Jay Nigrelli is widely recognized in the retail industry for his repeated success in the area of digital brand transformation, helping brands achieve growth across three major areas: customer acquisition, customer relationships and online revenue. Jay joined Perry Ellis International in 2021 to leverage his experience growing direct online businesses and has worked extensively across the online portfolio including Perry Ellis, Original Penguin, Cubavera, Rafaella, Callaway Apparel and Golf Apparel Shop.

Jay’s current focus with Perry Ellis International is to improve customer acquisition, nurture existing customer relationships and create seamless digital experiences. He is diligent in his efforts to find the right partners, execute the appropriate tactics and allocate the appropriate resources. Investing in a combination of upper-level and mid-level funnel tactics and exposure via high-level distribution across various retail partners worldwide, Jay has helped improve traffic to Perry Ellis ecommerce sites. Key strategies have included:

• Testing and tweaking social strategy by leveraging engagement data across Facebook and Instagram;
• Leveraging SEO and SEM to drive traffic and understand the components that drive eyeballs; and
• Embracing influencer and sports celebrity relationships as another productive means of acquisition.

Jay stands out as an influential leader in ecommerce for his ability to take initial growth, like driving customers to the site, and amplify the success of the end results by nurturing the relationship. He has emphasized collecting and using first-party data to support personalized experiences across email, SMS marketing, offers and notifications, promotions and even loyalty program strategies. Using data such as gender, sports interest and birth date for further personalized messaging, as well as data from the Perry Ellis loyalty program, Jay has helped level-up personalization techniques to drive conversion, frequency of purchase and average order value.