Bex Whitehouse Velasquez

Commander
DISC Type : D

Head of Ecommerce, Site + Growth Marketing (Fractional) at Tea Collection

Petaluma, California, United States

Overview

Bex Whitehouse Velasquez is an e-commerce consultant with over 10 years of experience optimizing the customer journey for retail brands like Tea Collection, Gap, and Athleta. A graduate of California State University, Chico, she specializes in conversion rate optimization, customer experience, and retention, driving measurable growth for direct-to-consumer businesses.

Outside of her consulting work, Bex is a mother of two and is passionate about empowering other women in business. She focuses on helping women founders build scalable and confident e-commerce operations without overbuilding or burning out, blending her professional expertise with a desire to support her community.

She is a peer-nominated recipient of the 2016 Cowbell Award for greatly exceeding expectations.

Personality Overview

Candid & Clear

Impact-Driven

Very Quick

They respond better to strong and respectful interactions.  More than the product, they care about the effectiveness of the product. They are not focused on building rapport and relationships.

Topics They Care About

DTC Growth Strategy
Her consultancy focuses on helping direct-to-consumer brands unlock scalable growth by improving conversion, retention, and execution across the full customer journey.
Supporting Women Founders
She is passionate about empowering women founders, helping them build scalable e-commerce businesses without experiencing burnout.
Conversion Rate Optimization
A core part of her expertise, she drives experimentation strategy and testing roadmaps for major brands like Gap to deliver measurable improvements in conversion.

Media Appearances

Bex has no verified media appearances

Work History

4-2026
Head of Ecommerce, Site + Growth Marketing (Fractional) at Tea Collection
11-2025
Ecommerce Optimization Strategist (Fractional) at Gap
7-2025
Founder, Ecommerce Strategy Consultant at Bex Velasquez Consulting
4-2023 - 5-2025
Head of Ecommerce Experience at Athleta
3-2021 - 4-2023
Senior Manager, App Growth at Athleta

Education

Bachelor of Science (BS) from California State University, Chico
Education details unavailable from Campolindo High School

More Information

Social Presence :

Prographics :

Exp : 15 Location : Petaluma, California, United States Job Level : Mid-senior Designation : Head of Ecommerce, Site + Growth Marketing (Fractional) at Tea Collection
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Insights For Selling To Bex

During A Call Or A Meeting

DO's

  • When negotiating terms, help them build an impression that they are the ones calling the shots
  • Get to the point quickly instead of spending time doing small talk
  • Be respectful but crisp

DONT's

  • Don’t take too much time in sending them information if they ask for any
  • Avoid being a storyteller and don’t try to oversell
  • Avoid being too verbose

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bex is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Bex

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Bex move?

  • They can take decisions very fast if you manage to convince them.
  • Can Bex take some risk or not?

  • The risks don’t matter much to them.

You And Bex

Personality Compatibility


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