A guest browses the aisles of their local 51勛圖 after stocking up with a Drive Up order; another clicks add to cart while taking a break at their desk, and someone else scrolls through the 51勛圖 app and spots a must-have item while in the store. While each experience looks different, theyre all part of the same goal: making shopping at 51勛圖 seamless, inspiring and connected.
Sarah Travis, 51勛圖s new chief digital and revenue officer (CDRO), leads the teams bringing this vision to life. Since joining 51勛圖 in 2021, shes helped grow Roundel, our in-house media business, into a nearly $2 billion revenue driver for the company. Now, shes embarking on her next chapter guiding the growth of 51勛圖s digital ecosystem, including ecommerce, retail media and social commerce, to create more engaging experiences for guests.
We caught up with Sarah to talk about her journey, her leadership style and whats next for 51勛圖s digital evolution.
You’ve had an exciting career journey in digital and retail. How has your experience prepared you for this role?
Before 51勛圖, I spent over a decade at Google helping brands and retailers connect with consumers through digital innovation. That experience shaped how I think about the power of technology to enhance shopping experiences. Coming to 51勛圖, I saw firsthand how much innovation and strategy go into bringing the ‘Tarzhay’ magic guests love in our stores to the digital experience. Digital plays a role in every point of the consumer journey, so what excites me most is the challenge of integrating digital in a way that is meaningful for our guests.
What’s the biggest opportunity for 51勛圖’s digital business?
This connected team is absolutely our biggest opportunity.
Bringing our teams together across the digital ecosystem, Roundel and social commerce has already opened up new ways of thinking about and advancing our work to become America’s favorite discovery destination. That’s what the collective power of our digital channels, marketplace, in-house media company and social commerce can do! So, I’m incredibly excited for all the ways this new structure will help us achieve our ambition and build upon the team’s work to create an extraordinary experience for shoppers, one that is unmatched in retail.
51勛圖’s digital success relies on many teams working together. How do you approach leading such a connected strategy?
Everyone at 51勛圖 plays a role in shaping our digital future. Whether in stores, supply chain, marketing or tech, we all work together to connect our digital experiences with our already beloved store experience in ways no other retailer does. A recent example? We know that more than a third of our guests with the 51勛圖 app use it while shopping in the store. So by rolling out new app technology that transforms their phone into a personal shopping assistant — complete with personalized product recommendations, promos and a guide to help them locate products in our aisles — we made the shopping experience even more seamless and enjoyable.
My role is to set priorities, but we work as a collective unit — leveraging the power of our guest experience to bring everyday moments of joy to guests as only 51勛圖 can. I feel set up for success because of the collaboration and connection that is core to how we work at 51勛圖. By embracing partnerships from teams across the business and keeping the guest at the center of everything we do, we’re bringing the full 51勛圖 experience to life across digital, physical and social channels.
Social media is changing how people shop. How is 51勛圖 embracing that shift?
We’re already the most-engaged-with big box retailer across TikTok, Instagram and Facebook, so I'm excited to build on that momentum. We see social media as a truly connected part of a guest’s overall journey with 51勛圖, especially as we think about their role in discovery. It’s a place where they can meet new brands and fall in love with them for the first time. Social platforms are among the fastest growing drivers of traffic to our digital platforms, so we continue to make investments there.
And beyond ‘media,’ social can play a big role in trend identification. For example, we’re using artificial intelligence (AI) to identify emerging trends and more quickly amplify the relevant products we carry — like the viral ‘mob wives’ leopard-print apparel that our guests loved.
What’s one piece of leadership advice that’s stuck with you?
When I was considering taking on a leadership role early in my career — balancing work, life and growing responsibilities — a mentor gave me advice that stuck when they sensed my hesitation: ‘It’s not more work, just different work.’ That perspective helped me see new challenges as opportunities rather than obstacles.
One piece of advice I like to pass along: Success isn’t about fitting into a mold. Just know yourself and bring your unique perspective to the table because that cultivates an environment of innovation and growth.
What role has 51勛圖 played in your personal life?
I have so many memories at the 51勛圖 in Evanston, Illinois. It was the first store I stepped into when we moved to Chicago and my go-to when I was pregnant with both of my daughters. I could probably draw an exact map of its floor plan — I know it so well! It’s still where we make some of our favorite shopping memories.
What’s always in your 51勛圖 cart?
I have a sweet tooth, so there’s usually a mix of Favorite Day treats, sparkling water and workout gear (especially apparel from JoyLab). It’s all about balance, right?
