Vice President, Director of Marketing - Lands' End Inc. Dodgeville, Wisconsin
Responsible for Advertising, Public Relations and Communications, Direct Marketing, Market Research, Brand Positioning and Strategy for all company divisions. Directed the investigation, strategy and implementation of new electronic media for the company. Developed positioning and communications strategies for successful launches into Canada, United Kingdom, Japan and Germany, and a new Corporate Sales business. Developed a unique, integrated print, radio, TV and public relations campaign that spoke with one voice in all countries. Identified the opportunities in the Internet early in 1994; sold a skeptical management on investing to build a website – the first to sell clothing online. Directed the building of highly profitable sales via the net from $300/month to $3 million/month in the first 3 years. The Internet now represents more than one-half of this company’s multi-billion dollar annual sales.