Charlie Cole

CDO
Tumi

Formerly head of e-commerce at Lucky Brand, CEO of The Line and head of e-commerce for Schiff Nutrition – the largest acquisition of a VMS company in the history of Wall Street – Charlie brings a mix of entrepreneurial and institutional knowledge with success in both fields. With a focus on analytical and creation of structures to empower creativity driven by energy and objectivity, expect similar focuses in any presentation.

@charliecole and @tumitravel

Check out the incredible speaker line-up to see who will be joining Charlie.

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Day 2: The Digital Revolution - Your Next Steps

Saturday, January 7th, 2017

14:15 Getting Off The Promotional Crack

The streets of crushed dreams and production are lined with brands who have over promoted to the point where their brand/margin curves were unsustainable.

Particularly in eCommerce, this urge for easy money due to the promotional nature of the customer is hard to avoid – but even harder to recover from. Tumi found itself going down this road for 2/3 years – and upon joining – Charlie had to figure out how to dig out of it.

This presentation will include real life example of the tactics and strategies Tumi implemented, as well as the cultural changes needed to accomplish the goal of getting off of the promotional crack.