eTail West 2018

February 26-March 01, 2018

JW Marriott, Palm Springs, CA


Ian MacDonald

Director & GM
Silver Star Brands

Ian is the Director and General Manager of Walter Drake, where he leads the online marketing, catalog marketing and merchandising strategies. Before moving into the newly created GM role, Ian was the Director of eCommerce across the Silver Star Brand’s portfolio, including Miles Kimball, Walter Drake, Easy Comforts, As We Change, Exposures, Native Remedies, Pet Alive and marketplaces (Amazon, Wal Mart, etc). Prior to Silver Star Brands, Ian held ecommerce and general management roles at other IR Top 500 retailers including US Mattress, PartySuppliesDelivered, The Pond Guy and Century Novelty. 

9:25 AM Retailer Keynote Case Study Remix: Adventures In Replatforming For Responsive Design

Replatforming can be a great opportunity for marketing to gain technology freedom from IT and improve the customer journey, but replatforming may not always be rainbows and unicorns so as a business manager what are a few key guidelines to keep in mind to ensure the project gives you the return needed to be successful?  Silver Star Brands provides real experiences for business leaders to use as reminders in replatforming projects.
•Is it the right time? Knowing when to platform to go responsive
•Know the needs of your business what do the key stakeholders want to achieve?
•Post Launch: prepare for bugs, tickets, and prioritization
•Know when to ask for help