Cover Story: The Top Women in Cross-Channel Retail
Martine Reardon, Chief Marketing Officer, Macy’s
Martine Reardon is the chief marketing officer at Macy’s. Reardon leads Macy’s multifaceted world of marketing, including advertising, social, mobile, digital media, public relations and cause marketing, special events, media planning, marketing effectiveness, creative, and brand campaigns for its more than 800 stores nationwide. In addition, she manages Macy’s iconic Thanksgiving Day parade, along with overseeing fashion shows, fireworks displays and flower shows around the country. Reardon has risen through the ranks at Federated Department Stores and Macy’s, beginning in the special events department at Abraham and Strauss. Under her leadership, Macy’s has been named Mobile Marketer of the Year, received the Golden Halo Award for cause marketing and digital IQ of Genius in retail marketing.
- Tip: “Do everything, be everywhere and never fail to astonish the customer,” a quote from Macy’s first female general manager, Margaret Goetchel, in the 1880s is still great advice today, especially as it applies to navigating through new opportunities in the social, digital and mobile spaces. Commit to serving your customer wherever, whenever and however she wants to shop. Keep the brand experience magical regardless of the shopping channel she chooses.
Annette Repasch, Chief Merchandising Officer, ShopNBC
ShopNBC Chief Merchandising Officer Annette Repasch is a retail veteran with 25 years of experience. Repasch joined ShopNBC in May 2011 as vice president of soft lines. She currently oversees the company’s merchandising strategy and product development for all categories, including jewelry, watches, home and consumer electronics, beauty, health and fitness, and fashion and accessories. Prior to joining ShopNBC, Repasch spent more than seven years at QVC as vice president and general merchandising manager of apparel and accessories. She also held senior merchandising positions at Stage Stores, Saks Fifth Avenue, Lane Bryant and Bon-Ton.
- Tip: As our customers’ purchasing methods are ever-changing, we’re more careful of where and how she shops. Now more than ever the key to success goes beyond engagement. It’s about offering the latest products and services to keep our customers current, curious and entertained every time they interact with us.
Ginnie Roeglin, Senior Vice President of E-Commerce and Publishing, Costco Wholesale
Ginnie Roeglin is a 22-year executive with Costco Wholesale and currently serves as the retailer’s senior vice president of e-commerce and publishing. Roeglin is a member of Costco’s executive committee, serves on the company’s charitable contributions committee and chairs its women’s networking group Journeys. Prior to her current role, Roeglin was senior vice president of corporate marketing and services and assistant vice president of IT systems development for Costco.
- Tip: Provide customers with an easy, seamless shopping experience so they can find what they’re looking for whether in your buildings, on your website or on their mobile device.
Ivy Ross, Chief Merchandising Officer, Art.com
As chief merchandising officer for Art.com, Ivy Ross leads worldwide merchandising, branding and public relations for the company’s three brands: Art.com, AllPosters.com and ArtistRising.com. Before joining Art.com, Ross served as creative catalyst at Gap, running innovation sessions for Banana Republic, Old Navy and Gap. Prior to her role as creative catalyst, Ross was executive vice president of marketing for Gap and was responsible for the launch of the 1969 denim line. Leveraging advertising, social media, brick-and-mortar retail and PR, the 1969 campaign resulted in double-digit sales increases and helped re-energize Gap’s heritage as a denim leader. Prior to Gap, she was chief creative officer for Disney Stores North America. Ross has also held senior creative and product design positions at Mattel, Calvin Klein, Coach, Liz Claiborne, Swatch Watch and Avon.
- Tip: Put yourself in the position of “a day in the life” of your customer. Walk through all the different ways in which they’ll be coming in contact with your brand to get a feel for the impression that they’ll have by the end of the day.
Stephanie Sobel, President, OneStopPlus.com
Stephanie Sobel has held executive-level positions at several of the nation’s most prominent cross-channel retailers, including Macy’s and Honeybee, a division of Spiegel. Sobel started her career with Redcats USA in August 1999 as a general merchandise manager. In October 2006 she created OneStopPlus.com, the first online mall specifically targeted to plus-size women. Sobel became president of the OneStopPlus.com Group in 2008, directing a growing group of eight brands and websites including Woman Within, Roaman’s, KingSize Direct, Jessica London, FullBeauty, Brylane Home, BCOutlet and OneStopPlus.com. In September 2010, Sobel led OneStopPlus.com in launching the first-ever plus-size fashion show during Fashion Week, and in September 2011 she launched FullBeauty.com, a lingerie site dedicated to plus sizes. Sobel is a member of the Retail Marketing Society, the Creative Coalition and Dress for Success.
- Tip: Be true to your strengths. Leverage those strengths to test new opportunities in all channels. Remember your brand’s unique difference. Be bold and ambitious. Surprise and delight your customers every day!