Maria Carlton

Maria Carlton is the Founder & Principal Advisor of Forth & Forward Advisory, an operator-led advisory practice helping retail and brand leaders turn vision into velocity across ecommerce, marketing, AI, and commercial execution. Her current focus sits at the intersection of ecommerce, marketing, AI, operating model design, and retail transformation, helping leaders make growth and emerging technology practical through clearer decisions, workflows, accountability, and cross-functional execution. Maria brings more than 20 years of retail and consumer brand leadership experience, including 15 years at Under Armour, most recently leading Global Go-To-Market and Digital Commercialization. While there, she built the "Commercial Chase" process, credited with approximately 8% incremental revenue, alongside leading go-to-market and digital commercialization efforts across global markets. Her earlier career includes roles at Macy's, Fashion Accents, and Jos. A. Bank, and she d