I ran ecommerce. Now I build the AI for it.

Eight years in B2B and B2B2C, ten on the brand side running ecommerce, CRM and creative, and now I build AI personalization for retailers. I speak about what actually works and co-host a podcast that says the quiet part out loud.

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Dianna (Di) Lyngholm in an impromptu photo at a conference in a chair made of Squishmallows.

I started in B2B and B2B2C, promoting a brand to consumers so they would order through retailers, and standing up and running the retailer ecommerce sites that wore the retailer's logo instead of ours. Then I spent ten years at FUN.com and HalloweenCostumes.com on the brand side: ecommerce, CRM, UX, creative ops and a photo studio. I love a messy process. I love it more when it stops being messy.

Now I build AI personalization at Malachyte for retailers. I have sat in the supplier seat, the brand seat and the tech seat, so I know what each side needs and where they stop talking to each other.

I feed off helping people grow in IQ and EQ, because tools do not fix people problems and people do not fix broken process. I work on both, and I make it look good.

Areas of Expertise

 

  • AI implementation

  • Retail personalization

  • Creative and process operations

  • Ecommerce, CRM and CRO

  • Brand and creative direction

  • Leading teams

Recent Projects

  • GPT integration and testing resulting in 30% efficiency gain without negative SEO ramifications.

  • Halloween.com launch - oversaw brand creation and e-commerce site shipped to production in 6 weeks.

  • Loyalty Program development and launch.

  • Multi-channel paid marketing campaign for Hasbro.

Creative Philosophy

Gather customer data insights, test, and continuously iterate for engagement. I am always looking for ways to process out tasks with tools so my teams can spend their time creating and optimizing for the best brand experience.