Dive Brief:
- Adding to its C-suite, DTC intimates brand MeUndies has named Ariel Stoddard chief revenue officer. Stoddard will report to CEO and founder Jonathan Shokrian.
- In her role, Stoddard will oversee the growth, retention and customer experience teams, Shokrian said via email. MeUndies is focused on optimizing the customer experience, improving its membership program and building deeper relationships with its nearly 3 million customers, the brand said in a press release.
- Stoddard, who was most recently the general manager at Fabletics, joins fellow TechStyle Fashion Group veteran Sabah Mikha, who serves as chief financial officer. MeUndies recently also named a chief technology officer.
Dive Insight:
As MeUndies brings on a chief revenue officer, Shokrian said the company has restructured its organization and opted not to fill a chief marketing officer position that’s been vacant since Elizabeth Krause left the company in September of this year.
“Brand management now reports to me, and the creative team is under brand management,” Shokrian said in an email.
Founded in 2011, MeUndies to date has sold over 30 million pairs of underwear and says it introduced the first online underwear subscription program.
"Ariel will lead our growth strategy and marketing key performance indicators (KPIs), with a primary focus on revitalizing our 12-year-old membership program,” Shokrian said. “This includes reimagining the program's structure and expanding our member base, as well as enhancing the overall customer journey and experience."
In Stoddard’s most recent role at Fabletics, she oversaw P&L for the active lifestyle brand and its category expansion strategy, including the launch of scrubs. Prior to that role, she helped launch Fabletics Men in collaboration with brand partner Kevin Hart.
The Los Angeles-based brand has raised $50 million since inception and expanded into new products, which now include bralettes, socks, loungewear, swimwear and bandanas for pets.
MeUndies operates through its website and Amazon. It also has a wholesale partnership with “select” Nordstrom stores, with plans to expand its wholesale business over the next few years, Shokrian said.
