Merchandising Art & Science: Why Some Brands Win (And Others Lose)

Sylvia Niles is a visionary leader in merchandising and digital commerce, known for driving innovation, growth, and transformation in retail and e-commerce. A true merchant at heart, she began her career on the sales floor, where she developed a deep understanding of consumers and the art of curating compelling assortments. This foundation shaped her passion for delivering exceptional product experiences and inspiring brand loyalty.

Sylvia’s career trajectory reflects both strategic expertise and leadership excellence. She led high-performing, cross-functional teams to achieve significant revenue expansion, elevate profitability, and create seamless digital and physical consumer experiences. She thrives at the intersection of product, storytelling, and strategy—crafting narratives that resonate and drive engagement.

Recognized for her ability to blend consumer insights with market trends, Sylvia has led groundbreaking initiatives. She is passionate about harnessing emerging technologies to enhance product storytelling, creating immersive experiences that deepen consumer connections. Above all, she believes that people—both the consumers she serves and the teams she empowers—are the driving force behind every success.

A champion of collaboration and innovation, Sylvia is committed to fostering strong partnerships, nurturing talent, and embracing challenges as opportunities for growth. She leads with purpose, ensuring that every strategy, product, and experience is rooted in authenticity and consumer impact.

Outside of work, Sylvia enjoys cooking, entertaining, and traveling—pursuits that allow her to explore new perspectives and build meaningful connections. She and her husband are the proud parents of two wonderful daughters. Guided by a commitment to lifelong learning and leadership, she continues to push the boundaries of retail and digital commerce, driving innovation and impact at every turn.

Teresa Zobrist is the President and CEO of Zobrist Software Group, Inc., a premier services company specializing in e-commerce implementation and delivery. With a firm belief in leveraging the power of the Internet, Teresa helps companies achieve higher revenue, reduce costs, and compete in the global market. She brings over 30 years of experience in leading IT projects, fostering teamwork, and promoting high efficiency through meticulous organization and planning.