SENIOR DIRECTOR

Top Management

Leadership role for transforming the organization to a digitally mature and innovative enterprise with the goal of creating a seamless ecommerce experience, including operational efficiency across all
platforms and markets.
•   Prioritized goals and initiatives to lead the strategic digital & ecommerce plans for tactically driving
growth objectives for all owned brands.
•   Management of the digital and ecommerce businesses, infrastructure, platforms (partners & vendors) tools and capabilities for all VF brands throughout APAC.
•   Developed the 5 yr. Digital APAC Strategy plan for all brands. (Personally presented directly to Global
CEO & CFO of VF Corp - subsequently approved for roll-out)
•   Accountable for the elevation of business performance and achievement of brand goals and company
mission through ambiguous and complex cultural global environments.
•   Management of regionally leveraged projects to achieve on-time, on-budget and on-goal work flow.
•   Collaboration with multi-functional regional and global stakeholders for alignment, partnership and visibility of all projects that impact the individual business groups.
•   Acquired funding from ELT to re-develop and manage technical infrastructure and cross-functional
teams for all brands in VF portfolio for the region and currently directing those projects.
•   Currently growing year over year online business at +67% for the region.
•   Developed a successful strategy and action plan with full business gap analysis and technical capability
rollout that are significantly improving regional own.com business in priority markets (Japan, Korea, Greater China)
•   Accelerating VF's capabilities, innovation and expansion across all APAC markets with a $30 million
business plan investment strategy within Digital, Innovation and Ecommerce. Currently working with agencies and partner ecosystem to build critical relationships, as well as internal product, legal and
operational teams within the individual brand businesses for successful activation.

Find out detailed information about Lara Roberts, SENIOR DIRECTOR 

Lara Roberts: SENIOR DIRECTOR

Lara Roberts

Florida State University

University of Miami Law School