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Allison Flatjord, Corbin Prows and Brianna Wells will all take on new responsibilities at the Indiana-based hardware cooperative.

The hardware, lumber and building materials buying cooperative Do It Best consolidated two of its divisions. As a result, both will move under the leadership of its head of ecommerce, Allison Flatjord. She already served as vice president of ecommerce for the past year at Do It Best. Now, Flatjord will take on the new title of vice president of marketing and ecommerce.

Do It Best’s marketing and ecommerce divisions

Allison Flatjord

Allison Flatjord, vice president of marketing and ecommerce, Do It Right (Photo credit: Do It Right Corp.)

The operational realignment comes as part of an overall effort at Fort Wayne, Ind.-based Do It Best, prioritizing customer journeys and driving growth in both areas, the company announced Monday.

Do It Best is No. 419 in the Top 1000, Digital Commerce 360’s ranking of the largest North American online retailers.

“Allison’s deep understanding of ecommerce, marketing, and brand building make her the ideal choice to lead these combined divisions,” said Dan Starr, president and CEO of Do It Best Corp. “Under her guidance, we are confident that Do it Best and our member-owners will continue to thrive in a highly competitive landscape.”


Allison Flatjord’s accomplishments at Do It Best

Do It Best touted Flatjord’s work thus far at the cooperative. Its press release cited the launch of its ecommerce platform, migration of member-owner microsites and increasing online sales. Following the reorganization, she will be tasked with leading marketing while extending those sales growth efforts.

“I am thrilled to take on this new challenge and to continue contributing to the success of Do It Best and our members,” Flatjord said. “The merging of Marketing and Ecommerce reflects our commitment to meeting the evolving needs of our members and their customers in a digital-first world. I look forward to leading this talented team and driving innovation.”

Other ecommerce leadership changes

Flatjord’s new appointment follows two other leadership updates in Do It Best’s ecommerce operations at the end of January. Corbin Prows was named divisional manager of ecommerce platform operations. In addition, Brianna Wells was elevated to divisional manager of ecommerce: marketing and merchandising.

Prows, like Flatjord, worked on Do It Best’s ecommerce platform launch in his previous capacity as ecommerce development manager. He joined the cooperative in 2013.


Wells, meanwhile, joined Do It Best in 2022. Most recently, she served as ecommerce marketing and content manager, focused on content for its ecommerce platform.

“We’re committed to maintaining the momentum of ecommerce, with a primary focus on prioritizing our members’ online sales,” said Flatjord when the moves were announced. “By creating a holistic shopping experience, we can increase foot traffic to our members’ stores and ultimately boost sales. We’ve built tremendous momentum over the past couple of years, and I’m confident these leaders will drive continued success for our members and advance company objectives in the years ahead.”

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