May 20, 2011, 5:05 PM

Belk expands its e-commerce team with the hire of a Meijer veteran

Dawn Bronkema becomes the retail chain’s director of digital experience.

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Belk Inc. continues to add to its e-commerce team with the hiring of Dawn Bronkema, who becomes the regional department store chain’s director of digital experience. Bronkema joins Belk, No. 296 in Internet Retailer’s Top 500 Guide, from Midwestern grocery store and general merchandising chain Meijer (No. 319), where she spent nearly a decade in marketing and e-commerce positions. At Belk, Bronkema will oversee digital content marketing and creative and user experience tasks across sales channels.

Belk says she led the development and launch of e-commerce at Meijer in 2007. She had a hand in several significant e-commerce initiatives, such as curbside pickup for online orders and a social shopping tool called Product Advisor.

At Belk, which said late last year that it intended to invest heavily in e-commerce, Bronkema will report to senior vice president of e-commerce Ivy Chin. “Dawn’s startup experience in building winning teams and award-winning web sites will bring a new dimension to our team and fuel our innovation and growth strategies for the coming years,” Chin says.

Belk’s e-retail sales increased 70% last year to $34.8 million, and e-retail sales represent about 1% of company revenue. Belk operates 305 stores in 16 Southern states.

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