#USA #New York #Forter #AI Decisions #Jennifer Howard

Forter Welcomes Jennifer Howard as Their New Chief Merchant

In a significant move to strengthen its focus on the evolving landscape of retail and commerce, Forter, a leading AI decision-making platform, has announced the appointment of Jennifer Howard as the company’s inaugural Chief Merchant. This new role underlines Forter's dedication to connecting more deeply with its global merchant community, thereby fostering innovation within the retail sector.

Jennifer Howard comes to Forter with an impressive track record of over twenty years in digital commerce, product management, and merchandising with some of the world’s top retail brands including Levi Strauss, Gap, Williams-Sonoma, and e.l.f. Cosmetics. Most recently, she was the Vice President of Digital Experience at Balsam Brands, where her initiatives revitalized the full customer journey, ultimately contributing to measurable revenue growth.

Commenting on her new position, Howard expressed a strong belief in the art of commerce and emphasized the importance of consumer experience. “The brands I have admired are those who treat commerce as a craft, genuinely focusing on the moments that matter for consumers,” she stated. According to her, Forter has already established itself as a leader in providing frictionless experiences for businesses—from the sign-up phase to checkout and returns. She sees her role as an opportunity to deepen relationships and keep Forter at the forefront of compelling commerce stories.

As Chief Merchant, Howard is set to revitalize Forter’s merchant community, which consists of nearly one million businesses catering to over two billion shoppers. Her responsibilities will include strengthening executive relationships and ensuring that real-time customer insights are integrated into all aspects of Forter's operations, from research and development to market strategies.

Michael Reitblat, Forter’s CEO and co-founder, commented on Howard’s appointment, stating, “Forter was built for businesses that are advancing commerce and are in need of partners who can anticipate their needs. By establishing the Chief Merchant position, we affirm our commitment to understanding and nurturing the merchant community. Jennifer’s hands-on experience allows her to effectively advocate for the challenges our customers face.”

Howard is known for her capacity to lead large, cross-functional teams across various sectors including marketing, technology, product, and user experience. She has successfully modernized digital platforms and fostered innovation while building highly efficient organizations.

Forter’s Vision for the Future

This strategic appointment comes at a time when the landscape of digital commerce is rapidly changing, and the need for robust, adaptive strategies has never been more critical. Forter continues to leverage its unique AI capabilities to deliver trustworthy, instant decision-making in moments that significantly impact customer experiences, from signing up to making purchases and processing returns.

According to the company, Forter’s technology is trusted by notable brands like Nordstrom, Instacart, and Priceline, and empowers nearly a million businesses to enhance their customer relationships while securing their revenue streams. By ensuring that genuine customers receive frictionless experiences, Forter aims to eliminate barriers and preserve revenue potential.

With Jennifer Howard's new leadership, Forter is set to engage further with its merchant community in an era where consumer experiences dictate business success. Her insights and expertise will be integral as Forter looks to address current retail challenges and lead the way in providing innovative solutions that resonate in the market.

For more information about Forter and their initiatives, visit Forter's website.