Net-a-porter's sporty jacket fall campaign.

LONDON — Matthew Woolsey has been named managing director of Net-a-porter, responsible for the day-to-day management of the site and for driving international growth, WWD has learned.

This story first appeared in the September 9, 2016 issue of WWD. Subscribe Today.

Yoox Net-a-porter Group said Woolsey will oversee the content, marketing and buying functions for the luxury full-price fashion site, and will be based at the company’s west London headquarters.

He will report to Alison Loehnis, president of Net-a-porter and Mr Porter, and will sit on the group executive team.

Loehnis will continue to lead the strategic direction and vision of Net and Mr Porter, the company said.

Woolsey was formerly executive vice president of digital for Barneys New York, where he oversaw the tripling of the retailer’s digital business in four years.

On Woolsey’s watch, Barneys won three Webby Awards for best social campaign, shopping app and shopping site.

Prior to joining Barneys, he launched the digital practice for Group SJR, a New York and London-based consulting firm, developing digital branding, editorial and mobile strategies for companies such as GE, TED, Barneys, Target and Discovery.

He has an MS degree from Columbia Journalism School, and was formerly a writer for Forbes magazine. As a teenager in the late Nineties, he designed and developed some of the first online interactive games to use streaming, working for companies including Walt Disney and Macromedia.

YNAP said his appointment is a “key milestone” in Net’s growth strategy. His role is similar that of Toby Bateman, managing director of Mr Porter. Woolsey’s start date has yet to be confirmed.

Loehnis called Woolsey a “21st-century thinker” and leader with a strong understanding of U.S. and international customers, the importance of “customer-centricity,” and a diverse background in journalism, content and technology.

She added he has a “clear vision of how best to harness technology to enhance service and customer experience,” and would bring a “relevant, fresh perspective” to Net.

The last person to hold the role of managing director at Net was Loehnis, who last October was promoted to her current, group-level role under the company’s new owner Yoox Net-a-porter Group.