Last year’s website redesign produces mixed results.
Jane Angelich’s varied career includes selling dog collars online.
Head, heart, hands and health—and, perhaps, a more robust e-commerce program.
4-H, the nonprofit youth organization commonly associated with camping and farm animals, has hired Jane Angelich as its first vice president of global e-commerce. She was CEO of Bright IP Concepts LLC, a California-based company that sells a canine collar called Supercollar at Supercollar.com. She had worked there since 2007.
Before that she worked as a business coach, president of specialty retailer Banner Uniform Center, senior vice president of human resources for Gap Inc. (No. 19 in the Internet Retailer Top 500 Guide) and vice president, human resources, for investment bank Salomon Brothers Inc. She says she has a longstanding volunteer association with 4-H.
The group has been selling its branded merchandise, learning materials and other products online for about three years, she says. (4-H also sells via catalogs, carries about 2,000 SKUs and ships orders from a Chicago-area warehouse). In her job her tasks will include expanding 4-H e-commerce and online marketing outside the United States and developing a mobile-optimized site, which she expects will launch in 10 or 11 weeks.
She says that while the 4-H site has a conversion rate of about 6%, the mobile conversion rate stands at less than 1%, highlighting the need for better mobile commerce for the organization, which has 6 million members and more than 60 million alumni. Among her ongoing projects is inviting members between the ages of 14 and 18 to submit ideas for products 4-H should sell, and then helping to guide the best candidates through the the process of getting those items to market. “I want to teach them the entrepreneurial side,” Angelich says.