Paola Peretti
New York,NY
Summary
"Having a positive impact on people, everyday" , this is my personal's purpose since I graduated from college in business administration with a major in strategy.
MS in business + Ph.D in marketing, minor in statistics, with a major in omni-channel strategies and customer experience for luxury brands.
25 years eCommerce experience globally both direct to consumer (branded websites) and marketplaces, and multiple categories for companies like Vogue, Electrolux, Mars, Moncler, Fresh Beauty/LVMH, Lush Decor.
Technology obsessed with 10+ years successfully testing and scaling data and AI across several functions (e.g. Demand planning, media optimization, CRM and hyper personalization) to drive efficiency and more meaningful and relevant consumer experiences omni-channels.
Strong experience 20+ years and passion for content creation at scale and management (PIM, DAM) for premium brands and led digital marketing channels to drive growth and scale businesses internationally.
Passionate leader with the ability to leverage team's strengths and mobilize people toward a joined vision. A strong advocate of diversity and inclusion, able to combine strong educational background with the ability to "get things done" while creating an environment where individuals can thrive.
15+ years of volunteering and fundraising activities (crowdfunding expert) to give back to communities and fully live my personal purpose.
Citizen of the world, lived in 5+ countries, fluent in four languages, highly adaptable in every situation while pushing curiosity in discovering new ways of doing things and meaningfully touching consumers, employees and key stakeholders - every day - while delivering impactful results.
Overview
29
29
years of professional experience
Work History
Chief Executive Officer (CEO)
Lush Decor Home
02.2024 - Current
- Led the company vision, purpose and values definition plus a rebranding, shaping strategic positioning and brand identity to strengthen both customer engagement, market presence and value proposition
- Launched Lush Decor direct to consumer strategy and plan (online website & flagship concept store) as a key pillar of growth for both the USA and internationally (e.g
- Successfully implemented Global-e to manage checkout and shipping in 23 markets)
- Expansion of product portfolio trough both an important acquisition of a rugs company called Transocean and by signing a two years partnership with fashion designer Chuck Collins for a four drops collection covering all areas of home decoration, allowing the company to enter a strategic segment and reinforcing partnership with Amazon 1P by giving them exclusive access to it
- Effective set up our India's legal entity and team to achieve both better sourcing and even more to launch business there on Amazon (3P) and Myntra
- Established a new brick and mortar strategy and successfully entered new customers like Walmart (decorative pillows) and the off price leaders like Home Goods, Ross and Burlington
- In parallel re-shaped Omnichannel business players focusing on fewer, bigger, better with a dedicated portfolio and promo effort
- Started the data and AI journey on both demand planning (successfully created and implemented an algorithm to do predictive demand for the Amazon business), content optimization (e.g
- DetailPage for increasing organic traffic on our Amazon store), customer service (e.g
- IAdvise chatbot on our website), market intelligence and trends (e.g Commerce IQ)
- Deployed across all functions ChatGPT and raised engagement and knowledge on how to use AI effectively with a monthly AI Academy for all of the employees and by having one AI champion in each function implementing specific use cases
- Growth business at Wayfair with new branded premium store
Chief Digital Officer (CDO)
Fresh
03.2022 - 02.2024
- Managed global eCommerce business (50% of total Fresh Beauty business) both marketplaces (Sephora, Ulta, Travel Retail) and direct to consumers (Brand.com & TMall Store) in partnership with regional teams
- Successfully launched Fresh.com business in EU, Korea, Canada and shaped growth roadmap by leveraging eCRM, SEO, advanced analytics and media optimization
