Passion, Pedal Power, & eCom Strategy
If you’ve spent more than five minutes in a room with Michelle Sickle, you know three things: she’s got boundless energy, she’s obsessed with eCommerce, and her spice rack is immaculate.
Michelle is the President and COO of Hinge Commerce, overseeing the Account Management, Advertising, Creative, Sales, and Operations teams. With over 20 years of experience across big-name retail brands like Amazon and Gap, Michelle brings unmatched expertise to the Hinge Commerce team. But for her, this career wasn’t part of a long-laid plan; in fact, it was something she stumbled into.
“I started in merchandising at Gap,” she shares. “At the time, I thought that was going to be my forever path. But something always felt slightly off. I loved the strategy side, but I wasn’t sure I was creative enough to thrive long-term in fashion.”
That realization nudged Michelle toward strategy-focused roles, eventually leading her deep into the world of eCommerce, and she hasn’t looked back since.
“I’m truly passionate about this space. I wake up reading about eCom strategy and go to bed thinking about what’s next. This career didn’t just shape me, it transformed me. Leading this company feels right. I get to contribute in a meaningful way every day.”
What’s your favorite thing about Hinge Commerce?
“The people — hands down. Everyone here is pulling in the same direction. We’re laser-focused on improving eCommerce sales and making the consumer experience better. It’s rare to find a team that aligns this well. I feel lucky every day.”
Proudest Hinge Commerce Moment?
“Our off-site in Cincinnati. That’s when things clicked. The team chemistry, the ideas flying around, you could feel the energy shift. Those bonds are still going strong today. I’d love to do another one soon… just need to find the time!”
Where do you see eCommerce heading in the next year?
“AI is going to shape the future not in a ‘robots-take-over’ way, but in how we scale smartly. Tools like Google’s AI search and ChatGPT are already embedded into how people shop and search. Retail platforms are adopting AI quickly. Our challenge, and opportunity, is figuring out how brands and agencies can use it to optimize work, without losing the human touch.”
Personal Notes
One Thing You Don’t Know About Me:
“I’m super organized, like, ‘label-maker-is-my-love-language’ organized. My spice rack could be in a museum.”
Favorite Hobby:
“Bike riding! I got back into it as an adult, and it’s been amazing. It feels like freedom. It’s the best way to clear your mind. I especially love riding on the KATY Trail; it used to be a railroad line. I hope to ride the whole thing one day.”
Favorite Food:
“Mexican and Tex-Mex. Give me street tacos or fajitas and I’m happy.”
Hot Takes
Are Crocs an acceptable shoe?
“Only if you’re under the age of 12. Sorry, no exceptions.”
Is a hot dog a sandwich?
“Absolutely not. They’re delicious, they just aren’t a sandwich.”
What’s on your summer playlist?
“I love the Coastal Cowgirl playlist on Spotify, it’s beachy country vibes. And with my daughter into Taylor Swift, Ariana Grande, and Chappell Roan, there’s a lot of pop happening in our house right now too.”
Last Movie You Watched?
“Talladega Nights. We watched at home, and it’s always good for a laugh. Last movie I saw in theaters? The Minecraft movie with the fam.”
Favorite Amazon Find?
“A knock-off Hydro Flask that cost me half the price. It’s held up for years. Honestly, one of my best purchases.”
At the helm of Hinge Commerce, Michelle is more than a seasoned exec; she’s a strategic force who leads with passion, purpose, and a whole lot of label tape. From fine-tuning product strategy to organizing her pantry with surgical precision, Michelle shows us that success is all about balance (and maybe a few good tacos along the way).
