VC-backed Spoonflower appoints Steele as CRO

Spoonflower, a provider on-demand digital printing of custom fabric, wallpaper and gift wrapping, has named Donnie Steele as chief revenue officer. He was the president and chief marketing officer of SmartPak Equine. Spoonflower’s backers include Guidepost Growth Equity (formerly North Bridge Growth Equity) and Bull City Venture Partners. 



Spoonflower announced today the expansion of its executive team and welcomed two industry veterans to its board of directors. Donnie Steele assumed the new role of Chief Revenue Officer after eight months of consulting for the on-demand fabric company, and Josh Scott, co-founder and former COO of Craftsy, and Chris Cavanagh, principal at Guidepost Growth Equity, joined the board of directors.

“We couldn’t be more thrilled to welcome these bright minds to our team,“ said Spoonflower co-founder and CEO Gart Davis. “As we continue to build momentum in digital textiles, these three leaders will help accelerate Spoonflower with their talents in digital marketing, e-commerce and growth management.”

As Chief Revenue Officer, Donnie Steele oversees strategies for customer acquisition and modeling, interdepartmental process flows and competitive analysis. He has more than 15 years of experience in the digital marketing industry driving results for brands such as the Discovery Channel, the U.S. Army, Xbox, Playstation, PBS, NASA and the Food Network. Most recently, he served as President and Chief Marketing Officer of SmartPak Equine of Plymouth, Massachusetts, whose revenues grew to over $100 million before being acquired by Henry Schein Inc., a global healthcare and distribution powerhouse.

“My approach is to design programs that will make our customers fall more madly in love with us, letting revenue be the byproduct of an enchanting customer experience,” said Steele. “It’s an approach that is sadly absent in most businesses, but it is completely aligned with the Spoonflower ethos.”

A former eBay executive, board member Josh Scott co-founded Craftsy in 2010, an online education and e-commerce community for passion makers recently acquired by NBCUniversal. At Craftsy he led product, marketing and several operating functions as the company grew to over 200 employees serving 10 million+ members. Scott is currently an advisor and board member for companies including Havenly, Betabrand, Artifact Uprising and Guild Education, and he will help Spoonflower in navigating the digital sphere of maker-focused services.

“I’ve long been impressed by the wonderful independent design community which makes the Spoonflower Marketplace thrive and by how Spoonflower empowers individuals to create on-demand, custom-designed textiles,” said Scott.

Joining him on the board is Chris Cavanagh, principal at Guidepost Growth Equity since 2015 and whose work focuses on originating, evaluating, executing and managing growth equity investments in the technology-enabled services sector. Previously a vice president at Great Hill Partners, a $5.3 billion Boston-based growth-focused private equity firm, Cavanagh is passionate about partnering with entrepreneurs to navigate their company’s next phase of growth.

“Spoonflower is leading the shift from the mass production to mass customization of digitally printed textiles, a market that is greater than $12 billion in scale and growing over 25 percent,” said Cavanagh. “With its industry-leading library of designs and highly loyal and engaged community of customers and designers, Spoonflower is well-positioned to continue to accelerate its growth through new product offerings, international expansion and investment in new print technology and automation.”

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