- Platforms managed: Salesforce, GA, Klavyo, Salsify (PIM), Bynder (DAM), Content Square, Dynamic Yield, Google ADV, Jira, Monday.com
- We were pioneers within the LVMH for AI targeting and personalization achieving a 4% conversion on our branded website and for SEO advanced hyperlinks new strategy that increased qualified traffic 30%
- Set up new merchandising calendar and operations for the overall eComnerce and introduced product owner role to effectively drive testing and UX improvements at scale and better use of data to drive actions
- Responsible for content creation and management globally (35 campaigns per year) and designing specific 360 campaigns for new product launches (Tea Elixir was the biggest launch globally)
- Created a content studio in New York to speed up process for digital and social channels and to test (live streaming) Tik Tok eShop for Fresh
- Shape partnership to do experiments and dedicated campaign with Sephora and Ulta in the US and with TMall in China
- Innovative Omnichannel initiatives launched for travel retail in Singapore
- Develop and scale digital educational program across all markets to share best practices, increase data, AI and digital IQ across the organization and keep engagement high across the hundreds of digital leaders within the company
VP Digital & Consumer Experience
Mars
04.2021 - 03.2022
- Leading the creation of the first H&W business unit at Mars following the acquisition of two incredible companies: KIND and Nature's Bakery
- Work as part of the KIND marketing and digital team to shape three years plan and implement both new product strategy (e.g
- KIND bar ice cream) and the execution of key campaigns (e.g
- Kind to communities, planet and body concept) across all channels (social media, eCommerce, PR, media)
- Act as the bridge in leading the relationship in between Mars corporate and confectionary segment and KIND/Nature's bakery in order to simplify processes and maximize synergies in deploying key marketing and digital capabilities for eCommerce (e.g PIM, DAM, data and analytics, etc)
- Organize digital days and several design thinking sessions to creatively solve problems and doing rapid prototyping in the areas of product and eCommerce
- Co-created an innovative D2C strategy for KIND and brand extension potential partnership to expand reach and bring their purpose to life
Global Chief Digital Officer (CDO)
Moncler
10.2018 - 09.2020
- Lead digital strategy creation and e-commerce (direct and indirect) business expansion across the entire organization, including digital intelligence (analytics and consumer Insights), digital marketing, digital experience, digital launches, and digital commerce
- Deployed tools and processes for business expansion and enhancement and spearhead online business (eCommerce and Omnichannel), performance marketing campaigns, eTailers partnership, UX design and development plus digital culture transformational initiatives
- Successfully launched 'Digital Hub' for digital services and product development and to improve on and offline digital experiences
- Enhanced content to boost reach, engagement, and conversion, resulting in the launch of 36 projects and more than 22% in online revenues
- Initiated new SEO and direct campaign strategy to improve return on ad spend (ROAS-average 18%) and increase online sales more than 46%
- Developed 'One View of the Customers' project with big data/Google and strong consumers insights to capture social media trends that could influence merchandising activities and improve media spending to drive better CRM activities and collection
- Effectively established Korea business for end to end eCommerce management in 2019, equating to more than 48% of business in 2019 alone
- Applied rapid prototyping to create and direct Hackathon event (24 hour non-stop co-creation) to drive innovative pilots with more than 450 employees around the world and worldwide media coverage
Head of Global Digital Business Delivery & User Centricity
Mars
11.2015 - 10.2018
- Launched and led the Digital Business Delivery Team with one goal: deploy Mars Global Digital Business strategy on digital marketing and ecommerce, e-retailers analytics, search, social media management, and CRM in key markets across Petcare, Chocolate, Wrigley, and Food and Drink segments throughout the USA, China, and Europe
