Last year’s website redesign produces mixed results.
Robin Domeniconi also worked at Elle and Microsoft.
Rue La La has a new chief marketing officer. Robin Domeniconi comes from the same job at Vente-Privee USA, an offshoot of France-based online private-sale retailer Vente-Privee.com.
Domeniconi reports to CEO Steve Davis. RueLaLa.com is No. 76 in the Internet Retailer Top 500 Guide. The members-only online retailer sells products that range from fashion apparel to home furnishings and cooking ware.
Her duties at Rue La La include using editorial content to push products. Earlier this year, the web-only retailer announced it had produced a series of videos featuring celebrity chefs whipping up their favorite recipes.
“Innovative marketing strategies that combine content and commerce are my passion,” she says. “I believe there are endless opportunities for imaginative ideas to develop experiential content that will change how we shop.”
Vente-Privee hired her in 2011 as chief marketing officer, according to her LinkedIn profile. The Paris-based parent company stands at No. 11 in the most recent Europe 500 from Internet Retailer. The flash seller launched in 2001, making it a pioneer of flash-sale retailing. Vente-Privee launched in the United States in 2011, in a joint venture with American Express.
Previously she worked as senior vice president, chief brand officer, for fashion magazine Elle. She also worked as vice president, U.S. advertising sales, publishing and marketing for Microsoft Corp., No. 82 in the Top 500, among other jobs.
Earlier this year, XO Group Inc., owner of wedding retail and information sites TheKnot.com and WeddingChannel.com, hired Michael Steib as president after he spent nearly two years as CEO of Vente-Privee USA.
According to the Top 500, Rue La La, which launched in 2008, had Internet Retailer-estimated sales of $399.9 million in 2012, up 30.3% from the year before. Top 500 data show that the e-retailer has a conversion rate of 3.2% and an average ticket of $150. Its parent company is Kynetic LLC, which was founded by former GSI Commerce CEO Michael Rubin after eBay Inc. acquired most of the assets of GSI Commerce in 2011.