Consumers are not only channel-hopping. They are engaging in complex web-based journeys before buying.
There’s a dexterity that consumers have today that is forcing companies to rethink their entire enterprise. The new consumer capabilities demand that companies integrate their digital presence with traditional outlets and channels.
Companies that try to leverage their digital presence to increase brand exposure face confusion with regards to roles and responsibilities; they face internal competition between digital and traditional channels; and they face the challenge of creating an integrated brand identity that looks as if it were created by a single hand.
The key is to understand the business drivers; to engage customers in ongoing relationships through rich online experiences; and to create a culture where digital and traditional channels aren't in competition but collaborate to generate accretive growth.
Meet the
Expert
Stuart Spiegel
Principal, Spiegel Partners llc
New York, NY
- English
- Consumer Discretionary > Consumer Durables & Apparel
- Consumer Staples > Household & Personal Products
- Critical Issues > Digital
- Critical Issues > Start-ups
- Development Engineering > User Interface - UI
- Marketing > Branding
- Marketing > Demand Generation
- Marketing > Event Marketing and Trade Shows
- Marketing > Executive Marketing Management
- Marketing > Product Management
- Marketing > Search Engine Optimization
- Marketing > Social Media Marketing
- Marketing > Website Management
- Sales > Channel Partners
- Sales > Direct Sales
- Sales > Online Sales
About Stuart
- More than 30 years experience – including 20 years in digital – helping brands and businesses develop in both the analog and digital worlds.
- Senior market executive instrumental in e-commerce strategies at London-based ghd, Converse (a Nike company), Delivery Agent and QVC.
- Member of Nike’s Global Digital Commerce Leadership Team
Experience
Principal and CEO
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Spiegel Partners llc
Jan, 2014
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Present
- Independent consulting projects focusing on brand, digital transformation and e-commerce.
- Clients range from international commerce platform integrator to global brands
Chief Marketing Officer / Chief Digital Officer
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ghd (Jemella LTD)
2010
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2013
- As chief marketing officer (2011-13), leveraged ghd's digital platform to drive an integrated brand strategy across all markets.
- Created fresh new brand campaign in June 2011 featuring Katy Perry, which was shot by world-renowned photographer Ellen von Unworth.
- As chief digital officer (2010-2011), responsibilities entailed presenting a consistent global brand presence, operating all e-commerce operations in fourteen countries, and leading the sales to all pure-play internet companies transacting with ghd.
- Built a brand site (ghdhair.com) that allowed stylists and salons from across the world to post and create their own individual web profiles with their own video and photos, enabling the company to harvest the content into traffic building activities
- Created the first major integrated infrastructure leveraging Hybris and Adobe content management technology to build an editorially focused commerce site that can deploy content quickly on a global (14 countries) scale; participated in Adobe press release of new product offering and spoke at London Adobe Summit.
- Responsible for more than 40 percent of the company’s EBITDA.
VP Digital Commerce
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Converse (a Nike company)
2008
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2010
- Reporting to the chief marketing officer of Converse and the VP of global digital commerce of Nike Inc., was responsible for global brand site as well as all commerce operations.
- Radically changed site design to reflect a first-of-its-kind social commerce experience. Blended shopping and brand activities and help spearhead Converse’s drive into social media, which ultimately grew to over 40M Facebook likes while also generating steady revenue growth of more than 20 percent per year.
- Redesigned and leveraged NikeID platform to create strong “Converse One” business, the company’s direct-to-consumer custom product engine to ship from China to any home in the USA and UK within 22 days from order. Business became more than 25 percent of total mix.
- Member of Nike’s Global Digital Commerce senior leadership team which helped drive Nike's overall digital commerce strategy.
SVP of Merchandising and Operations
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Delivery Agent
2005
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2008
- Full P&L responsibility for company that operates 45 online stores and markets products from 85 percent of the Nielsen top 35 shows and more than 120 properties in total. Business doubled each consecutive year while overseeing operations.
- Responsibilities included website and platform oversight and approval; events and publicity; merchandise development; customer acquisition and business development.
- Instrumental in developing network-level strategies to engage viewing communities. Increased sales more than 400 percent.
- Key stakeholder in leveraging intellectual property and partnerships to help build entertainment-based community site called SeenOn!
Co-Founder, Partner
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Sequence, LLC
2002
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2004
- Boutique design and branding agency based in San Francisco focused on direct response industry and web-based community businesses.
- Clients included: Second Life, Guthy-Renker, HSN, ShopNBC.
Chief Operating Officer
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Dreamtime Holdings
2001
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2002
- Responsibilities included managing relationship with NASA to accelerate commercialization opportunities between agency and private sector.
- Responsible for developing relationships with Tokyo-based NHK broadcasting to facilitate sponsorship discussions in Tokyo and Osaka with Matushita Corporation.
- Secured Series A round of financing from French-based Venture Company.
- Developed and executed sponsorships in conjunction with NASA, including broadcast from space station on Weather Channel during holiday season.
VP; GM-Commerce Group
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Inktomi Corporation
1999
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2000
- Full P&L responsibility for newest division of publicly-traded company. Sales exceeded target reaching 17 million. Market cap increase was 3 billion upon creation of division. Actively participated in analyst calls and “investor days.”
- Managed the transition of two newly acquired companies into the parent company.
- Developed long-term product roadmap yielding the preeminent OEM commerce platform in the marketplace.
- Kicked off integration strategy of commerce into Inktomi Search and Network products divisions.
VP, GM - iQVC Interactive Shopping
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QVC
1995
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1999
- Developed and launched online business for the first general department store on the web and the first site to offer advanced search capabilities as well as utilizing video in product sales.
- The business was profitable after its third month of operations and generated over $100 million in revenue in its first four years.
- Active in strategic business development initiatives with Comcast. Part of initial team recommending investments in operations such as a consumer media and commerce business known as The Knot, as well as a broadband provider called @Home which ultimately created over $1 billion in value to the company. Part of a core team that regularly reviewed M&A opportunities and worked with outside investment professionals on large-scale investment initiatives for Comcast.
- Conceptualized and deployed several ground-breaking applications, including: the first community-based shopping environment complete with moderated forums; first shopping site to include a product advisor application; first site to provide a glossary of terms for product descriptions called a “feature dictionary;” and the first site to integrate directly into live television programming 24 hours daily.
- Launched international business beginning with UK operations and then Germany.
- Participated in industry trade group sponsored by Intel to encourage interactive application development.
Various Roles
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Marketing & Merchandising
1978
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1995
- Learned the ropes of marketing and merchandising in positions at Macy's, Ralph Lauren Womenswear, Liz Claiborne Inc. and Sultra Corp.
Education
University of Connecticut
BA, Political Science, 1978
Awards
- Named one of the top 25 Innovators by Direct Response magazine.
Keynote Speeches
- Session speaker at the London Adobe Summit - Highlighted 1st integration between Hybris & Adobe on behalf of ghd
- Keynote speaker at the first Jupiter Shopping Forum - 1998
Panels
- Regular participation in panel discussions and other speaking engagements at industry conferences, including the National Federation of Retailers and Fairchild's CEO Summit.
Publications
- Fully media-trained and experienced with on-air broadcast interviews, both live and via remote, on networks such as CNET, CNN Financial, and NBC.
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