- Established a 'best-in-class' approach that focused on strategy, planning, stakeholder management, and delivery
- Successfully managed relationships with external digital business partners (e.g
- Accenture, Open Text, SAP Hybris, Salesforce, Clavis, etc.), and led a global program that united systems and processes to manage marketing content globally and influence e-commerce retailers to enable effective omni-channel consumer experiences
- Managed a global (US, China, EU) nine-direct reports team's day-to-day workloads, providing ongoing coaching and training, building development plans, and shaping innovative ways of working (e.g
- Monday.com, AI assistants, agile scrum methodology)
- Managed a complex budget and forecast, tracking key performance indicators (KPI), and producing reports for KPI presentation delivery to leadership team
- Selected to be part of Mars Digital Engine Vision, to create the User Centricity Team
- We helped Mars solve problems by focusing on customer's needs as part of the digital transformation journey
- The team, in just a year, created a movement of thousands of Mars associates that learned to use design thinking by creatively solving problems in a human context while driving innovation at speed
Head of Digital Marketing & ECommerce EMEA Major Appliances
Electrolux
04.2014 - 06.2015
- Leader of Electrolux' digital marketing & eCommerce marketplaces for Europe, Africa and Middle East and led my team in partnership with each region, in delivering from strategy to execution with a significant 20% growth YoY
Chief Marketing Officer (CMO)
Fratelli Branca
04.2011 - 06.2012
Senior VP Digital Marketing
Fleishman-Hillard
04.2010 - 04.2011
VP Corporate Communication & Think Bold Team
Natuzzi Group
09.2008 - 04.2010
Head of Marketing and Public Relations
Marketing & Media Agency
03.2004 - 04.2006
Marketing Director, Vogue and Vogue Man
Conde Nast
02.2000 - 02.2004
Ecommerce Marketing Manager
Mondadori
01.1999 - 01.2000
Product Manager, Magazines
Rizzoli
07.1997 - 01.1999
Internship, Market Research
A.C. Nielsen
06.1996 - 09.1996
Education
Visiting Researcher -
Columbia University in the City of New York
12.2019
Doctor of Philosophy (Ph.D.) - Marketing
Libera Università di Lingue e Comunicazione IULM
12.2014
Master of Science (M.Sc.) - Integrated Marketing and Communications
Roosevelt University
12.2008
Master of Science (M.Sc.) - International Management (CEMS), Major in Marketing
ESADE Business School
12.1998
Skills
- E-Commerce
- Digital Marketing
- Business expansion
- AI & data driven initiatives
- Leadership & Customer Experience
Awards
Lerici Foundation - Award for Research in Business Administration
Publications
- Digital Marketing - Book
- Crowdfunding - Book
Languages
French
Native or Bilingual
Spanish
Native or Bilingual
Italian
Native or Bilingual
English
Full Professional
Timeline
Chief Executive Officer (CEO)
Lush Decor Home
02.2024 - Current
Chief Digital Officer (CDO)
Fresh
03.2022 - 02.2024
VP Digital & Consumer Experience
Mars
04.2021 - 03.2022
Global Chief Digital Officer (CDO)
Moncler
10.2018 - 09.2020
Head of Global Digital Business Delivery & User Centricity
Mars
11.2015 - 10.2018
Head of Digital Marketing & ECommerce EMEA Major Appliances
Electrolux
04.2014 - 06.2015
Chief Marketing Officer (CMO)
Fratelli Branca
04.2011 - 06.2012
Senior VP Digital Marketing
Fleishman-Hillard
04.2010 - 04.2011
VP Corporate Communication & Think Bold Team
Natuzzi Group
09.2008 - 04.2010
Head of Marketing and Public Relations
Marketing & Media Agency
03.2004 - 04.2006
Marketing Director, Vogue and Vogue Man
Conde Nast
02.2000 - 02.2004
Ecommerce Marketing Manager
Mondadori
01.1999 - 01.2000
Product Manager, Magazines
Rizzoli
07.1997 - 01.1999
Internship, Market Research
A.C. Nielsen
06.1996 - 09.1996
Visiting Researcher -
Columbia University in the City of New York
Doctor of Philosophy (Ph.D.) - Marketing
Libera Università di Lingue e Comunicazione IULM
Master of Science (M.Sc.) - Integrated Marketing and Communications
Roosevelt University
Master of Science (M.Sc.) - International Management (CEMS), Major in Marketing
ESADE Business School
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