In Conversation with Shari Hoenig
Tell us about your background:
I attended Michigan State University and graduated with a degree in Merchandising Management. At the time, my dream was to work for Herman Miller or Steelcase as a sales rep. Instead, I ended up at Macy’s as a department manager. It was there where I came across my first brand representative for a fashion brand now long gone. A professional who traveled from store to store across the country to merchandise the floor and present the brand the way it was meant to be shown? Sign me up! Conducting product knowledge seminars, discussing how to improve the business, negotiating for better fixturing and space, developing relationships with managers, the visual team and even the team on the shipping dock... In college, they don’t tell you how many different career paths there are that can grow out of a single learning track. I had no idea that a brand rep existed. This was my NEW dream job and how I got started working on the brand-side.
Since that time, I’ve become an accomplished brand advocate with a strong background in ecommerce strategy, digital marketing, and site merchandising. My expertise lies in driving growth through strategic thinking and collaboration across diverse teams, from retail to IT to creative. I have successfully built and optimized DTC ecommerce businesses, managed large-scale rebranding efforts, and enhanced customer experiences through targeted digital marketing campaigns. My advanced knowledge of platforms like Shopify and Google Analytics, coupled with my experience in lifecycle marketing and retail merchandising, allows me to deliver impactful results and foster partnerships that elevate the end-to-end customer journey.
A common thread throughout my career for the brands I have marketed has been developing philanthropic programs, notably founding National Smart & Sexy®️ Day and leading a significant rebranding of non-profit The Women’s Alliance, where I sat on the Board of Directors as the Marketing Chair. Additionally, I’m passionate about mentoring future marketing professionals and have actively supported students in their career paths. I’ve hosted career days, participated in mentorship programs, and acted as a Capstone Coach for graduate presentations.
Originally from Detroit, I’ve lived in New York City for over 2 decades (in the same apartment!). When not working, I spend my time learning to play mahjong, walking my rescue pup Jazzy, and hanging out with my husband and daughter.
What do you wish you’d known when you started out?
1. It’s ok to not have all the answers. Asking questions shows curiosity and the willingness to learn.
2. Fail fast, learn from the mistakes, iterate, and move forward.
3. I wish I had understood the importance of networking early in my career. It’s about building meaningful relationships, not transactional ones. Walking into a room where you know no one is hard, but strangers are only friends you haven’t met yet!
Best career advice you've ever received?
I’ve received much good advice during my career and refer to it often:
From my first retail manager — “If you step on someone’s shoes, don’t mess up the shine.”
From a long-time colleague — “Anticipate the No, find your way to Yes.”
From my Dad — “If you pass on an opportunity, you may not be offered another.”
More:
Never burn a bridge.
Do it once, do it right.
7 most dangerous words — Because we’ve always done it this way.
And my favorite from another long-time colleague when I’m in doubt of my skills —
”You don’t know how good you are.”
What leadership qualities are important to you?
From Senior Executives — Inclusion, transparency, honesty, empathy, authenticity.
For my teams — Servant-style leadership in the sense that I like to ask “ How can I help?”
What has been the biggest challenge in your career so far?
Realizing that climbing the ladder does not always mean satisfaction. My career has been more of a jungle gym, which sometimes equals a lateral move rather an upward move, and that’s ok!
And for fun, what is your favorite wardrobe staple?
A classic black blazer can pull together any outfit. It’s hard to go wrong when paired with denim, a pair of trousers, or over a dress!
LinkedIn: https://www.linkedin.com/in/shoenig/
Instagram: @sharihoenig
