Patagonia, Inc. hired Dmitri Siegel as the company's new vice president of global e-commerce, effective Sept. 12, 2011. Siegel was most recently Urban Outfitters' executive director of marketing.
As such, Siegel was responsible for the e-commerce, marketing, and creative areas, as well as full P&L responsibility for their $175 million global direct business (online and catalog). In this role, Siegel set the strategic direction for marketing and e-commerce, in addition to having launched numerous innovative marketing programs such as the Urban Outfitters mobile site, iPhone application and various other social media applications.
As vice president of e-commerce, Siegel will provide strategic vision, leadership, and operational expertise in directing Patagonia's e-commerce strategies both domestically and abroad. In addition, Siegel will be a key partner to international teams to develop emerging markets, as well as product and marketing to provide a seamless user experience, drive traffic and create lifetime value for Patagonia's growing customer base across all of Patagonia's digital platforms.
Prior to Urban Outfitters, Siegel served as art director and designer for the Sundance Channel, Bravo and several graphic design agencies. Armed with an undergraduate degree in Studio Art from Wesleyan University and an MFA in Graphic Design from Yale, Siegel maintains his academic connection by serving as a critic for MFA candidates at the Rhode Island School of Design, and has past tenure as a lecturer at Pasadena's Art Center College of Design and University of the Arts.
“I'm extremely excited to have Dmitri join the Patagonia team,” notes Patagonia CEO, Casey Sheahan. “Dmitri brings not only an extensive e-commerce background to the table, but also a rich blend of creativity and environmental roots. Dmitri is a spot-on cultural fit for Patagonia, and I have no doubt he will be very successful in this role.”
Siegel has long admired Patagonia's commitment to environmental responsibility, and this year published the book, Green Patriot Posters, a collection of original posters related to sustainability and environmental issues. His connection to activism is deep-rooted as his grandfather, Richard H. Goodwin Sr., was one of the founders and the first national president of The Nature Conservancy.
