Mr. Chernoff, a graduate of Yale University (undergraduate) and Kellogg Management School of Business (1991 MBA with Distinction, Austin Scholar), has made a career of driving positive results in some of the world's biggest and most sophisticated retailers. He began his career at Macy's, where he served in both store management and merchandising capacities. After business school, he began a long and rewarding career consulting to retailers around the world - first at Cresap (a Towers Perrin Company), then at A.T. Kearney, where he was promoted to partner and led of the global Consumer and Retail practice, and finally at Bain & Company, where he led the Americas Retail practice from 2008 to 2013. Under his leadership, Bain's retail practice in the Americas almost doubled in scale.
At the end of 2014, Mr. Chernoff retired from Bain & Company and joined Box.com, a leading cloud-based enterprise content storage, management and collaboration company, as Managing Director, Retail, Consumer and Hospitality Vertical.
Mr. Chernoff has worked extensively across most retailing formats, including general and mass merchandising; grocery; specialty; discount; apparel and footwear; consumer durables (electronics, sporting goods, home improvement); department stores; beauty, and e-commerce focused retail businesses. He has helped numerous clients navigate towards a truly omnichannel customer experience, blending the best of physical and digital retailing into profitable, growing enterprises. He has driven to positive results with his clients through a combination of strategic insight and pragmatic operational experience and counsel.
Chernoff is long-time resident of Evanston. He is married, with two children.
In this experiential learning class you and your business team members will create an online retail strategy and working internet commerce site; including positioning your retail brand against target consumers, choosing category assortment, negotiating certain terms with vendors, setting prices and promotions, managing inventories, developing messaging and advertising, factoring in competition, and constructing a viable online business model. Then comes the hard part: real consumers will shop your stores at a KSM online shopping Mall. Depending on how they shop and what they buy, you must react, fast and effectively as the "pop-up" online store will only be open for a few weeks during the course. But even in that short time, you are likely to find that your effective strategy by the end of the course turns out altogether different from the one you developed at launch. That's real life and real business. And just as in business, you will be evaluated on your team's ability to optimize performance and results, as measured by a range of relevant retailing results metrics and shopper insights. This new experiential Marketing course builds on material covered in Marketing 430, Marketing 466, and other Marketing classes, and is a unique opportunity for Kellogg students to interact with an impressive list of top digital marketing and commerce executives who will speak about current topics and current practices within a structured academic setting. The course will be highly relevant to students with career interests in internet marketing, online commerce, consumer products, product and merchandising management, new business development, and entrepreneurial start-ups.
PLEASE NOTE: MKTG-957 cannot be dropped after the first week of classes.