About Us | Smith
Powering commerce
performance for over 20 years
Potential to Performance
We wake up everyday thinking about driving outcomes for our clients. This is who we are, this is what we do.
Our People
The true power of Smith comes from our people. We’re passionate. We’re inspired. And we’re dedicated to delivering outcomes that enable your business to thrive.
Tony Steel
Extreme Christmas Decorator
Karrie Willis
Chief Financial Officer
Fanatical Dog Mom, Golf Enthusiast
Rob Miller
Customer Growth Officer
Hawaii Lover, Home Landscaper
Ryan Heusinkveld
EVP, Chief Delivery and Technology Officer
Woodworking Wizard, Bread Baker
Doug O'Keefe
SVP, Operations
Sedona Hiker, Shih-Tzu Dad
Ricardo Poblete
Practice Director, Technology
Drummer with Beginner's Mind Set
Stephanie Crabtree
SVP, Customer Success
Aspiring Iron Chef, Green Juicer
Liz Duggan
EVP, Strategy Consulting
Hostess of Epic Gatherings
Ryan Pape
VP, Business Development
Arborist, Corn Hole Champion
Brooke Smith
VP, Human Resources
Vegan Recipe Virtuoso, Animal Lover
Steven Bergman
VP Sales Operations
Secret Pianist, Contextual Movie Quoter
Mark Cavanaugh
Director, Capacity Management
Karaoke King, Seahawks Superfan
Benoit Lavigne
VP, IT + Managed Services
Alpine Skiier, Asado BBQ Chef
Our values
Bring Our Best
Make a Difference
Do the Right Thing
We are creative and fearless. We're passionate and always pushing ourselves for excellence in all that we do. We continuously seek to learn, improve, and share our knowledge with others. And we tirelessly strive to achieve and deliver on the best of our abilities. Because our contributions and the results of what we do are only good enough when we're proud enough to want to share them.
Pursuing the possibilities of the future excites us, and we are dedicated to helping our clients, our partners, and our teammates achieve uncommonly great results. The positive outcomes we deliver don’t just solve challenges and achieve goals. They make a lasting difference because we are committed to understanding our customers’ needs and driving transformative solutions that exceed their expectations.
Above all else, we believe in doing the right thing. Always. We don’t overpromise and we don’t understate. We set expectations, honor commitments, and hold ourselves accountable. We are unwaveringly honest, credible, and trustworthy to our clients, our partners and our fellow team members and we expect the same in return. We understand that true partnership is built on trust and trust is only earned when we demonstrate our commitment to doing what’s right no matter the circumstance, challenge, or situation at hand.

We are creative and fearless. We’re passionate and always pushing ourselves for excellence in all that we do. We continuously seek to learn, improve, and share our knowledge with others. And we tirelessly strive to achieve and deliver on the best of our abilities. Because our contributions and the results of what we do are only good enough when we’re proud enough to want to share them.

Pursuing the possibilities of the future excites us, and we are dedicated to helping our clients, our partners, and our teammates achieve uncommonly great results. The positive outcomes we deliver don’t just solve challenges and achieve goals. They make a lasting difference because we are committed to understanding our customers’ needs and driving transformative solutions that exceed their expectations.

Above all else, we believe in doing the right thing. Always. We don’t overpromise and we don’t understate. We set expectations, honor commitments, and hold ourselves accountable. We are unwaveringly honest, credible, and trustworthy to our clients, our partners and our fellow team members and we expect the same in return. We understand that true partnership is built on trust and trust is only earned when we demonstrate our commitment to doing what’s right no matter the circumstance, challenge, or situation at hand.

Our story began in 1995, with the founding of a small company in Quebec called Cactus Commerce™. Making a name for ourselves in the digital space, Cactus Commerce was acquired by Ascentium™ in 2011. From there, we grew into ourselves and into the industry, to create a new kind of commerce company – one focused on outcomes, partnerships and, above all, doing the right thing. Here we are today, standing over 180 people strong. If you’d like to get to know more about us, or hear our story, we’d love to talk.
