Senior Vice President, General Manager
Bath & Body Works Direct
Commercialized, built and led the fastest growing business at Limited Brands. Strategic and operational leader with full P&L responsibility for online and catalog businesses. Direct reports included vice presidents and directors of finance, marketing, planning, merchandising, operations, technology and logistics teams.
- Created multi-channel strategy launched in 2006, the business achieved profitability in year one and grew to $135M and 16% operating income by year four.
- Defined multi-channel buyer strategy resulting in a 100% increase in multi-channel customer base increasing customer satisfaction levels and revenue by $20M.
- Led category and geographic expansion with launch of Canadian platform $3M, corporate sales $1M and accessories and apparel $5M.
- Operationalized a $10M ClassicsTM business in response to top customer complaint regarding discontinued fragrances; creating a unique value proposition for channel by offering fragrances no longer available in stores.
- Re-negotiated fulfillment and technology contracts saving $13M in expenses over life of contract, 130 basis point improvement in fulfillment and 200 basis point improvement in technology costs and deferment of $50M in capital expenditures.
- Launched company's first user generated content platform which drove customer loyalty with 4 social web initiatives creating a community of 50,000 brand advocates in it's first phase.
- Re-evaluated Black Friday promotional strategy to eliminate post-weekend fulfillment backlog and drive margin improvement, resulting in 17% increase in demand, 40% increase in average unit retail, 32% increase in product margin and 80% decrease in unit backlog.
- Built an email database of more than 16 million addresses; executed 150 + unique email campaigns per year and launched segmentation strategy in Spring 2009.
- Established a customer-centric culture of appreciation, communication, collaboration and entrepreneurship resulting in top tier performance in 2008 Associate Survey with increases in 9 out of 11 engagement indicators.