Ray Hua
Director of ecommerce at Vessi, a Canada-based direct-to-consumer waterproof sneaker brand, responsible for digital strategy, site experience, merchandising, and lifecycle marketing.
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Mar 13, 2026 • 34min
How Vessi Sells Waterproof Shoes
Ray Hua, director of ecommerce at Vessi, leads digital strategy for a Canadian waterproof sneaker brand. He talks about the brand’s breathable waterproof knit, product evolution and validation, finding core audiences like nurses and teachers, influencer tiers and landing pages, channel mix across Meta/Google/TikTok, cross-border and wholesale tradeoffs, and using AI for ops and marketing.