Meet Sylvain
As VP of Sales, Sylvain is passionate about bringing the right balance of strategic services and technology solutions to enable clients and customers to achieve their business objectives. Sylvain collaborates with Smith’s multi-disciplinary teams to deliver high level value digital services for global organizations including Legrand, Hillrom, McDonald’s, Nestlé, Covetrus and Carhartt. Over his 20+ years of experience, Sylvain has gained experience with industry-leading digital platforms solutions including SAP Commerce (Hybris), Adobe, Optimizely, Sitecore, Salesforce Commerce Cloud and Coveo, Sylvain has held multiple sales and account management roles in organizations such as Born Group, Beyond Technologies, BAU Solutions (acquired by Deloitte) and CGI.​
VP, Northeast & Canada - SAP CX
Ricardo Poblete
Ricardo is the director of Smith’s practice in Chile. He brings to his role over 15 years of experience in Information Technology (IT) and a passion for team building. Ricardo has extensive experience in software development, product design, operations, and the management of technical teams.

Ricardo spent much of his career before Smith working for Moofwd, where he directed the development of multi-platform native mobile applications for clients around the globe. He’s worked with clients across LATAM, Australia, Spain, and Portugal, providing software solutions for their challenging business requirements. Ricardo holds a Master’s Degree in Information Technology and a Diploma in Artificial Intelligence.
Chile Practice Director
Meet Carrie
Carrie, VP of Customer Solutions, is an experienced and passionate leader in the ecommerce industry. She has a 15-year track record of diverse agency experience, leading a spectrum of digital and commerce initiatives for clients across multiple industry verticals. She has worked with leading retailers including Kohl’s, Newell Brands, Stouffer's, Rocky Brands, HP, and Shaw Industries. Prior to Smith, Carrie held director level positions at IBM iX and Resource Ammirati, where she focused on developing and customizing solutions to help clients navigate complex digital reinvention for B2C and B2B channels. Her work included digital business strategy, channel launch strategies, commerce/account demand acceleration, innovative experience design and development methodologies, modern technology and analytics infrastructure design, commerce product content-at scale, and more. Carrie holds a Bachelor’s Degree in Communication from Otterbein College.
VP, Customer Solutions
Meet Susanna
Susanna is the VP of Delivery for Smith. Prior to joining Smith, Susanna was the AVP for global project delivery for LiveArea, a PFSweb brand. She also held director level positions in the Project Management Offices (PMO) of AT&T and Razorfish (now Crown). Susanna holds a BS in International Finance and Economics from Trinity University as well as a Project Management Certificate from Southern Methodist University.
VP, Delivery
Meet Mark
Mark has been the VP, Executive Creative Director at Smith since 2018. Prior to that he was VP, Sr. Group CD at SapientRazorfish where he led North America Commerce Design. For the past decade, Mark has focused on B2B and B2C commerce platform User Experience (UX) and User Interface (UI) design. His teams have consisted of UX architects, UI designers, strategists, and front-end developers with deep experience in commerce best practices. These teams have been known for not only highly effective commerce experiences, but also for designs that intelligently leverage the commerce platform upon which the experience lies. Mark has led projects for some of the largest digital commerce platforms, including SAP Commerce Cloud (Hybris), Salesforce Commerce Cloud (Demandware), and Shopify. Mark has a BS in Journalism from Rutgers, The State University of New Jersey-New Brunswick.
VP, Executive Creative Director
Meet Ryan
Ryan is a senior executive who focuses on helping clients excel in the digital economy. He has over 20 years of experience in digital strategy, brand engagement, digital marketing and ecommerce for industry giants such as Delta, FIS, Graybar, National Instruments, Home Depot and ABC Supply. Ryan spent over 10 years at Accenture working on large scale digital transformation projects. He was also a Client Partner at Acquity Group and served as SVP of Customer Engagement at Altudo, where he was responsible for their North America division. Within the digital ecosystem, he has helped clients leverage SAP Commerce, Adobe, Sitecore, Salesforce, IBM WebSphere, InSite and Intershop to optimize business outcomes. Ryan has a BS in Industrial Engineering from the Georgia Institute of Technology.
