Navin Cotton
Verified Expert in Marketing
Marketing Expert
Cypress, CA, United States
Toptal member since February 13, 2026
Navin is a digital and eCommerce executive with 20+ years of experience driving revenue growth, digital transformation, and operational efficiency across Fortune 500 and high-growth brands. He has a proven track record in eCommerce operations, omnichannel strategy, digital marketing, and product development. Navin is skilled at leading cross-functional teams, managing multimillion-dollar budgets, and leveraging data-driven insights to deliver sustained business impact.
Project Highlights
Expertise
- Business
- Business Management
- Data Analytics
- Digital Marketing
- Magento
- Team Management
- User Journeys
- Vendor Management
Work Experience
Director, Off Premise & Delivery
Yum Brands
- Grew business 20% year over year (YOY) in 2024 and 2025. The department saw record sales while reducing its budget.
- Grew the team from four to nine in the two years. Added headcount for marketing and product management.
- Drove sales and profitability through customer data, innovation, and marketing promotions.
Head of Digital D2C Commerce & Marketing
Smart & Final Stores
- Owned full P&L and led a 10-person team (onshore and offshore) with a 23,000+ SKU catalog.
- Charged with launch and growth, digital experience, and management of B2C and B2B digital channels, achieving 120% YOY growth and managing $160M+ in sales.
- Launched onsite retail media (Inmar, Citrus Ads) and digital coupons program.
Director of eCommerce & D2C Marketplace Sales
Coffee Bean & Tea Leaf
- Managed eCommerce P&L, digital experience and operations, growth of channel, subscription services, digital marketing, user journey enhancements, and product management.
- Managed sales ($30M) and growth across CBTL.com, Amazon, Walmart, and other marketplaces.
- Owned promotional calendar, SEO, CAC, LTV, ROAS, re-targeting, affiliate programs, and site analytics.
Director of eCommerce Growth, Marketing & D2C Sales
Apria Healthcare
- Scaled eCommerce sales from $25,000/month to $1M+/month across five online channels.
- Launched site redesign and managed SEO, digital roadmaps, user journey, customer experience, and customer acquisition funnels.
- Launched site redesign and expanded catalog from 300 SKUs to 3,500+.
Project History
eCommerce Site Launch
- Increased — Daily Traffic to B2C Website
- **15% ** — Increase in Conversion vs. Previous Website
An outdated eCommerce site hurts trust, speed, and conversions. The challenge is modernizing UX, improving mobile performance, and fixing tech debt—without disrupting revenue or losing existing customers.
I migrated it to a modern, scalable platform using a phased rollout. I also rebuilt core flows first, preserved SEO and data, ran parallel testing, and then fully cut over once performance, conversions, and stability improved.
Achieved faster load times and higher conversion rates. Improved SEO and mobile experience, lowered maintenance costs, and added a scalable foundation that supports growth, new features, and long-term revenue gains.
Expanded Product Catalog
A limited product selection restricts customer choice, reduces order value, and harms retention. It also makes the site less competitive and limits the ability to meet diverse patient and provider needs.
I expanded the catalog by onboarding new suppliers, prioritizing high-demand DME categories, validating products through data and provider feedback, and adding items in phases to manage risk and inventory.
Increased traffic by introducing a broader catalog, improved conversion and average order value, boosted repeat visits, strengthened SEO, and positioned the site as a trusted one-stop shop for DME needs.
Launched Delivery Channel with DoorDash in Grocery
Adding DoorDash introduces integration complexity, commission pressure, and operational changes. The challenge is to launch quickly while maintaining margins, order accuracy, and a consistent customer experience.
I integrated DoorDash through a phased rollout, optimized menu pricing to offset fees, streamlined order flow through POS integration, trained staff, and closely monitored unit economics before scaling. I leveraged DoorDash to help promote a new vertical.
Expanded reach and order volume, improved delivery availability, increased brand visibility, and drove incremental revenue while maintaining control over margins through optimized pricing and operations.
Education
Master's Degree in Business Administration (MBA)
Pepperdine University - Malibu, CA, USA
Bachelor's Degree in Business Administration
Whitier College - Whittier, CA, USA
Skills
Core
Email Marketing, Digital Marketing, Digital Marketing Strategy
Platforms & Tools
Magento, Monday.com
Other
Business Management, Vendor Management, Data Analytics, eCommerce, eCommerce Growth, eCommerce Strategy, Web Analytics, Digital Health, Paid Media, Third-party Integration, Amazon, Shopify, Jira, Slack, Business, Team Management, Budget Management, Vendor Negotiation, User Journeys, Display Ad Delivery, Merchandising
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