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Welcome to On the Move. In this hiring-focused weekly feature, The Current is rounding up recent arrivals and departures at brands and retailers across the ecommerce landscape.
This week, Target, Walgreens and Torrid made moves across the leadership suite, Conagra and Unilever made key appointment and StockX named its first chief impact officer.
Here’s the roundup:
Boxed seals leadership team
Grocery ecommerce company Boxed said it rounded out its leadership team with three key hires as it makes the transition from private to public company. Here’s a look:
- Anna Meyer joined the company as chief revenue officer, bringing experience leading the sales organization at fintech company Sezzle.
- Jung Choi is general counsel and secretary, bringing 15 years of experience in roles at Stanley Black & Decker and Bristol-Myers Squibb.
- Veracelle Vega joined the company as chief people officer, joining from DTC mattress company Resident.
Carhartt names Cornstubble SVP of DTC
Chad Cornstubble (Photo via Carhartt)
Workwear brand Carhartt appointed Chad Cornstubble as SVP of direct-to-consumer to attract customers both on ecommerce and brand-owned retail stores. Cornstubble most recently served as VP of ecommerce, marketing technology, and digital operations at lifestyle accessories company Fossil Group.
Brady to lead grocery and snacks at Conagra
Conagra Brands appointed Lucy Brady to the role of president of grocery and snacks, effective June 15. In the role, Brady will oversee brands such as Slim Jim, Duncan Hines, and Angie's BOOMCHICKAPOP.
Brady previously served as an executive at McDonald’s over the last six years as chief digital customer engagement officer and SVP of corporate strategy, business development and innovation. Prior to that, she spent 19 years at Boston Consulting Group.
HanesBrands names LeFebvre to oversee activewear
Vanessa LeFebvre. (Courtesy photo)
HanesBrands named Vanessa LeFebvre as president of global activewear. In the role, she will lead growth of the Champion brand with a focus on innovation, key markets and new channels.
In her last role, LeFebvre oversaw ecommerce as SVP of commercial for North America at Adidas. She previously served as president of Lord and Taylor, and held leadership and merchandising roles at Stitch Fix, Macy’s, Daffy’s and T.J. Maxx.
Matchesfashion poaches CFO from Farfetch
Luxury retailer Matchesfashion is bringing on Dave Murray as chief financial officer. Murray previously served as senior VP of finance at Farfetch, another luxury retail platform in the ecommerce space. He also spent four years at Amazon, and a decade at Sainsbury’s. Murray will succeed Sean Glithero when he starts in the fall.
Movado names Gerschel CMO
Stéphane Gerschel (Photo courtesy of Movado)
Watch and jewelry brand Movado Group named Stéphane Gerschel as chief marketing officer. No stranger to luxury, Gerschel brings prior experience as managing director of Pomellato for Kering Group, and he also worked for LVMH’s Bulgari and Veuve Clicquot.
Purple has a new COO
DTC mattress firm Purple appointed Eric Haynor to the role of chief operating officer. Haynor brings 30 years of supply chain management experience, most recently as SVP of global industrial supply chain at Ecolab. He will apply this to help the company take “a more wholistic approach to the end-to-end supply chain,” per a news release.
The move comes after former COO John Legg left the company in April. The appointment is effective June 6.
Starbucks names Lefevre as CTO
Deb Hall Lefevre (Photo via LinkedIn)
Starbucks is set for tech upgrades as it looks to improve the mobile app used by its workforce and start selling NFTs. With these moves, the coffee chain is also adding new tech leadership. Deb Hall Lefevre, a former McDonald’s CTO and VP of IT, took the CTO role on May 2, Reuters reported.
StockX names chief impact officer
Damien Hooper-Campbell (Courtesy photo)
Sneaker, apparel and collectible marketplace StockX appointed Damien Hooper-Campbell as its first-ever chief impact officer. In the role, Hooper-Campbell will oversee diversity, equity and inclusion, as well as environmental, social, and community engagement initiatives. Hooper-Campbell served in similar roles at tech companies including eBay, Zoom, Google, Uber and Goldman Sachs.
Target elevates tech, supply chain roles
Target announced key updates to its leadership team with a series of announcements that involve shifts for longtime team members. Here’s the roundup:
- Cara Sylvester was named EVP and chief guest experience officer. Having previously served as chief marketing and digital officer, Sylvester will now bring teams together from across the organization to focus on personalization and attracting more shoppers to stores and digital channels.
- Brett Craig was promoted to EVP and chief information officer, succeeding CIO Mike McNamara upon his retirement. Craig most recently served as SVP of digital.
- Matt Zabel was named EVP and general counsel.
- Arthur Valdez, Target’s EVP and chief supply chain and logistics officer, will join the company’s leadership team.
- Christina Hennington, Target’s EVP and chief growth officer, will assume responsibility for Target India.
Tradeswell appoints Pollett as chief revenue officer
David Pollett. (Courtesy photo)
Tradeswell, the ecommerce operating system that unifies retail, marketing, inventory, and finance data for DTC brands and CPG category leaders, appointed David Pollett to the role of chief revenue officer. Pollett brings experience as CRO of convergent TV platform Cross Screen Media, and has held leadership roles at Drawbridge, Neustar, Bank of America and LendingTree. Pollett will be responsible for accelerating company growth and transforming go-to-market operations.
