ADI's Laura Phelan Receives MDM 2021 Digital Innovator Award

July 15, 2021

ADI's Laura Phelan was recently selected for the 2021 Digital Innovator Awards by Modern Distribution Management (MDM). MDM provides in-depth resources to executives in the wholesale distribution industry, and their Digital Innovator Awards celebrates those that are leading the way on digital growth initiatives.

Laura's work was recognized as a prime example of how a distributor can embrace digital tools and technologies to better serve its customers across multiple fronts.

Laura serves as the Global Vice President, Digital Experience (DX) for ADI where she is focused on driving ADI's digital footprint to generate revenue and improve the customer experience. She is responsible for the ADI Digital Branch - which includes 18 ecommerce sites across 14 languages. Laura also leads ADI's digital marketing and merchandising, demand generation, digital in-store experiences and content marketing.

ADI is focused on building an industry-leading ecommerce user experience that drives a higher mix of revenue online – and Laura is at the center of this digital transformation. She has helped define ADI's digital strategy and aligned the necessary resources to execute the plan. Laura has implemented a 24/7 development structure and brought on additional DX team members to help ADI reach its digital goals. “From the digital perspective, I took ownership of bringing on new team members in August of 2019. And we really grew that team rapidly through 2020, and built a new development platform,” Laura noted.

Under Laura's leadership, the ADI DX team has launched numerous digital enhancements to improve online shopping at ADI. These include launching redesigned websites across 15 countries, adding AI-based suggested selling capabilities, implementing new platforms for customer webinars and video content, and most recently releasing a new mobile app.

"Laura has been instrumental in driving positive digital results for ADI. With a customer-first approach, she's successfully executing a strategy focused on the customer journey that delivers an omnichannel shopping experience," said Rob Aarnes, President of ADI Global Distribution. "Laura is an important member of the ADI team, and we are extremely proud of her accomplishments and celebrate her success."

Laura, along with the other MDM Digital Innovator Award winners, was recognized during a presentation at the recent MDM Digital Distributor Summit.

Check out Laura's profile featured in the latest issue of MDM to learn more about won what her and her team are working on to improve the digital experience for ADI's customers.

Congratulations to Laura on her well-deserved recognition in this industry award.