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Biography of M.J. Bartram:
WebPractices'  Digital Diva
M.J., "Da Digital
Diva" of WebPractices.com, nationally known speaker and executive
specializing in Multi-channel Marketing, Branding and e-Commerce, has built and directed
some of the largest and most profitable multi-channel businesses and retail web
sites in America. From building the first government consumer e-tail site to
launching a multi-brand multinational ecommerce powerhouse, her experience
combines vision with practicality to create results. Her mission has long been to design and
build best practices multi-channel marketing models, combining profitable e-commerce
with traditional marketing elements in a brand-enhancing mix.
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Ms. Bartram
served as Chief Web Officer for Redcats
USA,
America’s 2nd largest multi-channel cataloger and e-tailer of women’s
apparel, gifts and home goods and part of the $25 Billion multinational luxury
and retail
Pinault-Printemps-Redoute Group based in
Paris, France. In under two years, she designed, built and managed Redcats’ $˝
Billion-dollar US e-Commerce Division, overseeing all multi-channel business
strategy, marketing, branding, merchandising, design, content, production, and
technology operations for 14 of America’s top web sites. Attracting millions of
customers monthly, her sites included:
www.Chadwicks.com,
www.LernerCatalog.com,
www.LaRedoute.com,
www.LaneBryantCatalog.com,
www.Roamans.com,
www.JessicaLondon.com,
www.KingsizeDirect.com,
www.BrylaneHome.com,
www.BrylaneKitchen.com,
www.BrylaneWishes.com,
www.SearsBigandTall.com,
www.SearsSmartChoice.com,
www.SearsWomansView.com, and
www.RedcatsUSA.com.
Using many of the techniques outlined at the
site from blueprinting to organizational design to technical architecture and
web design, M.J. worked toward the goal of building a best practices
multi-channel business, combining best thinking in usability and customer focus
while reaching and maintaining profitability.
She also served as
U.S. representative on PPR's multi-national task forces for Supply Chain
Management, Customer Relationship Marketing (CRM) Task Force and E-Commerce, advising
all PPR
international member catalog and retail companies on effective customer relationship
management, e-commerce strategies and supply chain and merchandising approaches in a multi-channel environment.
Prior to joining
Redcats, M.J. served as Senior Vice President, e-Commerce, for iVillage.com,
the Internet’s
leading network of web sites for women, where she was charged with leading its evolution from a media
company to “an essential “daily
source of services, products, information and inspiration” for women that
included commerce. Her responsibilities included crafting a new comprehensive
eCRM and commerce strategy to position iVillage as the premier destination for
merchants to offer products and for women to research products and shop. She
also oversaw operations of their shopping portal, Shopping Central (www.ivillage.com/shopping), and e-commerce businesses (iBaby.com,
iMaternity.com, PlusBoutique.com and Astrology.com), helped lead commerce sponsorship and partnership direction, and
identified new commerce opportunities with major retailers such as Land's End
and Unilever.
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M.J. started her career
with the IBM Corporation as a Systems Engineer in
the Washington, DC area, where she designed and implemented
national and international networks and critical mainframe and network information systems solutions for multi-million dollar
federal accounts.
She then worked in Spain as an
International Business and Marketing Consultant specializing in combining CRM,
Editorial, Marketing, Technology, Retail and Organizational disciplines. Major
clients included such mass marketing consumer and B-to-B companies as Baskin-Robbins
International as part of Allied
Domecq PLC, TNT International, El
Corte Ingles Department Stores, Holos Management (a premier Spanish marketing
consulting firm), MERLIMSA (a mass market packaged goods manufacturer and
distributor), the House of
Sandeman (specialty wine producer), and DEINSA (a European environmental engineering
firm), where she served as Director of Worldwide Marketing and Business
Development.
Returning to the United States, M.J.
joined the over 200-year old United States Mint
as a strategic marketing and business consultant / manager, where she created and led the landmark customer
relationship management (CRM) reengineering project for the Mint’s consumer
collectibles division, introducing private sector marketing, merchandising and
service techniques to drive profitability. An early e-business advocate, she designed and built the
first comprehensive, government commercial e-business unit. The Mint's
multi-site encompassed multiple award-winning sections:
-
a public
Internet (www.usmint.gov), corporate and
public affairs site
-
the first
government online consumer ecommerce site and catalog (http://catalog.usmint.gov/)-
and the initial pilot project for the use of SSL in government;
-
an online
educational community for teachers and students (www.usmint.gov/kids),
-
outsourced
human resources site, and
-
supply and distribution chain Extranets,
-
along with
digital products like
screensavers
to improve viral marketing and brand penetration.
As the the U.S. Mint’s Director of E-Business, she developed and directed all
corporate e-business and e-commerce strategy, business development, editorial
and graphics development, and technical web. Web
traffic and usage grew 1500% and e-commerce sales on the Mint’s online
consumer collectibles and gift catalog grew from zero to $150 million in a year
and $300 million in two years,
with over 40% of the traditional customers migrating to the web as their
preferred channel in the first year. Details of her accomplishments in the Mint’s e-business and CRM
transformation can be read in the “Weave a Web of Change” section of Fast
Company magazine's 12/1999 “Mint Condition” article (online at
www.fastcompany.com/online/30/usmint.html).
Later M.J. moved on to
Silicon Alley, where, as Chief Operating Officer, she designed 100% Girls
Omnicom , a proposed new multi-channel retail spin-off company for multicultural
"tween" (6-14 year-old) girls worldwide in multiple languages. (Read a
review
from a target customer of the former web site.) Her business model offered a
unique “click and mortar” blend of multiple customer-influenced product
lines sold through multiple channels (retail stores, online catalog, print “magalog”,
licensing), with editorial/ advertising content and community sent out through
multimedia outlets, online and offline.
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M.J. earned a degree in
Computer Science and Mathematical Sciences from the University of North Carolina
at Chapel Hill, won honors with IBM’s professional Marketing Masters-level program, and attended the Universidad de Sevilla in Seville, Spain.
She brings a wealth of international, multidisciplinary industry and business skills
that allow her to combine strategy, creative, process, technology and customer
knowledge to identify and implement successful and differentiating eCRM and
e-business initiatives for both consumer and B-to-B companies.
M.J. launched her
own personal e-business web site, www.webpractices.com,
as a free source and exchange of ideas and resources for all would-be e-business
visionaries worldwide. It also serves as a great bookmark for her own favorite
sites! She also serves a writer, speaker and consultant around the world for
e-commerce, technology and marketing conferences. |
