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Press release from PR Newswire Expands Commitment to a Great Customer Experience with New Marketing Leadership

Wednesday, September 04, 2013 Expands Commitment to a Great Customer Experience with New Marketing Leadership

09:00 EDT Wednesday, September 04, 2013

BOSTON, Sept. 4, 2013 /PRNewswire/ --, a leading global online retailer of shoes and clothing for shoppers seeking the best variety and brands, has expanded its marketing leadership team with the appointment of Heather Adams as Senior Vice President of Marketing and Kavita Baball as Senior Vice President of Customer Experience and Retention. These additions support the company's strategic commitment to its customers and industry partners.

"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.

"We are thrilled to have Heather and Kavita join the team. Their expertise will take our marketing and user experience initiatives to exciting new levels. We look forward to their contributions to our continued efforts to bring streamlined and visually appealing shopping to our customers," continued Sorabella.

As Senior Vice President of Marketing, Heather 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. She brings nearly 15 years of experience in building strong brands and delivering measureable business growth from both corporate and agency positions. Previously, Heather served as 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. Heather holds a Bachelor of Arts from Harvard University.

In the role of Senior Vice President of Customer Experience and Retention, Kavita will focus on delivering an outstanding experience for shoppers, ensuring that they can always find and buy the perfect items across the company's range of sites and digital platforms. Kavita comes to with a combination of e-Commerce, technology and strategy expertise. She served as Director of Site Optimization for Staples' websites globally, where she led many initiatives including analytics, personalization, onsite 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 holds a Master in Business Administration from the Wharton School of Business at the University of Pennsylvania, as well as a Bachelor of Science and Master of Engineering degrees from the Massachusetts Institute of Technology.

About Shoebuy.comWith more than one million products for customers to choose from, is a leading global retailer for shoes, clothing and accessories for shoppers seeking the best variety and brands. The customer experience extends beyond shoes through the company's portfolio of specialty shopping sites, including and as well as the exclusive featuring invitation-only private sales. was founded in 1999 and is an operating business of IAC (Nasdaq: IACI). Learn more at, connect with us on Twitter @Shoebuy, follow us on Pinterest or visit our Facebook page.

Media Contact:Erin Delaney


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