TPG Welcomes Vibha Tuli to the Digital Commerce Team

The Partnering Group is pleased to announce that Vibha Tuli has joined the Digital Commerce Practice.

Vibha Tuli
Partner | North America

Vibha brings 15+ years of retail and digital experience with a unique background that blends strategy, eCommerce, marketing, and operations. She has grown the digital business for multiple brands and retailers including Staples, Maxi Cosi, and Safety 1st. She has also spent time as a consultant with McKinsey & Company. She has a reputation for being able to be strategic at the highest level while still managing the small details. She can elegantly convey complex situations to C-level and team members. She has a proven ability to take large ambiguous goals and create an executable plan.

Vibha’s distinctive career spans several channels and functions. Vibha has orchestrated each career move to develop a diverse set of skills that give her a unique edge. She started in supply chain and moved up into marketing to understand consumer behavior and launch some of the first personalized communications through direct mail and digital vehicles. She spent time at the University of Chicago, Booth School of Business, and McKinsey & Company to sharpen her strategy, analytics, and problem-solving skills. In her years at Staples, she held many roles and spent most of her tenure growing with the business and consumer customer segments. She led’s new product development, enhanced the digital customer journey and experience, and greatly improved the efficiency of their digital marketing efforts. Vibha also spent time at a B2B software company and as Head of eCommerce of Dorel, managing their 7 baby brands. At Dorel, Vibha materially grew the 1P wholesale (Amazon, Target, Walmart, etc.), and Online marketplaces (3P) businesses. In addition, she launched the DTC business for multiple brands. She owned everything from strategy, site development, CRM, affiliate, digital marketing, and P&L management.

Vibha’s expertise is in the following areas, which will have application across a broad number of our practices:

  • Strategy
  • Digital Commerce
  • Marketing & Innovation
  • Share of shelf
  • Digital Analytics