Account Director
Meet Roch
Roch Lecours is responsible for Smith’s financial accounting and consolidation, auditing, tax compliance and planning, FPA and treasury management. He also has a key support role in financial controls and information systems. As a CPA with over 30 years of experience, Roch has held senior finance roles in both public and privately held companies. Roch brings a strong mix of experience in multi-national manufacturing and service-based enterprises. In addition to all financial and tax matters, he has supported financial and information systems implementations. He also has a proven track record of building and mentoring strong financial teams while improving efficiencies. Roch is a graduate of the University of Ottawa and resides in Ottawa, Canada.
Director, Finance
Meet Mark
Mark heads up Capacity Management for Smith’s US operations, overseeing and supporting the company’s 10 project managers while ensuring Smith delivers on its promises to clients. A 10-year veteran of the digital marketing space, Mark has a proven record of building business and meeting objectives with a winning combination of inventive problem solving, hard work, and savvy leadership. He earned his BA in Communications and Marketing from Western Washington University.
Director, Capacity Management
Meet Steven
With over 20 years of experience, Steven is a senior leader in the business operations group of Smith. He is responsible for sales operations and contract negotiations, forecasting and strategic review of operational KPIs, providing operational insights to the Executive Team and operational leadership support to the Sales and Delivery teams.

Steven is passionate about operational excellence, with a focus on supporting others to succeed. Before his current role, Steven served in a number of other leadership positions at Smith (and previously Cactus Commerce) including Delivery Management, Product Management, Resource & Capacity Management, and Development Management.

Prior to Smith, Steven worked for another services firm leading various worldwide eCommerce site implementations. Steven earned his MBA from the University of Ottawa, a Project Management Specialist certificate from Algonquin College, and an undergraduate joint degree in Mathematics and Computer Science from the University of Waterloo.
Sr. Director, Operations
Meet Tracey
Tracey is a global marketing executive with over 20 years of experience leading marketing, communications, and business development activities for manufacturers, service firms, and digital agencies. She is an expert in B2B digital marketing, including marketing automation, search engine optimization (SEO), search engine marketing (SEM), customer experience management, content development, and distribution channels strategy. Prior to Smith, Tracey was the Global Head of Marketing for Tokyo Chemical Industry (TCI), a Japan based chemical reagents manufacturer. There she directed all marketing activities and ecommerce site operations for the USA, Europe, and Asia. She also led the company’s front-end digital transformation, which included the global implementation of SAP Commerce Cloud. Her agency work also included a leadership role at OSF Digital, where she managed marketing programs. Tracey has an MBA from Babson College and a BS in environmental science from Rensselaer Polytechnic Institute (RPI).
Director, Marketing
Meet Brooke
Brooke oversees Smith’s human resources and recruitment programs. She is a passionate, dedicated, and enthusiastic leader who believes in the power and promise of HR to shape an organization’s culture, strengthen morale, and foster excellence. Brooke works tirelessly to develop and nurture relationships, both with employees and leaders—as well as with future Smith hires. Before joining Smith, Brooke worked with the Human Resource divisions in the House of Commons, Parliament of Canada and several high-tech corporations. She has more than 15 years of progressive experience in HR and recruiting in both the public and private sectors, giving her a broad depth of knowledge in the HR pillars, including talent management, organizational development, training and development, and leadership and management coaching. Brooke studied Psychology at Carleton University in Ottawa and earned an HR Management certificate from Algonquin College. She is a member of the Human Resources Professionals Association (HRPA) and the Society for Human Resource Management (SHRM).
VP, Human Resources
Meet Rak
Rak Singh is Senior Vice President of Smith’s Delivery practice, which focuses on helping clients grow their business digitally and optimize their return on technology investments. Prior to joining Smith, Rak led solutioning and delivery of global SAP Commerce Cloud and Adobe engagements at Capgemini. Rak has over 20 years of experience in leading global, omnichannel B2B/B2C engagements that achieve strategic objectives through the successful integration of innovative brand strategies, exceptional user experiences, and robust digital marketing and commerce platforms. Rak holds a Master’s degree in Artificial Intelligence from Edinburgh University and a Bachelor’s degree in Electronic Engineering from The University of Wales, Cardiff.
