Bed Bath & Beyond appoints L Brands digital exec as chief brand officer

Bed Bath & Beyond continues to strengthen its leadership team under the direction of president and CEO Mark Tritton.

The home goods retailer named Cindy Davis as executive VP, chief brand officer of Bed Bath & Beyond Inc., effective May 26. She was also named president of the company’s online interior design platform, Decorist, which provides customers with personalized home design services.

Davis will join Bed Bath & Beyond from L Brands, where she currently serves as executive VP and chief digital marketing officer. Previously, she was executive VP, consumer experience, at Disney/ABC Television. Prior to Disney, she held strategic leadership positions at other retail and leisure brands, including Walmart, Sam's Club, Yum! Brands, Starwood Hotels and Hilton Hotels.

"We have continued to invest in our business and take measured steps to enhance how we serve our loyal customers throughout the COVID-19 crisis,” Tritton said. “Cindy's arrival as chief brand officer follows a number of recent executive appointments as we establish a world class leadership team to rebuild our business and strengthen our authority in the home space. Cindy has an incredible track record leading brand strategy, digital, and consumer insights for some of the largest and most beloved brands in the country and her expertise will be invaluable as we strengthen our omni-always shopping experience and deepen our relationship with customers."

At Bed Bath & Beyond, Davis’ responsibilities will include stewardship and execution of brand strategy, as well as marketing and communications across the company's retail banners.  She will also support the team responsible for developing and executing the growth strategy for Decorist.

Davis' appointment bolsters the new senior leadership team that Tritton has put it place since he arrived late last year. It also includes several recent appointments:  
•    Gustavo Arnal – executive VP, CFO & treasurer; 
•    John Hartmann – executive COO and president of buybuy Baby;
•    Joe Hartsig – executive VP, chief merchandising 0fficer and president of Harmon Inc. ;
•    Gregg Melnick – executive VP, chief stores officer;
•    Rafeh Masood –  executive VP, chief digital officer; and
•    Arlene Hong – executive VP, chief legal officer & corporate secretary.