bolsters marketing leadership team

BOSTON —, a leading global online retailer of shoes and clothing, has expanded its marketing leadership team with the appointments of Heather Adams as SVP of marketing and Kavita Baball as SVP of customer experience and retention. 

"Commitment to our customers is a strategic focus for We recognize that today's shopper is savvy and has an array of options, and we are dedicated to providing the most enjoyable shopping experience for our customers. We want to excite our range of shoppers at every interaction with Shoebuy and optimize their experience — from the shoe addict to the one-time buyer hunting for the perfect item to complete their fashion statement," said Shoebuy CEO Mike Sorabella.

In her new role, Adams will be responsible for defining and expanding awareness of the brand, as well as developing new strategic marketing partnerships and channels that will help deliver more shoppers to the improved customer experience. Previously, she was senior director of acquisition marketing at Carbonite, where she was responsible for managing marketing partnerships and advertising strategy across all online and offline channels. She also brings marketing management, media planning and data analytics expertise from her agency-side tenure at Carat. Adams has a bachelor of arts from Harvard University.

Kavita will focus on the shopper experience. She has experience in e-commerce, technology and strategy, and served as director of site optimization for Staples' websites globally, where she led many initiatives including analytics, personalization, on-site search and site monetization. Prior to joining Staples, Kavita was a management consultant at Bain & Company for more than five years, working in its Boston office. Kavita has a master in business administration from the Wharton School of Business at the University of Pennsylvania, as well as bachelor of science and master of engineering degrees from the Massachusetts Institute of Technology.

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