Dive Brief:
- Children’s apparel brand Hanna Andersson appointed Kacey Sharrett as its chief digital officer, the company announced Monday. Sharrett reports to CEO Aimée Lapic, according to a company spokesperson.
- Sharrett will steer the company’s digital strategy and customer experience, using its digital presence to drive customer engagement, acquisition and loyalty.
- Sharrett most recently served as head of direct to consumer at GoPro, where she oversaw the company’s global e-commerce and performance marketing initiatives. She previously held leadership roles at Barnes & Noble, Toys R Us and Babies R Us.
Dive Insight:
With Sharrett’s appointment, Hanna Andersson continues to build out its slate of tech-savvy C-suite members.
The apparel company last May named Mike Frazzini as its chief technology officer. Frazzini came to the company from FTD and also reports to Lapic.
Frazzini oversees the company’s core tech platforms, systems, data and infrastructure so the business can securely scale. Sharrett, meanwhile, will focus on customer-facing digital strategies, per a company spokesperson.
“Kacey brings a powerful combination of strategic vision, digital depth, and operational leadership,” Lapic said in a statement. “Her experience modernizing digital capabilities, developing high-performing teams, and driving performance marketing at scale will be invaluable as we continue advancing Hanna's own digital foundation and unlocking new ways for customers to experience our brand.”
In late 2023, the company named Lisa Perlmutter as its first chief customer officer, bringing prior experience at companies such as Brilliant Earth and Sephora. The following year, the retailer brought on Grace Wong, who held previous positions at Apple, Gap and Johnson & Johnson, as its chief brand officer.
Hanna Andersson in recent years set its sights on strengthening customer loyalty. In September 2023, the brand debuted its first loyalty program. In November, the DTC children’s brand reached 1 million loyalty members, according to a company press release. The data garnered from its loyalty members guides the company’s product design decisions, material selections, partnerships and collaborations, the company said.
The brand has also expanded its product assortment. In 2023, Hanna Andersson introduced an activewear line dubbed Active by Hanna Andersson, featuring leggings, bike shorts and skorts, among other products.
