Toni Baston

Commercially focused senior leader with 15+ years’ experience in eCommerce, category management, and seller-led marketplaces. Currently leading 18 people at Pet Circle, managing a $400M+ merchandise portfolio and over 17,000 SKUs. Experienced in scaling seller ecosystems, driving double-digit GMV and profit growth, and managing the full seller lifecycle from acquisition to monetisation. Skilled at simplifying complex processes, improving data use, and building high-performing teams to deliver measurable business outcomes.

• Scaled the iconic’s own brand to 28% of GMV, delivering double-digit profit growth
• Drove consistent year-over-year GMV and margin growth at eBay and The Iconic through strategic category and seller leadership
• Generated millions in retail media and marketing investment through high-impact commercial initiatives
• Managed 500+ supplier accounts, enabling scalable seller growth and monetization
• Launched Fresh Food at Pet Circle and Curvy and Beauty categories at The Iconic, expanding range and customer relevance
• Led global structured data and taxonomy migration for eBay's Apparel and Accessories category, a complex project, aligning multiple international stakeholders
• Established end-to-end category lifecycle processes at Pet Circle, improving planning, supply, pricing, and promotional execution
• Delivered scalable solutions for structured data, tagging, and inventory management across three businesses
• Improved product discoverability and conversion through enhanced data and onboarding processes
• Developed seller lifecycle tools that reduced operational friction and boosted promotional participation