Former E-Trade CMO Lands at E-Commerce Startup

Liza Landsman Joins Amazon Competitor Jet

By Published on .

Former E-Trade CMO Liza Landsman, who exited the financial services company last month, has joined Amazon competitor Jet as chief customer officer. Ms. Landsman began her new role on March 2. The members-only e-retailer, started by founder Marc Lore, aims to bring customers the lowest prices on their online purchases through a unique marketplace system.

"I'm excited to have her as a part of the Jet team to help us deliver on this vision," said Mr. Lore, in a statement.

Ms. Landsman is charged with reaching the broadest possible consumer base.

"We're not starting off with a preconceived notion of a limited consumer set," said Ms. Landsman. "It's a multipronged approach using all the tools in our kit bag." That includes leveraging partnerships, media and the existing momentum from Jet Insider, a referral program that garnered 352,000 signups.

She will also help craft the customer experience by finding the right brands and analyzing the data collected by Jet for a better understanding of its customers, among other efforts. "The center of the bullseye is a fantastic end-to-end customer experience," said Ms. Landsman. "It all flows from there."

At E-Trade, Ms. Landsman helped the company adopt a more grown-up advertising approach with the campaign "Type E." She also shifted dollars away from TV and into digital, mobile and social channels. Prior to E-Trade, she held leadership positions focused on digital at BlackRock and Citi.

Ms. Landsman's first taste of the e-commerce world was at the now defunct, a platform that sold online currency, where she was among the startup's first eleven employees. She said she is excited to return to a startup environment after so many years.

"The opportunity to start with a green field is incredibly energizing," said Ms. Landsman. "It's an amazing team here with a fantastic track record."

Most Popular