November 12, 2007, 12:00 AM taps former Yahoo IT exec as chief information officer

Mercedes de Luca, former vice president of global information systems at Yahoo, is myShape’s new customer experience officer and CIO. MyShape also has filled two other executive positions.


Women’s online fashion retailer has announced three key executive appointments. Mercedes De Luca, most recently vice president of global information technology for Yahoo, has been named global customer experience officer and chief information officer. Linda Freedman, formerly of Styleclick, has been named chief marketing officer; while Helena Paulin, a marketing veteran with 17 years of experience, is the new vice president of marketing.

De Luca built Yahoo’s global I.T. organization and, prior to that, was vice president of IT for Interwoven. Earlier in her career, she managed I.T. initiatives for MarketFirst Software and West Valley College. She previously held marketing and sales positions with Taos Mountain Software and Digital Equipment Corp.

“Mercedes has a solid track record of using technology to enhance people’s lives and to successfully build businesses,” says myShape CEO Louise Wannier. “She shares our guiding philosophy that customer needs and desires should drive technology, not the other way around.” Fashion site myShape offers collections of outfits styled for each customer`s shape, providing members with an online “Personal Shop” filled with clothing choices that match her measurements, body shape and fit choices.

New chief marketing officer Linda Freedman has long experience in fashion e-retailing, having earlier managed the growth of ModaCAD and then Styleclick to more than 130 employees over a 12-year period until the company’s sale to USA Information and Services. With more than 25 years of experience in e-commerce, media marketing and promotion, she’s participated in small start-ups and worked at larger companies, specializing in marketing, branding, competitive intelligence and management analysis. At myShape, she will lead the team charged with promoting the company’s personalized approach to apparel shopping.

Prior to joining myShape, new vice president of marketing Helena Paulin held retailing, marketing and product development positions with companies including Apple Computer and FedEx Corp. Most recently, she was executive vice president and general manager of Internet marketing for Teleflora. “MyShape is truly changing the way women shop,” she says. “Fashion retailing has never been this personal, and shopping never been this effortless. From a marketing perspective, it’s a great story to tell.”


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