Kristie Bidlake

VP eCommerce Trupanion, Inc.

Kristie Bidlake is VP of eCommerce at Trupanion, where she leads subscriber growth across SEO, paid media, email, SMS, and onsite conversion. She owns the full digital acquisition funnel from demand generation through enrollment, margin, and lifetime value. In her first three months, she's focused on integrating AI into the conversion funnel, redesigning the site to earn customer belief and drive conversion, building an SEO and GEO program that meets customers wherever they search, and aligning messaging across site, email, and paid media to create a cohesive cross-channel experience. Before Trupanion, Kristie was Director of Global eCommerce at General Motors, where she ran a $400M+ global P&L across Chevrolet, GMC, Cadillac, and Buick Accessories and Parts, plus OnStar Subscriptions. She drove $100M+ in revenue growth and a sustained 15% CAGR through site merchandising, CX improvements, and platform enhancements that delivered conversion lifts up to 40%. Kristie holds bachelor's and master's degrees from Michigan State University. Outside of work, she's an outdoor enthusiast who enjoys hiking, cycling, and time at the lake.

Turning Customer Connection into Measurable Impact

12:45 PM Retailer Roundtables

Grab a seat at the table and take a deep dive with your peers on a topic of interest. This is the perfect opportunity to learn how others are working through challenges and implementing strategies to take eCommerce and Digital Marketing to new heights. Walk away with fresh ideas to implement right away.

Table #1: Merchandising Across DTC, Social and Marketplaces for a Seamless Discovery to Purchase Journey

Table #2: Turning Post-Purchase Engagement into Lasting Loyalty

Table #3: How UX, Content and Merchandising are Converging to Redefine the Digital Storefront

Table #4: Winning the Email and SMS Visibility Challenge in an Evolving OS Landscape

3:50 PM Mentorship Meetup: Small Group Strategy Sessions

You’ve heard the big ideas - now it’s time to get personal. These small-group discussions give you the chance to connect directly with a peer mentor who’s been in your shoes. Bring your questions, challenges, and ideas to the table and walk away with practical strategies you can put into action.

Choose the topic that matters most to you and gain fresh insights you can take back to your team, such as:

Measurement and Attribution
Building a Creator Ecosystem
Winning the Next Generation of SEO
Futureproofing Your Business - Oren
Customer Loyalty and Retention

Engaging Your Customer & Inspiring Your Workforce

9:15 AM eTail Innovation Panel: How We Pulled It Off! From Bold Ideas to Better Customer Experiences – A Retailer’s Playbook

In this session, retail innovators share how they turned bold ideas into measurable results, while enhancing the customer experience at every step. Get an inside look at what it took to bring these initiatives to life - from testing, iterating, and aligning teams to overcoming roadblocks and driving execution at scale.

Expect a no-fluff, step-by-step look at what worked, what didn’t, and how you can apply the same playbook to your own initiatives. Bring your questions and leave with a playbook for driving real results that impact customers.

From Search to Significance: How to Make Your Site Search Actually Work for Customers

Leveraging Community to Build Brand Authenticity and Create Earned Reach

Check out the incredible speaker line-up to see who will be joining Kristie.

Download The Latest Agenda