Fossil Group boosts digital transformation with new executive hire

By

Robin Driver

Published
Jul 12, 2021

As Fossil Group, Inc. continues its digital transformation, the Richardson, Texas-based accessories company has announced the appointment of Holly Briedis as executive vice president and chief digital officer.
 

In her new role, Briedis will be responsible for leading Fossil’s digital initiatives as it seeks to become a digital-first retailer. She will also join the executive leadership team at the company, which owns brands including Fossil, Relic, Skagen and Zodiac, and holds licenses for a range of designer labels, such as Diesel, DKNY, and Emporio Armani.
 
Briedis brings over 15 years of digital marketing and retail experience to Fossil, having most recently served as a partner at McKinsey & Company. In this role, she led omnichannel and customer experience practice for retail in North America, which involved providing advice to global consumer companies on driving profitable growth.

The executive’s previous experience also includes two years spent as an investor and adviser at Abundant Venture Partners between 2012 and 2014, and a five-year stint as head of sales and business development at asset management company Mercer from 2007 to 2012. Her expertise includes customer-centered transformations in e-commerce and omnichannel, digital marketing, loyalty and CRM.
 
Briedis, who holds degrees from Northwestern University’s Kellogg School of Management and the University of Michigan, is also passionate about educational equity. She has served on the board of directors at KIPP Miami and KIPP Texas Public Schools for the last six years and was a founding member of Chicago-based educational non-profit LaunchU.
 
“The digital footprint of consumers continues to grow, and brands leaning into this evolution are the ones driving growth,” said Fossil Group chairman and CEO Kosta Kartsotis in a release. “Holly's extensive leadership and expertise in driving customer-centered digital transformations for retail brands during her time with McKinsey & Company will help Fossil Group cement itself as a digital-first retailer.”
 
Fossil reported annual net sales of $1.6 billion in 2020, down 27% from the prior year due to the impact of the Covid-19 pandemic, while full-year net loss was $96.1 million, or $1.88 per diluted share.