The Ecommerce Innovation Alliance (EIA), the nonprofit trade association representing 20,000 ecommerce brands, most of them small and mid-size businesses, today announced the election of ten new members to its Board of Directors. The new directors bring experience in brand building, operations, government relations, privacy and consumer protection law, and technology. They join the board at a time when ecommerce businesses face a growing wave of state, federal and local policy decisions that will shape how they reach and serve customers.

They will serve on an established board alongside founding members from Postscript, Ridge Wallet and Tushy. The expansion reflects how much EIA has accomplished since it was formed in 2023. It also reflects a shared view across the industry that individual brands cannot keep up with this policy environment alone. Ecommerce companies need an organized, collective voice.

The newly elected board members are:

• David Baker, Cofounder and CEO, Second Story
• Patrick Brennan, Head of Government Relations, LendingTree
• Jennifer Davis, General Counsel and SVP, Legal, Bombas
• Landon Edmond, Chief Legal Officer, General Counsel and Corporate Secretary, Klaviyo
• Spencer Elg, General Counsel, What If Media Group
• James Lees, Vice President of Customer Retention, Haypp Group
• Amber Munoz, Legal Counsel, The Wonderful Company
• Sam Rotner, Founder, Patrol
• Beata Safari, Vice President, Senior Counsel and Assistant Secretary, Steven Madden, Ltd.
• Jeremy Thurswell, Chief Operating Officer, Kitsch

“In less than three years, EIA has shown what happens when ecommerce businesses stop fighting these battles one lawsuit and one demand letter at a time and start speaking with one voice,” said David Carter, President and CEO of EIA. “When leaders of this caliber choose to commit their time to EIA, that tells you the industry sees the value of collective action. The issues ahead, from AI and personalized pricing to privacy litigation, are too important for brands to sit on the sidelines.”

“Ecommerce has become one of the most important engines of entrepreneurship in the country, but for too long the businesses doing the work weren’t in the room when the rules were written,” said Elliot Ginsburg, Chair of the EIA Board of Directors. “This board brings together the people who build brands, run operations and manage legal risk every day. Their experience will make our advocacy sharper and more credible with lawmakers, regulators and courts. I’m excited to welcome them, and I’m confident they will help EIA grow its impact in the years ahead.”

A Track Record of Results

In a short time, EIA has delivered concrete results for the businesses it represents.  Here are just a few examples:

• Mini-TCPA Bills:  EIA has become the leading voice for ecommerce on state “mini-TCPA” laws, which increasingly cover text messages and carry steep statutory damages. In Virginia, EIA led the effort behind SB 1339, which passed unanimously in 2025. The law makes clear that naming the brand is sufficient identification and validates standard opt-out keywords like “STOP.” In Oregon, EIA rallied the industry on HB 3865 and secured amendments that moved the start of quiet hours from 7 p.m. to 8 p.m., removed the most burdensome disclosure mandates, and let businesses rely on area codes to determine which subscribers are covered. In North Carolina, the House unanimously adopted EIA’s amendment removing a “one-to-one” consent requirement from HB 936. This June, the Senate also added an exemption for consented messages to a last-minute provision that could have banned AI-enabled calls and texts. In Pennsylvania, EIA’s amendments removed the same one-to-one consent provision and made clear that businesses texting with written consent are not engaged in telephone solicitation. Governor Shapiro signed SB 992 into law on July 30, 2026. In Michigan, EIA helped draft the Solicitation and Oversight Partnership Act (HB 6393), introduced by Rep. Rylee Linting. The bill aligns state law with federal standards, gives enforcement to the Attorney General instead of private lawsuits, and requires tracking of frivolous complaints. It offers a clear alternative to SB 351, and EIA hopes other states will use it as a model.
• FCC exclusive opt-out rule. On September 30, 2026, the FCC voted unanimously to adopt TCPA consent revocation reforms that let businesses designate a clear, automated method for consumers to opt out. EIA championed the change, and the FCC’s draft order cited EIA’s comments. The rule is a major step against “opt-out evader” litigation.
• Texas SB 140. EIA went to court alongside Postscript and Flux Footwear, and Texas conceded that SB 140 does not apply to businesses that text customers with prior consent. That spared brands registration fees and bonds that EIA estimated would have cost the industry more than $891 million.
• California SB 690. Governor Newsom signed SB 690, the first meaningful reform of the California Invasion of Privacy Act (CIPA) in decades. The law ends private lawsuits over “pen register” and “trap-and-trace” claims based on routine website and app technology. EIA engaged early with the bill sponsor, Sen. Anna Caballero, and supported the Stop CIPA Shakedowns coalition.
• Washington CEMA:  In Washington, the state Supreme Court’s 2025 decision in Brown v. Old Navy turned the long-dormant Commercial Electronic Mail Act (CEMA) into a litigation machine. Nearly 200 class actions followed over marketing email subject lines, many of them over promotions the email itself described accurately. EIA partnered with the Washington Retail Association to push for a fix. The result was HB 2274, signed by Governor Bob Ferguson in March 2026 and in effect since June 11. The law ends strict liability by requiring plaintiffs to show that a sender knew a subject line was false or misleading. It also cuts statutory damages from $500 to $100 per email. Lawmakers have signaled they will take up broader reform next session, and EIA and Washington Retail will keep working together to finish the job.

