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Risdall Marketing Group Creates Direct-to-consumer Division

Posted: August 23, 2012

Risdall Marketing Group announced the appointment of Donna Tarantino as vice president of beauty and style for its newly formed direct-to-consumer division. Risdall Consumer Direct will serve the multi-billion dollar global television shopping market for consumer brands seeking to maximize their sales performance, brand value and product offerings.

“Donna is a force in the electronic retailing industry, as a former executive at ShopNBC, a frequent national speaker and a sought-after thought leader for beauty and consumer products in the television shopping market,” said Ted Risdall, president of Risdall Marketing Group. “With her direct-to-consumer television expertise, we add another unique and growing channel for our clients and continue to set the pace for digital and integrated marketing.”

In her new role, Tarantino will oversee the beauty and style practice group as she helps build the direct-to-consumer division. She comes to Risdall having served most recently as director of beauty, health and fitness at ShopNBC. Her expertise is also rooted in previous leadership roles at QVC, Lord & Taylor, Prestige Fragrances & Cosmetics and Macy’s.

“I’m ecstatic to join such a visionary agency as Risdall,” said Tarantino. “Succeeding in the transformative world of television retailing is both an art and science. Maximizing performance is not just about bringing the brand to life, but equally about having the right product strategy. I am looking forward to representing compelling and differentiated products, and drive their success in the direct response world.”

Risdall’s new direct-to-consumer division will integrate direct response sales, strategic branding, curated product strategy, product lifecycle management, sophisticated on-air and off-network marketing communications. It will focus on the TV shopping sector worldwide in consumer categories such as beauty, health, fashion and accessories, jewelry, home solutions, housewares and kitchen electrics.