Dana Todd is a founder and digital innovation pioneer with 20+ years of experience making digital experiences for humans, including a patent for SEO technology. Currently CEO of a global fashion marketplace, Balodana, Todd has been a subject matter expert regarding digital business for trade and national press, conferences, academic and legal engagements. Leadership background includes both agency-side and brand-side operations. As a former CMO, she employs a blend of digital and traditional marketing methods for integrated strategic planning and execution.
Dana Todd is a USA-based founder and businesswoman at the forefront of digital innovation for 20+years. She is currently the founder and CEO of Balodana, the first only marketplace that is exclusively women’s made to measure fashions from around the world. Dana Todd founded Balodana in fall 2019 after many years in and out of the corporate world and entrepreneurship. Todd said the freedom of entrepreneurship ultimately led her to pursue this startup, which she hoped can give women greater confidence in their appearance and clothing. But the business doesn’t come without challenges. Accessing funding as a woman has been especially difficult, she said.
Dana has had a 20+ year career in management and executive positions. She has been an Internet pioneer through roles as co-founder of a top-ranking digital marketing agency, founding board member of a global search marketing trade organization, patent holder for advertising tech innovation for digital news, and now a marketplace platform for disrupting the global garment supply chain.
Work for Balodana
The idea for Balodana started when founder Dana Todd found herself frustrated with the retail shopping experience in America. Even at high-end stores, she noticed that garments didn’t fit her body or were made poorly. Boutiques were better, but often had shapeless garments that didn’t feel powerful or stylish. She found this to be a common complaint among her friends of all ages and body types, but it was particularly an issue for mature women and women who wore larger than a size 6.
Separately, reports emerged about the significant environmental damage being wrought by the fast fashion industry, which creates mountains of overproduction waste and chemical impacts to water and land. Not to mention, the labor practices of the garment industry frequently injure or even kill workers.
Then, Dana found a designer in Romania who manufactured original designs on a made-to-measure basis at a price competitive to most US department store clothing. She was hooked! She decided to build a marketplace that connects women with custom clothiers from around the world, in a setting that combines the convenience of Internet shopping but with the high-touch customer service of a posh retail store. She found more great designers and tailors and invited them to help “bring back the dressmaker” for American women. The resulting Balodana company brings together old-fashioned customer service and dressmaking skills, but with the best new technology to help support you better.
She shares her vision on how the fashion industry should cater to women’s individual features more: “I’m obsessed with the fact that the fashion industry has so poorly served women in fit and quality. The resulting pain point is an opportunity ripe for my new startup: Balodana made to measure fashion marketplace (www.balodana.com). We are the only clothing marketplace that inspires and fits the unique bodies of women who want to master the art of the first impression, in an era in which consumers expect personalized experiences. Balodana helps women shop directly from worldwide tailors and designers, for thousands of custom fashions that are made precisely to their body measurements.”