Jenna Abbe

Jenna Abbe is an accomplished e-commerce and digital marketing executive serving as Senior Director of Amazon and Digital Growth Lead at Paula’s Choice Skincare, where she oversees the company’s Amazon business and broader digital growth strategy. With nearly 15 years with Paula’s Choice and approximately 18 to 19 years of experience in e-commerce, digital marketing, and online retail, Abbe has developed a comprehensive understanding of what it takes to build and scale a successful digital business. Her responsibilities encompass the full scope of Amazon operations, including advertising, content strategy and creation, e-commerce merchandising, web production, business performance, and P&L ownership. She combines strategic leadership with a hands-on understanding of the digital customer experience and the rapidly evolving marketplace.

Abbe’s career reflects a steady progression built on experience, adaptability, and a willingness to take on increasing levels of responsibility. After earning a B.A. in Journalism from California State University, Long Beach, she began developing her e-commerce expertise at Incipio, a mobile technology manufacturer, where she served as Web Merchandising Manager. She joined Paula’s Choice in 2012 as a Web Producer and Merchandising professional and subsequently advanced through roles as Digital Marketing Producer, Manager of Amazon & Affiliate, Senior Manager of Amazon & Affiliate, and Director of Amazon & Affiliate before being promoted to Senior Director in 2024. During her tenure, Abbe helped launch Paula’s Choice’s Amazon channel approximately a decade ago and played an instrumental role in developing it from the ground up. Her work has encompassed building the channel’s infrastructure, strengthening the brand’s digital presence, and expanding its capabilities into a major component of the company’s e-commerce business.

A defining element of Abbe’s professional philosophy is her belief in authenticity, perseverance, and maintaining a strong work ethic. She began working at age 15 after obtaining a work permit and has remained consistently employed throughout her career, crediting that long-standing commitment to hard work as a major contributor to her success. She believes career development does not have to follow a predetermined path and encourages others to remain true to themselves while finding an approach that aligns with their individual strengths and goals. As a leader, Abbe is known for combining strategic perspective with attention to detail while supporting collaboration, professional development, and meaningful growth. Outside of work, she enjoys experiencing the outdoors of Washington with her son, particularly hiking and exploring different parts of the state. She also enjoys cooking, embracing opportunities to be creative and spend quality time with the people who matter most to her.