Former Twitter Australia boss Suzy Nicoletti joins rapidly growing e-commerce startup

Former managing director of Twitter Australia, Suzy Nicoletti, has stepped down and taken on a new role as the vice president and general manager of rapidly growing Israeli e-commerce marketing platform Yotpo.

Sydney-based Nicoletti will be in charge of the company’s Japan and Asia-Pacific region. Yotpo launched into the Australian market at the end 2021 following a multi-year platform collaboration with Shopify and a US$230 million ($320 million) capital raise to drive expansion.

Yotpo’s Australian and New Zealand userbase includes big names like Zoe Foster Blake’s Go-To Skin Care, e-commerce fashion business Princess Polly, and streetwear brand Culture Kings.

Nicoletti said she is excited about her new role and eager to put Australia’s e-commerce industry on the world map.

“Australian e-commerce brands have demonstrated they can play on the global stage, and it’s Yotpo’s mission to ensure we’re on the ground to help them succeed,” she said.

“With consumer retail habits evolving, brands like Culture Kings, Princess Polly and JSHealth have emerged as significant contributors to Australia’s online retail industry.”

After 5 incredible years as Twitter Australia’s Managing Director, I’m thrilled to be moving on to my next adventure as the Vice President and General Manager of JAPAC for @Yotpo to lead and expand their footprint into Asia from Australia

— Suzy Nicoletti (@suzynicoletti) February 23, 2022

“As a passionate advocate for building Australia’s technology footprint, I’m excited to develop our Australian presence into a hub that will empower the next generation of online brands across JAPAC.”

Yotpo’s rapid growth in Australia

In the past few months, Yotpo has signed a number of new clients, including Kmart, Hi Smile, Rip Curl and General Pants.

Since the company’s Australian launch in 2021, Yotpo says it has increased its Australian customer base by 100%, and its local revenue by 350%.

It was also named 2021 Most Innovative Partner Program Award by Partnership Leaders.

The company attributes the growth to strategic hires, SMS marketing, referrals, loyalty and reviews for both emerging brands, which can access Yotpo without charges, as well as medium to larger retailers establishing programs at scale.

Yotpo has also tripled its staff numbers in its Sydney office in recent months, as its aggressive headhunting strategy continues to bolster its rapid expansion in the region.

David Michaeli, head of new markets at Yotpo, said the Japan-Asia Pacific region is the company’s fastest-growing branch, and the latest appointment of Nicoletti is a strategic move in accelerating this momentum.

“Australian retailers are acutely aware of the importance of building relationships and loyalty with their customers, which is why so many have embraced Yotpo,” he said.

“Since COVID restrictions amplified consumer appetites to shop online, Australia has produced more e-commerce businesses than we’ve seen to date, and it’s reflected in our overwhelming growth.

“With this in mind, we knew we needed the local leadership team to be no less than excellent, and we’re now proud to welcome Suzy to join and lead this all-star team.”

Before her role at Twitter, Nicoletti spent eight years at Google as an executive, and was named one of Australian media’s most powerful people by Media Week in 2021. The California-native is a graduate of Claremont McKenna College, a private liberal arts college in Claremont, California, where she studied English, and Rice University in Houston, where she studied business and managerial economics.

In 2019, she told CEO Magazine that one of the most crucial resources for any professional is a diverse network of colleagues and friends who can offer advice, provide different perspectives and challenge the way you think about your career.

“Working in technology, every day is different, and it requires a collaborative team approach to ensure we are able to support each other and thrive as a business,” she added.

“People are hired to thrive in their core role, but as the business evolves there is a need to work together and get involved in multiple aspects of the operation to ensure we keep growing.”

This article was first published by Women’s Agenda.