Bed Bath & Beyond adds marketing firepower

Jim Reath
Bed Bath & Beyond named Jim Reath as senior VP, marketing.

Bed Bath & Beyond Inc. has appointed two new strategic marketing leaders.

The home goods retailer named Kristi Argyilan as senior VP, brand innovation. She joins Bed Bath & Beyond from Target, where she was president of its media company, Roundel, following an earlier role as senior VP for media, guest engagement and measurement.

In her new role, Argyilan will be responsible for driving marketing innovation, including the expansion of Bed bath & Beyond’s customer insights capability, the introduction of a new enterprise-wide loyalty program and the development of new strategic partnerships and services that extend the company's authority in its core markets (home, baby, beauty and wellness.) 

In addition, Bed Bath & Beyond named Jim Reath as senior VP, marketing. Previously, Reath was a senior marketer at Macy’s, with responsibility for data-led, integrated omnichannel marketing to build affinity and loyalty for the brand across multiple customer segments.

At Bed Bath & Beyond, Reath will be responsible for the launch of new customer value propositions for each of the company's core retail banners in 2021. He will oversee marketing strategy, marketing deployment across all channels and marketing operations for Bed Bath & Beyond, buybuy Baby, and Harmon Health and Beauty Stores, in addition to launching a portfolio of new owned brands starting in the spring.

"Our portfolio of brands is uniquely positioned to serve customers across the magic moments in their lives, and we will deepen our connection by taking a customer-inspired approach to build on our authority in the home, baby, beauty and wellness markets,” said Cindy Davis, Bed Bath & Beyond's chief brand officer and president of Decorist.

Bed Bath & Beyond also announced the appointment of three multi-award-winning marketing and communication agencies as it continues to strengthen its creative team. The company has appointed MUH-TAY-ZIK / HOF-FER as lead brand agency for Bed Bath & Beyond, and M Booth as agency of record for corporate and consumer PR. The agencies will be responsible for launching the company's new customer value proposition. We Are Social has also been appointed as the lead social media agency for BuyBuy Baby. 

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