Oakley Omni-Channel Program

Program Manager – Global eCommerce Group (2012-2015)

Oakley set out on an ambitious five-year journey to revolutionize how they manage sales channels—because juggling separate platforms like a circus act just wasn’t cutting it anymore. The Omni-Channel Strategy wasn’t just about slapping a new coat of paint on things; it was about seamlessly connecting every consumer touchpoint—stores, wholesale, websites, call centers, direct mail, catalogs, mobile platforms, and social media—into one fluid, frictionless experience. The goal? Make sure customers always find the right product, at the right price, in the right place, without a headache.

Why the big shift? Because modern shoppers don’t stick to one lane. They browse in-store, price-check on mobile, order online, and expect it all to just work. Oakley knew they had to ditch the old-school, siloed approach and transform into a hyper-coordinated, tech-driven sales powerhouse. This meant reimagining business processes, integrating enterprise-level tech, and crafting a customer journey as smooth as their high-performance eyewear.

By September 2011, Oakley kicked off the hunt for a next-gen e-commerce solution to replace their fragmented online platforms. The endgame? A robust, on-premise enterprise system that could handle everything—product content, eCommerce operations, and extended channel integration—so customers could seamlessly transition from browsing online to buying in-store, mobile, or wherever the adventure took them. Oakley wasn’t just selling products; they were engineering a next-level shopping experience worthy of their world-class athletes and fans.

Oakley’s Digital Overhaul: Elevating the Game

This wasn’t just a systems upgrade—it was a full-throttle transformation to build a digital powerhouse that delivers nothing short of an exceptional customer experience. Oakley doesn’t do “good enough,” and this initiative was all about pushing limits to create a seamless, high-performance platform that could keep up with both elite athletes and everyday thrill-seekers.

At the core of this mission? A next-gen digital platform—not just a patchwork of tools, but a fully integrated ecosystem spanning Hybris, SAP, Retail Pro, Celum, Artesia, 7thOnline, ExactTarget, and more. The goal? Flawless execution across applications, rock-solid performance, and a system that just works—no matter where, when, or how customers interact with the brand.

Key Objectives in the Omni-Channel Playbook:

• Launch a stable, high-performance platform that leverages cutting-edge tech to boost sales and brand impact.
• Lock down security by bringing Oakley & Luxottica sites into full PCI compliance.
• Unify Customer Care by ditching the clunky mix of outdated systems and moving to one streamlined interface.
• Empower business teams with self-serve website content tools—so marketing can manage updates without relying on dev teams.
• Scale globally—seamlessly managing multiple brands and eCommerce sites across numerous countries.
• Capitalize on evolving shopping behaviors—driving double-digit revenue growth within a year of launch.
• Create brand consistency—ensuring that design, messaging, and promos hit the same across every channel.
• Give marketing teams the freedom to move fast, launching new brand content and campaigns without bottlenecks.
• Crush quick-strike promos (think Olympics, special drops) with easy, low-cost execution—no need to stand up new sites from scratch.
• Roll out Hybris as the single commerce platform, unifying eCommerce solutions for Oakley.com, including global markets.
• Ensure seamless integration between the new commerce platform and manufacturing, logistics, and reporting—so nothing breaks.
• Redesign Oakley.com to deliver a next-level consumer experience—with a stronger focus on women.
• Make every interaction feel seamless—whether customers are online, in-store, on mobile, or calling in.
• Level up consumer data quality to sharpen insights and personalize experiences.
• Optimize digital asset management for better efficiency and brand consistency.
• Use real-time sales and inventory data to drive smarter, faster sales decisions across all channels.
• Hit the finish line on time and under budget, with Phase 1 completed by September 30, 2013.

Tactics:

• Flow all B2C commerce activities through Hybris Including web, mobile, retail POS, and call center transactions in order to provide real-time visibility into orders.
• Capture order information from all consumer sales channels in Hybris and pass order details to SAP real time so that SAP functions as our financial source of record and primary connection to Luxottica.
• Payment authorization and settlement will be performed through Cybersource via Hybris. Routing settlement through a third party supports fraud management, tokenization, PCI compliance, US and International Tax, and International payment tender.
• Implementation of a single Digital Asset Management Tool to enable Oakley to efficiently leverage and manage assets.
• Merchandise planning configured to coordinate cross channel tactics based on daily actual sales from each sales channel.
• Oakley.com will be integrated with Hybris to improve search, suggestive selling, and online settlement.
• Oakley.com and Oakley Vault will also be enhanced to appeal to women.
• Internationalization for Chinese, German, French, Italian, Japanese, Spanish, Portuguese will be supported online through Hybris which will enable our international offices to train in local languages.
• Enable Global eCommerce Group to manage web content through a new content management system that will eliminate the need to engage development teams for content updated.
• All call centers that support B2C will use Hybris for trouble shooting across web platforms.
• Customer Services Representatives (CSR) will use Hybris to support telesales and to initiate and monitor returns real time. Processing warranties in hybris is under consideration.
• CSR’s will be trained on performing cross sell and upsell telesales.
• Consumer information will be captured and maintained in Hybris. This will be the foundation to drive standardization and cleanliness of consumer information that is necessary to implement an effective consumer loyalty program.

This wasn’t just an upgrade—it was a game-changing evolution of Oakley’s digital experience. The result? A brand experience as powerful, precise, and performance-driven as the gear they make. In the words of founder Jim Jannard, “Everything can, and will be made better.”

My Role

As Program Manager, I led Oakley’s global omni-channel transformation, reporting to Luxottica’s Program Director for Digital Technology. Managing a high-powered team of project managers, business analysts, architects, developers, and database administrators, I drove the execution of a program designed to seamlessly connect retail, eCommerce, call centers, and wholesale into one frictionless customer experience. Beyond overseeing the program’s delivery, I rolled up my sleeves as the business analyst, leading discovery, documentation, and strategy for call center operational systems, oakley.com UX and design, merchandise planning, and warehouse and logistics—critical pieces in modernizing Oakley’s customer journey.

This wasn’t just a system upgrade—it was a full-scale digital reinvention, aligning a global, cross-functional team spanning eCommerce, analytics, digital marketing, retail, SAP, logistics, CRM, product, and sports marketing. Every decision had to account for the high-performance expectations of Oakley’s athletes and customers, ensuring that the brand’s digital presence matched the innovation of its products. Whether it was revamping call center systems for a smoother support experience, optimizing warehouse operations for faster fulfillment, or fine-tuning UX for a high-impact digital storefront, I played a key role in bringing Oakley’s omni-channel vision to life.

Launched in May of 2014

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