Coworking with Keri Hanson

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Keri Hanson is director of retail and attractions at data analytics platform Datafy.

How would you describe your job to someone who doesn’t work in retail? I help retailers make sense of their numbers. This means digging into what’s selling (and what’s not), who’s buying, and how fast products are moving. I keep an eye on the competition too, so retailers know how they stack up—whether it’s total sales, number of transactions, or how much shoppers are spending.

One thing we can’t guess about your job from your LinkedIn profile? I’m used to working at full speed all the time. Nights, weekends, you name it—I’ve always been glued to my inbox. So when I started my current role at a company that truly values work/life balance, it honestly threw me for a loop. Taking real weekends, clocking out at a reasonable hour felt…wrong. Fast forward six months, and I’m really embracing this new style of work and the lifestyle changes that come with it—so much so that I’ve picked up a new hobby: solo travel. I just came back from an off-the-grid solo trek through Iceland, and am already plotting my next adventure.

What’s your favorite project you’ve worked on? I got to work on some amazing projects during my time at Macy’s—launching the brand in China with a live stream from Macy’s Herald Square during the Thanksgiving Day Parade comes to mind—but my absolute favorite has to be our work for Stonewall 50 — WorldPride NYC in 2019. We created a series featuring LGBTQ+ shoppers sharing their personal stories through clothing, which was such a meaningful way to celebrate individuality and self expression. I met incredible people, helped tell stories that mattered, and got to showcase Macy’s commitment to being a safe, inclusive space. It’s a project that still sticks with me today.

Which emerging retail trend are you most excited about right now, and why? I’m excited about how POS systems like Square and Toast are helping small businesses run powerful loyalty programs. No more punch cards or “Oops, I forgot it at home” moments—everything’s digital. That means that local shops can compete with big chains on perks and personalization. I love the surprise and delight moments: a free croissant with my coffee, or a bottle of wine from my neighborhood shop. And the ability to text loyal customers instead of relying on social media for special events is a game changer. It’s enterprise-level marketing power in the hands of small businesses—and the customers are the biggest winners.

What’s your go-to coffee order? Cold brew with a splash of cream during the weekday, but a cappuccino on the weekend.

Worst piece of advice you’ve received? “Don’t worry about the details, just focus on the big picture.” I heard that a lot early in my career. I love being known for my big ideas, but the truth is, big ideas only work when the details line up. Operations, execution, and customer experience might seem like small potatoes to some, but they’re what actually makes big ideas succeed.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? I went to a Catholic high school with some pretty strict uniform rules—rules I loved to push. I loved to hunt thrift shops for vintage pieces I could sneak into my outfit. My ultimate find? The perfect pair of men’s suit pants that paired perfectly with my uniform top. They made me feel like a million bucks…and a little bit of a rebel. These days, I channel that same love for unique finds into plants. I spend a lot of time in plant shops and garden centers, building a collection of fun plants and herbs. My all-time favorite find is a Meyer lemon tree that keeps giving me fresh lemons I can grab whenever I want.