January 19, 2001, 12:00 AM

BlueLight.com adds three top executives

Don Davis

Editor in Chief

BlueLight.com today announced three key appointments to the BlueLight.com executive team as well as an addition to the BlueLight.com Board of Directors. Steven P. Feuling joins BlueLight.com as chief marketing officer; Mercedes Feller is BlueLight.com's new executive director, merchandising; and Ronald Kraft joins as editor-in-chief. BlueLight.com also named Randy Allen, recently appointed executive vice president of strategic planning and chief information officer of Kmart, to the BlueLight.com Board of Directors, replacing outgoing Kmart Vice Chairman Mike Bozic. "The recent dot-com downturn has had an upside for BlueLight.com in that there is an unbelievable wealth of talent in the job market right now," said Mark H. Goldstein, CEO of BlueLight.com. "Just two or three months ago, we would have found it much more difficult to add a trio with such talent and relevant experience to the BlueLight.com team." Feuling has held marketing positions at top consumer products and packaged goods companies including The Clorox Company, The Walt Disney Company and Mother's/Archway Inc., where he was the vice president, sales and marketing. Most recently, Feuling was the vice president, product and marketing at Achieva.com during its transitional phase from a `bricks and mortar' to a `clicks and mortar' company. Feller has held executive merchandising and buying positions with Garden.com, Smith & Hawken and Williams Sonoma, and served as a retail consultant for American Online, Prophet Marketing, Excite, TimeWarner and Sony. Most recently, Feller held the position of vice president, merchandising at GreatEntertaining.com, where she was responsible for all merchandising activities including planning, analysis, photography and promotions for the online entertaining site. Kraft joins BlueLight.com from Productopia.com, an online product review marketplace, where he was the senior vice president of content. Kraft was responsible for leading the editorial, art, production and product management teams. Prior to Productopia.com, Kraft was the senior director of synergy at Disney Internet Group.

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