WD Partners has hired Andy Friedlander as senior director, digital experience. Friedlander’s 15-plus years of experience have been rooted in retail and drive his passion for engaging brand advocates and communities, in addition to defining and integrating the role of digital within the brand’s eco-system. He utilizes his expertise in UX coupled with design thinking in order to create user-led brand experiences.
Friedlander will be based in WD Partners’ growing Seattle office. He will also contribute to multiple brands and projects across WD’s international portfolio. Friedlander will be working across the breadth of each project from discovery to concepting to execution to ensure that digital is seamlessly integrated into brand experiences. He will define digital strategies for clients to bring clarity and hierarchy for digital engagements both within a physical space and as digital content or applications.
As a seasoned leader in digital and the retail industry, Friedlander will bring a strong and expert POV to WD and our clients. He most recently spent time at Specialized Bicycle, leading the customer experience for their owned and partner retail destination locations. He also co-founded the Mentor Creative Group working with small- to medium-size organizations to teach and mentor their teams in integrating UX and design thinking into their consumer and employee digital experiences. Prior to that he was at VF Corp., where he created and developed a global omnichannel transformation program for their largest direct to consumer brands. Additionally, he led the creation of digital experiences for brands like Nike and Target while at Uber Minds, acquired by Deloitte Digital.
Friedlander’s retail roots began at REI as a store manager and a community outreach manager. He established and implemented the Seattle Marketing Outreach team creating a bridge to local communities and partners. While at REI he took on the role of emerging media manager, leading the digital engagement team with a focus on strategy and content creation across all digital channels.
Andy’s addition bolsters WD’s strategic approach to digital, retail experience design, and thought leadership. His addition continues WD’s momentum of growth in 2019.