Fab.com has hired Scott Ballantyne as the first chief marketing officer for the e-retailer of designer home products.
Ballantyne comes from Vonage, where he was chief marketing officer for home phone service. There, he helped to increase annual subscriber growth by 8% while reducing the cost of acquisition by 12%, Fab.com founder Jason Goldberg wrote in a blog post today. Ballantyne also helped Vonage to launch services for iPhone and Android devices.
Prior to Vonage, Ballantyne was senior vice president at renewable energy company Tendril, from 2009 to 2011. He also was vice president and general manager of consumer direct for Hewlett-Packard Co.’s personal systems group, and senior vice president of marketing at cell phone carrier T-Mobile USA. From 1998 to 2009, he was senior director of marketing at Dell Inc., No. 4 in the Internet Retailer Top 500 Guide.
“I’ve known Scott for 10 years now, ever since I worked with him on launching BlackBerries at T-Mobile back in 2002,” Goldberg wrote. “Since then I’ve gone on to start companies and Scott’s gone on to build global brands. Throughout, we’ve stayed in touch, celebrated each other’s progress, and developed a deep professional friendship and mutual respect and admiration.”
Ballantyne will oversee customer acquisition for the web-only, flash sale retailer, which aims to be the “Amazon.com for design,” Fab.com says. Goldberg will shift some of his own duties from marketing to product development.
Fab.com has implemented a number of site features in recent months, including a new social feed, and increased product selection. The retailer has secured more than 2.5 million members in less than nine months and wants to expand into Europe, Goldberg wrote. “We’ve just had our best month ever in February, beating our stretch plan by 25% and selling even more than we did during the holidays.”
Goldberg will speak at the Internet Retailer Conference & Exhibition 2012 in June in Chicago in a session entitled, “Going social from Day One: How a start-up online retailer gained 1 million members through social marketing.”