Laurie Mucciolo

VP of E-Commerce, UX & Design

New York, NY, USA

Work Experience

Icon Style

VP of E-Commerce, UX & Design

Icon style is a vertical company that conceptualizes, designs, merchandises, produces, markets and sells celebrity-branded clothing directly to the consumer. To date, we have launched,, and are currently working on two A List celebrities lines expected to launch Q2 - 2016. At IconStyle I have:

° Overseen the digital brand strategy for all IconStyle e-commerce and marketing properties, developing a seamless digital omni-channel experience designed to engage and acquire consumers.

° Launched in a record 7 weeks time; A fully functioning e-commerce site, with multiple 3rd Party Integrations, a connection to a fulfillment center, and two product / lifestyle photoshoots.

° Built the customer database from zero to over six figures in six months time, with an acquisition cost at less than half of the industry standard.

° Focused on mobile sales, currently converting 50% of consumers on mobile, 15% higher than industry standards.

° Managed all vendor and technological partnerships strategically while continuing to build new relationships that connect consumers to our brands.

° Planned the long term development goals and future A/B testing ideas for our e-commerce and CRM platforms.

° Analyzed data from all of our digital platforms and adjust our approach based on key insights.

° Work closely with key brand partners in Merchandising, Production and Design.
August 2014 - New York, New York, United States

Relentless Generator

Senior Creative Director

Relentless Generator focuses on powering the ultimate brand-to-fan digital experiences. Generator provides engaging direct to consumer e-commerce and web product solutions for the Media and Entertainment industries. Having powered over 800 of the biggest names in music, tv, film, sports and gaming, Generator finds the fans and delivers them the content and products they love. While at Generator, I:

° Lead our 14 Interactive Designers to create award winning Design, UX, App, Product and E-Commerce projects from concept to execution.

° Established ongoing client relationships and generated new business by developing brand activation ideas, pitching our suite of services and products capabilities.

° Collaborated with the VP of E-Commerce to create exclusive direct to consumer products and marketing strategies for all of our e-commerce properties, grossing millions of dollars; Includes stores for AMC, FIFA, Disney, Sony Music, Universal and many more.

° Focused on product design, creating solutions to sell to our clients; This includes website products for Drupal and Wordpress; A Music Story Telling Tablet App; Conceived an Analytics platform that combined web, social and e-commerce data into one holistic view for brands.

° Found innovative ways to reach fans, activate them and brought them engaging content they were passionate about.
April 2012 - August 2014 New York, United States

Sony Music Entertainment

Interactive Creative Director

As the CD, I oversaw the daily workflow and inspired the team to create award winning Sony Music Recording Artists’ sites. I developed strong collaborative working relationships with our label clients, conceptualizing the initial vision and direction of our sites. As more opportunity for Digital Marketing emerged, I oversaw the asset ideation an creation across all social and CRM channels. As our team grew from 12 to over 80 people, I took more of a cross functional leadership role, helping to develop marketing and product ideas by leading brainstorm meetings. Towards the latter part of this time period, we saw an opportunity to make our proprietary e-commerce solution available as a product and ultimately spun off into a Sony owned Digital Agency. My focus was split several ways; E-commerce and Product Development, Creative Team Management, Strategy and Client Pitches, Digital Marketing; and DTC physical product development. We became a top 10 US DTC retailer for entertainment products within the first two years of our platform launching.
May 2007 - March 2012 New York, United States

Sony Music Entertainment

Senior Interactive Designer

December 2001 - April 2007

Sony Music Entertainment

Interactive Designer

October 1998 - November 2001


Parson's School Of Design

BFA, Illustration, 1996

September 1992 - May 1996 New York, United States

Parson's School Of Design

AAS, Fashion Design

September 2010 - Present New York, United States