The Fights Ahead

The expanded board will help guide EIA through a demanding policy agenda.  It is currently leading the industry on a broad array of issues, including:

• Personalized pricing. EIA filed comments on behalf of 20,000 small businesses opposing the FTC’s proposed personalized pricing policy statement. EIA is urging the agency to target hidden price premiums, not the welcome offers, loyalty rewards and coupons consumers value.
• Artificial intelligence. EIA testified on October 5 before the New York City Council on a package of AI bills, several of which would reach any brand that texts its customers. New AI rules are also advancing in California and other states.
• Privacy litigation. Plaintiffs’ firms are shifting to CIPA Section 631 claims and other theories, and demand letters targeting routine website tools continue to spread. EIA will keep pressing for reform.
• Other priorities. EIA is also working on ADA website accessibility litigation, protections for AI tools and RCS messaging, and anti-counterfeiting legislation.

About the New Board Members

David Baker is Cofounder and CEO of Second Story, a skincare brand for GLP-1 users. He was previously Chief Revenue Officer at Beekman 1802 and held leadership roles at L’Oréal, Google, Bonobos and Omnicom. Before his ecommerce career, he worked in politics and policy, including as Campaign Manager for Chrys Kefalas for U.S. Senate and with AARP, NAM and BIPAC.

Patrick Brennan is Head of Government Relations at LendingTree, where he works with policymakers nationwide to expand consumer choice and access to financial products. He previously served on Capitol Hill as a Legislative Assistant to U.S. Senator Kay Hagan and on the staff of Congressman John Spratt. 

Jennifer Davis is General Counsel and Senior Vice President, Legal at Bombas, the New York-based apparel brand that donates an item to people experiencing homelessness for every item purchased. She joined Bombas in 2018 as its first in-house lawyer and built the legal department from the ground up, supporting the company’s expansion into new apparel categories and international markets and its certification as a B Corporation. She previously served as a Vice President in the Legal and Compliance Division at Morgan Stanley and began her career at Kramer Levin Naftalis & Frankel LLP. 

Landon Edmond is Chief Legal Officer, General Counsel and Corporate Secretary at Klaviyo, where he built the company’s global legal function and led the legal work behind its 2023 IPO on the New York Stock Exchange. He brings more than 25 years of technology law experience, including senior roles at SAP and Ariba, and began his career at Morrison & Foerster.

Spencer Elg is General Counsel at What If Media Group, focusing on privacy and compliance in advertising and marketing technology. He previously served as General Counsel at Datalot, as privacy and advertising counsel at Nestlé, at Kelley Drye & Warren, and as an attorney in the FTC’s Bureau of Consumer Protection.

James Lees is Vice President of Customer Retention at Haypp Group, where he leads loyalty and retention strategy for its U.S. online retail brands, Nicokick.com and Northerner.com. Before joining Haypp in 2024, he spent five years at Beretta, helping build and scale its direct-to-consumer digital business. 

Amber Munoz is Legal Counsel at The Wonderful Company, whose brands include FIJI Water, Teleflora and POM Wonderful. She advises on ecommerce, digital advertising, privacy, electronic communications and AI. She previously practiced at Hueston Hennigan LLP.

Sam Rotner is the founder of Patrol, a Boston-based AI-native accessibility platform that helps Shopify merchants and growing brands become ADA compliant. Since 2024, Patrol has resolved more than 15 million accessibility violations for its customers. He was previously an investor at OpenView and worked in go-to-market at Privy.

Beata Safari is Vice President, Senior Counsel and Assistant Secretary at Steven Madden, Ltd., where she advises on privacy, responsible AI, compliance and governance and serves on the company’s AI Governance Council. She is also an adjunct professor of business law.

Jeremy Thurswell is Chief Operating Officer of Kitsch, the Los Angeles-based hair care, personal care and fragrance brand he co-founded in 2010. He built the operations behind Kitsch’s growth into one of the fastest-growing independent beauty companies in the U.S., now sold in more than 32,000 retail locations across 95 countries.

About the Ecommerce Innovation Alliance

The Ecommerce Innovation Alliance was formed in 2023 as a nonprofit trade association dedicated to bringing the ecommerce industry together to advocate for common sense policies that strengthen the ecommerce ecosystem while protecting consumer privacy. EIA educates legislators and regulators on the real-world impact of regulations and advocates for reforms to correct unintended consequences. It also helps members implement compliance programs and share lessons learned.