Oakley Omni-Channel Program
Program Manager – Global eCommerce Group (2012-2015)
Project launched in May of 2014
Objective:
Replace disconnected systems with a fully integrated, global-enterprise digital commerce ecosystem that delivers a seamless, high-performance customer experience across web, retail, mobile, and call centers.
Challenges (Pre-Transformation):
- Multiple disconnected platforms supporting retail, web, wholesale, and call center operations
- Fragmented customer data and content systems
- No unified digital asset or inventory management
- Limited ability to scale across brands and countries
- Inconsistent brand experience and limited agility for marketing and promos
Solution (Post-Transformation):
- Implemented Hybris as a single commerce platform across B2C channels
- Integrated with SAP, Retail Pro, Celum, Artesia, 7thOnline, ExactTarget, and more
- Unified digital operations: product content, eCommerce, CRM, inventory, DAM, and analytics
- Global POS and support for localized experiences
- Centralized customer data and order management for better service and personalization
- Enabled self-serve content publishing for marketing teams
- Designed to support PCI compliance, fraud prevention, international payments, and loyalty program foundations
Program Tactics:
- Real-time order capture across all channels with financial processing in SAP
- Unified digital asset management for brand consistency
- Redesigned Oakley.com and Oakley Vault with improved UX and stronger focus on women’s product presentation
- Hybris-enabled call center tools for CSRs, including real-time order troubleshooting, telesales, and return management
- Merchandise planning based on actual daily sales across channels with AI enabled 7th online
- Data standardization and consumer insight tracking to drive loyalty
My Role:
As Program Manager, I reported to Luxottica’s Program Director for Digital Technology, leading:
- End-to-end delivery and coordination of the global omni-channel initiative
- A multi-disciplinary team of PMs, analysts, engineers, architects, and database admins
- Direct discovery and documentation for call center operations, Oakley.com UX/design, warehouse/logistics, and merchandise planning
- Cross-functional alignment with global teams in eCommerce, digital marketing, CRM, SAP, retail, logistics, and customer experience
Results:
- Launched May 2014, on time and under budget
- Unified digital experience across all channels
- Positioned Oakley for global scale, rapid content deployment, and personalized customer engagement
- Foundation established for future growth, brand agility, and loyalty program integration
- 67% revenue growth from 2012 to 2025
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