Martha Stewart lures Williams-Sonoma’s EC chief for its own EC effort

Martha Stewart Living Omnimedia, Inc. has tapped Williams-Sonoma to find a new chief for its own e-commerce business. Shelley Nandkeolyar, formerly vice president of Williams-Sonoma’s e-commerce division, was this week named executive vice president and president of internet/direct commerce at Martha Stewart Living Omnimedia. In his new position, Nandkeolyar is responsible for the company’s direct commerce business segment, which includes Marthstewart.com and the Martha by Mail catalog.

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Nandkeolyar’s appointment follows recent moves by Martha Stewart Living Omnimedia to strengthen its Internet presence under a combined media/retail corporate business model. “We’ve taken significant steps to develop our direct-to-consumer business unit in the last month, incorporating a more consumer friendly interface and increased cross-marketing and personalization capabilities into Marthstewart.com,” says CEO and Chairman Martha Stewart

Nandkeolyar, a 20-year veteran in marketing and merchandising, launched Williams-Sonoma’s online business including WilliamsSonoma.com, PotteryBarn.com and PotteryBarnKids.com, creating cross-channel marketing programs that exceeded Williams-Sonoma’s e-commerce business goals within two years. Before joining Williams-Sonoma, he held marketing positions in Asia and Europe as well as North America, including a development stint on the direct-to-consumer business involving catalog and online channels, at Levi Strauss and Co.

The e-commerce opportunity at Martha Stewart Living Omnimedia represents "unbelievable potential,” says J.C. Williams consultant Jim Okamura. “Marthastewart.com hasn`t enjoyed a lot of exposure. That’s part of what represents a big opportunity, a brand like that that could be doing so much more in that space. Shelley is a strong brand manager who knows the power that can be driven from a brand.”