Borders is bringing back Kathryn Popoff as v-p, merchandising, and has made a series of personnel changes in that department in a move that it says will help it “re-energize its focus on providing a world-class bookselling experience” as it goes into the holiday season. “We recognize that traditional bookselling is a core part of our business and one in which we will continue to invest both talent and resources,” said CEO Mike Edwards. “At the same time we see strong growth potential with key non-book categories like digital, gifts and stationery and toys and games… that complement our book offerings.”
Popoff became director of merchandising of adult trade books at the chain in 2004 and was promoted in 2007 to v-p, merchandising. She left in November 2009 "to pursue other interests." Now that she is back at Borders, Popoff will oversee the promotion and merchandising of adult trade and bargain books.
Borders is also moving three employees into new positions: Larry Norton, former svp, merchandising, is now svp, business development and publisher relations. He will now work on growing Borders’s e-book business,including partnerships with publishers and Kobo to develop digital content, as well as improving Borders's supply chain. Children’s merchandising director Renee Rockwood will now oversee gifts and stationery, children’s toys, and games, and the company’s expansion of adult games and puzzles. She will also continue to manage the merchandising and promotion of the children’s category. And former v-p of marketing Joanna Goldstein will move into the role of v-p, non-book merchandising. She will oversee the digital device and accessory category as well as calendar, newsstand, and multimedia.
In addition to hiring Popoff, Borders has added Mike Ferrari as merchandising director, trade books. Ferrari previously held positions at Barnes & Noble including director, digital content for Barnes & Noble.com. Ferrari will report to Popoff.
Popoff, Norton, Rockwood and Goldstein will all report to CMO Michele Cloutier.
