# Krista Dalton

> Krista Dalton is Chief Marketing and Digital Officer at Tecovas, the Austin-based western wear brand built on handmade cowboy boots that has grown into a lifestyle label with more than 50 US stores. She spent nine years at Target, where she moved from allocating plus-size and maternity apparel to becoming the first person the company shifted from stores to Target.com in 2013, then seven years at Overstock.com (now Beyond Inc), ending as Chief Customer and Merchandising Officer with a team of over 1,300 and an $800M-plus P&L. At Tecovas she has pushed the brand into work boots and women's workwear, run TV blackout tests to prove what awareness actually buys, sent her team into customers' closets, and built a custom AI agent to chew through the roughly 16 reports she used to read by hand. Footwear News named her to its Women Who Rock class of 2026, where she argued that authenticity is the new competitive advantage.

- **Role:** Chief Marketing & Digital Officer at Tecovas
- **Organizations:** Tecovas, Overstock.com / Beyond Inc, Target
- **Nationality:** American
- **Education:** High school diploma, Punahou School, Honolulu, Hawaii, BA, English and Classical Archaeology, University of Michigan
- **Known for:** Named to the Footwear News Women Who Rock class of 2026, honored at a June 3, 2026 event in New York City, First employee at Target to move from the stores organization into Target.com (2013), Led a 1,300-person organization and an $800M+ P&L as Chief Customer Experience and Merchandising Officer at Overstock.com

## Career timeline

- **circa 2007** — Joins Target as an allocator in plus-size women's clothing and maternity wear
- **2013** — Becomes the first person at Target to transition from the stores organization to Target.com, later holding a senior merchandising role focused on inventory strategy
- **circa 2016** — Joins Overstock.com, including a stint as VP of Private Label & Vendor Management, where an overhaul of private label brands contributed to a 13% sales increase
- **circa 2020** — Serves as Chief Customer Experience and Merchandising Officer at Overstock.com (now Beyond Inc), leading 1,300+ people and an $800M+ P&L
- **2023** — Joins Tecovas in Austin, Texas, as SVP of E-Commerce and Chief Marketing Officer
- **2024** — Leads Tecovas' expansion into the work boot category
- **2025** — Speaks at the Fast Company Grill at SXSW; oversees Tecovas' Landman TV partnership and national brand spots
- **2025** — Title expands to Chief Marketing and Digital Officer; Tecovas launches women's work boots
- **2026** — Named to the Footwear News Women Who Rock class of 2026; returns as a speaker at the Fast Company Grill at SXSW 2026

## Achievements

- Named to the Footwear News Women Who Rock class of 2026, honored at a June 3, 2026 event in New York City
- First employee at Target to move from the stores organization into Target.com (2013)
- Led a 1,300-person organization and an $800M+ P&L as Chief Customer Experience and Merchandising Officer at Overstock.com
- Overhauled Overstock's private label brands, contributing to a 13% sales increase
- Led Tecovas' entry into the work boot category, with over 60% of new work boot customers having never previously owned cowboy boots
- Oversaw year-over-year new customer acquisition growth of roughly 100% at Tecovas
- Built a custom AI agent that replaced manual review of roughly 16 weekly reports
- Drove an inventory partnership with invent.ai that produced a 2% increase in stock availability and a 20% increase in new product sales
- Ran a two-month television blackout test that quantified brand advertising's effect on lower-funnel ROAS
- Tecovas' Landman partnership and a Chiefs game spot produced a 16x spike in searches for 'Tecovas near me'
- Speaker at the Fast Company Grill at SXSW in both 2025 and 2026

## Latest updates

- **2026-06** — Honored in the Footwear News Women Who Rock class of 2026 at an event in New York City on June 3.
- **2026-03** — Listed as a speaker at the Fast Company Grill at SXSW 2026 in Austin.
- **2025-12** — Profiled on her use of a custom AI agent to replace manual review of roughly 16 weekly reports, and on an invent.ai inventory partnership.
- **2025-01** — Tecovas expands its work category into women's boots following the 2024 men's work boot launch.

## Links

- Website: https://tecovas.com
- LinkedIn: https://www.linkedin.com/in/krista-dalton-35a13036/

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Profile page: https://yespress.io/krista-dalton
Published by YesPress — https://yespress.io
Last updated: 2026-07-27