Profile

Rebecca Rae Barton is a digital and e-commerce executive. Born in Maylene, Alabama, trained in fine arts at UAB, and now running P&Ls from Brooklyn.

She spent three years as Vice President, Digital at Net32, a B2B dental marketplace where she built and led a 40-person cross-functional team spanning analytics, CRO, performance marketing, CRM, creative, ad sales, and customer experience. She managed a hybrid in-house and agency model, designed the company's first retail media program from scratch, and stood up its first dedicated analytics function. She was a core member of the management team through a successful private equity exit in 2024.

Before Net32: 431% e-commerce revenue growth at Snowe, where she built an affiliate program that placed the brand in the NYT Wirecutter, The Strategist, and Architectural Digest. 300% YOY growth at Paravel, including an Oprah's Favorite Things placement. Luxury brand marketing for Alexis Bittar and Carolee through the Brooks Brothers jewelry portfolio. And a directorship at The Line that started as an internship — because an early Tumblr following opened a door, and she walked through it.

Her stack runs deep: Shopify Plus, Klaviyo, GA4, Snowflake, dbt, AB Tasty, Algolia, Braze, Amplitude. She thinks in systems — LTV/CAC models, cohort analyses, contribution margin frameworks — and builds the infrastructure to make them work.

Now as Fractional CMO/CDO at RRBC, she advises growth-stage and mid-market brands like Dagne Dover, YouMail, and HeyDay Skincare on digital infrastructure, optimizing performance media, and customer lifecycle strategy. Whether building inside a company or alongside one, she architects the systems that turn marketing from a cost center into a growth engine.

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 Australian Shepherd, Mazie, or making something with her hands; printmaking, illustration, the kind of work that requires both precision and intuition.