That places a brand new hand on the wheel at what Wells Fargo has estimated is a $67 billion attire and footwear enterprise within the U.S. alone, together with third-party gross sales.
Freshwater was most just lately vp of visitors and advertising and marketing know-how, which the corporate mentioned made her “answerable for constructing international, cross-channel and traffic-driving advertising and marketing capabilities, together with by way of social media, creator development and international buying occasions like Prime Day, Black Friday and Cyber Monday.”
Earlier than that, she held management roles in Amazon’s operations unit and served as vp of forecasting.
Freshwater takes over the enterprise from Muge Erdirik Dogan, who led Amazon’s vogue enterprise since February 2021.
In February, Nike’s international chief digital info officer Ratnakar Lavu — then the corporate’s high know-how official — left the corporate. Nike and Erdirik Dogan didn’t instantly reply to queries.
Erdirik Dogan introduced an attention-grabbing pedigree to the style trade having obtained a PhD from Carnegie Mellon in optimizing provide chains in chemical vegetation.
That helped her oversee a sprawling vogue enterprise that features attire, footwear, sports activities, outdoor, train gear, luxurious vogue and jewellery in addition to the Shopbop and Zappos subsidiaries.
She efficiently introduced large vogue manufacturers on board, together with Coach, which has crowed over the know-how, presentation and viewers provided on the positioning and features a “View in 3D” characteristic.
Erdirik Dogan additionally led Amazon Luxurious shops enterprise, which has not attracted vogue’s megawatt high-end luxurious manufacturers, nevertheless it has made some inroads, for example with an unique bridal assortment with Rodarte.