VP, Delivery
Meet Benoit
As VP of IT and Managed Services, Benoit oversees the daily operation of our client Application Management Services (AMS) and IT services. During his 20 years at Smith, Benoit has played a pivotal role in the growth and evolution of the agency, helping Smith become an industry leader in ecommerce and website development. An excellent motivator and mediator, his focus is on long-term partnerships with Smith’s clients to help them achieve their growth and optimization goals. Prior to Smith, Benoit was a small business owner and investor, operating two grocery stores and a business services company. Benoit holds a Diploma of College Studies in Computer Science Technology from Quebec’s Cegep de l’Outaouais.
VP, IT & Managed Services
Meet Christina
Christina is a proven strategic consulting executive with over 15 years leading teams and transforming corporate vision into actionable digital strategies. Christina heads up Smith’s strategy discipline, offering clients a potent combination of smart business counsel and deep experience in directing, developing, and launching digitally enabled commerce, content, and marketing strategies and associated operations across a variety of industries, regions, and business models. Prior to Smith, Christina was at SapientRazorfish, where she focused on growth and practice development, led the standards for delivery across the business consulting team, and provided oversight of major clients. Christina’s client list includes global leaders in both the B2B and D2C space including Kennametal, Amway, Blount International, Legrand, Herman Miller, Whirlpool, and more. Passionate about helping clients leverage emerging commerce innovations and digital technologies to achieve breakthrough results, Christina has worked extensively with client executive teams to improve customer perception, efficiency and profitability of business operations, and overall user experience to connect stakeholders and customers in meaningful ways. She is a graduate of Vanderbilt University, where she earned an Engineering degree, and lives in Dallas, TX.
VP, Content and Commerce Consulting
Meet Kevin
Kevin has over 15 years’ experience in leveraging technology to support sales, service, marketing and commerce professionals. He spent the first few years of his career in sales before transitioning to business analysis as a sales subject matter expert where he worked with sales teams to implement various CRM and Configure Price Quote (CPQ) solutions. During that time, he earned his Masters in Management Information Systems. Over the next 10 years he spent time in product management of digital and physical products in a variety of industries before transitioning to a leadership role in digital transformation. In this role, he led a manufacturer of medical, dental and animal health devices through a focused roadmap of measured demand generation tied to strategic business objectives. In 2012, he dove head into the digital space by joining an SAP Commerce (Hybris) and Adobe implementation consultancy that was one of the first to successfully blend creative and technical teams to deliver incredible digital outcomes. Since that time, he’s continued to grow his knowledge of the SAP Commerce and Adobe platforms as well as craft seamless and smooth processes to deliver these platforms to customers.
VP, Customer Solutions
Meet Liz
As SVP and General Manager for Smith’s digital and commerce solutions, Liz is responsible for defining client strategy and solutions by combining deep domain and industry expertise with delivery excellence. She focuses on driving successful business outcomes for the long-term growth of clients. Liz has a demonstrated history of building and leading teams for 65+ clients spanning the Fortune 1000 in retail, manufacturing, and distribution. She has created strategic product roadmaps that have helped her clients transact over $15B online through 100+ digital initiatives spanning marketing, content, commerce, sales, and support. Prior to Smith, Liz was the VP, Digital Strategy and Commerce at Siteworx, which is now Shift7. She also previously worked for Gorilla Group as Business Solutions Manager and Business Solutions Architect. Her platforms experience includes SAP Commerce (Hybris), Magento, Episerver, Intershop, Adobe Experience Manager (AEM), Sitecore, Salesforce Commerce Cloud (Demandware), inRiver, and others. Liz holds a BA from the University of Iowa and has a Project Management Certificate from DePaul University.
