By  on October 25, 2011

Vicki Cantrell, former chief operating officer of Tory Burch, has joined the National Retail Federation as senior vice president, communities, and executive director of Shop.org, the association’s digital division. The appointment is effective Monday.

In addition to providing strategic direction and management of Shop.org, Cantrell will oversee communities unit, which includes the CIO Council, Association of Retail Technology Standards and its loss prevention group.

Cantrell left Tory Burch in August following three years with the contemporary sportswear firm. Prior to that, she spent five years with Giorgio Armani, most recently as senior vice president and chief information officer, and earlier worked at Gucci and J.C. Penney Co. Inc.

Matthew Shay, president and chief executive officer of the NRF, pointed to Cantrell’s “executive-level experience with major retail brands, as well as prior experience with many of NRF’s communities” as keys to her appointment.

Cantrell’s communities role is new. As executive director of Shop.org, she succeeds Scott Silverman, who left the firm last year. Joan Broughton, vice president of Internet strategies for NRF, had assumed the role on an interim basis following Silverman’s departure.

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