Meet Heidi Isern, Ordergroove’s SVP of Product Marketing

We’re thrilled to welcome Heidi Isern to the Ordergroove team as our new SVP of Product Marketing.

With two decades of experience spanning eCommerce, brand storytelling, and human-centered design, Heidi has shaped go-to-market strategies, authored viral content, and led strategic initiatives for both scrappy startups and global brands. 

Most recently, she was VP of Experience at Narvar, where she led product marketing and design to develop best-in-class user experiences, champion product launches, and create compelling product narratives that drove deals and retention. Before that, she spearheaded innovation at Gap Inc., with the goal of 400% ROI through new retail innovations.

As SVP of Product Marketing, she’s focused on turning Ordergroove’s innovation into clear value product positioning and go-to-market stories that drive recurring revenue and deeper customer relationships.

Outside of work, she’s writing a novel, raising a daughter, and still finds time to host legendary dinner parties.

Get to know Heidi and her approach to product marketing in the era of Relationship Commerce.

What excited you most about the opportunity to join Ordergroove?

“Ordergroove’s momentum was definitely a strong draw, as was the opportunity to redefine how Relationship Commerce is changing retail. 

But honestly? It was the authenticity of the Ordergroove people that made me sign. In my 20-year career, I have never encountered kinder, more collaborative talent: zero politics, no meetings about meetings, just humans rolling up their sleeves to make lives better for all consumers.”

What’s one lesson from your past roles that will shape your approach here?

“I spent four years at IDEO, a human-centered design firm, practicing radical empathy for the core user—not just reading “surveys” but actually living their experience and deeply observing how they respond to situations. I once went to Korea to try to understand the motivations of hard-core video gamers.

To be an effective product marketer, you must first understand the customer’s innate pain points and deep-seated desires. Only then can you craft the right message that will stick.”

Where do you see the biggest opportunity for innovation in eCommerce right now?

“AI-powered personalization that works like an attentive personal shopper. I’d personally love one who knows I need more dog food before I remember I’m down to the last scoop (so would my dog), or that the green dress on sale at Nordstrom would be perfect for Friday’s event. 

I believe the future belongs to brands that seamlessly blend predictive intelligence with inspirational discovery, all with zero friction.”

What’s something you’re currently learning or working on improving?

“Like many career parents, I’m trying to multitask less and be present more. I also talk fast—like, really fast—and I’m actively working on slowing down, which helps with that coveted “present moment” mindset. 

Yoga is great for this, but my 7.5-year-old daughter has become my greatest teacher. She’s shown me the power of ‘single-tasking’ and actually being fully present for whatever we’re doing, such as making up stories when we’re walking the dog or dancing in the kitchen to Pink Pony Club.”

When you’re not working, what energizes you?

“I love cooking—whether it’s baking blueberry muffins with my daughter (she’s head chef) or hosting dinner parties where venture capitalists meet ceramics artists. I recently started a single-parent book club where no one knew anyone else except me because I thrive on watching unexpected connections form over strong opinions about fictional characters.

 I am also working on a young adult novel that’s been a LOOONG labor of love. Someday it will see daylight!”