Norin Crawford

Vice President of Ecommerce at Eyebobs
Eyebobs

Norin is a Senior Ecommerce and Digital Marketing Executive who loves coffee, always challenging himself and his teams asking “how might we?” and rolling up his sleeves as a player-coach to drive digital transformation and revenue growth. He has direct P/L experience and a 20+ year track record in driving growth for both established brands and startups via the savvy utilization of traditional and digital marketing channels. He brings expertise in customer acquisition, retention, accelerating DTC growth and helping companies leverage technology to maximize customer relationships to improve customer LTV. He is a versatile and skilled leader in developing and managing top-flight teams of creative, technical, and marketing personnel.

In his most recent role at Outdoor Research he:

Grew the Ecommerce business over 1900%, averaging a 54% CAGR over 7 years

Increased total DTC Sales from 9% to over 40% of OR’s total US & CA outdoor business.

Fully redesigned website’s UI/UX and managed two re-platforms and ERP transition.

Decreased Customer Service contact-per-order rate by 65%.

Drove the TTM active customer base to over 200K customers.

Developed and operationalized weekly/monthly/seasonal Business KPIs, Analytics and Reporting.

Retained and managed critical business partners to scale the business, ranging from web development, email platform to catalog, triggered DM and digital marketing.

Connect with Norin on LinkedIn.

Norin on mentorship

I am deeply appreciative of the people who have helped developed me both directly and indirectly over the years of my career. While I am able to share this with the teams that I manage, I would like to help others learn from my experiences as well as help them navigate their future.

Specialty topics

  • Startups & navigating your career
  • Effective Communication across teams
  • Strategic thinking and prioritization
  • Digital Marketing
  • Ecommerce
  • Customer Unit Economics
  • LTV/LTS, CAC, Payback
  • Customer Acquisition & Retention

Favorite books and learning resources

  • Getting Naked by Patrick Lencioni
  • Hacking Growth by Sean Ellis & Morgan Brown
  • Measure What Matters by John Doerr

Fun facts

Outside of work, Norin enjoys spending time with his family and all their activities, hiking and exploring the great PNW, great food and of course coffee!