Christie Rugh — Commercial & Global Growth Executive

Profile

Recognized for clarity of thought, force multiplication, and results obsession. Expert at solving problems beyond role scope, building scalable marketplace operations, and accelerating global growth.

"I believe meaningful growth happens through clarity, collaboration, and the balance of operational precision with inspired leadership."

Core strengths

Global Expansion Marketplace Growth Revenue Strategy Strategic Partnerships P&L Ownership Cross-Border Commerce Demand Generation Leadership Development Go-to-Market

Currently VP, Sales & Marketing at SkyPostal — leading cross-border commercial strategy for LATAM e-commerce sellers and U.S. DTC brands. Based in Florida; teams led across 9 countries.

What I lead

Three engines I build and scale.

01

Leadership & Strategy

Guiding cross-functional teams toward measurable revenue growth.

Executive leadership & P&L ownership
Global expansion strategy
Revenue growth & GTM
Team building (1 → 26 across 9 countries)

02

E-Commerce & Marketplace

Driving LATAM expansion and marketplace performance at scale.

Marketplace build & management (0→1)
Cross-border commerce & logistics
LATAM market entry
Seller enablement & partnerships

03

Marketing & Growth

Turning data-driven insight into brand and revenue acceleration.

Demand generation & full-funnel
CRM & lifecycle (built from zero)
Brand positioning & partnerships
Customer journey & retention

Interactive · model the upside

What a 57% lower acquisition cost could do for you.

Christie cut customer acquisition cost 57% at Aeropost. Move the sliders to your own numbers and apply the same lever. Directional, not a promise.

Monthly marketing spend $80,000

Current acquisition cost (CAC) $70

Average order value (AOV) $120

$30

Modeled new CAC, applying a 57% reduction

1,143

Customers / mo now

2,658

Modeled / mo (+1,515)

$182K

Added revenue / mo

$2.2M

Annualized

Illustrative model applying Christie's documented 57% CAC reduction to your inputs. Not financial advice or a performance guarantee.

Experience

25 years of building commercial growth.

Tap any role to expand the outcomes.

2024 — Now

VP, Sales & Marketing

SkyPostal, Inc. · Miami, FL

+

Lead sales, marketing & BD for a cross-border logistics provider serving LATAM sellers and U.S. DTC brands — managing a shipping revenue portfolio across 50 clients, $50K–$2M+ deals.

Secured Walmart Mexico, TiendMia, Buku Shipping and enterprise accounts via value-led consultative selling — shifting the narrative from logistics commoditization to unit-economics optimization, driving double-digit revenue growth.
Closed multimillion-dollar partnerships by mapping cross-border operational gaps to P&L and contribution-margin impact at the C-suite level.
Built the outbound motion ground-up — ICP segmentation, messaging, multi-touch cadences, CRM pipeline — self-sourcing 60%+ of pipeline.
Cut sales cycle 50% through seller-enablement programs; launched campaigns driving +400% impressions, +200% follower growth, +30% qualified leads in 90 days.
Keynote speaker & webinar host on LATAM e-commerce expansion.

2021 — 2024

VP, Commercial

Aeropost · Doral, FL

+

Built commercial operations from ground zero — a 26-person team across 9 countries — owning full P&L for a $275M+ GMV business, 2M+ annual packages, 100K+ active customers.

Launched Aeropost's first regional marketplace & seller portal — concept to live in 10 months — onboarding 1,000+ sellers and 2M+ SKUs across 10 countries; $42M Marketplace GMV, +34% YoY.
Built a regional cashback affiliate program with Rakuten, ShareASale & eBay — monetizing $50M+ GMV.
Drove registrations +214% and conversions +32% YoY; cut CPR 57% and CPC 28% via a full attribution framework.
Grew active customers +56% YoY; reduced churn double digits; +25% engagement through a tiered loyalty platform.
Implemented Klaviyo CRM with 24 automated lifecycle flows across two business lines and 10 countries.
Generated $41M logistics revenue; leveraged 100+ Smart Locker locations to cut last-mile costs 50%+.

2014 — 2021

Senior Director, Marketplace

Sears Holdings Corporation · Hoffman Estates, IL

+

Directed marketplace operations across 400+ merchant accounts generating $125M+ annually, leading U.S. and India-based teams.

Increased operating profit +138% YoY — establishing marketplace as the most profitable online business unit.
Drove 100%+ YoY holiday revenue growth across Appliances, Fitness, Sports & Electronics; lifted site conversion +18%.
Acquired and onboarded top-tier merchants: Overstock, Office Depot, Sansui, Hasbro, Keystone Automotive, TTI Floor Care, Genesco.
Redesigned seller-funded cashback programs generating $100K+ incremental monthly sales.

2008 — 2014

Divisional Merchandise Manager & Sr. Category Manager

Sears Holdings Corporation · Hoffman Estates, IL

+

Owned full P&L for Electronics & Appliances e-commerce — assortment, pricing, marketing & financial performance.

Achieved +14% incremental margin while driving conversion +5%, RPV +40%, and online-to-store penetration +33%.
Developed the industry-leading ENERGY STAR / Cash for Appliances program; lifted Electronics CSAT +140 bps.
As Sr. Category Manager, led a merchant team of 8 across Toys & Gaming — Gaming recognized by Nintendo as best-in-class; CSAT +32%.