Too Faced cofounders depart
Tara Simon. (Courtesy photo)
The Estée Lauder Companies announced that Too Faced Cosmetics cofounders Jerrod Blandino and Jeremy Johnson will depart the brand on June 30 as they embark on new entrepreneurial projects. In turn, Tara Simon will be promoted to global brand president. She joined the beauty brand in 2020 as SVP and general manager, after previously serving in leadership roles at Ulta Beauty. Blandino and Johnson started Too Faced in 1998 and led it to cult status. The brand was acquired by Estee Lauder in 2017.
Torrid announces C-suite shift
DTC plus-size apparel brand Torrid announced a series of leadership team changes and board of directors. Here’s a look:
- Lisa Harper was named CEO of the company. She had a previous stint in the role, and has also served as CEO of Belk and Hot Topic.
- Harper succeeds Liz Muñoz, who is taking a new role of chief creative officer with the company. In this role, she will focus on product, design, product development, fabrication, sourcing, technical fit, creative marketing and merchandising.
- Tanner MacDiarmid will serve as interim chief financial officer with the company.
- Michael Shaffer, former CFO of PVH Corp., will join the company’s board of directors.
Samir Singh promoted at Unilever
Samir Singh. (Photo via LinkedIn)
Consumer goods company Unilever promoted Samir Singh to chief marketing officer for personal care, the executive wrote on LinkedIn. In this role, he will serve as marketing lead for brands like Axe/Lynx, Closeup, Dove, Lifebuoy, Lux, Pepsodent, Rexona/Sure and more.
Vroom has a new CEO
Used car ecommerce platform Vroom promoted Tom Shortt from COO to CEO, succeeding Paul Hennessy. At the same time, current board chair Robert Mylod will become independent executive chair of the board. On a recent first quarter earnings call, the move was cast as part of a business realignment plan to reduce costs and create more operational efficiencies. Meanwhile, ecommerce sales were up 60% year-over-year for the company.
Walgreens appoints C-level leaders in marketing, merchandising, product
Left to right: Linh Peters, Luke Rauch and Bala Visalatha (Courtesy photos)
Walgreens made a series of appointments to C-level roles at it looks to bolster leadership in retail products and customer roles.
- Linh Peters was named chief marketing officer. She previously served as CMO at Calvin Klein, and brings experience honed at Starbucks, Target and Ulta Beauty.
- Luke Rauch was appointed to chief merchandising officer. He previously served as chief of staff to Walgreens Boots Alliance CEO Roz Brewer, and worked with Deloitte Consulting.
- Bala Visalatha is joining the company as chief product officer. It’s a newly created role that will oversee customer product strategy and UX. With 15 years experience in the product space, he most recently served as vice president of eCommerce at Walmart US.
Trending in Careers
Retail media networks must drive sales incrementality, a new report from the Association of National Advertisers states.
Retail media networks are creating a new layer to the relationship between brands and retailers, and a new report indicates that brands in particular are still navigating the growing pains.
The last two years brought fast growth of retail media networks, as retailers recognized the value of providing advertising opportunities through ecommerce marketplaces that grew rapidly during the pandemic, and the value of the first-party data they possessed in a world where third-party cookies and IDFA are becoming less valuable tools. For a historically low-margin business like retail, digital advertising also presents an opportunity for a high-margin business line of 50-70%.
Brands have proven to be eager adopters as they sought new ways to reach customers in this environment, as well. According to eMarketer, ad revenue from retail media networks will reach $52 billion in 2023 and $61 billion in 2024. Over the next two years, retail media will account for one in five digital ad dollars spent by marketers. The spend is only expected to grow. According to a survey from the Association of National Advertisers (ANA), 73% of brands said they expect to be spending somewhat or significantly more on retail media in the future than they do today.
However, this proliferation has also created “more marketing decisionmaking complexity for advertisers,” ANA CEO Bob Liodice said in a new report.
The need to navigate multiple networks and still-developing tools to maximize the opportunity presented by retail media is leading to a multitude of approaches. Layer on top of that the fact that brands are both selling goods and advertising through retailers, and it’s clear the landscape is being reshaped.
A recent report from the Association of National Advertisers uncovered the areas where fault lines may emerge under the surface:
- Reluctant buyers: 88% believe they are somewhat or heavily influenced by retailers to buy advertising on retail media networks.
- A multitude of players: 56% said they are currently working with five or more different retail media networks.
- Differing goals: Two-thirds of respondents see driving conversion as the most important investment. Only 12% indicated the most important objective was “to invest for future brand growth,” and 7% cited “to drive awareness.”
The results underscore key areas where relationships between brands and retailers can be strengthened.
Sales vs. growth. Retail media must be able to drive both conversions of a single sale in the lower funnel, and brand equity growth in the mid- to upper-funnel.
As one respondent put it, "The jury is still out on if the RMNs are truly driving sales incrementality."
This also has implications for how a brand is budgeting retail media. Some brands are shifting dollars from shopper marketing, brand marketing, and trade spending, which could put the emphasis on short-term sales. But as another respondent put it, "There is concern that while attribution shows RMNs are driving brand sales, they are not necessarily driving brand growth. This is especially concerning where incremental RMN spending is being sourced from brand building budgets."
Standard measurement. Brands want to see an improvement in transparency in measurement. They also want results to be measured in the same ways across platforms. Further, brands believe retail media networks are not fully optimized for their KPIs.
This all leaves room for retailers to show they truly understand what brands are seeking from retail media, and show how they are delivering, all while reducing complexity.
As the report put it, “The next phase of growth for RMNs and value creation for brands will be through RMNs assuming shared responsibility with advertisers for driving brand growth, and demonstrating the ability of their platforms to drive incrementality and positive ROAS for brands. In other words, the next stage of growth will be driven by results versus relationships.”