Buy.com names CMO

ALISO VIEJO, Calif. — Buy.com has announced that Bernard Luthi, a 15-year veteran of e-commerce, technology and consumer electronics, has joined the company as chief marketing officer. Previously, Luthi was VP marketing, web management and customer service at Newegg.com.

In his new role, Luthi will lead Buy.com’s marketing initiatives, including web site experience, advertising, BuyTV, public relations and promotions. In addition, he will work closely with Buy.com parent company Rakuten on overall corporate branding.

In addition to his work at Newegg, Luthi was VP marketing at PC Mall, a leading direct marketer in the consumer and commercial electronics space. Prior to these posts, he held director and senior group manager positions in product marketing, partner programs and reseller marketing during his decade tenure at Ingram Micro, the world’s leading global technology distributor.

“Bernard’s knowledge of online retailing and channel product marketing will be a huge asset to Buy.com, as we work to increase our value to product vendors and marketplace sellers, while continuing to build loyalty among our diverse customer-base,” said Neel Grover, Buy.com CEO and president. “With our plans for increasing growth under our parent company Rakuten, his deep experience and marketing acumen will give us a strong competitive advantage.”