LIA BUFFA DE FEO

Food Network wanted to transform their online store, which focused on talent DVDs and branded totes/t-shirts, to an online destination for an extensive collection of cooking gear. In less than a year, Lia wound down the existing online store, launched a new website (on a new platform) and led a team re-organization. The store became not just a destination for houseware products, but a springboard for talent product introductions, including Rachael Ray’s multi-million dollar cutlery line.

Getty Images had been running a proof-of-concept website, Photos.com, selling wall art to consumers. The business proved viable and Lia was brought onboard to wind-down the existing website, secure new fulfillment partners and establish a top-performing cross functional team. Prior to the planned launch of the new site, Getty Images existing fulfillment partner went bankrupt and the launch was moved up by 6 weeks. Under her leadership, the team transformed Photos.com into not just a consumer site, but into a B2B destination providing products for hotels, restaurants, small businesses and more.  Results were impressive with conversion +40% YOY, revenue +100% YOY and an average order value nearly 3x the industry leader.

When she joined Getty Images, Lia inherited oversight of Getty Images Gallery in London. For nearly 20 years the space had been run as a marketing space to support the local Getty sales team. Lia saw an opportunity, given the incredible assets at Getty Images, to change the positioning of the Gallery and gain respect in fine art circles. She brought in a well-respected curator and staged exhibitions including Female Gaze, Global Colors and Beat Positive. The Gallery was quickly named one of the “must see” galleries in London by Time Out and The Guardian and became a respected destination for fine art photography collectors.

Food Network’s direct to retail line with Kohl’s consisted of over 1000 SKUs including a line with Food Network chef, Bobby Flay. Lia led the product development, packaging, in-store marketing and merchandising of the program working across Kohl’s, Food Network Culinary and Food Network’s licensing agency.