In 1999, Cheryl joined Nickelodeon-backed start-up Red Rocket as Merchandise Manager where she managed the strategy, sourcing, site content and online merchandising for toys, apparel, accessories, giftware, music, movies and books. At Red Rocket, she pioneered the movement for commercial brands to embrace the digital marketplace and create online experiences to match changing consumer behavior.
The following year she was introduced to Ben Fischman at Smart Bargains where she initially joined as a Buyer and eventually became the VP of Customer Experience. For the next seven years, Cheryl oversaw the brand’s creative, user experience, production, and merchandise programming.
In 2007, Cheryl took on the role of EVP and Chief Member Advocate of Rue La La. Cheryl worked closely with Ben Fischman to develop the overall brand strategy and creative experience. For over six years, she was charged with implementing a seamless customer experience, including merchandising, programming, product, mobile, customer service, brand and creative.
Following the sale of Rue La La, Cheryl once again joined Ben Fischman to launch M.Gemi, a brand reinventing the luxury market by bringing the highest quality, hand crafted, Italian made footwear directly to consumers at uncommon prices. As President of M.Gemi, Cheryl oversees creative and brand management, technology, client experience, merchandising, planning and programming. Under her stewardship, M.Gemi has seen rapid growth in the 3 years since launch - swiftly moving to the forefront of the new luxury market and setting a new standard for the direct to consumer movement.
Cheryl, a former New Yorker, currently resides in Boston with her husband, her twin boys and her Labradoodle.