October 25, 2011, 8:38 AM

E-retail trade group Shop.org names a new executive director

Retail veteran Vicki Cantrell most recently was chief operating officer at fashion brand Tory Burch.

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Vicki Cantrell

The National Retail Federation today named Vicki Cantrell executive director of Shop.org, the e-commerce arm of the retailing trade group. Cantrell will also serve as senior vice president of communities, putting her in charge of NRF’s CIO council, the association of Retail Technology Standards and Loss Prevention.

Cantrell, who has been in retailing for more than 25 years, was most recently chief operating officer and chief information officer at luxury fashion brand Tory Burch. She previously was CIO at fashion designer and retailer Giorgio Armani Corp., and earlier in her career worked at Gucci Group, Party City and J.C. Penney Co. Inc., No. 20 in the Internet Retailer Top 500 Guide.

“Finding an executive with the right experience and vision to foster and grow our communities was a tall task—and Vicki fits the bill perfectly,” says Matthew Shay, NRF president and CEO. “Her executive-level experience with major retail brands as well as prior experience with many of NRF’s communities makes Vicki an incredible asset to round out the executive team at NRF.”

Cantrell takes over at Shop.org from Joan Broughton, who has served as interim executive director since September 2010, a month after Scott Silverman resigned the post. Silverman subsequently co-founded Ifeelgoods, a company focused on marketing to consumers through online social games. Broughton will remain at NRF as head of the Internet Strategies group.

Cantrell says her primary goal will be to help multichannel retailers set priorities at a time when they are begin pulled in many directions. “What people are struggling with most is, ‘What should I be doing first?’” she says.

NRF can help by serving as a repository for retailing expertise, she says. “We have such a great Shop.org board, from great companies and backgrounds, we should be capitalizing on that,” Cantrell says. “NRF has to establish itself as the knowledge base to help the retail community.”

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