Vera Bradley bolsters e-commerce business

Vera Bradley has named former OfficeMax executive Thomas R. Giacalone as VP, e-commerce.



"Growing our e-commerce business is a critical piece of our five-year strategic plan, and we are very fortunate to have someone of Tom Giacalone's background and caliber join Vera Bradley to lead this important function," said CEO Robert Wallstrom.



Giacalone will be in charge of setting the strategic and tactical direction for verabradley.com and all of the digital operations associated with presenting the Vera Bradley brand on the Web. In an effort to grow Vera Bradley as an omnichannel company, he will collaborate with many partners on both the retail (direct) and wholesale (indirect) sides of the business to establish the course for the company's enhanced digital strategy.



Since 2012, Giacalone has served as VP of omnichannel strategy and e-commerce operations for OfficeMax, where he led the omnichannel customer experience and drove operational efficiencies and revenue growth. Prior to that, he held various positions of increasing responsibility in stores, merchandising, operations and e-commerce with Sears Holdings, including the post of divisional vice president/general manager of multichannel management.



Giacalone has been active with shop.org, the digital arm of the National Retail Federation (NRF), since 2004 and serves on the member services committee.



Giacalone will report to the SVP, chief marketing officer once that position is filled but will report directly to Wallstrom in the interim. He will be based in Fort Wayne.