TPG Welcomes Kendra Williams as the newest member of the Digital Commerce Team

The Partnering Group is pleased to announce that Kendra Williams has joined the firm in the Digital Commerce Practice where her focus will be on Digital Marketing, eCommerce, omnichannel education, strategy, and execution. Kendra brings over 20 years of expertise in Digital Marketing, eCommerce execution, as well as traditional sales and marketing for all channels. 

Prior to joining TPG, Kendra ran her own Digital Marketing and eCommerce consulting firm where she developed Digital Marketing and eCommerce strategies for CPG companies.

Before this, Kendra was the Divisional Vice President of Digital Marketing and eCommerce for Spectrum Brands’ Pet, Home & Garden division. In that role, she developed a center of excellence for Digital Marketing & eCommerce focused on content development, brand website redesign & execution, retailer engagement, and social media marketing. She was also responsible for all major eCommerce customers including,, She also worked with the sales teams for,,,, and other omnichannel customers. She also held roles in sales as DVP Petco Team, and Director of the Western Region responsible for grocery, mass, and independent pet sales.

In 2017, Kendra was named in the Top 200 Who’s Who in eCommerce by Shopper Marketing Magazine. An Amazon expert, she has worked directly with Amazon since early 2007.

Prior to Spectrum Brands, Kendra was the National Account Manager for Royal Canin, a division of Mars Petcare where she led Petco and Petsmart sales, including the introduction of Royal Canin into Petsmart. She was also National Account Manager for Heinz and a Business Manager for Daymon Worldwide.

Kendra has a Masters in International Management, Marketing from Thunderbird School of Global Management, and a Bachelor of Science in Economics from Arizona State University.  

Kendra’s expertise is in the following areas

  • Establishing eCommerce Business Units: Strategy, Capabilities, and Resourcing
  • Digital Marketing: Strategy, Websites, Social Media, Digital Advertising
  • Amazon & Omnichannel Retailer Strategy (1st Party Selling Direct)
  • Online Marketplaces (3rd Party) and Direct to Consumer (D2C) Strategy
  • Digital Shelf Capability Development: Content, Share of Search
  • CPG Sales and Marketing