Transformco
Sveta Edel is an accomplished eCommerce professional with extensive experience in product management and merchandising. Currently serving as the eCommerce Director of Product Management at Transformco since May 2021, Sveta previously held the position of eCommerce Sr. Product Manager at Sears Holdings Corporation from July 2012 to May 2021. Earlier roles include eCommerce Senior Merchant at Sears, Catalog Manager at Sears Holdings, and Vice President at Edel Direct Corp. Sveta's career began as a Buyer at HomeLife Furniture. Educationally, Sveta holds a Bachelor of Arts degree in Literature, Art, and Advertising from the University of Illinois Urbana-Champaign.
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Transformco
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Transformco is a leading integrated retailer focused on seamlessly connecting the digital and physical shopping experiences to serve its members – wherever, whenever and however they want to shop. Transformco is home to Shop Your Way®, a social shopping platform offering members rewards for shopping at Sears, Kmart and other retail partners. Transformco operates through its subsidiaries with full-line and specialty retail stores across the United States.