Monica Freedman has been named chief direct-to-consumer officer at Veronica Beard, reflecting the brand’s commitment to strengthening its DTC channel and creating elevated experiences for their customers around the world.

In her new role, she will shape the strategic direction, growth and performance of the company’s global DTC business.

Most recently, Freedman led the launch of Khy, Kylie Jenner’s drop-based DTC fashion brand. Earlier, she was vice president and general manager of digital omnichannel at Alo Yoga, prior to which she was head of digital product, consumer and store experience at Restoration Hardware.

Throughout her roles, she has developed expertise in digital marketing, analytics, site design, merchandising and a strong focus on the consumer experience.

At Veronica Beard, she will oversee the company’s global e-commerce and North American retail divisions. She will also lead the development of a comprehensive CRM and clienteling strategy to enhance the customer experience for the Veronica Beard woman across channels.

Freedman will report to Stephanie Unwin, president of Veronica Beard, and will work closely with cofounders Veronica Swanson Beard and Veronica Miele Beard as the brand enters its next chapter of global growth.

“As we continue to evolve Veronica Beard into a global lifestyle brand, Monica will play a pivotal role in shaping how we engage with our customer and bring our vision to life across every channel,” said Unwin.

“Veronica Beard is a brand that truly understands and celebrates its customer,” said Freedman. “I’m excited to help further that mission and create exceptional experiences for women wherever and however they choose to shop.”