Global Ecommerce Team Advances DTC Strategy with Shopify Launch and Key Promotions

Consumer First is one of the five strategic pillars in our business strategy, Perform 2030.  A key factor for success within the Consumer First pillar is growing our Direct-To-Consumer (DTC) business that includes increasing our share of our brands’ website (brand.com) sales.

On 28^th February, we accomplished a significant first step in our journey towards DTC success with the launch of our new ecommerce website for Liquitex, powered by Shopify.  Additional information on this milestone can be found in this news article here.

We look forward to continuing our journey in 2024 with the planned launch of Winsor & Newton and Conté à Paris on Shopify in Q3.  Migrating our websites to a new platform is the foundation of our strategy as we plan to scale up our investments to drive new traffic to our brand websites and utilize conversion tactics to drive DTC sales. 

The individuals comprising the team are the foremost contributors to our success and I am happy to announce the following updates to the Global Ecommerce Team:

Ellie Deakin has been promoted to Head of Global Ecommerce to help lead the implementation of our DTC ecommerce strategy. As we begin our DTC journey on a new platform, she will lead all optimization efforts and roadmap planning to ensure we drive success of our DTC ecommerce operations across our key markets and key brands. 

I am pleased to announce the promotion of Bowen Lee to the position of DTC Ecommerce Manager – UK & NA. She will maintain close collaboration with the commercial teams across the UK and NA regions to further propel DTC ecommerce growth. Additionally, Bowen will take charge of spearheading and leading the team tasked with migrating the Winsor & Newton ecommerce website to Shopify this year.

Stefano Maiorana has been appointed the Global Consumer Care Manager and will continue to provide leadership to our Consumer Care team, guiding them in their current responsibilities and fostering their development as we advance toward a more DTC ecommerce-centric business.