Amy Vetter

Trailblazer
DISC Type : DI

Director of Performance Marketing at Setfords

Woking, England, United Kingdom

Overview

Amy is a global e-commerce and DTC leader with over 15 years of experience scaling digital channels for major brands like Mattel, Reckitt, and Samsung. Now Director of Performance Marketing at Setfords, she is an expert in digital CX and growth strategies. Amy holds a Bachelor of Arts from Newcastle University.

Amy finds great personal satisfaction in her work, expressing genuine excitement for innovative product launches and brand partnerships. She is driven by seeing products she has worked on appear in iconic places and creating unique experiences for consumers, showing a deep passion for the intersection of culture and commerce.

At Reckitt, she led over 1, 000 conversion rate optimization tests that directly resulted in more than 25% revenue growth.

Personality Overview

Persuasive

Friendly But Fast

Charismatic

A combination of speed and relationship gets the best response from them.  They prefer to ensure that they are in control of the situation. They are charming and can persuade others to support their decisions.

Topics They Care About

Global DTC Strategy
Has extensive experience launching and scaling direct-to-consumer sites across EMEA, LATAM, and APAC for major global brands like Mattel.
Conversion Rate Optimization
Drove significant revenue growth at Reckitt by executing over 1, 000 A/B and CRO tests, demonstrating a commitment to data-driven decision making.
Digital Customer Experience
Led customer experience and digital insights teams at both Samsung and Reckitt, creating pan-European CX programs and optimizing the full customer journey.

Media Appearances

Amy has no verified media appearances

Work History

12-2025
Director of Performance Marketing at Setfords
1-2025
Advisory Board Member at eCommerce Expo
9-2021 - 11-2025
Head of International DTC at Mattel EMEA
7-2019 - 9-2021
Head of Consumer Experience, Direct To Consumer, Europe, eCommerce Health at Reckitt
5-2016 - 7-2019
Head of European Digital Insights at Samsung Electronics

Education

2004 - 2008
Bachelor of Arts (B.A.) from Newcastle University

More Information

Social Presence :

Prographics :

Exp : 9 Location : Woking, England, United Kingdom Job Level : Mid-senior Designation : Director of Performance Marketing at Setfords
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Insights For Selling To Amy

During A Call Or A Meeting

DO's

  • Give them control of the sales process
  • Use phrases like ‘your decision will’, ‘you will impact’ etc.
  • Showcase existing customers and use case-studies to grab their attention

DONT's

  • Don't make any commitments that you might not be able to fulfill
  • Do not look like someone who doesn’t know what they are talking about
  • Avoid unnecessary negativity or slowness

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Amy is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Amy

  • If they are not convinced, they will say no though in a friendly way.

Insights For Deal Planning

    How fast (or slow) will Amy move?

  • They can make decisions quickly if they develop trust in you and conviction in the product.
  • Can Amy take some risk or not?

  • If necessary, they will be ready to take risks.

You And Amy

Personality Compatibility


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