September 14, 2011, 10:51 AM

Patagonia hires a former Urban Outfitters executive as head of e-commerce

Dmitri Siegel will direct global online strategy, including efforts in emerging markets.

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Dmitri Siegel

Outdoor apparel manufacturer and retailer Patagonia Inc. said this week it has hired Dmitri Siegel for a new position as vice president of global e-commerce.

Siegel was the executive director of marketing for Urban Outfitters Inc., where he helped to guide the launch of the apparel retailer’s mobile-enhanced e-commerce site, iPhone app and social media applications, Patagonia says.

Prior to Urban Outfitters, Siegel worked as art director for cable networks Bravo and the Sundance Channel.

"Dmitri brings not only an extensive e-commerce background to the table, but also a rich blend of creativity and environmental roots,” says Patagonia CEO Casey Sheahan. “Dmitri is a spot-on cultural fit for Patagonia, and I have no doubt he will be very successful in this role."

Siegel will direct all global e-commerce activities, including working with international teams to develop a strategy for emerging markets.

Patagonia is No. 322 in Internet Retailer’s Top 500 Guide. Urban Outfitters is No. 48.

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