August 4, 2010, 1:56 PM

MyShape.com promotes its president to CEO

Mercedes De Luca will oversee the launch of the fashion retailer’s new site.

Lead Photo

MyShape.com has a new CEO. Mercedes De Luca, who has been the company’s president since January, will take over leadership at the women’s online fashion retailer and also join the company’s board of directors.

The retailer also made two other executive appointments. Rocky Hansler takes over as senior vice president of marketing and Loree Lash-Valencia is senior vice president of business development.

The retailer’s new management team will oversee the launch of a rebranded MyShape web site in the fall. The new site will feature more personalization and social media features, the retailer says without offering more details.

“This new management structure and the launch of the enhanced web site will enable us to capitalize more fully on our leadership position in personalized online shopping,” De Luca says.

MyShape in January appointed De Luca as president. She had worked as the company’s chief technology officer, as well as vice president and chief information executive at Yahoo.

Hansler oversaw online marketing for Charming Shoppes and worked as vice president of e-commerce for PD Financial Corp. Lash-Valencia worked as vice president of sales and merchandising for Lois Hill Accessories.

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