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Chico's names digital chief

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  • | 3:39 p.m. July 7, 2014
  • Charlotte–Lee–Collier
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FORT MYERS — Chico's FAS, the women's retailer, says it has appointed Miki Racine Berardelli to oversee its digital commerce efforts.

Berardelli joins Chico's from another women's retailer, Tory Burch, where she was the chief marketing officer. Prior to that, she was senior vice president of marketing at Ralph Lauren. She joins Chico's as president of digital commerce, chief marketing officer and executive vice president.

Chico's, which operates nearly 1,500 stores in the U.S., Canada and Mexico, is building a greater digital presence with online sales.

“We've repeatedly stressed that a commitment to omni-channel innovation and customer focus lie at the center of our company's multiple growth strategies,” David Dyer, president and CEO and Chico's, in a statement. “Miki's talent and versatility will play a vital leadership role across all of our marketing efforts and in particular how we advance and align e-commerce, digital marketing, social media and other ways to drive our company's growth in today's ever-changing retail landscape.”

Berardelli's responsibilities will include oversight of Chico's, White House | Black Market, Soma and Boston Proper's e-commerce efforts, as well as customer analytics, digital marketing, social media and strategic planning.

Berardelli will be based at the company's headquarters in Fort Myers.


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