PROFILE

Kim DeCarlis

Chief Marketing Officer, PerimeterX

Kim DeCarlis is a seasoned go-to-market executive with a unique combination of product marketing, brand building and high-tech sales experience. Kim is currently the CMO at PerimeterX, a growing Series C company that provides modern web application security solutions that safeguard digital businesses in retail e-commerce from malicious activities.  Her experience spans roles at technology companies including Citrix and IBM, as well as at Information Resources, Inc., a provider of solutions to the retail and CPG industries.  She is a frequent speaker at industry events on cybersecurity, B2B marketing and C-level engagement, and has been recognized by the Silicon Valley Business Journal as one of the “Silicon Valley Women of Influence.” She is a graduate of Stanford University and serves on the Boards of Directors for Model N, the Children’s Discovery Museum of San Jose and Girls in Tech.

To learn more, visit: perimeterx.com

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  • Posted on: 09/23/2020

    COVID-19 may push retailers to use voice assistants instead of touch screens

    New norms continue to be driven by the pandemic and as a result innovation and digital transformation have accelerated. As retailers strive to address customers' health concerns, testing voice interaction is a logical step but, in addition to physical safety, information security will be key -- particularly for payment information. And as familiarity with voice-activated technology and comfort with security increase, in-home adoption will grow.
  • Posted on: 09/21/2020

    Will 2020 be the year the holiday selling season changed forever?

    Retailers have long been trying to pull holiday shopping forward, often frustrating shoppers who don't like seeing decorations for Christmas in October! There are practical reasons to extend promotional periods this year, and smart retailers should explain their rationale to shoppers -- as Home Depot did -- to avoid potential backlash. Our data shows that since the pandemic began, online shopping traffic has been more than triple that seen on Cyber Monday last year. It will be interesting to see how behavior changes this year and if there is a Cyber Monday spike at all!
  • Posted on: 09/18/2020

    Are older shoppers wiser amid the pandemic?

    The first rule of marketing is "know your audience." At no time has this tenet been more important. Given the generational differences in reactions and stressors seen during the pandemic, brands must differentiate their messages -- and even their product offerings and channels. Messages that connect with the realities and the emotion of the audience tend to have more impact. And note, this is ALWAYS the case ... not just as a result of the pandemic.
  • Posted on: 09/17/2020

    Will Apple’s Express pickup concept drop off post-pandemic?

    The pandemic is yet another event that has reset the bar for go-forward norms. In order for consumer to feel safe, retailers must find new approaches. Techniques that leverage buy online and pick up in store are likely to persist - both for safety and convenience. This is particularly true when the consumer knows what they want and doesn't need the casual shopping and browsing experience. Apple Express directly addresses that need. It will be interesting to see how retailers address the casual shopper in a way that is safe and efficient for the business.
  • Posted on: 09/16/2020

    Retailer saves itself at the buzzer with TikTok

    In this omnichannel world, retailers need to engage with consumers across channels. TikTok can become an important social app, but as we know many short-form video apps have been flashes in the pan (Vine), so the app alone is not sufficient. We should also expect apps from other big social players to improve and fragment the market. Success on any app requires influencers and engaging content -- this is where retailers should focus their efforts.
  • Posted on: 09/08/2020

    Learn about AI success from execs who are getting it right

    AI can best be used as an enabling technology to help retail businesses accelerate previous people-centric analysis and resulting decision-making. Retail executives should prioritize AI as part of their continuing digital transformation efforts, not in lieu of them. And these should be balanced against all of the other efforts required to run and grow the business - rather than overtake them.
  • Posted on: 09/02/2020

    Digital coupons find redemption in the stay-at-home economy

    The shift to digital coupons cannot be ignored, particularly with growing user bases of Rakuten and Honey, and most recently Amazon Assistant. But digital coupons are a double-edged sword. They can be injected on your site by a competitor -- disrupting your customers' path to purchase by offering an identical or similar product on another site for less. Particularly with the shift to online purchases in the work-from-home economy, e-commerce retailers must ensure they can both block distracting ads from appearing on their site, yet allow good ads that increase conversion and average purchase value.
  • Posted on: 08/24/2020

    COVID-19 will redefine the meaning of Christmas creep in 2020

    Based on the data we have from some of the largest and most respected brands in retail, predicting activity for this holiday season is going to be next to impossible. Since the beginning of the shelter in place period and the global pandemic, many retailers have seen spikes in single-day traffic that are larger than what they saw during the last Cyber Monday, in some days more than 300% of that peak. And that traffic spike is persisting. As a result, retailers need to plan for ongoing peaks and reconcile themselves to the fact that -- for as long as much of the world is working from home -- valleys will be non-existent, and the impact of promotions will be even more difficult to ascertain than normal.
  • Posted on: 08/18/2020

    Cloud tech becomes a retailing priority amid COVID-19

    To quote Satya Nadella of Microsoft, as a result of the pandemic "we saw 2 years of digital transformation in 2 months." While on-premises solutions are an option, most retailers today don't want to be constrained by them with their limited deployment options and ability to scale. And with so many non-essential roles working from home, on-premises solutions become increasingly difficult to deploy, manage and maintain. Cloud solutions that can help retailers pivot their businesses quickly and scale as needed are a preferred option -- particularly if they help with customer experiences and multi-channel engagement. One important priority change is that of security ... with more digital properties come a broader threat surface. It is important that retailers plan for this in advance.
  • Posted on: 08/12/2020

    What does the pandemic mean for mobile pay?

    In a word, yes. As the pandemic continues, consumers are taking necessary precautions including mobile and contactless payments to help stop community spread of the virus. But this does have potential downsides to retailers. In addition to transaction costs, retailers are at risk of carding attacks in which criminals use bots to test lists of recently stolen credit or debit card information on merchant sites. Retailers can end up paying a heavy price if they are hit with a carding attack. For example, payment processors can block all transactions if the carding attacks are not handled quickly, which can result in lost revenue. As a retailer, you are responsible for keeping the chargeback and card-not-present (CNP) fraud levels under control. It's important that retailers are prepared for this situation with the right defenses in place on their payment sites.
  • Posted on: 07/28/2020

    Neiman Marcus launches digital hub to bring the in-store experience online

    In the B2B world, there has been a long-held tenet that 60% of a buyer's decision is made before they engage with a vendor. This is increasingly true for the consumer as well, certainly with standard purchases. Integrated omnichannel options can differentiate the buying experience and drive loyalty. Online without assistance will be used for standard purchases (I need new white jeans) whereas with assistance and an extension to try and pick up in-store will be tremendously helpful for special purchases (I need something for a wedding).
  • Posted on: 07/27/2020

    How can retail advance more women to leadership supply chain roles?

    When groups are under-represented in specific roles -- women CEOs, black board members, female engineers -- the reality is that it is a supply chain problem. Organizations need to focus on developing talent early in the process. In some cases that means a focus on math, science and technology at the primary education level. In others, it is sponsoring college programs, scholarships and internships to promising students and focusing on their ongoing growth. And, providing mentorship and role models so that underrepresented groups seem see someone who looks like them excelling in these roles is another key to success.
  • Posted on: 07/27/2020

    Retailers need to reorganize like a 21st century business

    Digital expertise needs to be woven into every aspect of the business, not siloed in a "digital" group. It's also important for retail leaders to understand that with digital transformation comes risk transformation. As more business includes a digital component, the need to appropriately secure websites and web applications becomes paramount.

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