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.