Profile

Rebecca Rae Barton is a digital and e-commerce executive based in Brooklyn.

She builds the digital infrastructure that drives revenue, connecting performance marketing, data, CRO, lifecycle, and team into integrated systems, not siloed channels. She works for the people who own the number, not just a channel: founders, CEOs, and the leadership teams who want the whole engine running, not one part of it tuned.

Over more than a decade, she's worked across DTC, luxury, B2B marketplace, and now automotive e-commerce: acquisition, retention, CRO, analytics, retail media, and the teams that hold it together. Not because any one company needed all of it at once, but because growth doesn't stop at the edge of a single channel. Acquisition has to talk to retention. The data has to reach the people making the decisions.

Today she's VP of Digital at FCP Euro, the online retailer of genuine and OEM parts for European cars. Before that, she spent three years scaling Net32, a B2B dental marketplace, through a private equity exit, where she built a 40-person team and stood up its first retail media program and analytics function from scratch.

She's worked with companies at every stage, from nascent brands finding their footing to a marketplace heading into a private equity exit, and advises a select few through her practice, RRBC. The approach is the same either way: see the whole system, build what's missing, leave it better than she found it.

She writes about the real work on dgtl dept*, her Substack on marketing, technology, and the infrastructure underneath. Outside the office, she's probably on a trail somewhere with her dog or making something with her hands; printmaking, illustration, the kind of work that requires both precision and intuition.