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Velia Carboni : VF first-ever chief digital officer

Velia Carboni

US fashion conglomerate VF Corporation, owner of Vans, The North Face and Timberland, said  it has appointed Velia Carboni to the new position of chief digital officer.

The North Carolina-based company said Carboni will report to VF’s chairman, president and CEO, Steve Rendle and will serve on the company’s senior leadership team.

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In this newly created position, Carboni will be responsible for “the integration of world-class digital capabilities into all aspects of business across VF and its brands and functions globally, from channels, processes and data to operating models, incentives, and culture,” said VF in a statement.

CEO Rendle expressed that the position comes at a time where digital technology is becoming increasingly prolific in retail and fashion.

“The global retail landscape is evolving at an accelerated pace, driven by the rise of digital technology,” said Rendle.

“Velia will lead our digital strategy in a way that fuels growth and enables our brands to build and foster unrivalled connections with consumers worldwide. With more than two decades of experience in digital, emerging technology and consumer analytics, she is the ideal person to lead this important work for VF.

“We will couple her talents and experience with expanded investments across our digital platform to innovate, build strategic partnerships and win in a very competitive apparel and footwear marketplace,” he added.

Carboni joins VF following a 25-plus year career at Fidelity Investments where she held a series of leadership roles across product management, finance and business analysis, as well as mobile. She most recently served as senior vice president of mobile and emerging platforms for the company’s personal investing/retail division.

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Before that, she was vice president, mobile, and led all facets of mobile product development, as well as expanding the company’s mobile program offering. She began her career with Bull HN Information Systems.

Carboni is a graduate of Northeastern University and received her MBA from Boston University.