Andrews will join the digitally native brand’s Co-founders Griffin Thall and Paul Goodman in leading Pura Vida to the next level of growth, with plans for new performance-based marketing initiatives, the launch of new sales channels and category expansion. As CGO, Andrews will be responsible for all digital, performance marketing, sales and merchandising initiatives.
Andrews joins Pura Vida from Party City where she was Head of Ecommerce and Digital Operations and led the company’s re-platforming, which resulted in a 60% increase in site conversions. Prior to Party City, she served as CIO and Chief Digital Officer of UNTUCKit,and has also held positions at Tadashi and babystyle. Since 2007, Andrews also has been Managing Director and CEO of Catalyst Consulting, a boutique advisory firm specializing in leveraging data and technology to increase revenue and drive operational efficiency.
“Lockie Andrews will be a great addition to the Pura Vida team and to our entire organization,” said Rob Wallstrom, CEO of Vera Bradley in a statement. “Her perspective, expertise and innovative thinking will be instrumental in developing Pura Vida’s full potential as a unique lifestyle brand.”