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Building on its commitment to drive member growth online and in-store, Do it Best has selected a proven e-commerce leader to steer its e-commerce division, announcing Allison Flatjord as the company’s vice president of e-commerce. She replaces Nick Talarico, who was recently promoted to executive vice president of sales and marketing.

Flatjord joined Do it Best in 2022 as the company’s director of e-commerce. Under her leadership as vice president of e-commerce, the company has developed a winning strategy and state-of-the-art platform to advance its members’ online competitiveness while also driving more traffic to their stores. She will be featured at the Do it Best Spring Market Kickoff on March 11 in Orlando, Florida, where she will introduce members to the new e-commerce solution.

“While we’ve actively supported our members’ online sales efforts for more than two decades, we launched our new e-commerce division last year to demonstrate its critical importance in growing member sales,” says Dan Starr, president and CEO. “Allison has been centrally involved in that initiative from the very beginning, and I couldn’t be more pleased to see her now leading this team. Our members will be excited about the options we’ve developed to take their e-commerce to the next level.”

Prior to Do it Best, Flatjord was the chief marketing, merchandising and digital officer for a national party supply retailer where she actively grew online sales and repeat purchases while leading an overhaul of their web platform. She also served as the chief marketing and merchandising officer for a national clothing and lifestyle brand where she directed the replatforming of their e-commerce site, resulting in a doubling of sales in just four years. Flatjord holds a masters in business administration from the Harvard Business School.

“I’m honored to step into this leadership position at Do it Best and contribute to such an important initiative,” says Flatjord. “We have built a world-class e-commerce team to drive store sales and traffic that will help our members compete and win for years to come.”



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