Amid increasing competition, handmade marketplace Etsy has announced a series of executive appointments and departures, aimed at advancing its mission to “keep commerce human” while putting the business back on a growth path.
Kruti Patel Goyal, current CEO of Etsy subsidiary Depop and a long-time Etsy executive, has been appointed to the newly created role of President and Chief Growth Officer. In this role, Patel Goyal will be responsible for bringing together all customer touch points to deliver a more compelling and inspiring experience for Etsy’s millions of buyers and sellers. She will oversee product, marketing, member support, trust and safety, and strategy and operations.
“Kruti is a world-class leader with a proven ability to drive growth by obsessing over the customer experience,” said Etsy CEO Josh Silverman in a statement. “Over the past decade, Kruti has built and scaled critical functions for Etsy during high-growth periods. Most recently, she led an exciting transformation at Depop, making it the top-performing brand in our portfolio from a growth perspective. Etsy is at an inflection point; we must stay true to our roots while innovating and evolving to meet the ever-changing needs of today’s customer. Kruti is uniquely positioned to take on this challenge.”
Patel Goyal will move into her new role in January 2025, reporting directly to Silverman. She will continue as acting CEO of Depop through April 2025, working closely with Depop’s executive team to identify its next leader.
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Alongside Patel Goyal’s appointment, a series of other leadership changes also were announced, including:
- Brad Minor, currently Etsy’s Chief Brand Officer, has been elevated to the role of Chief Marketing Officer. Since joining Etsy in 2022, Minor has led the evolution and execution of Etsy’s brand strategy as well as multiple cross-functional initiatives, including the launch of Etsy’s gifting strategy and recent brand mission campaign, which celebrates creativity, originality and human connection. Minor will report to Patel Goyal;
- Lanny Baker will join Etsy as CFO following the planned retirement of current CFO Rachel Glaser. Baker is currently serving as COO and was previously CFO of events marketplace Eventbrite. Glaser will remain with Etsy as an advisor through June 30, 2025 to ensure a smooth transition;
- Current Etsy Chief Operating and Marketing Officer Raina Moskowitz has taken on the CEO role at wedding marketplace The Knot and will depart Etsy; and
- Chief Technology Officer Rachana Kumar also will depart Etsy to pursue new opportunities, but has agreed to remain with the company in an advisory capacity over the coming months. Etsy will initiate a search for her successor, with interim leadership provided by two current VPs of Engineering.
All of these leadership changes will take place in January 2025. In addition to the previously mentioned gifting strategy and “keep commerce human” campaign, Etsy also has made a number of other strategic moves in the recent months, including enhancements to its search experience and testing a new loyalty program.
