At least one brand’s e-mail prank caused some social media backlash among consumers.
Monica Luechtefeld retires as e-commerce chief. Two execs will share her role.
There is a changing of the e-commerce guard taking place at Office Depot Inc.
As part of a big management shakeup, Monica Luechtefeld, Office Depot’s long time executive vice president of e-commerce and direct marketing, and the architect of the blueprint that made Office Depot, No. 5 in the Internet Retailer Top 500 Guide , into a multi-billion online retailer, is retiring.
Luechtefeld, who will remain with Office Depot as a consultant, will hand over her duties to vice president of e-commerce Barry Litwin and vice president of direct marketing Christine Buscarino.
Web sales have been flat at $4.1 billion for Office Depot in the past two years. The company doesn’t break out quarterly web sales
Office Depot also announced several other top management changes:
• Kevin Peters, who joined Office Depot as executive vice president of supply chain in 2007 and was appointed executive vice president of supply chain and information technology in 2009, has been named president, North America. The job is a newly created position that will consolidate and streamline Office Depot’s operations, the retailer says. In his new role, Peters will be in charge of all channels, including stores and e-commerce, for North America. "For the first time, we are consolidating all of our North American operations under one leader, allowing us to break down silos, increase our productivity and improve the execution of our key initiatives," says CEO Neil Austrian. "We are confident that this approach will help us to better serve our business customers and consumers."
• Bob Moore, who joined Office Depot as the interim head of marketing in April, has been named chief marketing officer. Moore has worked in the past as executive vice president of marketing for Staples, No. 2 in the Internet Retailer Top 500 Guide.
• Steve Schmidt, previously president of North American Business Solutions, has been promoted to executive vice president of corporate strategy and new business development. "Despite a challenging economy and limited growth in our industry, we are making the changes necessary to drive profitable sales in all of our channels, better leverage our infrastructure and assets, and build our brand," says Austrian. "We now have the right priorities, the right people and the right structure in place to successfully execute our plans, accelerate our growth, and make Office Depot an even stronger competitor in the marketplace."
Luechtefeld has been with Office Depot for more than 17 years. She worked as vice president of sales, at the Eastman Co. when Office Depot acquired it in 1993. After joining Office Depot, Luechtefeld progressed steadily through the organization from vice president, marketing and sales administration to senior vice president, e-commerce, to executive vice president, information technology and business development, and executive vice president, information technology and supply chain.