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Christiana DiMattesa

Senior Director Marketing, DTC Channels and Experience, The Americas

Under Armour

While DiMattesa has a passion for retail and is constantly on the lookout for true innovation, she also knows when to go back to the basics to really connect with consumers. She mentors her team and pushes them (and vendor partners) to achieve greatness, stressing the importance of details to create the most authentic presentations. In partnership with Under Armour’s Innovation Team, DiMattesa recently helped launch the first-ever Instant Footwear Customization Experience, which allows patrons to customize their own footwear in-store in less than 10 minutes. Through the pandemic, she helped open 10 new stores for the brand, including two new concept stores. She finds time to give back by participating in and leading panels that help educate and inspire retail marketers across the industry.

PROUDEST ACHIEVEMENT OF THE PAST YEAR

Recently, I joined a group of 30+ retail industry peers and partners to create the advisory board for the newly established George Mason University Center for Retail Transformation. I am honored and proud to sit amongst some of the most intelligent and innovative thinkers in the retail industry to continue to drive retail forward and, most importantly, develop future talent for our industry.

A PIECE OF MEDIA THAT INSPIRED ME RECENTLY

The two books that remind me of why I fell in love with the retail industry in the first place: The Power of Moments by Dan and Chip Heath, and Hug your Customers by Jack Mitchell. Both these books are constant reminders of how important people and experiences are to making a positive impact.

FUN FACT ABOUT ME

I took three years of Swahili in college.

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5 Holiday Trends That Will Shape 2020 Retail Strategies

The 2019 holiday season showed that retailers are eager and willing to step up their experience games, bringing the best of digital and physical together to engage their customers. Check out this e-Book to discover the five holiday trends that will shape 2020 retail strategies.