Passion and Success: A Conversation with Pamplin Alumna Bridget Ryan Berman
Written by Communications Team Member Becca Toser
Bridget Ryan Berman has made a name for herself in the competitive world of retail and she credits Virginia Tech and Pamplin for giving her the foundation to succeed. Throughout her career, Bridget has made an impact at companies including Giorgio Armani Corp, Apple Computer Retail and Polo Ralph Lauren. She currently holds the position of CEO of Victoria Secret Direct. Not only is Bridget a successful businesswoman, but she is also the co-founder and a director of miraclefeet, a non-profit organization, as well as a dedicated wife and mother. I recently had the opportunity to ask Bridget a few questions about her experience at Virginia Tech, her career, her non-profit and her family life.
Q: How did you end up attending Virginia Tech and what were some of the activities that you were involved with while in college?
A: I grew up in Richmond, VA and I think I always knew that I wanted to go to a state school. Certainly, my parents encouraged me to do so knowing that Virginia had some of the best colleges and universities in the nation. When I went and visited Virginia Tech, I felt at home immediately. In addition to being a beautiful campus, I was impressed with academic rigor and loved how passionate and engaged the students seemed to be with all the school had to offer. As well, the college of Pamplin had a very solid reputation.
As far as activities, my freshman year I tried to stay focused on academics. My sophomore year was when I rushed and joined Kappa Delta Sorority. Kappa Delta was fairly new at the time and it gave me an opportunity to help build its presence not only locally, but also nationally. I was the PanHellenic representative for Kappa Delta, which gave me the chance to meet other leaders on campus. In addition to KD, I was the bat girl for the Hokie baseball team, which was fun because I loved supporting athletics. I also participated in the Student Alumni Association where I volunteered and supported various activities on campus.
Q: At Tech, you got a degree in Business Administration. How did that prepare you for the fashion industry?
A: I had started in retail when I was in high school and I had an opportunity to work in a major department store in Richmond. Through that experience I met several executives in merchandising, who encouraged me to focus on a business degree. Knowing that I wanted a career in retail meant that eventually I would want to grow into leadership positions. General Business would provide the right aggregate of courses to help me learn the critical aspects of management and administration. Retailing is a wonderful balance between the art and science of business. It’s requires strategic thinking, analytics and cross-functional partnering. It also challenges one’s creativity and intuition as you develop a product and brand experience that excites and motivates the consumer.
Q: How did you end up at Victoria Secret and what are some interesting experiences that you have had there?
A: I have known Victoria Secret my entire career as my first buying job was in Intimate Apparel. I have always admired the brand and the company. I joined VS two and a half years ago to run it’s digital, online and catalogue business. I would say the most interesting experience is that when I joined, the website was 13 years old and had not had any kind of major upgrade since it had been launched. The company allowed me to re-think all of our digital strategies and operating systems inclusive of the website, mobile and tablet. Today, the expectations shopping a brand has shifted dramatically. Customers are extremely savvy. They leverage technology for emotional engagement, research, information and comparative pricing. Therefore, retailers have the responsibility to use technology to provide an ease and effortlessness to the experience. As well, digital platforms can assist through personalization supporting what can be an overwhelming when someone is shopping online. We also simplify when a customer likes to visit both stores and the website. I’m fortunate in that Victoria’s Secret is a world-class brand. It’s all about giving to the customer!
Q: As a busy corporate executive, how have you been able to balance work and family life? What should young women know about what to expect?
A: I think if you have a well-rounded balanced life, both personally and professionally, it makes you better at each. Losing that balance, over time, will begin to wear on the thing that you give more of yourself to. It’s not just family life, but also your personal life. Taking care of yourself and giving to yourself as much as you give to others is important. You are more effective as a professional when your life is enriched. I am fortunate in that my family respects and supports the fact that I love what I do.
Q: Could you tell me about your family and your foundation miraclefeet and how many children it has served?
A: I have been married for almost 18 years. I have a son who is 13 and two step-sons who are 30 and 24. We live outside of New York City. My office is in New York near Central Park. I travel to Columbus, Ohio several weeks a month as that is where our corporation is based.
My son was born in 2000 with bilateral clubfoot, which is a birth defect that is highly correctable. We chose a non-surgical method to correct the issue. It began when he was an infant and by the time he was a toddler, you could not tell that his feet had been challenged. If properly addressed, clubfoot is completely correctable. We prefer the non-surgical approach as the likelihood of issues related to the treatment are minimized.
My husband and I started miraclefeet to help children in developing nations who struggle with clubfoot all of their lives because they don't have the resources to correct it. Miraclefeet has helped over 4000 needy children in twelve countries since we began five years ago. It has been a tremendous passion of all of us on the team. The hope we offer costs $250 per child to fully correct their feet through casting and braces. Without this help, the child would have great difficulty walking, which often leads to a life of desperation. In partnership with the Design School at Stanford University, we have also recently created an inexpensive brace that will allow easy access and a streamlined process for one of the most important aspects of the treatment. (For more information go to www.miraclefeet.org)
Q: You have been an active alumna. Why do you think it’s important for alumni to support Tech and Pamplin?
A: My years at Virginia Tech were four of the most valuable years in my personal and ultimately, professional life. I support the vision of the university. I also am incredibly proud of the school’s culture, it’s ethical values and the ongoing focus put towards the quality of academics, research, innovation and diversification. I believe Virginia Tech strives to continually remain current in this fast-changing world. I am impressed with the direction Pamplin is going and I hope to always demonstrate my commitment to the school’s future through my actions and support.
Bridget’s success is truly an inspiration to me and I hope to the students of Pamplin. Her story is a great example of what each and every one of us should aspire to personally, as well as professionally.