Canada Goose, a luxury outerwear brand, has decided to immerse itself in the future (or present, depending on how you look at it) and hire its first Chief Digital Officer! This brand is one of the first companies to consider the long-term impact of a new and evolved digital world. With e-commerce leading the charge of consumer buying, it is time for companies to consider hiring an expert in the digital sphere.
So who is Canada Goose’s Chief Digital Officer? Matt Blonder! The newly coined CDO has over 20 years of experience in digital sales, direct to consumer sales, and transformed Reebok’s website to create a new and improved e-commerce channel. Having over 20 years of experience in the digital sphere is quite rare, given that the Internet is quite “new” and e-commerce is still in its emerging stages. Blonder is joining Canada Goose after spending time at Sweaty Betty, a UK-based athletic wear company, and Sperry’s, known for its famous boat shoes.
“The execution of our five-year strategic growth plan requires an experienced and talented team of experts that will help us expand our direct-to-consumer business, reach new audiences and build new categories,” says Dani Reiss, CEO of Canada Goose. Other notable hires include Juliette Streichenberger, who will be the president of Canada Goose’s international footprint, and Daniel Binder, VP of sales operation and planning.
So why big overhaul in top management? Canada Goose has an extensive 5-year plan to grow internationally and become the leader in luxury outerwear. It’s also not only focused on its e-commerce sales, that Blonder will lead, but it is also expanding its brick-and-mortar stores as going to a Canada Goose store is an experience to touch, feel, and try on its upscale and plush jackets. Lastly, it is expanding its products and has recently released its footwear collection.
Ultimately, Canada Goose has spent time and energy meticulously creating their DTC strategies that involve diversifying its online and brick-and-mortar sales. With e-commerce being a fairly new selling channel, Canada Goose has invested in Blonder to not only become its first CDO, but also push its DTC efforts with his considerable experience!
https://www.retaildive.com/news/canada-goose-first-chief-digital-officer-matt-blonder/648539/
One reply on “Canada Goose’s First CDO”
Hi Surbhi, your blog was both very informative and interesting as the expansion of e-commerce is leading to new positions amongst brands. Based on what you’ve read do you think more brands will follow Canada Goose’s example?