product strategy. • Expanded product assortment by 120%, increased click-through rates by 24bps, and improved contribution margin by 67 basis points through long-term strategy, machine learning integration, and new marketing allowance model. • Co-led a full website overhaul in partnership with Engineering, Machine Learning, UX/UI, AR, and Product teams—resulting in a 13% increase in site visits over an 18-month transformation. • Spearheaded the integration of Target.com and store operations for the apparel, aligning systems and processes for over 650 team members—resulting in improved efficiency, streamlined workflows, and stronger execution between digital and physical retail channels.