1999 — 2007

Senior Product Manager → Buyer, Televisions

Affinion Loyalty Group & Circuit City Stores · Richmond, VA

+

Managed a $1B television category at Circuit City, achieving 27% market share — the highest in 5 years.

Grew sales revenue $373M and gross margin $10.5M after implementing the first Competitive Line Review.
Improved tube-TV margins +63%, store comps +5%, inventory turns +15%.
Grew 2006 Thanksgiving online sales $8.1M → $27M and Black Friday online $12.5M → $31M.
At Affinion: led product marketing for loyalty products across financial services & travel; grew weekly revenue $40K → $65K.

Featured case study

Building a cross-border marketplace from zero.

Aeropost needed to transform from a logistics provider into a full marketplace — letting Latin American & Caribbean consumers access U.S. products in a region where cross-border commerce is uniquely complex.

10

Months to first launch

10

Countries live

1,000+

Sellers onboarded

2M+

SKUs in catalog

Marketplace Infrastructure — 0 → 1 in 10 months

Built a scalable, multi-country platform from scratch on an aggressive timeline.

What was built

Concept through launch in 10 months
Competitive UX benchmarking vs. Amazon & eBay
Product taxonomy & seller workflows
Integrated duty-calculation system
Multi-currency payment processing

Outcomes

Live marketplace in first country in 10 months
Scalable architecture for 9 more countries
Unified tech stack serving both business lines
Cross-functional alignment achieved

Market Prioritization & Phased Rollout

Evaluated a 32-country footprint against weighted criteria to sequence launches.

Decision framework

GMV potential & cross-border purchase behavior
Regulatory environment & customs complexity
Infrastructure & warehouse/delivery readiness
Operational complexity & locker penetration
Competitive positioning

Smart Locker advantage

Leveraged 100+ Smart Lockers as a differentiator
Bahamas: >99% locker adoption
Barbados: >50% locker adoption
>50% reduction in last-mile delivery cost

Seller Acquisition & Supply Build

Supply-first: built the complete supply side before launching demand.

Execution

Personal recruitment leveraging retail relationships
Educated sellers on the $30B+ LATAM opportunity
Built a BD team to scale outreach systematically
Created seller-enablement tools & support

Pre-launch supply

~1,000 sellers onboarded
~2M SKUs uploaded and live
Avg 2,000 SKUs per seller
Avoided the "cold start problem"

Full-Funnel Growth Engine

Consolidated three competing agencies into one unified performance engine.

Channel strategy

Awareness — platform prospecting, product creative
Consideration — "how it works" content, duty calculator
Conversion — registration & buyer-activation optimization
Retention — retargeting, CRM, cashback program

Smart Locker geo-targeting

Location-based ads around 100+ pickup points
Drove locker adoption to 17% average
Reduced last-mile costs >50%
Created a third-party revenue opportunity

CRM & Lifecycle Marketing — built from zero

Klaviyo-based CRM with 24 automated lifecycle flows across two business lines.

Architecture

24 automated behavioral flows
Country-level personalization (language, currency, duties)
Multi-dimensional segmentation by shopping behavior
Category & purchase-frequency triggers

Key flows & programs

Welcome, Activation, Engagement, Retention, Winback
Q1 2024 cashback with Rakuten, ShareASale, eBay — $50M+ GMV
Affiliate marketing extended to B2B customers
Goal: lift baseline from 20 packages/year per user

Business Impact & Results

Prime Day execution + full-business scale.

Growth metrics

Active customer base +56% YoY
Retention engagement +25%
Cost per registration −57% · CPC −28%
Prime Day: registrations +214%, conversion +32% YoY

Scale (full business)

$275M+ GMV transported · $42M revenue
2.1M packages delivered
100,000+ active B2C · 1,000+ active B2B
Team scaled 1 → 26 · 30+ country footprint

Interactive · cross-border footprint

From one hub to 10 countries.

Tap a market to see what shipped there, or run the rollout that went live in 10 months.

10 / 10 countries live

Tap a market

Each node is a market Christie helped stand up: supply, demand, logistics, or all three.

What colleagues say

"If you want to get something done, you need Christie leading."

"

Visionary Leadership

Christie demonstrated exceptional skill and dedication, significantly contributing to the company's growth. Her keen understanding of market dynamics and innovative approach to business development resulted in numerous successful partnerships and increased revenue streams.

SB

Sebastian Bastian

CEO & Serial Entrepreneur · Senior to Christie at Aeropost

"

Relentless Execution

Christie is a seasoned leader with a relentless drive for execution and progress. Her ability to adapt and thrive in various roles and projects is truly commendable. Her leadership, 'go get it' attitude, and tenacity will be an asset to any organization.

MJ

Mikael Jorkvist

CTO, Aeropost · Worked on the same team

"

Cross-Functional Collaboration

If you want to get something done, then you need Christie Rugh leading your team. She is organized, data-driven and knows how to lead a team toward the accomplishment of their goals. She is extremely insightful, detail-oriented, meticulous and a fantastic collaborative partner.

SO

Suzanne Orzech

Customer Success Manager, Klaviyo · Strategic POC for Christie's team

"

Mentorship & Team Growth

One of the most inspiring leaders I have ever worked with. Her clear vision and strategic thinking consistently guided our team toward achieving ambitious goals. Her dedication to mentorship and professional development helped me hone my skills and confidence.

SZ

Shawn Zavsza

Strategic Account Manager · Reported to Christie at Aeropost & Transformco

The track record, in numbers.