top of page

bio

Lee Senderov is a seasoned general manager with over 10 years of experience scaling top-tiered VC & PE backed consumer internet start-ups.

​

Currently, Senderov is the President of Richline Digital at Richline Group, a Berkshire Hathaway Company and one of the largest jewelry manufacturers in the world. Senderov oversees the Group's e-Commerce division which includes a portfolio of online jewelry stores including: Silpada.com, Jewelry.com, Honora.com and Gemvara.com. 

 

Before Richline, Senderov was the VP & GM, North America for YourMechanic. In this role, Senderov oversaw the business development, sales, account management, and marketing functions for the nation's leading mobile mechanic service provider. 

 

Prior to YourMechanic, Senderov oversaw marketing and business development efforts for Shopular, a leading Sequoia backed mobile shopping application. At this role, Senderov was responsible for creating and executing both B2C and B2B marketing campaigns, solidifying business relationships with key agencies and trade organizations and growing the application's retailer and brand base. 

 

Earlier in her career, Senderov oversaw global marketing for Become.com, a leading comparison shopping engine where she managed teams in the US, Europe and Japan and also led marketing for Linden Lab, a Benchmark backed gaming company. 

 

She holds a BA in History with minors in French, Spanish and Italian from Brandeis University and an MBA from the Harvard Business School. 

 

Areas of expertise include: digital marketing (entire suite: SEM, SMM, SEO, ASO, ad networks, retargeting, A/B testing, tracking, email, site optimization, cart/form conversion, e-commerce platforms, subscription, user engagement),  communication/PR, product development, branding, licensing, contract negotiation, business development, sales and overall business strategy. 

 

work

 

President, Richline Digital
YourMechanic, 2018-Present 

P&L Responsibility for Richline Group’s e-commerce division consisting of 4 e-commerce sites and a white-labeled business. Manage a team of 50 FTEs across engineering, operations, marketing, creative & operations.
 

  • Oversight over all business functions: marketing, operations, engineering, creative & merchandising

  • Revenue growth through profitability

  • Capital allocation

VP & GM, North America
YourMechanic, 2016-2018 

Oversee all marketing, sales and business development efforts for leading auto mechanic services provider

 

  • B2C Online Marketing

  • B2B Marketing & Thought Leadership

  • Business Development and Partnerships

  • New Product Development

  • Vendor Management and Negotiation

Head of Marketing and Business Development, Chief Shopologist

Shopular, 2014-2016

Oversee all marketing and business development efforts for early-stage mobile shopping start-up. 

 

  • User Acquisition

  • B2B Marketing

  • Community Management

  • Branding

  • Communications

  • Business Development

  • Corporate Communications

  • Contract Negotiations

  • Trade Marketing

VP Marketing
Linden Lab, 2012-2014

Oversee all marketing and business development initiatives for eight brands including user acquisition, branding, communication, licensing, 

product distribution, content and community. Manage team of 12 FTEs.

 

  • New Product Launches

  • User Acquisition

  • Branding & Communication

  • Business Development

  • Community Management

  • Product Development

VP, US Comparison Shopping & Global Online Marketing

​Become.com, 2008-2012

General Manager fully responsible for US P&L and global marketing budget consisting of over 50M keywords in multiple languages. Managed a team of 40 FTEs located in 3 different geographies: US, EU, Japan. 

 

  • Revenue Growth

  • International Online Marketing

  • Partnerships & Business Development

  • Team Growth & Management

  • Sales & Account Management

  • Product Development

East Coast Marketing Manager

Naked Juice, 2001-2004

Oversaw marketing initiatives for Eastern sales division of Naked Juice brand.

 

  • Brand Launch & Growth

  • Sales Collateral Creation

  • Guerilla Marketing

  • Trade Marketing & Trade Shows

  • Brand Building

advisory
Advisory Board Member

Sift Wallet

Advisory Board Member

Lodestar Ventures

education
Harvard Business School

2004-2006

Masters in Business Administration. Elected Section Historian.

Brandeis University
1997-2000

Bachelor of Arts in History, cum laude, with minors in French, Spanish, and Italian. Completed degree in 3.5 years.

fun

Spending time with family, traveling (visited 40 countries), foreign languages, running (completed San Jose marathon in Oct 2009), and cooking

bottom of page