Mrs. Fields Boosts E-Commerce Sales & Marketing
Famous Brands International (Famous Brands), the parent company of TCBY Yogurt and Mrs. Fields Cookies (Mrs. Fields), announce that it has appointed Kimberly Aylward to the newly created position of General Manager of Direct-to-Consumer Gifting at Mrs. Fields, where she will oversee e-commerce sales and brand marketing efforts. Aylward has been serving as a Vice President of E-Commerce for Ascena Retail Group, Inc. since 2012, a leading national specialty retailer for women and tweens.
"We are thrilled to welcome Kimberly to the team at Mrs. Fields," says Neal Courtney, Chief Executive Officer of Famous Brands. "Kimberly is a proven leader in e-commerce and marketing and has years of experience in brand advancement, cross-channel synergy, web merchandizing and strategic planning. Over the past several years, e-commerce sales have been an area of solid growth at Mrs. Fields and with the addition of Kimberly, we are confident that we can take Mrs. Fields to a whole new level by enhancing our brand presence online while maintaining a customer focused culture."
"I am excited to be joining the Mrs. Fields team," says Aylward. "Mrs. Fields has committed itself to expanding its e-commerce business and I look forward to playing a key leadership role in championing these strategic initiatives. I am eager to build upon Mrs. Fields' established brand name and further the Company's strong momentum over the past several years."
Aylward previously served as Vice President of E-Commerce for Ascena Retail Group, Inc. since 2012. During her time at Ascena Retail Group, Aylward oversaw Catherines Brand's digital marketing, merchandising, creative, operations, web analytics and inventory planning. From 2009 until 2012, Aylward served as Director of E-Commerce at Charming Shoppes, Inc., where she was instrumental in developing the universal web platform for Lane Bryant, Fashion Bug and Catherines. She transformed Catherines.com's online presence and drove consistently high earnings and sales. From 1997 to 2008, Aylward held numerous positions of increasing responsibility at Garnet Hill, Inc., including Public Relations Manager, Director of HSN Business Development and Director of Web Merchandising and IAC Cross-Brand Business Development. During her time at Garnet Hill, Aylward played a critical role in expanding the catalog and web businesses as well as building the Garnet Hill brand in North America and Japan. Prior to Garnet Hill, Aylward spent nearly a decade in Japan working as a journalist covering economics and technology. Aylward has also been a TED (Technology, Entertainment and Design) Fellow.
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"We are thrilled to welcome Kimberly to the team at Mrs. Fields," says Neal Courtney, Chief Executive Officer of Famous Brands. "Kimberly is a proven leader in e-commerce and marketing and has years of experience in brand advancement, cross-channel synergy, web merchandizing and strategic planning. Over the past several years, e-commerce sales have been an area of solid growth at Mrs. Fields and with the addition of Kimberly, we are confident that we can take Mrs. Fields to a whole new level by enhancing our brand presence online while maintaining a customer focused culture."
"I am excited to be joining the Mrs. Fields team," says Aylward. "Mrs. Fields has committed itself to expanding its e-commerce business and I look forward to playing a key leadership role in championing these strategic initiatives. I am eager to build upon Mrs. Fields' established brand name and further the Company's strong momentum over the past several years."
Aylward previously served as Vice President of E-Commerce for Ascena Retail Group, Inc. since 2012. During her time at Ascena Retail Group, Aylward oversaw Catherines Brand's digital marketing, merchandising, creative, operations, web analytics and inventory planning. From 2009 until 2012, Aylward served as Director of E-Commerce at Charming Shoppes, Inc., where she was instrumental in developing the universal web platform for Lane Bryant, Fashion Bug and Catherines. She transformed Catherines.com's online presence and drove consistently high earnings and sales. From 1997 to 2008, Aylward held numerous positions of increasing responsibility at Garnet Hill, Inc., including Public Relations Manager, Director of HSN Business Development and Director of Web Merchandising and IAC Cross-Brand Business Development. During her time at Garnet Hill, Aylward played a critical role in expanding the catalog and web businesses as well as building the Garnet Hill brand in North America and Japan. Prior to Garnet Hill, Aylward spent nearly a decade in Japan working as a journalist covering economics and technology. Aylward has also been a TED (Technology, Entertainment and Design) Fellow.
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