Kelly founded Plum Street Strategy in 2016 after more than 20 years in the web, e-commerce and entertainment worlds. As President, Kelly oversees all projects, leveraging her wide-ranging experience as a business executive to provide custom solutions for each engagement.
Over the years, Kelly has managed web, e-commerce and entertainment initiatives at companies such as Discovery Channel, Match.com, WeddingChannel.com and Disney. Most recently, she was Senior Vice President of eCommerce at National Geographic, where she developed a Voice of the Customer program, including creating a 4,000 member customer panel, and launched an award-winning microsite.
Highlights from her other positions include:
• Leading a massive site redesign for all Disney.com website properties.
• Launching online gift registry for Macy's & Bloomingdale's and creating the ability to try on wedding gowns online with a virtual model at WeddingChannel.com.
• Working with PhD psychologists to develop a fun, scientifically accurate online relationship quiz on Match.com.
• Launching digital downloads and a marketplace for eco-friendly products at Discovery. Under her leadership the Discovery Store site was named a "top site for eCommerce customer experience."
Prior to joining the internet industry, Kelly was a freelance production stage manager and adjunct professor.
Kelly holds a BA from the University of Virginia and an MPA from Harvard University, where she studied Social Enterprise. She has a particular interest in making the world a better place through socially responsible business practices, well-managed nonprofits and public/private partnerships.
Plum Street Strategy partners with companies to make smart decisions about all aspects of web and e-commerce strategy and implementation. Our consulting services cover a wide range of areas including site experience, product management, operations, technology, financial management, merchandising, marketing and analytics.