Sr. Consultant

Joanna Alexander is a senior consultant at FitForCommerce, where she leverages 16+ years of ecommerce experience in delivering results through product development, process orchestration, and innovation of the online user experience.

Joanna was the VP of Ecommerce at Cornerstone Brands, responsible for establishing a centralized ecommerce strategy across 6 brands and websites (Frontgate, Ballard Designs, Garnet Hill, Grandin Road, Improvements and Travelsmith). She delivered front and back end product innovations across all websites, resulting in over $20 million in revenue gains. She also launched 4 mobile phone sites and two tablet optimization initiatives.

Before Cornerstone, Joanna was VP of Product Management, Content and Creative at The Loop’d Network (now Hookit.com) where she developed and executed an online social merchandising strategy, a sports advertising network roll-up model and a site redesign. Prior to that, Joanna spent 5 years as the VP of Product Management & Content at HSN.com, where she designed the online business strategy, created a product roadmap and oversaw the execution of these initiatives.

At FitForCommerce, Joanna has worked on projects for Ballard Designs, De’Longhi, Duluth Trading, Epson America, GameStop, Guess Jeans, and Brownells.

Joanna has a BS in Finance and a BS in Decision Information Sciences from the University of Florida.