Build-A-Bear names new e-commerce, digital experiences VP
Build-A-Bear Workshop has added new talent to oversee its global digital experience strategy.
The experiential retailer has named Carmen Flores as its new senior VP of e-commerce & digital experiences. Partnering closely with the brand and technology teams, Flores will aim to strengthen engagement and deliver personalized interactions across all digital channels. She will report directly to chief revenue officer David Henderson.
Most recently, Flores served as chief marketing officer at Mexican beauty and lifestyle brand Nopalera. From 2020 to 2023, she held senior roles at The Lego Group, including VP of Americas e-commerce, where she is credited with leading digital growth through an “omnichannel transformation" and "modernizing" of the brand's digital ecosystem.
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"We are absolutely delighted to welcome Carmen to the Build-A-Bear family," said Henderson. "Her extensive experience and forward-thinking approach to digital transformation are exactly what we need as we continue to scale our reach and elevate the guest journey across all channels. We look forward to her leadership in advancing our e-commerce platform and enhancing our digital experiences."
Earlier in her career, Flores held e-commerce roles at luxury goods holding company Richemont and cosmetics giant L'Oréal USA.
"Build-A-Bear has created one of the most beloved brands, defined by its deep emotional connection with consumers," said Flores. "I'm thrilled to join the company and honored to build upon its success by delivering world-class digital experiences that deepen engagement and feel as joyful and personal as our Workshops. The opportunity for e-commerce growth is vast, and I look forward to unleashing its full potential alongside this great team."
Founded in 1997, Build-A-Bear Workshop operates more than 600 company-owned, partner-operated and franchise experience locations around the world where guests can create their own customized stuffed animals.
