Catalina Leyva

Senior Director of Ecommerce & Retention MaryRuth's

Catalina Leyva is an experienced retention and social commerce leader with a proven ability to drive customer growth, deepen brand loyalty, and scale lifecycle marketing strategies. As Director of Retention & Social Commerce, Catalina leads initiatives that connect community-driven engagement with performance marketing, creating seamless pathways from social discovery to long-term customer retention. Catalina has been instrumental in building and managing TikTok Shop programs, overseeing end-to-end strategy — from affiliate partnerships and content optimization to campaign execution and performance analysis. Under her leadership, TikTok has become a key revenue channel, blending organic community growth with paid acquisition to drive both immediate conversions and lasting brand affinity. She thrives at the intersection of data-driven strategy and creative storytelling, and is deeply committed to developing innovative retention loops, scaling emerging channels, and fostering cross-functional collaboration.