Larry Becker is an e-commerce consultant and online retail veteran. Over a ten year career, Larry has worked in multi-channel retail and online agency environments, proving his skills in website optimization and content development; new project launch and strategy; marketing and sales.

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Today, Larry Becker serves as principal in Larry Becker Web, a consulting practice dedicated to helping marketers deliver more effective websites.  In addition to helping his clients, Larry leads marketing for admissions at the University of Virginia’s Darden School of Business.

Prior to joining Darden and to the launch of his consulting practice,  Larry held senior leadership positions at the Rimm-Kaufman Group, an Inc 500 advertising agency, and Crutchfield Corporation, a national retailer of consumer electronics.

At the Rimm-Kaufman Group, Larry served as VP, Marketing and Business Development and later, VP and Principal, Website Effectiveness. Larry helped the Rimm-Kaufman Group bring on some of its largest and most venerable clients.

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At the Rimm-Kaufman Group, Larry developed a consulting practice and delivered website effectiveness projects for national brands in categories including apparel, fashion, financial services, jewelry, gourmet food, consumer electronics, outdoor lifestyles, and publishing.

At Crutchfield Corporation, Larry served as VP, E-Commerce with primary responsibility for the company’s website and online marketing efforts. Under Larry’s leadership, Crutchfield’s Internet presence received “best of the web” recognition from, Forbes, and Kiplingers, and received multiple Bizrate Circle of Excellence and Internet Retailer Top 50 awards, as well as multiple I-Merchant / Catalog Age Gold Awards.

At Crutchfield, Larry was responsible for design and usability of all website features including cart, checkout, search, navigation, product categorization, and product presentation. He piloted site merchandising projects and pioneered Crutchfield’s site analytics program ,integrating 3rd party web analytics tools, an internal split testing platform, and usability testing. Larry also produced a website for a unique online partnership between Sony Electronics and Crutchfield, successfully managing brand guidelines and e-commerce integration across the two companies.

Larry’s Effective Website column appears regularly in Multichannel Merchant and he has served as judge at the annual I-merchant awards. He has spoken frequently at industry events including’s merchandising and marketing events, Ad:tech, Internet Retailer, E-tail, and The DMA’s Annual and Catalog conferences.

Larry has taught for Marketing Profs and been a guest lecturer on website usability and e-commerce at The University of Virginia’s Darden School of Business and McIntire School of Commerce.

Larry attended the University of Virginia where he received a BA with Distinction and was an invited member of the Special Scholars Program.  Prior to his career in e-commerce he worked as a musician and writer.