2021 Honorees

Somia Farid Silber

Vice President of eCommerce

“I am fortunate to have had amazing mentors and I am always finding ways to pay it forward.”

Tell us about where you work and what you do there.

I am the Vice President of eCommerce at Edible. I have been with Edible for five years and began my journey as a product owner managing back-office applications used by our franchisees. Since then, I’ve had roles within Operations, Technology, and now eCommerce. My team is responsible for acquisition and retention of customers and all things edible.com.

How would you describe yourself?

I love the work I get to do every day and I have an amazing team who continues to drive new growth for Edible. I am very goal-oriented and love to get stuff done. Something that I am actively working on this year is making the time to take care of myself and focus on personal growth.

I am a New Englander at heart and now live in Atlanta with my husband and our Goldendoodle pup, Luna. I am a foodie and I like to get in a Peloton workout whenever I can. I cannot wait to get back on a plane and visit new places.

Last but not least, I love mentoring young women in college and early in their careers. I am fortunate to have amazing mentors and I am always finding ways to pay it forward.

What is your leadership style?

We have a small team at Edible, so I am a player/coach like most of our leadership team. I am involved in day-to-day decisions, but I have a team that is capable of taking a project or task and running with it on their own without too much direction.

It’s really important to me that each team member truly feels like they own something and are comfortable sharing ideas and feedback on anything and everything. One way I gauge my leadership performance is by asking myself, “If I took PTO for a month, would my team continue to run smoothly?”, to which the answer is yes right now!

What do you think has been your biggest professional success so far?

Taking a sales channel in a double-digit decline to double-digit growth. When I was asked to lead our eCommerce division, I did not feel ready, even though senior leadership at Edible knew I could take on the role. Luckily, I had been managing all things Edible technology two years prior, so I had a pretty strong foundation as I started leading the eCommerce team.

My first task was to understand the players on the team and hire more talent that would help bring back channel growth. While doing this, I created a mindset with the team that we are going to be action-oriented and learn from each decision we make. Having this “get stuff done” mindset really allowed the team to think outside the box and focus on what was going to change the sales trend. Within a matter of two months, the eCommerce channel was seeing growth and since then have totally shifted our strategy for content, paid media, social media, email marketing, and so much more.

Pattern art Pattern art

What goals do you have for 2021?

I want to spend 2021 working on projects and initiatives that are going to put Edible on the map as your go-to destination for food gifts and treats — no matter the occasion. Personally, I want to make more time for myself and my personal growth. I’ve learned over the last year that if I want to continue working at the speed that I do (which I love), I do need to find time to take care of my health and wellbeing.

What do you think is the next big trend in eCommerce?

It’s all about personalization. We as consumers are bombarded with ads wherever we go. Brands will need to invest in tools and resources that help them to cut through that clutter. Personalization will not only go way beyond making a sale happen, but will also be integrated into the post-purchase experience.

Name an eCommerce brand you admire and why.

I’ll name two… the first one is Target. I am an avid Target shopper, one of those people who can’t go into Target and walk out with just one item. Their app has a very simple user experience that makes it easy to shop for essentials and do curbside pickup. The other brand is Glossier, my favorite makeup at the moment. Their website is very easy to navigate and I love how quickly I can create a bundle of products.

What do you geek out over?

Currently: Marvel (Friday evenings are all about WandaVision), Clubhouse, and all things skincare.