Bessie Hartzler
Fractional COO & GM for Scaling Brands | SVP @ FIGS | Ex-Warby Parker | Ex-Nike
About
You've built a brand that converts online. Now you need the operations to match. Most founders at $20M–$40M hit the same wall: the business outgrows the infrastructure, reporting gets patchy, team execution scatters, and the playbook that got you here breaks. At this point, you need someone who's solved this before. Bessie Hartzler is the operator you call when growth starts outpacing structure. As a fractional COO and commercial GM, she's built DTC businesses at Nike, run omnichannel at Warby Parker, and led global ecommerce at FIGS — from the inside, not from a slide deck. She led a $1B+ DTC women's business at Nike with triple-digit Y/Y growth, co-led the Nike Plus loyalty relaunch for 60M members across 25 countries, and built the ecommerce operating model at Warby Parker. She knows exactly what breaks at your stage because she's fixed it at a much bigger one. What makes her approach different: 1. Her frameworks come from running a $1B+ business under real pressure. When she tells you where to put your budget or how to structure your reporting, she's made those exact calls with real consequences. 2. Her retention and LTV playbooks have been stress-tested at a scale most brands never reach. She invented Nike Member Days — a concept that went from zero to 60M members across 25 countries in a single year. 3. She's worked directly with brands at your stage. Her advice is built for lean teams with demanding cap tables, not 500-person orgs with unlimited resources. What you'll walk away with: 1. Operational cadence: A reporting and metrics system your whole team runs on so decisions stop being reactive. 2. Growth strategy: A 12–18 month plan built around your real revenue levers, not borrowed from a brand with ten times your budget. 3. Capital allocation clarity: Where to spend, where to hold, and how to protect margin while you scale. 4. Loyalty and retention architecture that compounds over time instead of bleeding budget into acquisition every single month. One session is often enough to see exactly where the gaps are. Book a session with Bessie.
Experience
SVP, Ecommerce at FIGS
Leading global e-commerce strategy during a pivotal transition phase for the brand.
GM, Ecommerce at Warby Parker
Led e-commerce business operations for the global eyewear leader, overseeing digital growth and strategy.
Director, North America DTC - Ecommerce & Stores at Nike
- DTC commercial leader for Women's ecommerce business in North America. Led a cross-functional team to deliver $1B+ in annual revenue and triple-digit Y/Y revenue growth.
Director North America Membership (Loyalty) at Nike
- Member of a three-person leadership team that relaunched Nike’s omnichannel loyalty program for 60M+ NikePlus members in North America. - Delivered double-digit growth in new, active, and buying members, exceeding goals by 100%+. - Concepted and implemented first-ever Nike Member Days event in 2019. Scaled globally the following year, reaching 60 million members across 25 countries.