SVP, Industry Solutions
Meet Stephanie
Stephanie is a leader whose passion for Smith’s multifaceted solutions and experience managing and satisfying client needs and objectives are matched by her proven ability to get results. Stephanie works as a trusted partner with Smith’s clients to develop sound business, ecommerce and digital marketing strategies. With over 20 years of experience, Stephanie provides client relationship management, strategic vision, and cohesion across internal and external teams. Responsible for all aspects of key client engagements, she develops sustainable digital initiatives focused on meeting clients' fundamental business objectives. Adept in several verticals—from high technology and telecommunications to travel and retail and beyond—Stephanie guides the creation and delivery of customer experiences across the digital landscape, including integrated marketing campaigns, omni-channel digital experiences and applications. And her efforts have led to successful long-term engagements with such industry leaders as AT&T, Starbucks, the Gates Foundation, Expedia, CDK Global, Herman Miller, Microsoft and Covetrus. Stephanie is a graduate of the University of Washington with a degree in Advertising/Marketing and volunteers her time at the Fred Hutchinson Cancer Research Center.
SVP Customer Success
Meet Barce
Combining strategic thinking with creative interpretation, Christopher Barcelona (“Barce”) is passionately focused on using the power of digital to transform every step of the customers’ commerce journey in his role as Vice President, Client Success & Brand Strategy at Smith. He is a firm believer that well-designed experiences have the power to move people emotionally—and generate action that can reinvent businesses for years to come. Over the course of his 25+ year career, he has capitalized on his passion for creating, fueling and delivering highly immersive experiences that elevate clients' brands and help them form stronger, more effective connections with their customers. His account and team leadership abilities, combined with a relentlessly growth-enabled mindset and deep digital commerce experience, come together to deliver measurable results for a wide range of clients, including Barnes & Noble Education, Owens & Minor, and Kyäni. Barce actively leverages a background that includes roles as the North American Digital Lead at IBM iX, Executive Creative Director, Innovation Lab Director and VP of Strategy to bring a unique depth and well-rounded approach to his work with clients including Nike, Reebok, Victoria’s Secret, PINK, Kohl’s, Bath & Body Works, CVS, Barnes & Noble, P&G, Sally Beauty, Follett, Oriental Trading Company, and Sherwin-Williams. His speaking engagements on marketing and innovation include presentations at SXSW, NRF, Amplify Conference, World of Watson, Internet Retailer and Retreat and Disrupt. Barce lives in Columbus, Ohio, with his wife and two daughters. He’s a graduate of the University of Cincinnati’s College of Design, Architecture, Art and Planning Program with a degree in Graphic Design. In his free time, he enjoys running, cycling, all things automotive and is an avid North Carolina Tarheels fanatic.
VP, Client Success & Brand Strategy
Meet Doug
As SVP, Business Operations, Doug is responsible for maximizing Smith’s growth and profitability through scalable processes and governance. Doug has over 30 years of experience in technology-based organizations. He spent 15 years consulting with many of the Fortune 1000, focusing on Enterprise Performance Management (EPM), budgeting & planning, financial consolidations, and business insights and analytics. Through his career, he has performed many roles across delivery, client management, sales, and executive leadership. As the COO for Crown, a commerce-based consulting firm, Doug led the development and execution of a business strategy that transformed the business and led to double-digit revenue growth and increased profit margins for five consecutive years. Doug brings a philosophy where continuous and transparent communication, education, and coaching drive positive changes ingrained in the culture of the organization. Doug has a BS in Systems Analysis from the University of Dayton and resides in the Dayton, OH area.
SVP, Operations
Meet Karrie
Karrie Willis is Smith’s Chief Financial Officer (CFO) with responsibility for the company’s financial management, human resources, treasury, investor relations, and financial reporting and analysis. She also serves as the executive sponsor and member of Smith’s Diversity, Inclusion and Belonging Committee. Throughout her 25-year career, Karrie has served in a number of finance leadership roles. Prior to joining Smith, she was CFO of United Language Group, where she was a member of the leadership teams and responsible for financial management worldwide, human resources and investor relations. Karrie was integral in completing six acquisitions over the course of two years, raising additional equity and debt financing, and implementing a new ERP system. She has also held CFO and financial leadership positions in growth-oriented companies, with a proven track record of building and leading strong teams while improving efficiencies and profitability. Karrie earned a bachelor’s degree in Accounting from the University of Wisconsin LaCrosse and holds an inactive CPA license in the state of Minnesota.
