Inside Retail’s Top 50 People in E-Commerce is an annual ranking of the most impressive and inspiring leaders in Australia’s online retail industry. Our 2022 report features C-level executives with decades of leadership experience, alongside start-up founders and digital specialists with a wide range of skills, from marketing to logistics. You can download it here.Over the next few weeks, we’ll be sharing in-depth profiles of this year’s Top 10. This week, we’re featuring #7 – Tigerlily CEO Travis Wright. Wright became CEO of women’s fashion brand Tigerlily in August 2021. Prior to that, she was general manager of Esther & Co, which she scaled more than five-fold in a single year, bringing profit levels to all new heights. Here is how she built a successful e-commerce career, despite having no industry connections, and what she has planned for Tigerlily.If there’s one thing you should know about Tigerlily CEO Travis Wright, it’s that she’s not afraid to put in the hard yards. Trained as a marketer, she has become one of the most knowledgeable and capable people working in e-commerce, thanks in large part to her exceptional work ethic. After moving to Australia from the US in 2014, she took a job at Esther & Co, an online women’s fashion business in a then-new-to-her industry. But it didn’t take long for her to become an expert in her field. “I was working nights almost five days a week and I’d usually work at least one day on the weekend. I’d often do learning and upskilling sessions during the day, and then I would do executional stuff in the evenings,” Wright told Inside Retail.  While she admits in hindsight that the schedule “wasn’t sustainable”, it paid off. She quickly rose through the ranks at Esther & Co to become its general manager, and played a key role in its turnaround from loss-making entity to profitable, growing business.Wright was responsible for rebranding the online retailer to an online marketplace, launching a mobile app, overhauling its loyalty program and expanding to the US. As a result of these initiatives, Esther & Co’s revenue increased more than five-fold in FY21.Her success caught the eye of Crescent Capital, the private-equity firm behind Tigerlily, which was in need of its own turnaround, and in August 2021, she left Esther & Co to become CEO of the iconic Australian swimwear brand – a dream role for her. “The hardest part was walking away from a brand I’d put my heart and soul into, but I felt peace moving to the next chapter knowing Esther was in a place of strength,” Wright recalled.Since joining Tigerlily just six months ago, she has adopted new point-of-sale, inventory management, and financial systems, opened a pop-up shop and, most excitingly, moved the needle for online sales from 20 per cent of overall sales to more than 40 per cent. “When I joined Tigerlily, I brought optimism, excitement, and a vision of what we could be. The team has followed suit and now we feel like a start-up with endless possibilities,” she said. “I’ve learned that any brand, despite its age, can embrace a new beginning.” Wright has even bigger plans for Tigerlily in the year ahead. She is gearing up to launch a new website, followed by a move into the US market. “We’ll look to scale digitally in an effort to expand market share and reduce stock holdings,” she explained. Since Wright’s love for e-commerce is rivaled only by her love for travel – she has a side hustle selling customised jewellery under the brand Travel By Travis – the decision to take Tigerlily overseas scratches both a personal and professional itch. “I want to turn a brand into a global empire, and I believe Tigerlily has the foundation to be the brand I achieve that with,” she said. “I can’t wait to explore the ins-and-outs of new markets and adjust Tigerlily accordingly around the world.”