close x

Sam Norpel

GM, Digital Commerce, Vitamin Shoppe

Sam Norpel is an accomplished digital commerce executive with a proven track record in the retail industry of developing interactive marketing strategies and driving purchasing behaviors through the use of digital techniques, including emerging platforms. During her nearly 20 years of experience in digital commerce, Sam has an extensive portfolio of developing e-commerce interactive strategies, digital marketing and analytics for the retail, financial environmental and higher education industries.

Sam is currently the general manager, digital commerce, for The Vitamin Shoppe, the nutritional supplements retailer. Sam joined The Vitamin Shoppe in January 2018. Prior to this position she was the vice president of digital commerce at David’s Bridal. In this position, Sam was responsible for the delivery and implementation of the company’s digital commerce activities that advancd the brand’s presence online, drive the online marketing strategy and focus on customer acquisition and retention.

Prior to David’s Bridal, Sam served as the vice president of digital transformation and acquisition at Lands’ End. During her time at Lands’ End, She helped drive year-over-year growth in online demand and new-to-brand and reactivated customers through digital strategies. She also led the modernization of the online channel, including launching responsive design capabilities for both the website and email, online fit solutions, and a streamlined checkout process.

Prior to her time at Lands’ End, Sam served as the vice president and director of marketing for True Action, an eBay Inc. company where she directed the omnichannel interactive marketing strategy for clients, driving 28 percent in revenue growth.