Chief Financial Officer
Meet Rob
As Customer Growth Officer, Rob leads Smith’s sales organization and partner engagement. He has spent the past 20 years as a technology evangelist, advancing B2B and B2C companies through the evolution of commerce, customer relationship management, and digital transformation. He leverages creative intuition of current and future trends to help companies find new and/or better ways of doing business. Prior to Smith, Rob was the GVP of Ecommerce/Strategy for Razorfish, where he worked to help companies navigate omnichannel commerce through the entire ecosystem including commerce, product information management, order management and fulfillment, and customer service. He’s worked with brands like Home Depot, Keurig, McKesson, Whirlpool, HPE, Bridgestone, and GSK to expand their commerce models. Rob has a BS in business and marketing from Miami University.
Customer Growth Officer
Meet Ryan
As EVP, Chief Delivery and Technology Officer, Ryan is responsible for the overall technology strategy, delivery approach and talent enablement. Ryan joined Smith as CTO in early 2017 and oversaw the consolidation of the teams across the various technology stacks and refinement of scalable and secure development practices. Today, Ryan's focus is across all aspects of Smith's delivery talent; defining the cross-discipline methodology, architectural standards and technology platform strategies, while remaining influential in the client and partner ecosystem as an advisor, including as a member of the SAP Commerce partner advisory board. Prior to joining Smith, Ryan was VP of Technology at SapientRazorfish, focused on leading the architecture and standards for delivery across the technology team and functioning as a technical executive sponsor across projects. Before joining SapientRazorfish, Ryan spent over 9 years at Thomson Reuters as a developer and architect across multiple business units with global responsibility for ecommerce architecture.
EVP, Chief Delivery and Technology Officer
Meet Fab
As Chief Commercial Officer, Fab leads the agency’s client services, marketing, and services organizations and is responsible for all day-to-day operating activities, including top- and bottom-line growth. In addition, Fab oversees the corporate marketing and partner channel functions for Smith, including the evolution of the company’s brand and go-to-market strategies and offerings. From 2002 to 2011, Fab served in a variety of roles at Cactus Commerce, where he was instrumental in evolving its e-business solutions to include digital marketing services, including the acquisition of web personalization technology company Sitebrand. In 2011, he was part of the senior leadership team that organized the acquisition of Cactus Commerce by Ascentium Corporation. Since that time, he has worked with the executive and creative teams to redefine Ascentium and launch Smith. Prior to joining Cactus/Smith, Fab held a variety of senior sales and marketing roles, including VP of Sales and Marketing at digital agency Non-Linear Creations and Sr. Director of eBusiness at Cognicase, Inc. (now CGI, a publicly traded IT consulting company). Fab earned a Specialized Honors degree from York University in Toronto, Ontario.
President, Chief Commercial Officer
Meet Tony
Tony is a seasoned executive, who brings extensive experience in commerce, CRM, and consulting to his role at Smith. Prior to joining Smith, Tony served as Executive Vice President of Customer Strategy Services and Management Consulting Group for Merkle, and was a member of Merkle’s Executive Committee. Before that, Tony was a Partner at PricewaterhouseCoopers and spent more than 10 years with IBM Global Business Services, holding several executive positions, including North American leader for IBM’s Smarter Commerce Growth Initiative and General Manager for the Southeast Asian Growth Market.
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Application Management Services (AMS)
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Smith’s Comprehensive Commerce Assessment (CCA) shines the spotlight on your sales channels to identify, measure and optimize performance. We also analyze the user experience (UX) and conduct a technical audit to identify additional areas for improvement. These efforts inspire targeted actions that navigate your buyers seamlessly from search, to product pages, cart and checkout. Improved outcomes as a result of these efforts include higher conversion rates, average order values (AOV), customer satisfaction scores (CSAT/NPS), customer lifetime values (CLV) and customer retention rates.
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